Colgate captures 50% of tooth-powder market
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. This is the first time that any brand has achieved a 50 per cent plus market share.
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Published: Sep 3, 2002 7:17 AM | 1 min read
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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.
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