Colgate PlaxBrand Extension Analysis- Preliminary Submission

PGP30141Siddhesh Kasture

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301412/12

The Oral Care Category In India

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301413/12

Key Highlights:• Oral care sees value growth of 15% to reach INR83.5 billion in 2013• Oral care is expected to have a value CAGR of 9% at constant 2013

prices to reach INR131.0 billion by 2018• Colgate is the largest selling brand followed by Pepsodent & Close-Up• Oral Care products from Dabur and Himalaya represent the Ayurveda

products within this category

The Oral Care Category In India

Market Share: 46.1% Market Share: 19.7% Market Share: 10.8%

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301414/12

Colgate-Palmolive India:1. Leader in Oral Hygiene since

1950s2. Innovative Offerings3. Diversified its portfolio in

Personal Care in 20134. Products are positioned in

high growth, middle class segments

5. Rural market activity has shown a rising trend

Colgate-Palmolive

Company Value Shares (2014)

Overall Market Share (2009-14)

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301415/12

The Oral Care Sub-Category

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301416/12

2011 2012 20130

10000

20000

30000

40000

50000

60000

70000

80000

Sub Category Growth (in Crores)

Dental Floss Mouthwashes/Dental Rinses Toothbrushes Toothpaste

Key Highlights:1. Toothbrush dominated the sales

with the category2. Mouthwash witnessed the highest

growth within the category & expected to grow at CAGR of 29%

3. Dental Floss, Denture Cleaners, Tooth whiteners could not gather significant market share

4. Popular theme used for marketing: Sensitivity

The Oral Care Sub-Category

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301417/12

MouthWashes

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301418/12

Brand Shares of Dental Rinses/Mouthwashes

Listerine Colgate PlaxAM PM Pepsodent Fresh MintOthers

Key Highlights:1. Pepsodent launched its Fresh Mint

Mouthwash in 2012 Q4, with the proposition of the ‘First Ever Non-Alcoholic’ mouthwash

2. Mouthwash sub-category grew by 44% in 2013

3. Listerine remains the market leader due to long market presence

4. Forecasted Sales for 2015 are 15159.1 crores

5. Forecasted growth for 2013-18 is 29% CAGR

Mouthwashes

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301419/12

Colgate Plax

• Ranked 24th in the entire Oral Care Category• Ranked 2nd amongst mouthwashes• Ranked 10th in the Colgate portfolio• Recording a steady growth over 25% YoY

Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014110/12

Avoid Bad Breath 12 Hour Freshness Kills 99.9% Bacteria

Colgate Plax

Product Features

Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014111/12

Product Variants

Colgate Plax

Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014112/12

Thank You