Comprehensive Marketing Mix of Colgate – Complete with Company Overview and 4 Ps

Updated on: Sep 11, 2021
Marketing Mix of Colgate (4Ps) | IIDE

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Colgate is an American brand, which produces oral hygiene products such as toothpaste, toothbrush, mouthwash. It has extended its quantity and variety of products extensively over the years, to be more and more strong. 

In this blog, we will cover the 4Ps strategy of the marketing mix of Colgate in detail, but before that let us know about the company.


About Colgate

Colgate Logo | Marketing Mix of Colgate (4Ps) | IIDE

Colgate is an oral hygiene care company that is now a universal product and is sold across countries. The company was founded by William Colgate and its headquarter is situated in New York, USA.

During the early stages, it used to sell soaps only, since 1873, it began to sell toothpaste in jars and tubes were introduced later. The company gained a lot of popularity with the slogan “It Cleans Your Breath While It Cleans Your Teeth”. According to research in 2015, Kantar Worldpanel claimed that Colgate is the only brand in the world that is purchased by more than 50% of all households. They cover 67.7% of global market penetration and 45% market share. 

Specifically in India, Colgate is one of the leading oral hygiene products. It has an enriched portfolio of different products like Colgate® Sensitive Prevent & Repair™ Toothpaste, Colgate® Kids My First® Fluoride-free Toothpaste, and many more.


Marketing Mix of Colgate

The term “Marketing MIx” indicates the collection of marketing techniques that are used by a company to achieve its marketing objective in a target market. It is a foundation model of a business that normally focuses on 4Ps, which are namely product, pricing, place, and promotion. 

Thus, it helps a business to cover its marketing and business strategies. Let’s understand the marketing mix of Colgate.


1. Product Strategy of Colgate

Colgate Products | Marketing Mix of Colgate (4Ps) | IIDE     

It has mouth powder and mouthwashes also which are for a special segment of people who are too sensitive with oral care, these products are for fresh and clean mouth smell. Colgate has 3 major product lines- toothpaste, mouthwashes and toothbrushes. It has added a variety of different products vastly over time. There are around 13 different types of toothpaste that help with various kinds of oral problems, and over 500 types of toothbrushes are available.

Colgate produces multiple kinds of products under the same product line for different types of audiences so that a consumer can get whatever they want under the same brand and they don’t switch. The company also has a separate segment for kids in which they have a toothbrush with soft bristles so that they reach every corner of the mouth.


2. Price Strategy of Colgate

To have a perfect marketing mix, Colgate follows the discrimination of price a lot. This discrimination refers to the variety of prices for different products. They have different prices for different segments. 

As oral hygiene is part of an oligopoly market, there are a small number of sellers in this market, but the number of purchasers is huge. In India, Colgate has several competitors hence it uses competitive pricing also for the same kind of segments. It uses the psychology of consumers by displaying that its products last long and have significant long-lasting effects. The products are available in various packs and combination offers which attract customers and enable them to pay extra.


3. Place and Distribution Strategy of Colgate

Colgate has been doing business for more than 150 years and it operates its activities in more than 200 countries. To control this perfectly it has amassed a massive distribution network. Their placements depend on their extensive distribution network. The Colgate company manufactures their oral hygiene products massively and distributes them to retailers across the world.

The company controls the marketing campaigns as well as the manufacturing of products. After completing the manufacturing, these products are packaged for shipment. Retailers collect their products from their dedicated shipments.  Retailers finally sell these products to the audiences or customers of the market. 

As Colgate has become one of the most selling products in India, it can be found in almost every retail shop and supermarket. Colgate products are sold at 2 million stores in India, to learn in detail read this. Their products are also distributed in many hotels, motels.


4. Promotion Strategy of Colgate

The advertisement campaigns of Colgate are at their best. Colgate’s promotion strategy focuses on advertisements through media channels, such as televisions, online commercials, sponsorship, social media sites, social media influencers, and so on.

The company airs commercial ads on television all over the world in different national languages. In 2004, Colgate launched an oral health awareness campaign in India named – ‘Oral Health Month’. This campaign included free in-clinic dental check-ups. It also launched a campaign named  “Spreading a million smiles with a mobileto boost awareness throughout the nation. And this still occurs around every year. They also introduced a TVC campaign named #SmileKaroAurShuruHoJao and the purpose of this campaign is to spread smiles all over India.

All its marketing and promotional activities are engaging to the customer which makes a connection with them and leads to a loyal customer base. It also uses various celebrities and doctors in its advertisements which makes those ads relatable for consumers.

Now, we have understood the marketing mix of the company. Let’s sum up the above analysis:





Colgate has been a successful company in terms of both quality & variety of products. Their price is not so high for the customers to afford. As a result, it is affordable for both the audience and the industry. Their geographical reach is commendable for all types of customers. The company needs to work on its innovation strategy and expand itself in different markets to become a market leader. Overall the company is doing good in the industry and can sustain its position.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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