3. Colgate-Palmolive
Oral Care
Toothpaste, Toothbrush,
Toothpowder,
Whitening Product,
mouthwash
Personal Care
Body wash, Hand wash,
skin care, hair care,
men’s grooming
Household Care
Surface care
Colgate-Palmolive India is 51%-owned subsidiary of US Colgate-Palmolive Co.
Leading player in oral hygiene in India since 1950s
Categories
4. Net Profit
2011
INR 4
billion
2012
INR 4.5
billion
2013
INR 5
billion
New product launches and increase in penetration in rural India aids value
and volume growth
5. Market share
Product Type Value Share Rank
Beauty & personal Care 6.8% 2
Bath & Shower Negligible 22
Men’s grooming 0.8% 17
Oral care 46.1% 1
7. Oral care in India
Toothpaste is
the biggest
category with
80% share
Increase awareness by
educating consumers about
good dental hygiene via TV
advertisements as well as
urging them to brush twice a
day
Mouthwashes/
Dental rinses
has the
highest value
growth of 44%
in 2013
Oral Care is
expected to
grow at a
CAGR of 9% to
reach 131
billion by 2018
Increasing awareness of oral
care products, increasing
penetration in rural market
and expanding product
portfolio of leading
companies
11. Comparison of Mouthwash & Oral
care industry
133.8 409.4 696.9 1079.9 1550.4 2231.1
46226.8
50117.9
55414.5
63296.1
72374.6
83449.8
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
2008 2009 2010 2011 2012 2013
Comparative growth of mouthwash against oral care(in INR
million)
Mouthwashes/Dental rinses Oral Care
12. Mouthwashes/dental rinses witnessed the highest value growth of
44% in 2013 against 15.3% for overall oral care industry as urban
consumers used it for better protection, although it is still nascent in
India
Mouthwash/dental rinses grew at a CAGR of 75.6% between 2008-
13 as against 12.5% for total oral care
HUL launched Pepsodent Mouthwash in 2012 with the value
proposition of “First Non-Alcoholic herbal mouthwash”
Mouthwashes/dental rinses is expected to grow at a value CAGR of
29% during 2013-2018
13.
14. Product
Available in 7 variants in
India– Fresh Tea, Complete
Care, Sensitive, Freshmint,
Peppermint, Active salt,
Visible white
Remaining 2 variant - Ice,
Fruity Fresh not available in
India
Packaged in multiple sizes –
50 ml, 60 ml, 100 ml, 250 ml,
500 ml
Different colours to
differentiate between
variants
15. Price
Pricing is based on
competitor’s price
Pricing varies with variants
and packaging
Product size Price
50 ml Rs. 30
60 ml Rs. 40
100 ml Rs. 55
250 ml Rs. 115
500 ml Rs. 190
16. Place
Widely available in Urban areas
from malls to retailers
Placed along with competitors
product like Listerine or along with
other oral products from Colgate
Greater thrust on increasing
product penetration to rural areas
17. Promotion
Quick and easy method for
a cleaner, fresher and
healthier mouth
Educate customers to use it
twice a day after brush
Help remove 99.9% germs
for 12 hours
Channels – TV, newspaper,
Hoardings, social media
18.
19. Segmentation
Demographic
Target busy adults
People whose income fall in middle and upper class as it is a
supplementary product which can be used after brushing
Geographic
Mainly for Urban and semi-urban population
Behavioural
Adults who want cleaner, fresher and healthier mouth
Target adults who want white teeth, have sensitive gums
20. Targeting
Adults in the age group of 18-60
Working people who frequently interact with others and have
scarcity of time
Adults who have teeth problems like cavities, sensitive gums, plaque
21. Positioning
Colgate Plax positioned itself based on its functionalities as a
mouthwash which provide fresher breath and germ protection
Long lasting fresh breath
Removes up to 99.9% germs
Alcohol free formulation
No burning sensation
The mouthwash that gives 12-hour germ protection
23. Points of Parity
Prices are similar to its competitors
SKU’s are similar in packaging and size
Positions similarly as other competitors to remove bad odour
Contains fluoride to fight oral problems
24. Points of Difference
More variants are present compared to other competitors
More trusted and popular brand among users
Alcohol free formulation
