Case Study Colgate

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The sensitive toothpaste segment accounts for less than 10% of the country 's Rs 5,400-crore toothpaste market at Rs 470 crore, but is growing at 50% a year.
Oral care giant Colgate Palmolive, which controls about 53% of the country 's toothpaste market, has been selling its Sensitive brand in India since the last seven years.
India had very low levels of awareness on the condition of tooth sensitivity. Over the past two years, Sensodyne has invested in creating awareness both through media and through dental detailing which has led to good category growth. GlaxoSmithKline 's Sensodyne has overtaken Colgate Sensitive to become the top-selling sensitive
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It also launched Colgate Active Salt with a dash of having salt in its toothpaste.

2. HUL:
It initially came up with Close Up which failed as it was positioned as a mouth freshener. Then it came up with Pepsodent and targeted children through its “Dhishoom Dhishoom Ad”.Through this it targeted both youth segment through Close up and children segment through Pepsodent and has a total market share of 39%( 13.81% for Pepsodent and Close up having a market share of 26%). 3. Dabur India: It has a market share of 9.5% with its toothpaste such as Dabur Red, Meswaak, Babool and toothpowders such as Dabur Lal Dantmanjan, Babool 4. GlaxoSmithKline:
It has come up with Sensodyne in Jun,2011 and has a market share of 6% and is expected to grow further giving a tough competition to Colgate. 5. Future Group:
It has launched products like Sach which derive major market share from its in stores like Big Bazaar, Food Bazaar 6. Other Substitutes: like chewing gums, glycerine mouthwash and toothpowders

Thus the market share of the three market leaders is primarily being eaten by Sensodyne. Even P& G is coming up with Crest which has been a huge success in U.S. Companies like Johnson and Johnson, Gleker Pharma,Wrigley India are introducing niche products like chewing gums, mouth

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