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After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. The Coca-Cola system in India comprises 27 wholly-owned company-owned bottling operations and another 17 franchisee-owned bottling operations. A network of 29 contract-packers also manufactures a range of products for the Company. Colgate, an oral hygiene product line and one of the namesake brands of the Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes. Coca Cola and Colgate is developing their brands as a way to attract and keep customers by promoting value, image, prestige or lifestyle. By using a particular brand, a consumer develops a positive image of the brand. For creating a strong brand, brand management process is required. Brand management includes the seven elements i.e.; Brand Image, Brand Identity, Brand Personality, Brand Communication, Brand Awareness, Brand Positioning and Brand Equity. When Coca-Cola was re-launched in India, it promoted the brand using advertisements that used communication approaches more suitable for western markets. However, the brand quickly adapted its communication to ensure proper appeal to Indian customers. Coca Cola and Colgate has great Branding strategy for Brand Management. They have large brand portfolio in their basket and they are doing brand building exercise continuously. The result is that they have strong brand image in the market.

The Coca-Cola Company exists to benefit and refresh everyone it touches. Coca-Cola, the product that has given the world its best- known taste was born in leading Atlanta, Georgia on May 8, 1886. Coca-Cola Company is the worlds manufacturer, of and Marketer used are and to in Type Industry Founded Headquarters Area served Key People Public(NYSE:KO) Beverage 1886, USA Atlanta, Georgia , USA Worldwide Muhtar Kent (Chairman and CEO) Coca Cola Carbonated Soft Drinks Water Other non alcoholic beverages 92,400 (October 2009) non-alcoholic syrups, beverage


concentrates The

produce nearly 400 beverage brands. corporate headquarters Atlanta, with local operations in over 200 countries around the world. The CocaCola Company began building its global network in the 1920s.Coca-Cola system has successfully applied a formula on a global scale Provide a moment of refreshment for small amount of money a billion times a day.



When launched Coca-Cola two key ingredients were cocaine (benzoyl methyl cgonine) and caffeine. The cocaine was derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was replaced with a "C" for marketing purposes Coca-Cola often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944)was invented in May 1886 by Dr. John

Stith Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson.

The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. MANIFESTO FOR GROWTH
MISSION:Everything we do is inspired by our enduring mission:

To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and ...our actions. To Create Value and Make Difference... everywhere we engage.


To achieve sustainable growth, we have established a vision with clear goals.




The key hierarchy of Coca Cola Company is as follows.

Chairman Board of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

Product and brands:

The Coca-Cola Company offers more than 500 brands in over 200 countries, besides its namesake Coca-Cola beverage. Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar substitute. Introduced in 1963, the product is still sold today, however its sales have dwindled since the introduction of Diet Coke. The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1941) and Sprite. Fanta's origins date back to World War II when Max Keith, who managed Coca-Cola's operations in Germany during the war, wanted to make money from Nazi Germany but did not want the negative publicity. Keith resorted to producing a different soft drink, Fanta, which proved to be a hit, and when Coke took over again after the war, it adopted the Fanta brand as well. The German Fanta Klare Zitrone ("Clear Lemon Fanta") variety became Sprite, another of the company's bestsellers and its response to 7 Up. Coca-Cola is the best-selling soft drink in most countries, and was recognized as the number one global brand in 2010. While the Middle East is one of the only regions in the world where Coca-Cola is not the number one soda drink, In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5 fluid ounces. The first shipments are expected to reach the New York City and Washington D.C. markets in December 2009 and nationwide by March 2010.

This is a list of variants of Coca-Cola introduced around the world. In addition to the caffeine free version of the original, additional fruit flavors have been included over the years. Not included here are versions of Diet Coke and Coca-Cola Zero; variant versions of those no-calorie colas can be found at their respective articles.


Launched Discontinued





The original version of Coca-Cola.

CaffeineFree CocaCola


The caffeine free version of Coca-Cola.

Coca-Cola Cherry


Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)" in North America until 2006.

New Coke/"Coc a-Cola II"



Still available in Yap and American Samoa

Available in: American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Coca-Cola with Lemon 2001 2005 Hong Kong,Iceland, Korea, Luxembourg, Macau, Malaysia, M ongolia, Netherlands, Norway, Runion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West BankGaza

Coca-Cola Vanilla

2002; 2007


Available in: Austria, Australia, China, Germany, Hong Kong, New Zealand, Malaysia, Sweden, United Kingdom and United States. It was reintroduced in June 2007 by popular demand.

Coca-Cola with Lime


Available in Belgium, Netherlands, Singapore, Canada, the United Kingdom, and the United States.

Coca-Cola Raspberry

June 2005

End of 2005

Was only available in New Zealand. Currently available in the United States in Coca-Cola Freestyle fountain since 2009.

Coca-Cola Black Cherry Vanilla


Middle of 2007 Was replaced by Vanilla Coke in June 2007

Coca-Cola Blk


Beginning of 2008

Only available in the United States, France, Canada, Czech Republic, Bosnia and Herzegovina, Bulgaria and Lithuania

Coca-Cola Citra


Only available in Bosnia and Herzegovina, New Zealand and Japan.

Coca-Cola Orange


Was available in the United Kingdom and Gibraltar for a limited time. In Germany, Austria and Switzerland it's sold unter the label Mezzo Mix. Currently available in Coca-Cola Freestyle fountain outlets in the United States since 2009.


Brand image
A unique set of associations in the mind of customers concerning what a brand stands for and the implied promises the brand makes.

Know the most recognized word on the planet after OK!

There could be hardly any person around the world that hasn't heard the name Coca Cola. Ever since its beginning as world's leading name in cold drinks, Coca Cola has created a strong brand image irrespective of age, sex and geographical locations. Millions of people around the world are consuming cold drinks or soft drinks as part of their daily meal. Coca Cola, ever since its inception has been the leader in soft drink market. Brand image is the significant factor affecting Cokes sale. Coca-Colas brand name is very well known all over the world. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Colas bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse, area.


Branding Effects After Pesticide Controversy on Coke

Coke's market research was clear. Indian consumers wanted someone credible to assure them that Coca-Cola wasn't loaded with dangerous pesticides!! Who better to do that than Aamir Khan, the socially responsible and bigger than- life Indian movie star loved the country over? In a television testimonial, a serious but humble Amir Khan, arms crossed behind his back, told everyday Indians that he cared for their safety. The dreamy actor donned a hairnet and looked studiously at a test tube held by a man in a white lab coat inside a Coke bottling plant. He stared into the camera and told Indians to come see the plant for themselves. And in the final act of the 60- second ad, Khan pulled a bottle of Coke Classic from the manufacturing line, popped the top and gulped fearlessly. While Khan's ads were targeted at the mass audience and youths, testimonial ads featuring soap star and member of Parliament Smriti Irani were targeted for housewives and adult women who make the majority of the food-buying decisions in Indian households.



COCA-COLA returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations very with cricket, the with cinema cricket, industry, music etc. Coca-Cola has been strongly associated sponsoring the World Cup in 1996 and various other tournaments, including


the Coca-Cola Cup in Sharjah in the late nineties, its brand ambassadors are Amir Khan and Hrithik Roshan.

Brand personality
Brand Personality identity is understood as the set of human characteristics associated with a brand. The brand image building strategy implies the definition of a brand personality and a user personality. Have you ever thought about your personal brand? Brand personalities that1) are well-known,2) offer something different to the world than they do in terms of products and services. Coca-Colas brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that productive it was a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like the values and beliefs that make ups person. Many people see Coca-Cola as a part of their daily life. This similarity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier.

Brand Positioning The location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as value for money" or "age of consumer" etc.Five main factors that go into defining a brand position are -1. Brand Attributes what the brand delivers through features and benefits to consumers.2. Consumer Expectations what consumers expect to receive from the brand.3. Competitor attributes what the other brands in the market offer through features and benefits toconsumers.4. Price An easily quantifiable factor Your prices vs. your competitors prices.5. Consumer perceptions The perceived quality and value of your brand in consumers minds (i.e., does your brand offer the cheap


solution, the good value for the money solution, the high-end, high-price tag solution, etc.?) The Coca-Cola Company produce a range of beverages suited to different ages, lifestyles and occasions. This includes soft drinks, diet drinks, juices and juice drinks, waters, energy drinks, sports drinks and cordials. As part of a healthy, varied and balanced diet and an active lifestyle, all products can be enjoyed by the majority of people. It is committed to helping customers select the product that is best suited to their needs through the provision of detailed product information supported by general advice on healthy eating, drinking and lifestyles. It understands that balancing energy intake with energy output is key to healthy body weight. We therefore provide choice through range of low or no-kilojoules products that are ideally suited to the needs of people who wish to reduce energy intake through beverage selection. Such products are readily available at a similar cost to an equivalent higher energy product. As one of the largest producers and marketers of non-alcoholic beverages it promotes physical activity through our active lifestyles programmed and sponsorship of sport. Through new product development they continue to release range of new types of drinks, including low or no kilojoules products as they look at ways in which to cater to those people who wish to reduce energy intake through selection of lower energy beverages.



Muhtar Kent(Chairman)


Brand identity
The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are in the right place. The brand definition is the formal description of what the brand stands for within different description categories - its personality, its values, its stories, its emotional benefits etc.. The brand proposition is the 'deal' the brand is offering you at any given moment. The coca-cola company has long been recognized as an organization with significant brand equity with over four four hundred brands available in virtually every nook and crany of the world .The flag ship brand of coca cola has stood the rest of the time over 120 years. Infarct coca-cola alone is recognized as the most valuable in the world by the respected inter brand corporation valued at above US $ 67 billion , the coca-cola brand (coke)has become effectively a part of modern world culture though its advertising campaign has changed over theyears,coca-cola THE REAL TASTE has always stood for a REAL COLADRINK with authenticity . The identity has been build by an decade with consistent values and differentiated elements. Many competitors have aim at cokes but the brand continues to command a number one position globally in ranking of brand equity. After all If u stand for the real thing every competitor is animitator.The Coca-Cola bottle design differentiated the identity, the easier it is to protect from infringement. Just coca cola has remained to its time tested identity . This brand identity should reflect your own unique equity and care essence this will ensure brand creativity and identity that is meaning ful and sustainable in long term.

The identity or image of a company is made up of many visual devices: A Logo (The symbol of the entire identity & brand)

Stationery (Letterhead + business card + envelopes, etc.) Marketing Collateral (Flyers, brochures, books, websites, etc.) Products & Packaging (Products sold and the packaging in which they come in)


Apparel Design (Tangible clothing items that are worn by employees) Signage (Interior & exterior design) Messages & Actions (Messages conveyed via indirect or direct modes of communication) Other Communication (Audio, smell, touch, etc.) Anything visual that represents the business. All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.

Coco Cola Slogans

Thanda matlab Coca-Cola!" ("Cold means Coca-Cola!") (2000s) "Pio sar utha ke" ("Drink with pride")


"Jo chaho ho jaye, Coca-Cola enjoy!" ("Whatever you wish will come true, enjoy Coca-Cola!")

The pause that refreshes "I'd like to buy the world a Coke"Coke is it" Little Drops of JoyWelcome to the Coke Side of Life.




Coco identity on festival



Brand hierarchy

To help manage a visual identity system strategically, institutions of higher education often call upon a brand architecture model. This model provides a hierarchy, starting with the top-level brand for the institution as a whole, then addressing other entities, from schools and colleges to support offices to affiliated organizations. The five categories within the UWMadison brand hierarchy are: Core brand The core brand is the top tier of the brand hierarchy and it represents the institution as a whole.

Core brand extension A core brand extension is an overarching entity that advances the overall mission of the university and aligns very closely with the core brand. At UW Madison, core brand extensions are schools and colleges. Secondary brand extension A secondary brand extension is a UWMadison administrative office, support unit, or academic department that supports the overall mission of the university

Sub-brand A sub-brand is an entity, such as the Wisconsin Alumni Association or a school/college alumni group that is linked to UWMadison's core brand for strategic and economic reasons. Its visual identity may incorporate key elements of the core brand.

Independent brand An independent brand is an entity that presents its connection to the UW Madison brand in an understated manner for a variety of reasons




The coco cola apply many effective branding strategies to survive in the market, some are discussed below:-

Brand Accessibility

We have tested our Brand Insistence brand equity management system across numerous industries and organizations over the past eight years. Along the way we have found that the following five components drive customers from brand awareness to brand insistence regardless of the product or service category: Awareness Relevant differentiation Value Accessibility Emotional connection Over the years, I have focused on the awareness and relevant differentiation components quite a bit given their relative importance. But today, I will focus on accessibility. While it is clear that accessibility is important for retail brands, it is also important for every other type of brand. Accessibility is defined as how easy it is (or seems to be) for customers to interact with and purchase the brand. Certainly distribution channels and location are important to brand accessibility, but so are hours of operation, wait times, product availability and process simplicity. Accessibility is driven by both spatial and time dimensions. A brand must be at the right place at the right time for a sale to occur. But accessibility is dependent upon even morethanthat. I recently worked with a museum that was not accessible to the general public in its geographic area because its gates, grounds and imposing buildings screamed private do not enter to the average person. So accessibility has an approachability aspect to it as well. Think of the personalities that have turned you off over time. Perhaps they were too loud or too aggressive or too egotistical or prematurely intimate. Brands can suffer from the same problems. Accessibility has the most pronounced impact on converting brand awareness and preference to brand purchase. For this reason, accessibility is something you should seriously consider as you manage your brand and its equity.

The power of Brand Accessibility Coca-Cola used to focus its strategy on the three A's: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Cola's mantra is the three P's: preference, pervasive penetration, and price-related value. If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market share in terms of share of human liquid consumption. This makes water a competitor. In fact, a Coke executive has said that he won't be satisfied until there is a Coca-Cola faucet in every home. Coca-Cola's mantra is within an arm's reach of desire.

Delivering superior customer service

The second key element of our business imperatives is to develop each of our markets by providing superior customer service and quality products. In Coca-Cola Hellenic we work hard to adapt our business to the changing needs of our customers. We initiate a number of customer-specific programmes. This aims to facilitate a cross-functional approach to planning for the purpose of better aligning our organization with the way our customers do business. The goal of this approach is to create value for our customers. Improved preparation of joint annual plans encompassing promotional planning and revenue growth initiatives, inventory management and customer-specific cooler placement strategies, are examples of what we believe will bring additional value to our customer relationships. In serving consumers our blueprint can be summarized in four words: availability, affordability, acceptability and activation.


Availability We place our range of products within easy reach of consumers in the right package, in the right location, at the right time. We focus on developing strong relationships with our customers to ensure that the right products are in stock, highly visible and readily accessible wherever and whenever consumers may desire a non-alcoholic beverage.

We offer a wide variety of desirable, premium quality products, in packages appropriate for the occasion, at the right price. In doing so, we aim to reach as many consumers as possible while taking into account the differing levels of purchasing power in the countries in which we operate.

We supply an extensive and growing range of products that meet the highest quality standards in each country, increasing their acceptability to consumers. We have a detailed understanding of consumer needs and access to the most effective communications channels. Combined with our experience in quality control, customer service and efficient distribution, we are able to reach out to customers and consumers in each of our markets and meet their demands.

We motivate consumers to choose our products by improving product availability and attractiveness at the point of purchase and by building brand strength in our local markets. We achieve this in close cooperation with our customers through:

the placement of cold drink equipment, such as coolers and vending machines.

the provision of signage and other point-of-sale materials the implementation of local marketing and promotional initiatives.

Coke kicks off 3A strategy to hike share

In a bid to complete its unfinished agenda from last year, Coca-Cola India has kicked off the 3A approach to garner greater market share during the current year by increasing the affordability, availability and acceptability of Coke products in the country. The company in April brought down price barriers for several products by introducing affordable packaging, like 600 ml PET bottles for all its four mainline products at Rs 15 each, and Maaza in tetra packs at Rs 5 each. It also introduced Sunfil variants Tarang and Anand at Rs 15 for a pack providing 18 glasses of cola drink, and also at Rs 1 for a two- glass pack. Further, the company will be expanding its retail network by 24% during the current year taking the total number of retailers to 1.24 million across the country. It will also be extending its reach to 40,000 villages during the year. This would be a massive increase from the current 13,300 villages, 3,000 of which came during the last year alone, said Mr Sunil Gupta, vicepresident Coca-Cola India.

Sprite and Maaza are the drinks that have surpassed all expectations, notching growth rates of 250% during the current year.

Effective management styles at coco cola

The success that the management team has in motivating its employees to meet their objectives is based on the management style they adopt. There are three main management styles; autocratic, democratic and a laissezfaire style. The management applies such type of styles and increases their brand equity.

Brand Extension

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity.



Brand Salience First thing that comes to your mind when you are thirsty. Brand Performance Cokes performance is undoubtedly the best available at all places. Brand Imagery- In recent times how coke has captured emotions of people be it in party, meal, fun, thirst quenching etc. Brand Judgments- Coke is preferred world over over any other drinks. Brand Feelings- After recent cola controversy, coke again won hearts of people world over. Brand Resonance- Every customer may be rich, poor, student, housewife, kids, all consider coke as the status symbol. It equalizes everyone and everyone like is.

ADVERTISEMENT Coca-Cola is one of the most persistent and well-loved brands in history. It is one of the longest surviving brands, and thus considered among the most successful companies ever. The reason in part of this is their strong advertising and marketing. Coca-Cola has always relied in advertising to promote and market their brand, and this is why they are always on top of their game, after having been in the market for more than a century! CocaCola advertising has indeed greatly affected American pop culture, and even the whole world. Coca Cola Company use different mediums Print media Pos material Tv commercial Billboards and holdings Print Media They often use print media for advertisement. They have a separate department for print media. POS Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.


TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels. Billboards And Holdings Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

Coca-Cola implemented the Happiness Machine in various places and campuses including London, India, Germany, Hungary, Hong Kong and more. The Happiness Truck appeared in various countries like Rio de Janeiro and the Philippines. You can see in the videos the authentic happiness the people get when they receive their Coke surprise.



In the BCG approach, a company classifies all its Bus according to the growth share matrix. Coke is one of the main product lines of the Coca Cola Company. It is the one which is giving maximum revenues to it by different products in this line. Here we have classified some of its major products in the BCG matrix on the basis of their fame and liking of the people.

Stars - Coke, Limca

? Kinley, Diet coke, Sprite, Nimbu fresh, Pulpy orange

Cash cows - Fanta, Thumps up

Dogs - Kinley soda



There are four variables, which we will discuss in our report, they are: POLITICAL VARIABLES There are very little chances of political variables to effect the cokes production and selling behavior. In the political variables most of the things are related to Governmental activities. So, they dont leave any good or bad impact in the Industry of coke. And there are some exceptional things like: environmental protection laws they some what effect the industry of Coke. From last two years Government is going to be really very much conscious about the environment. But after making the adjustments in plants and applying the proper way of wastage the chances of being affected by the protection laws are going to be diminished. So it impact good for the Cokes reputation. And the second thing in political variables which effects Coke is elections & military takeover Because in the days of elections and marshal laws condition the countries production in any field is declined. So it affects slightly the revolution of Coke. So political conditions are over all leave neutral effects on cokes industry. ECONOMICAL VARIABLES

Economic factors are those actors who effect the production of any industry. So, Coke is not the out of question. If the economic conditions of the country is not that strong and Coke increases its Price in this situation. Then it would impact highly negative. And inflation is also not a good position for any countrys production point of view. It also impacts highly negative in the Cokes production. And a example country concerned like Pakistan where the unemployment rate is very much high. The Coca-Cola system in Pakistan employs 1,800 people. During the last 2 years, the Coca-Cola system in Pakistan has involved over $130 million (U.S).


When we draw the conclusion of economic variables. Then we come to know that if economic variables are in the favorable position of country then they impact good otherwise the impact highly bad. SOCIAL VARIABLES

The Coca-Cola Company has always believed that education is a powerful force in improving the quality of life and creating opportunity for people and their families around the world. The Coca-Cola Company is committed to helping people make their dreams come true. All over the world, we are involved in innovative programs that give hard-working, Knowledge hungry students books, supplies, places to study and scholarships. From youth in Brazil to first generation scholars, educational programs in local communities are our priority. TECHNOLOGICAL VARIABLES

Of course business innovation leaves highly good impacts in the business of Coke. As coke use more advance technology in its production process. It will resulted in increment of their production throughout the country. As far as the governmental hindrances are concerned the impacts highly bad on cokes production. Ever year when budget in announced government taxes rates always shoot up. This approach of government decreases the profit margin of Coke. As the coke helping in promoting paperless environment .it impacts good, because computers are the basic need of any person now a days. And though its a big industry so it is promoting the trend of paperless environment. And it is giving the way of other industries to come to new technologies and into a new world of business. Through computers coke can increase the efficiency of its business and can have up to-date data about their productions.


SHOT ANALYSIS STRENGTH: Better network i.e. covers whole of the city. Brand recognition, better brand image among customers. Better Product availability. High Brand equity.. Own Bottling plant i.e. approx 29 plants.

WEAKNESS: Customer feedback system is not effective. Retailers complain for irregular visit of distributors.


70% of total population lies in rural areas and market penetration of soft drink is only 12% hence there is greater scope of increasing revenue of the coca cola company. Covering greater institutional areas as younger generation gets much fascination out of such beverages.


People are become more health conscious. Threat of Competitors. Preference of juices and energy drinks over cold drinks. Its too seasonal.


Colgate Toothpaste (Introduction)

Colgate, an oral hygiene product line and one of the namesake brands of the Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes. Toothpastes produced in Italy, Spain, Germany, Philippines, Malaysia, Singapore and Poland in Europe, Mexico, Colombia and Brazil in Americas and in South Africa for African market. Toothbrushes of Colgate manufactured in People's Republic of China and Switzerland, in Switzerland produced and the mouthwash of Colgate, the Colgate Plax. Colgate Ribbon Dental Cream was the first toothpaste in a collapsible tube,[1] introduced in 1896. It had previously been sold in glass jars since 1873. From a modest start in 1937, when hand-carts were used to distribute Colgate Dental Cream Toothpaste, Colgate-Palmolive (India) today has one of the widest distribution networks in India a logistical marvel that makes Colgate available in almost 4.5 million retail outlets across the country. The Company has grown to a Rs. 2200 crore plus organization with an outstanding record of enhancing value for its strong shareholder base. The company dominates the Rs. 4100 crore Indian toothpaste market by commanding more than 50% of the market share. Since 1976, Colgate has worked in close partnership with the Indian Dental Association (IDA) to spread the message of oral hygiene to children across the country under its Bright Smiles, Bright Futures Schools Dental Education Program. This program has successfully reached more than 95 million school children covering around 1,94,000 schools in 250 towns across the country since its launch. The program focuses on children so that the message of good oral hygiene is carried home to families and the community at large. In 2004, as an additional effort to create awareness for good oral hygiene Oral Health Month (OHM), was introduced. Since its launch, OHM is conducted each year during September / October, where free dental check ups are conducted by Colgate in partnership with IDA across the country. Conducted in designated towns and cities to establish and promote the importance of good oral hygiene, OHM is Colgates mass consumer contact program.


The strong relationship and the trust of generations of consumers, trade and the dental profession built over decades of operations in India has made Colgate a trusted household name. In 2009, Colgate-Palmolive (India) was adjudged as the Best Value Creator (Mid Cap Category) in the 2009 Outlook Money NDTV Profits Awards. In 2003, Colgate was ranked Indias #1 Most Trusted Brand across all categories by Brand Equitys Most Trusted Brand Survey conducted in conjunction with Neilsen a position it held in succession for four consecutive years from 2003 to 2007 and has been the only brand in the top three coveted position in all the 8 surveys conducted since 2001. Prior to this, Colgate was also rated as the #1 brand by the A&M MODE Annual Survey for Indias Top Brands for eight out of nine years during the period 1992 to 2001.
"For 200 years, Colgate has focused on driving growth by continuously

improving products and processes. Colgate people and Colgate values have always been at the heart of our success. As we take a moment to look back at the past 200 years, we thank all Colgate people, our consumers and business partners for their contributions in helping us to Create Bright Smiles for 200 Years."



Colgate has developed a powerful Branding Strategy which has significantly helped the Brand in acquiring substantial amount of share in the oral care market of India. In order to strengthen its' Brand Identity, Colgate is still restructuring its Branding Strategy. Colgate Branding Strategy was strong enough to position the company as a major brand in the oral care market of India. The Brand Colgate emerged as a market leader as it bagged considerable amount of market share in all the segments of oral care market like toothpaste segment, tooth powder segment and toothbrush segment. Colgate has succeeded in establishing its Brand Image and gaining substantial market share in spite of facing tough competition from the brands like Hindustan Liver, Babool and Anchor. Still the Brand Colgate is continuously updating and improving its' branding strategy in order to strengthen its' Brand Name and Brand Identity.



The Colgate brand is considered to be rugged as respondents believe that it can clean even irregular teeth and can be used for removing yellow colour and dark stains from the teeth. Also this brand is considered to have the dimensionCompetencebecause the respondents believe that the quality of Colgate brand has been consistent over the years and the brand works very hard to clean and protect their teeth from germs throughout the day. The respondents also feel that the Colgate brand has an Excitement dimension because the usage of the brand increases the interest of the users in brush ing, makes one to feel very young, and it is fashionable to say that I am a Colgate user. This shows that the company should stress more on its functional benefits than the emotional benefits whenever the company introduces a new brand, new ad campaign or any other form of communication with the user. The brand is admired for the above-mentioned dimensions and the company should use it as a weapon to counter the stiff competition it faces from Hindustan Lever Ltd. The ad campaign of the advertising agencies should be in line with these dimensions. Also, when the company considers extending the brand to other categories, it should project these dimensions in those categories. This inference about Colgate brand will also help the potential users who are looking for these dimensions among oral care brands.





The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are in the right place. The brand definition is the formal description of what the brand stands for within different description categories - its personality, its values, its stories, its emotional benefits etc.. The brand proposition is the 'deal' the brand is offering you at any given moment









Colgate Colgate Colgate Colgate Colgate Colgate Colgate Colgate Colgate Colgate Colgate Colgate

Dental cream Total 12 sensitive Sensitive pro relief Max fresh Kids Toothpaste fresh Energy Gel Herbal Cibaca Family Protection Active Salt Maxwhite. Toothpowder


Whitening product

Colgate Maxwhite.

Kids products

Colgate Kids Toothpaste Colgate Kids 2+


Colgate Plax.


Colgate Colgate Colgate Colgate Colgate Colgate

360 Sensitive 360 Sensitive pro relief Extra Clean Kids 2+ Zig Zag.


Brand long-term management

PARTNERSHIP WITH THE IRISH DENTAL ASSOCIATION (IDA) The Irish Dental Association (IDA) is the professional association for dentists in Ireland. The IDA has 1500 members. It promotes the interests of members, advances the science, arts and ethics of dentistry and improves the nations oral health.

The IDA is working with Colgate on this initiative to ensure better oral health for all. The oral health month campaign stresses the importance of adopting a good oral hygiene routine, visiting a dentist regularly, and brushing teeth twice a day with fluoride toothpaste. Colgate Oral Health Month which runs every September, is the leading Irish oral health initiative designed to inform and educate people of the importance of keeping you teeth and gums healthy. As part of the campaign there will be various activities and events designed to help people in Ireland improve their oral health.

Major Acquisitions in the 1990s

Colgate continued to make significant acquisitions in the early and mid1990s while it attempted to gear up its product development program, which had been unable to introduce more than a few new products each year. In 1991 Colgate acquired the Murphy-Phoenix Company (whose top brand was Murphy's Oil Soap) to bolster its household care segment. That same year, Mark initiated a restructuring aimed at improving the firm's profitability and gross margins, which lagged behind the industry leaders. A major part of the effort was the elimination or reconfiguration of 25 factories throughout the world and an 8 percent reduction in the workforce. Consequently, Colgate took a $243 million charge in September 1991, which reduced significantly the firm's net income for the full year.




Colgate has developed a powerful Branding Strategy which has significantly helped the Brand in acquiring substantial amount of share in the oral care market of India. In order to strengthen its' Brand Identity, Colgate is still restructuring its Branding Strategy. Colgate Branding Strategy was strong enough to position the company as a major brand in the oral care market of India. The Brand Colgate emerged as a market leader as it bagged considerable amount of market share in all the segments of oral care market like toothpaste segment, tooth powder segment and toothbrush segment. Colgate has succeeded in establishing its Brand Image and gaining substantial market share in spite of facing tough competition from the brands like Hindusthan Liver, Babool and Anchor. Still the Brand Colgate is continuously updating and improving its' branding strategy in order to strengthen its' Brand Name and Brand Identity. The future Branding Strategy of Colgate may comprise the following steps and actions:

For maintaining the Brand Equity in the market, every company requires a system of continuous growth and up gradation . So, in order to develop new products, Colgate may give emphasis on Research and Development Projects.

The Brand Strategy of Colgate also aims at reaching to the rich and consuming customers of rural India by introducing some Ayurvedic Oral Care Products.

In order to strengthen its' Brand Image in the urban market of India, Colgate may launch some oral care products specifically targeting the urban youth and the urban rich class.

Colgate Branding Strategy aims at introducing some special oral care products which will focus on functional benefits. The Brand can launch specific oral care products for different age groups.

The Branding Strategy of Colgate also plans to customize its packaging techniques, based on price points. This, in a way will establish a new pricing strategy.

Colgate Branding Strategy has a objective strengthening its' business promotion network. The company is undertaking advertising strategies and campaigning programs with the objective of reaching to the customers of India across income classes.

Brand extension strategy

Colgate has adopted brand extension as a strategy. They have Colgate toothpaste, Colgate toothbrushes, Colgate Dant Manjan, Colgate powder and more. But if you visit a Kirana shop and say, Please give me a Colgate, the shopkeeper will either hand you Colgate toothpaste or ask you what do you want (toothpaste, toothbrush or talcum powder). Colgate was positioned as a toothpaste and that is the positioning that the customers remember in their mind

Colgate reaches children in need across the globe with the Power of a Bright Smile.


Tooth decay is the most common chronic disease of childhood, causing pain, absence from school, and loss of confidence. Sadly, many children do not have access to basic dental care and the education needed to maintain good oral health. But the good news is that this disease is preventable. Colgate's Global Reach Each year, Colgate's Bright Smiles, Bright Futures program reaches 500 million children and their families across 80 countries with education and dental screenings. Bright Smiles, Bright Futures is among the most far reaching, successful children's oral health initiatives in the world. Through partnerships with governments, dental professionals, schools and community groups, Bright Smiles, Bright Futures program increases oral health literacy and promotes good oral care habits. Importantly, the program also encourages children to care about themselves and take responsibility for their own health. A lifetime of healthy habits, burgeoning self-esteem, a foundation for success -- that's the Power of a Bright Smile. BSBF on the Road
In many countries, Colgate Bright Smiles, Bright Futures is mobile. In the U.S. a fleet of eight mobile dental vans staffed by volunteer dentists provide free dental screenings and education to children in need. Volunteers come through our partnerships with the American Dental Association, National Dental Association and the Hispanic Dental Association; some dentists and hygienists have been serving the community through Bright Smiles, Bright Futures for more than 15 years, Countries as diverse as Brazil and soon Cambodia have van programs, while in South Africa, we deliver oral care through a train that brings health care services to the rural poor.

Colgate, the world leader in oral care, has been committed to providing oral health education to children for more than 75 years. Through our flagship Bright Smiles Bright Futures global oral health education program and accompanying partnerships with governments, schools and communities, we help millions of children each year to enjoy the benefits of
vital oral health education and preventive treatment. 47

Now in its 20th year, Colgate's Bright Smiles, Bright Futures proudly continues its mission - promoting healthy oral health habits, strengthening the self-esteem of children, and establishing a foundation for a brighter future.

Tooth Kingdom
Discover the legend of Colgate's Dr. Rabbit and the Tooth Kingdom.
Share the adventures of Dr. Rabbit and Dr. Brushwell with children in this fun video. Travel back in time to a place with a giant castle made from teeth. Meet brave young knights who set out to save the smiles of the kingdom. And learn many valuable lessons along the way!



Help children learn the healthy habits that bring a bright smile and a bright future.
Classrooms and dental offices are additional settings where children can easily learn about healthy brushing habits. These downloadable materials and activities are specially designed for teachers and dental professionals to help educate kids about keeping their smiles bright.



Dental Check-ups
The dental fraternity is an integral part of Colgate's Oral Health Month. Colgate partners with the largest recognized body of dental professionals in India, the Indian Dental Association (IDA) to offer free dental check-ups. This partnership has been in existence since the introduction of the Oral Health Month in 2004.


Public Dental Check-ups Free dental check-ups were organized in Mumbai, Delhi, Hyderabad, Kolkata, Bangalore and Chennai. This was done at 67 centers across the six metros. The Dental check-ups were conducted on a mass scale. The Dental checkups evoked a great response in each of the six cities.

CHECK UPS IN ORPHANAGE Dental camps were conducted at 30 orphanages covering 9,000 children in Mumbai, Delhi, Hyderbad, Kolkata, Bangalore and Chennai. The orphanage authorities immensely appreciated the free dental check-ups and the educational material that the children received.



The Oral Health Month went beyond the urban landscape to benefit people living in rural India. 1,100 villages were covered under this program and free dental check-up camps were conducted. The Oral Health Month was a great stride forward towards creating a month-long focus on the importance of good Oral Care practices that go a long way in maintaining good oral hygiene.

School Dental Health Education Program

Colgate and the IDA made a concerted effort to scale up the 'on-going' school education program, in 20 major metros during October 2004. Members of IDA visited over 1,000 schools and conducted free dental checkups for over 5,00,000 children. Besides these important check-ups, a 'Beautiful Smile' contest and painting competitions focusing on good oral care habits were organized in all the schools in the 20 towns.


SWOT Analysis for Colgate

Strengths: Strong financial performance Focus on innovation and new product launches Colgate business planning initiative


Product research Highly leveraged


Emerging markets growth Deploying advance technologies Growing Hispanic population .

Threats: Competitive landscape from other Private label growth Increasing commodity prices Falling consumer confidence.



After the study the both Brand have their own effective Brand image in the market, coco cola have leading brand in soft drink industries as well as Colgate Toothpaste also have leading brand in his industries. Both brands have effective strategies in their respective areas. Coca Cola and Colgate has great Branding strategy for Brand Management. They have large brand portfolio in their basket and they are doing brand building exercise continuously. The result is that they have strong brand image in the market.