Colgate-Palmolive India has increased its market share in toothpowder segment from 45.9 per cent in July 2001 to 50.2 per cent in June 2002.
Though Colgate-Palmolive has been the market leader for years, this is the first time that any brand has achieved a 50 per cent plus market share. The white toothpowder market comprises over half the toothpowder market, of which Colgate Toothpowder accounts for 84 per cent.
The company has developed a three-pronged strategy: consumer-centric promotional initiatives, impactful visibility and an ad campaign featuring film actor Sunil Shetty.
In a bid to build consumption and reward the consumer, Colgate introduced bonus packs offering 25 per cent more toothpowder on 50g packs, a new 150g saver pack and innovative premiums including a 100g Parle biscuit pack with 100g of Colgate toothpowder.