Toothpaste industry has grown immensely in the Indian scenario.

There is a
lot of competition in the industry mainly between two major players Colgate
and HuL .The companies are coming up with new schemes as well as
products to lure the customers. The usage of toothpaste has grown because
of the lifestyle and the way the individuals are living i.e. more awareness
about health.
Toothpaste is most commonly sold in flexible tubes, though harder
containers are available. The hard containers stand straight up, availing
more of the toothpaste and saving shelf space.
Many Multinational Companies entered in the business of Toothpaste world
but there are two major toothpaste brand that are famous than any other
product in this world which we are going to discuss below.

Colgate-Palmolive is a $13.8 billion global company serving people in more

than 200 countries and territories with consumer products that make lives
healthier and more enjoyable. Colgate focuses on strong global brands in its
core businesses — Oral Care, Personal Care, Home Care and Pet Nutrition.

William Colgate, a soap and candle maker, opened up a, soap and candle
factory on Dutch Street in New York City under the name of "William Colgate
& Company". In the 1840s, the firm began selling individual cakes of soap in
uniform weights. In 1857, William Colgate died and the company was
reorganized as "Colgate & Company" under the management of Samuel
Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed
soap.

Colgate Dental Cream

Colgate Total 12
Colgate Sensitive
Colgate Max Fresh
Colgate Kids Toothpaste
Colgate Fresh Energy Gel
Colgate Herbal
Colgate Cibaca Family Protection
Colgate Advanced Whitening
Colgate Active Salt
Colgate Whitening
Pepsodent is a brand of toothpaste with a wintergreen flavor. It was formerly
owned by Unilever (but, since 2003, by Church and Dwight in USA,).
Pepsodent was a very popular brand before the mid '50s, but its makers were
slow to add fluoride to its formula to counter the rise of other highly
promoted brands such as Crest and Gleem toothpaste by Procter & Gamble,
and Colgate's eponymous product; sales of Pepsodent plummeted. Today
Pepsodent is a “value brand” marketed primarily in discount stores and
retails for roughly half the price of similarly-sized tubes of Crest or of Colgate.

Complete + Gum Care

Complete 12 Pepsodent

Herbal Pepsodent

Pepsodent Milk Teeth Orange

Pepsodent Milk Teeth Strawberry

Pepsodent Sensitive

Pepsodent Whitening

Pepsodent Cavity Prevention

Promotion policy
COLGATE

Colgate-Palmolive informs its customers about its new products as well as

the product that is being used by the customers. Colgate-Palmolive
persuades and convinces its new as well as old customers to purchase its
new product. Adopting a good promotional strategy Colgate has succeeded
to retain its customers and image.
By this Colgate strongly focuses on different promotional strategies i.e. mass
selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has
proved itself as a keen observer of the market and the culture all around
itself. Colgate has done in the past and still doing at the moment. It is
producing & introducing the products especially for the kids.
Colgate is very popular among young kids just because of its perfect
promotion. Colgate- Palmolive is promoting kids products by labeling the
cartoon Characters like Looney tunes, Barbie, Barney and many more which
are being loved by the children. It also educating Children by b slogan
“Stronger say bhe Strong mera colgate”
.
PEPSODENT

Pepsodent packs included a Germ Indicator in February-May 2002, which

allowed consumers to see the efficacy in fighting germs for themselves. As a
follow-up, in October 2002, Pepsodent offered Dental Insurance to all its
consumers to demonstrate the confidence the company has in the technical
superiority of the product.
Pepsodent connects directly with kids and their parents. Pepsodent has
always worked in the direction of an overall awareness of dental health. The
relaunch campaign in October 2003 widened the context to "sweet and
sticky" food and leveraged the truth that children do not rinse their mouths
every time they eat, demonstrating that this makes their teeth vulnerable to
germ attack.
Pepsodent's most recent campaign aims at educating consumers on the
need for germ protection through the night.
COLGATE

Market share
The CPIL is the market leader in the Indian oral care market with a market
share of 51 per cent in the toothpaste segment, 48 per cent in toothpowder
segment and 30 per cent in the toothbrush segment.
The Company has reported Net Sales for nine months ended at Rs. 1239.4
crores, an increase of 15% over the same period of the previous year. Net
profit for nine months period stood at Rs. 213.2 crores, an increase of 21%
over net profit recorded in same period of the previous year.
DRIVING GROWTH
The growth of 14% achieved over the same quarter of the previous year has
been led by a steady 14% volume growth in the toothpaste category, with
the Company maintaining its leadership position at 49.6% market share.
Major brands such as “Colgate Dental Cream”, “Active Salt”, and “Cibaca”
continue to contribute to this consistent growth.
PEPSODENT

Pepsodent, Hindustan Lever Ltd s leading oral care brand, announced the
launch of Pepsodent Dental Insurance, a first of its kind initiative in the oral
care category in India. Undertaken through a partnership with the New India
Assurance, India s largest General Insurance Company, Pepsodent now offers
its consumers free dental insurance of Rs. 1000/- on purchase of any pack of
Pepsodent.

Pepsodent has steadily gained market share from 16.4 % last year to 17.3 %
in Aug 02. HLL Oral Care, today commands an overall market share of 34.9 %
in the toothpaste market with its range of toothpastes under the Close Up
and Pepsodent brands. With a strong focus on promoting oral care and
hygiene amongst consumers, HLL Oral Care under its Pepsodent brand
conducts various oral care and hygiene programs across the country
including dental check-up programs in community.
COLGATE
packaging
The packaging and labels can be used by marketers to encourage potential
buyers to purchase the product. Package design has been an important and
constantly evolving phenomenon for dozens of years. Colgate uses attractive
packaging which visible it from competitor’s brand. They have used following
colours:
* White:

Classic color, Accurate background, Sophistication & agility of company,

Natural colour
* Red:

Strength, energy, love, excitement, leadership, power, Active, exciting, good

luck, Young Generation.
* Blue:

Research process, Calmness and peace, Innovation, Freshness

* Yellow:

Sunlight, joy, happiness, wealth (gold), hope .

* Green:

Nature, spring, fertility, youth, environment, wealth, money , good luck,

vigor, generosity,
Colgate also focuses mainly on the following factors at the time of packaging:
* Reducing the Environmental Impact of Packaging:

* Global sustainability packaging strategy focuses on the 4 points:

Reduce the weight of the packaging where feasible
Remove secondary and tertiary packaging where possible
Recycle — increase the use of recycled materials and convert to more
recycling-friendly materials
Reuse/Refill — design packages to be reusable and focus on refill package
development
PEPSODENT
Their approach towards responsible packaging seeks to take into account
environmental, social and economic considerations. In 2007 the company
created a Sustainable Packaging Steering Team to define a strategy. This
team is building on the work already carried out over the past few years by
the Unilever Packaging Group.
Achieving truly sustainable packaging is a complex challenge. Some energy
is always required to make packaging and some waste is inevitable even
with highly effective reuse and recycling schemes.
The approach is based on three elements:
Consideration of the whole product, not just packaging in isolation

Assessment via our new vitality metric, which covers the waste generated –
taking into account all the different kinds of packaging a product requires. It
also takes into account an estimate of the recycling, reuse and recovery
rates of the materials as used in a particular region .
 • Guiding principles

Underlying this strategy are five guiding principles that they seek to apply:
remove, reduce, reuse, renew and recycle. Sustainable Packaging Steering
Team implements this approach across Unilever.
conclusion
The toothpaste industry is going to be more competitive in the near future.
The profit margin is going down over the year and going to be continuing for
the future also.
So the main mantra for the companies to be successful is to satisfy the
consumers and develop brand image and brand loyalty amongst them. So it
has become very necessary for the consumers to understand the Indian
consumers very well.
So in the future the companies who come up with new products at
competitive prices and with good quality are going to the successful one.
Promotional activities are also going to play an important role that should to
be for both retailers and consumers.
So we are going to see a market which is going to heat up in the near future
where mainly two major players Colgate and HLL will fight the war.