Colgate's Product life cycle and Bcg Matrix

1. Product Life Cycle
&
BCG Matrix
By,
Praveen Choudhary.

2. History
In 1806, William Colgate introduced starch, soap and
candle factory on Dutch Street in New York
City under the name of "William Colgate &
Company".
 In 1857, William Colgate died and the company was
reorganized as "Colgate & Company" under the
management of Samuel Colgate, his son.
In 1873, the firm introduced its first toothpaste, an
aromatic toothpaste sold in jars.

3. His company sold the first toothpaste in a tube,
Colgate Ribbon Dental Cream, in 1896.
In 1928, Palmolive-Peet bought the Colgate Company
to create the Colgate-Palmolive-Peet Company.
 In 1953 "Peet" was dropped from the title, leaving
only "Colgate-Palmolive Company", the current name.
Today Colgate has numerous subsidiary organizations
spanning 200 countries, but it is publicly listed in only
two, the United States and India.

4. COLGATE
ORAL CARE
PROFESSIONAL
ORALCARE
HOME CARE
Products

5. Oral Care
1. Tooth paste
2. Tooth brush
3. Tooth powder
4. Whitening products
5. Kid’s products

6. Products

7. Product Life
Cycle
Sales Introduction Growth Maturity Decline
Time

8. Description on PLC Curve
INTRODUCTION:
Colgate has introduced first product as Colgate’s Ribbon Dental
Cream in the year 1896. Years later this dental cream was disappeared
by replacing other formulas in introduction of new creams in Colgate.
GROWTH:
In 1997 Colgate Total toothpaste is introduced in the U.S. and quickly
becomes the market leader. Only Colgate Total, with its 12-hour
protection, fights a complete range of oral health problems and
quickly becomes the market leader.

9. MATURITY:
The maturity stage is divided into three stages :
a) In the beginning sales increases but at declining rate.
b) In second stage sales rate remain stable.
c) In third stage sales begin to decline
DECLINE:
Today Colgate’s Toothpowder is not much popular. People
have stopped using toothpowders and shifted themselves by
dental creams and mouthwash.

10. BCG Matrix
The BCG matrix, invented by the Boston Consulting Group, is a
tool that allows to classify and evaluate the products and services of a
business. It is a decision making tool in order to balance the activities
of a company among those which make profits, those who ensure
growth, those which constitute the future of the firm or those who are
its heritage. With this tool one is able to define the development
policy of the company.
The matrix will position the products/services in two ways:
1. The rate of growth of the market ;
2. The market share of a product offered facing the competitors.

11. BCG MATRIX FOR
COLGATE

12. Cash Cows
These are products or services which are mature and
generate profits and cash, but need to be replaced because
the future growth will be lower.
Dogs
These products are positioned in a declining market and
highly competitive. The company wants to get rid of soon as
they become to expensive to maintain. The company must
minimize the « dogs ».

13. Question marks
They do not generate profits unless the company decides to invest
resources to maintain and even increase the market share (become
potential stars). They have a high demand for liquidity and the
company must ask the question: Invest or give up the product?
Stars
These are promising products for the company, they even can be
considered as leaders of the industry. The strategy is to boost these
products by appropriate investments to monitor the growth and
maintain a position of strength. These products require a large
amount of cash but also contribute to the company's profitability.

14. Life is short. Smile while
you still have teeth. ~Mallory Hopkins

15. If a patient cannot clean his
teeth, no dentist can clean them
for him. ~Martin H. Fischer