Content analysis about Colgate toothpaste promotions and advertisements.

1. Presented by
S Sreekanth
T Naga Snathavi Rao
A Report on Colgate Toothpaste
Content Analysis

2. Introduction
 Toothpaste is used to maintain and improve Oral
health.
 Several years ego it was prepared by more than 20
ingredients.
 It is used as the dental cream to eradicate gum
desease,erosion and dentin hypersensitivity.
 After some period some flavours and whitening
ingredients are included in the preparation.
 Companies are concentrated on toothpaste
availability to the consumer in their desired
market.
 It created competition among the brands.
 Companies also advertising with more interests by
describing the ingredients and their attributes.

3. Industry analysis
The following are top 5 toothpaste brands in the current FMCG
market.
 Colgate
 Close Up
 Pepsodent
 Sensodyne
 Dant Kanti

4. Colgate - Company analysis
 For most of consumers toothpaste means just Colgate.
 Well-Known brand in India .
 It producing products for all age group.
 Colgate introduced many flavours in different
products considering different customers tastes and
preferences.
 Colgate is most leading toothpaste brand having 55%
share in toothpaste business.

5. Close Up – Company Analysis
 Close Up is the toothpaste brand from HUL.
 First gel toothpaste in the world launched in 1967.
 it is a market leader after Colgate in toothpaste market.
 Minty Flavoured Paste.
 Attracted Youth segments in consumer market by
Advertisements.
 Except USA & Canada World wide marketed by
Unilever.
 In USA and Canada it is marketed by Church & Dwight.

6. Pepsodent – Company Analysis
 Pepsodent is from HUL.
 Launched in 1993.
 Protecting of gums and providing Special Oral Care.
 Price is less compared to competitors.
 Well known for its Minty flavour and fresh breaths.
 Cures sensitivity of teeth and problem of bleeding gums.

7. Sensodyne – Company Analysis
 Launched in 1961.
 Marketing by GSK.
 Mainly it is a product which cures sensitivity of teeth.
 Pain releleif,protecting from gems and various dental problems.
 Sensodyne offering 3 types of toothpastes
 Repair and protect
 Fresh Gel
 Rapid Relief.
 It is clinically proven the no.1 toothpaste as the pain reliever from sensitivity.

8. Dant Kanthi
 Dant Kanti form the Pathanjali.
 Herbal toothpaste.
 Used traditions herbs in preparation.
 Cures all tooth related problems.
 Stops tooth bleeding , bad breath and toothache.
 In small period of time it is grown faster in consumer market
with its ayurvedic ingredients.

9. Strengths
•Brand Recall & Visibility
•Product Line
•Efficient Supply Chain
•Financial Position
•Market share
•Sponssorship activities
Opportunities
•Expanding their Product Line
•Tapping Rurral Market
•Introducing new products
•Trust of consumers
•Usage Rate increasing
Threats
•Compitition In the Market
•Low Margins
•Price Of Raw material
•Ethical Issues
•Frequent Brand Switching
Weaknesses
•Extensive Market
•Cost Control
•Limited brands under different procuct
categories
•High dependence of company on single
category.S W
TO
SWOT Analysis of Colgate

10. Colgate Advertisements
Content Analysis
 In 1950’s And 1960’s
 Colgate cleans your breath while it cleans your teeth.
 Cleaner breath. Cleaner taste. Cleaner teeth. 3 ways clean is
Colgate clean!
 Advertisement Links:
https://www.youtube.com/watch?v=9QrFa3tDwvY
 https://www.youtube.com/watch?v=-Q7cf0z0fG8

11. Colgate Active Salt
 Consumers are today attracting to some
traditional ingredients rather than chemicals.
 Salt ,Neem, Charcoal etc.
 Colgate introduced some products of toothpaste
on basis of this need of consumers like Colgate
Active Salt.
 Advertising by explaining the benefits and
attributes of the toothpaste by Movie Artists.
 Advertisement link :
https://www.youtube.com/watch?v=LuTJQQU
160w

https://www.youtube.com/watch?v=glKHhvmu
rLY

12. Colgate Oral Health Month
 Colgate in association with local dental association conducts this campaign.
 In India it is conducted along with Indian Dental association.
 Instant Dental check up and advice.
 Missed call service.
 Attracted more customers all over the world.
 Advertisement link : https://www.youtube.com/watch?v=RXlpyLiW-rQ

13. Colgate Max Fresh
 Well Known For freshness.
 Promoting with Movie hero's like
Ranveer Singh and Allu Arjun.
 Mostly attracted youth segment.
 Advertisement links :
 https://www.youtube.com/watch?v
=ygdGsLYk8x0
 https://www.youtube.com/watch?v
=0dIuxbnlUPQ

14. Need Of The Study
This study is conducted to know the following points:
 To know how Colgate, attracting the customers with
promotional activities
 To know how Colgate is advertising different products in its
promotional activities.
 how they convey the message they want the customers to
know.
 what are the new products Colgate brought in to the market.