COLGATE

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TABLE OF CONTENTINDEX

Sr. No Topic Page No.pa1 Objective 32 Sources 33 Findings 34 Introduction 55 Mission statement 86 Achievements and past successes 87 Building On Global Strength 108 Customers Awareness Towards Colgate- 129 Conclusion 14

10 Bibliography 15

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OBJECTIVE:

Main objective of this assignment is that how the Colgate Company mission statement reflects the customer –centric attitude of marketers and how it has given the benefits to the company. This assignment aims to give the practical application to understand the changing faces of marketing and how marketing is evolving in these years.

SOURCE:

We have collected the information from sources by goggling through various sites and collected the information of the several years. Through which we came to know about the companies.

FINDINGS:

During this assignment we have find that the Colgate has a strong presence all over the world. Colgate has its own Brand value. Colgate is one of the very old and popular company. In India maximum people prefer Colgate products. Colgate toothpaste is there in every village and city and everyone believe in it. By taking the name of toothpaste the people say Colgate.

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The market share of Colgate products is too much high in toothpaste and dish soap and it also has a presence in other products also as we can see in the graph below…

The company also performs several campaigns so that maximum people get its benefits. The companies also launch many advertisements which is always very successful and people attract towards it.

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INTRODUCTION:

Source - http://investor.colgate.com/introduction.cfm

Colgate's long history of strong performance comes from absolute focus on our core global businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. This has been combined with a successful worldwide financial strategy. Around the world, Colgate has consistently increased gross margin while at the same time reducing costs in order to fund growth initiatives, including new product development and increases in marketing spending. These, in turn, have generated greater profitability.

Source - http://www.slideshare.net/shweta90/colgate-palmolive-8957748

Colgate company is an American diversified multinational corporation focused on the:

1. Production,2. Distribution, &3. Provision

of household, health care and personal products such as, soaps, detergents and oral hygiene products.

Colgate managers around the world are dedicated to increasing Market shares in all our core businesses. Colgate has achieved Global leadership in toothpaste, hand dishwashing liquid, liquid Hand soap and specialty pet food.

Company information:

Industry : personal products Founded : 1806 Headquarters : New York city, New York, U.S. Revenue : US $ 15.3 Billion Employees : 36,002

“Colgate World of Care”

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Company Perspective:

Source - http://www.referenceforbusiness.com/history/Ci-Da/Colgate-Palmolive-Company.html#ixzz3Wj3lAhz

Our long history of strong performance comes from absolute focus on our core global businesses, combined with a successful worldwide financial strategy. This financial strategy is designed to increase gross profit margin and reduce costs in order to fund growth initiatives and generate greater profitability.

Some of the Colgate products are:

Source - http://www.colgate.com/Colgate/US/Corp/AnnualReports/2008/HomePage/BuildingOnGlobalStrength.pdf

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Colgate-Palmolive, a Top Fortune 500 Company

Source - http://www.makingafortune.biz/list-of-companies-c/colgate-palmolive.htm

Colgate-Palmolive appears in the 2008 Fortune 500 Company listing. Every year Fortune the American business magazine compiles ranks and publishes a list of the top 500 U.S. public corporations based on their gross revenue. The Top Fortune 500 Company list provides Fortune magazine readers with facts and information about the top companies and their contributions to the American economy. Companies eligible for inclusion in the Top Fortune 500 Company list are those incorporated in the United States and whose revenues are publicly available.

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MISSION STATEMENT:

Source - http://www.colgate.co.in/app/Colgate/IN/Corp/ContactUs/GMLS/MissionAndGoals.cvsp

To provide Colgate with a significant competitive advantage by reducing total delivered cost, extending technology resources and developing excellence in purchasing, logistics and sourcing processes.

Achievements and Past Successes:

Colgate strives for continuous improvements with our supplier teams.

A multidisciplinary team from Colgate and JM Huber, a key oral care raw material supplier, identified potential savings across the supply chain. This team realized savings in excess of hundreds of thousands of dollars. This supplier relationship was featured in a Colgate-Palmolive Company Annual Report and is one example of the several preferred suppliers teaming with Colgate.

Colgate aim for cost of reduction across every category.

A major contract for preservatives used in personal care and household care products was awarded to a single supplier, delivering significant savings and leading to a unique research agreement.

Three-year globalization contracts with key suppliers enabled reduction of the supplier base for a critical global surfactant from 11 to 4 suppliers.

For a key toothpaste ingredient, the supplier base was reduced from 7 to 3, regional multi-year contracts with on-site manufacturing programs were put in place and record savings and total cost reductions were achieved over 5 years.

Colgate is on the forefront of innovation:

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In our Global Fragrances category, we had multiple suppliers, high cost structures, limited innovation, average quality fragrances and long lead times. Focused partnerships were initiated with two key external suppliers. As a result, new initiatives were developed including annual “Top to Top Meetings” (CEO/CEO), project and savings grids, cost improvement teams and detailed supply chain maps.

Many “superior” fragrances have since been developed. In the household care category there were 7 for cleansers and 7 for light duty liquids. In personal care there were 4 for liquids and 5 for bar soaps. In fabric care, there were 7 for softeners and 5 for detergents.

Growth Strategies:Colgate-Palmolive’s strategy is to focus on global new products to drive growth. In the early 90’s, we were launching an average of 256 new products a year. By the mid 90’s that number grew to 469 per year. And recently that number has jumped to over 797 per year.

PROMOTION TOOLS:Source - http://www.slideshare.net/shweta90/colgate-palmolive-8957748

Increasing circumference of toothpaste tube. Free dental check-up in mobile vans. Free dental checkup by sending a SMS. Scholarship offers like learn and earn offer.

ADVERTISEMENTS:Source - http://www.slideshare.net/shweta90/colgate-palmolive-8957748

In 1940, the colgate company used slogan was “it cleans your breath while it cleans your teeth.

In 1960s onwards, the slogan was “The Colgate ring of confidence”. In the later 1950’s and early 1960’s, Colgate stressed the fact their “Dental Cream”

contained Gardol, a formula that helped protect teeth from cavities and tooth decay.

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ENVIRONMENTAL INFLUENCE ON COLGATE:

Source - http://www.slideshare.net/anantagrawal14/colgate-consumer-behaviour

Healthy mouth healthy body.

People with diabetes are 2x times more likely to develop serious gum diseases.

Different products for different problems.

Colgate is the only brand which is associated with American Dental Association (ADA).

Indian oral care industry.

Recycling.

Public awareness.

Community awareness.

Ongoing examination & impact Quantification.

Safe energy.

Safe disposal

BUILDING ON GLOBAL STRENGTH:

Source - http://www.colgate.com/Colgate/US/Corp/AnnualReports/2008/HomePage/BuildingOnGlobalStrength.pdf

SUCCEEDING WITH CONSUMERS-

Brazil:

Gaining Market Share In Mouthwash In many key markets around the world, Colgate is gaining market share in mouthwash, one of the fastest-growing oral care categories globally. In Brazil, for example, where the mouthwash market as a whole has doubled over the last three years, sales of Colgate Plax mouthwash over this same period have quadrupled. Strong efficacy claims and

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an innovative portfolio of products supported by powerful integrated marketing communications have differentiated the brand and led to very strong market share growth.

SUCCEEDING WITH THE PROFESSION-

United States

Providing Oral Health Exams And Education Worldwide

In partnership with dental health professionals, Colgate provides free dental screenings, product samples and oral health education to millions of children and their families every year. In the United States alone, Colgate’s “Bright Smiles, Bright Futures” oral health education and community outreach program has reached nearly 100 million children since its start 18 years ago.

SUCCEEDING WITH CUSTOMERS-

China

Partnering With Small Shop Owners For Success

In countries such as China, small neighborhood shop owners often infl uence which brands consumers purchase. Colgate works closely with millions of small shop owners everywhere to offer shoppers a relevant assortment of products, with superior visibility on the shelf, in order to grow sales for both the local shop and Colgate.

INNOVATING EVERYWHERE

Mexico

Breakthrough Technology Delivering Long-Lasting Fragrance In Fabric Conditioners Responding to consumers’ desire for long-lasting fragrance in a fabric conditioner,

Colgate developed the patented technology in new Suavitel Magic Moments. The unique formula contains encapsulated micro-beads that provide touch-release fragrance for months after washing. This highly successful new product captured over 8% of the fabric conditioner market in Mexico in just 10 months and has already been expanded to other countries in Latin America and to Europe under our Soupline Magic Moments brand. M

EFFECTIVENESS AND EFFI CIENCY IN EVERYTHING

United States

Generating Savings Through In-House Label Production

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To reduce costs, Colgate’s factory in Morristown, New Jersey implemented the in-house production of pressure-sensitive labels for the Softsoap liquids business. Producing400 unique label designs peryear, this initiative is already delivering savings of over $3.5 million annually.

STRENGTHENING LEADERSHIP WORLDWIDE

Global

Developing Leaders At All Levels

Each year, approximately 20 early-in-career individuals, representing all divisions and regions, are selected to participate in Colgate’s Leadership Challenge program. Participants spend a week at the Company’s corporate headquarters in New York, where they work on team projects and interact with senior executives.

Customers awareness towards colgate-

Dr. Matthew McCarthy Juniper Animal Hospital United States-

“Hill’s has the ability to continuously develop new products that help us address our patients’ medical needs. Last year, I had the opportunity to tour the Hill’s research facility in Topeka, Kansas, and it served to reinforce the care that goes into the formulation of each product and reassured me that we are doing the right thing whenever we recommend Hill’s Pet Nutrition foods.”

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Cassim Aysen Chief Executive Offi cer, Africa Cash & Carry South Africa

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“Africa Cash & Carry welcomes Colgate’s customer-wide commercial selling principles. Colgate is a fair and equitable trading company.”

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Dr. Ricardo Teles Associate Member of the staff in the Department of Periodontology at The Forsyth Institute, the world’s leading independent oral health research institutionUnited States

“The Forsyth/Colgate Alliance has been a great complement to our work, bridging basic science and clinical research. Our partnership with Colgate has helped foster innovation and is an ideal way to accelerate our commitment to bringing the benefits of our research to the public and the profession.”

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Léo Apotheker Co-Chief Executive Offi cer, SAP AG Germany-

“True success comes from the strength of a company’s business networks and its capability to continuously drive innovation and leadership on a global scale. It is clear that Colgate understands this. At SAP, we are proud to be the engine that helps Colgate manage its business and continue to strive for excellence.”

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Sneha Joshi, Colgate consumer, India.

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“My family has used Colgate toothpaste for as long as I can remember. Colgate Total toothpaste and Palmolive Aroma body wash are some of my favorite products.”

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professor Raman Bedi, DDS, DSc, FDSRCS, FFPH ,Director, Global Child Dental Health Taskforce United Kingdom

“Upon forming the Global Child Dental Health Taskforce, we recognized that strong and imaginative leadership would be required if early childhood caries was to be eliminated. Working together with Colgate, we have been able to establish national taskforces which support community programmes and help build dental public health capacity. In this project, Colgate has demonstrated, as it has for over 200 years, its global oral health leadership.”

Conclusion

In Conclusion, Colgate Company is a typical market oriented company, operating in more than 200 countries. They are providing many new employee oriented programs both for senior level and entry level people. They are aware of their social and ethical responsibilities. They are managing their consumer and business market in an effective manner. They face their competitors and feel proud to take it as a challenge. They feel pride in making their customers happy. They know how to conduct their business in international communities. They maintain levels of their CRM at their company to ensure good customer support. The way they have proved themselves in consumer, business and international markets, they still have a high aim to attain more and more.

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BIBLIOGRAPHY:

http://investor.colgate.com/introduction.cfm http://www.referenceforbusiness.com/history/Ci-Da/Colgate-Palmolive-

Company.html#ixzz3Wj3lAhzg http://www.makingafortune.biz/list-of-companies-c/colgate-palmolive.htm http://www.colgate.co.in/app/Colgate/IN/Corp/Products.cvsp http://www.colgate.co.in/app/Colgate/IN/Corp/ContactUs/GMLS/MissionAndGoals.cvsp http://www.slideshare.net/shweta90/colgate-palmolive-8957748

http://www.slideshare.net/anantagrawal14/colgate-consumer-behaviour http://www.colgate.com/Colgate/US/Corp/Annual-Reports/2008/HomePage/

BuildingOnGlobalStrength.pdf http://www.ukessays.com/essays/marketing/successful-marketing-strategy-with-colgate-

palmolive-marketing-essay.php#ixzz3X15C69Ud

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