Colgate localisation: a case study

  1. Product innovation: Colgate established its first factory in India in 1957 to make toothpaste for domestic household purposes. Since then the product has undergone several changes with changes in time. At first, toothpastes were available in jars but later when the company introduced the idea of toothpaste tubes, the whole economy of the brand changed rapidly. Since Colgate (at the time) was the only company that had made tube products available to its customers, the attention this brand sought was unlike any other at the time. Later, when the company wanted to increase its sales, it did so by combining India traditions and values within their products (this was the trick they had learned in Canada and other ventures before India). They released products such as Colgate Vedshakti to evoke Indian sentiments as Ayurveda is an imperative ingredient within the Indian culture. Also, with the increasing demand for natural ingredients to be involved within brand products Colgate launched a series of natural toothpaste in India and other 94 markets.
source: amazon.in
source: amazon.in
source: amazon.in
source: facebook.com
Source: instagram.com/colgatein
source: colgate.com

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