Colgate: Regaining Leadership in India's Sensitive Teeth Market
(7 pages of text)
Case (Pub Mat)
In April 2013, Colgate-Palmolive, a long-term front runner in a consumer goods business that specialized in oral care products, lost its dominance for the sensitive teeth toothpaste market in India. It was a dominance that Colgate-Palmolive had managed to build over the years by being a first mover and by leveraging its reputation as a leader in oral care products. However, new global and local competitors entered the market with diverse product variants and aggressive marketing campaigns, and started to erode the company’s market share. By mid-2013, the fight for market share was fierce and on the verge of becoming even more intense. Could Colgate-Palmolive regain its dominance? How should the company navigate these extremely competitive tides to regain its lost market share?
This case is best suited for higher-level undergraduate, or graduate and executive level courses on marketing and business strategy for diverse emerging markets. After completion of the case, students should be able to:
- Illustrate the challenges of marketing and brand building in a diverse emerging market within a competitive landscape.
- Discuss the merits of distribution strategies through professionals and retail sectors.
- Highlight the importance of capitalizing on competitive advantages.
- Analyze brand positioning, frame of reference, and product line management strategies.
Health Care Services
India, Large, 2013
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