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INTRODUCTION
Colgate is an umbrella brand principally used for oral hygiene products such as toothpastes,
toothbrushes, mouthwashes and dental floss. Manufactured by Colgate-Palmolive, Colgate oral
hygiene products were first sold by the company in 1873, sixteen years after the death of the
founder, William Colgate. The company originally sold soap.
According to a 2015 report by market research company Kantar Worldpanel, Colgate is the only
brand in the world purchased by more than half of all households. Colgate has a global market
penetration of 67.7% and a global market share of 45%. Despite this, it maintained the highest
growth rate of all brands in the survey, with 40 million new households purchasing Colgate-
branded products in 2014. Its global market penetration is nearly 50%; higher than the second-
placed brand in the study, Coca-Cola with 43.3% penetration.Colgate was the first toothpaste in
a collapsible tube, introduced in 1896 in New York City. It had been sold in glass jars since
1873.In 1957, Colgate established its first factory in India to produce toothpaste for the domestic
market, and by 1999 became the highest selling brand in the world.[citation needed] Colgate
products are marketed in China under its Chinese Brand name (Pinyin: Gāolùjié), which means
"high-quality cleaning gel".[citation needed] As of 2002, Colgate occupied 20% of the market
share for toothpastes in China. As of 2015, it also commanded approximately 70% of the oral
care market in Brazil. In 2007.
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What is perception theory?
A process by which individuals organize and interpret their sensory impressions in order to give
meaning to their environment.
Elements of perception process for Colgate
Environmental situation: Environmental situation of Colgate is that it can be found anywhere
ranging from rural areas to the most developed cities. It is available in any corner of the country
i.e it is available throughout the country as well as thoughout the globe.
Observation: Colgate has made their brand recognition by their tag line i.e strong teeth. It has
been doing this from past several years by making customers to buy Colgate so that their teeths
gets stronger. The doctor suggested number one brand. By using these taglines they are making
customers to buy only Colgate brand.
Perceptual selection:
Internal factor: Every person’s day starts with brushing their teeths. Bushing teeths are the
basic need for everyone. The updated or the new tagline is 'start a day with smiling' .
Experience: Colgate making their customers to feel fresh after brushing. After every brush
customers could feel the freshness so that they starts their daily life positively. Customers can
experience their teeth stornger. peoplefeels that after buying the product , the Colgate is able to
deliver what they are promising andsee able to create a perception in the mind of users that after
brushing from their toothpaste their teeths become STRONGER AND SHARPER.
Size: They have wide range of products size. The smaller on which is available for 5rs is used
for tourist purpose. It is also making touristers to buy their product by providing them in a small
size so that I would be easy for carrying and also I t would be useful for those who cannot afford
The big one which is of bit high cost comparatively. The big size is used for regular purpose and
a family use.
Novelty: they are coming up with innovative ideas by creating large number of varites. It
includes
Colgate active salt toothpaste.
Colgate active neem toothpaste.
Colgate herbal toothpaste.
Colgate Max fresh toothpaste.
Colgate cibaca toothpaste.
Colgate Barbie toothpaste.
Colgate sensitive clove toothpaste.
Colgate sensitive plus toothpaste.
Colgate SwarnaVedshakti Toothpaste.
Colgate Visible White Toothpaste.
Colgate Total Advanced Health Toothpaste.
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These are all the products they are providing for customers to get satisfied with Colgate.
Perceptual organization:
The Free Dental Check-up Offer (the “Offer”) is conducted by Colgate-Palmolive (India)
Limited (“Colgate”) in association with India Dental Association.
This Offer is subject to the availability of dental professionals participated in this offer
during the Offer Period (defined below).
Free dental check-up is a limited period Offer and is valid from 19th January, 2019 until
27th January , 2019 ("Offer Period") . The Offer Period may be changed by Colgate at its
discretion, without any notification.
Any Shoppers who buys any value of Colgate products on Goffers website or app in
select cities as mentioned above during the Offer Period can avail the free Dental Check-
up. Shoppers will receive a link of Free Dental Check-up card from Grofers on their
mobile number used for the purchase of colgate product between 19th January-
27th January 2019 i.e. (“Offer Period”)
Attributes: Colgate marketing strategy helps in creating a strong perception that using a Colgate
product would increase their teeth strength and the overal mouth protection.
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Response: Because of the marketing that Colgate has done it has been successful in creating the
perception in the mind of market users that Colgate is associated with “STRONGER TEETHS”
and this has made Colgate the leading oral care company of India Having a market share of 53%
compared to any other brands.
