Why Every Indian Loves Colgate Toothpaste ? | Colgate Business Case Study | Aditya Saini

Summary

This video explores the fascinating rise of Colgate, from its origins as a soap and candle business in 1806 to becoming a global leader in oral hygiene. It explains how Colgate innovated with the introduction of plastic tube toothpaste in 1896, its clever marketing strategies, and how it built trust over generations. The brand's success is attributed to its focus on advertising, emotional engagement, and constant innovation to adapt to consumer needs, particularly in India. The video highlights how Colgate became a household name by emphasizing trust, emotional appeal, and product evolution.

Takeaways

• 🦷 The global toothpaste market is worth over 2 lakh crores, with Colgate holding 40.5% of the market share.
• 📜 Oral hygiene dates back to 5000 BC, with ancient civilizations like Egypt, Rome, and Greece using toothpaste-like substances.
• 🧴 In 1873, Colgate launched its first aromatic toothpaste, initially sold in jars.
• 📦 Colgate was the first company to sell toothpaste in plastic tubes in 1896, revolutionizing its convenience for consumers.
• 🌍 Colgate expanded internationally by rebranding to Colgate Palmolive in 1953 and diversifying into household, fabric, pet, and personal care products.
• 🧑‍⚕️ In 1976, Colgate collaborated with the Indian Dental Association, providing social proof of its quality and establishing trust with consumers.
• 👶 Colgate introduced flavored toothpaste to attract children, creating lifelong brand loyalty by making toothbrushing enjoyable for kids.
• 💼 Colgate’s three-way business strategy includes trust, emotional call-to-action advertising, and constant innovation to adapt to consumer needs.
• 🌿 Colgate catered to Indian preferences by introducing variants like neem, charcoal, salt, and Ayurveda-inspired products.
• 📈 Over the last 21 years, Colgate Palmolive’s stock price in India has increased by 1300%, showing the brand's growth and profitability.

Q & A

What percentage of the global toothpaste market is owned by Colgate?

Colgate owns 40.5% of the global toothpaste market.

When was Colgate's first aromatic toothpaste launched, and how was it sold?

Colgate launched its first aromatic toothpaste in 1873, and it was sold in jars.

What was the first toothpaste to be sold in plastic tubes, and when was it introduced?

The first toothpaste sold in plastic tubes was Colgate Ribbon Dental Cream, introduced in 1896.

How did Colgate expand internationally, and when did they rebrand to Colgate-Palmolive?

Colgate expanded internationally by acquiring Palmolive Pete in 1928 and rebranded to Colgate-Palmolive in 1953.

What strategy did Colgate use to build recall value in the 1950s?

Colgate used advertising with the tagline 'It cleans your breath while it cleans your teeth,' written by copywriter Alicia Taubbins, which became a hit and helped build recall value.

How did Colgate establish trust through its relationship with the Indian Dental Association?

Colgate established trust by forming good relations with the Indian Dental Association in 1976, using this as a social proof to promote the quality of their products.

What emotional strategy did Colgate use in their advertising to attract customers?

Colgate used Emotion Based Call to Action (EBCTA) advertising, focusing on emotional connections with consumers through mass-appealing questions, like 'Is there salt in your toothpaste?'

How did Colgate adapt to the Indian market with product innovations?

Colgate adapted by introducing variants like neem, charcoal, and salt-flavored toothpaste, and later launched premium products like Colgate Total, Visible White, Gum Expert, and a diabetic-friendly range.

What are the three key pillars of Colgate's success as mentioned in the script?

The three key pillars of Colgate's success are trust, Emotion Based Call to Action Advertising (EBCTA), and innovation.

How has Colgate's stock price performed in the last 21 years in India?

Colgate Palmolive's stock price in India has increased by 1300% in the last 21 years.