Toothpaste industry has grown immensely in the Indian scenario.

There is a lot o f competition in the industry mainly between two major players Colgate and HuL . The companies are coming up with new schemes as well as products to lure the cus tomers. The usage of toothpaste has grown because of the lifestyle and the way t he individuals are living i.e. more awareness about health. Toothpaste is most c ommonly sold in flexible tubes, though harder containers are available. The hard containers stand straight up, availing more of the toothpaste and saving shelf space. Many Multinational Companies entered in the business of Toothpaste world but there are two major toothpaste brand that are famous than any other product in this world which we are going to discuss below. Colgate-Palmolive is a $13.8 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. Colgate fo cuses on strong global brands in its core businesses Oral Care, Personal Care, H ome Care and Pet Nutrition. William Colgate, a soap and candle maker, opened up a, soap and candle factory on Dutch Street in New York City under the name of "W illiam Colgate & Company". In the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857, William Colgate died and the company was r eorganized as "Colgate & Company" under the management of Samuel Colgate, his so n. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. Colgate Dental Cream Colgate Total 12 Colgate Sensitive Colgate Max Fresh Colgate Kids Toothpa ste Colgate Fresh Energy Gel Colgate Herbal Colgate Cibaca Family Protection Col gate Advanced Whitening Colgate Active Salt Colgate Whitening

Pepsodent is a brand of toothpaste with a wintergreen flavor. It was formerly ow ned by Unilever (but, since 2003, by Church and Dwight in USA,). Pepsodent was a very popular brand before the mid '50s, but its makers were slow to add fluorid e to its formula to counter the rise of other highly promoted brands such as Cre st and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product; sa les of Pepsodent plummeted. Today Pepsodent is a value brand marketed primarily in discount stores and retails for roughly half the price of similarly-sized tubes of Crest or of Colgate. Complete + Gum Care Complete 12 Pepsodent Herbal Pepsod ent Pepsodent Milk Teeth Orange Pepsodent Milk Teeth Strawberry Pepsodent Sensit ive Pepsodent Whitening Pepsodent Cavity Prevention Promotion policy

COLGATE Colgate-Palmolive informs its customers about its new products as well as the pr oduct that is being used by the customers. Colgate-Palmolive persuades and convi nces its new as well as old customers to purchase its new product. Adopting a go od promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has pr oved itself as a keen observer of the market and the culture all around itself. Colgate has done in the past and still doing at the moment. It is producing & in troducing the products especially for the kids. Colgate is very popular among yo ung kids just because of its perfect promotion. Colgate- Palmolive is promoting kids products by labeling the cartoon Characters like Looney tunes, Barbie, Barn ey and many more which are being loved by the children. It also educating Childr en by b slogan Stronger say bhe Strong mera colgate .

PEPSODENT Pepsodent packs included a Germ Indicator in February-May 2002, which allowed co nsumers to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to demons trate the confidence the company has in the technical superiority of the product . Pepsodent connects directly with kids and their parents. Pepsodent has always worked in the direction of an overall awareness of dental health. The relaunch c ampaign in October 2003 widened the context to "sweet and sticky" food and lever aged the truth that children do not rinse their mouths every time they eat, demo nstrating that this makes their teeth vulnerable to germ attack. Pepsodent's mos t recent campaign aims at educating consumers on the need for germ protection th rough the night.

COLGATE Market share The CPIL is the market leader in the Indian oral care market with a market share of 51 per cent in the toothpaste segment, 48 per cent in toothpowder segment an d 30 per cent in the toothbrush segment. The Company has reported Net Sales for nine months ended at Rs. 1239.4 crores, an increase of 15% over the same period of the previous year. Net profit for nine months period stood at Rs. 213.2 crore s, an increase of 21% over net profit recorded in same period of the previous ye ar. DRIVING GROWTH The growth of 14% achieved over the same quarter of the previ ous year has been led by a steady 14% volume growth in the toothpaste category, with the Company maintaining its leadership position at 49.6% market share. Majo r brands such as Colgate Dental Cream, Active Salt, and Cibaca continue to contribute to this consistent growth.

PEPSODENT Pepsodent, Hindustan Lever Ltd s leading oral care brand, announced the launch o f Pepsodent Dental Insurance, a first of its kind initiative in the oral care ca tegory in India. Undertaken through a partnership with the New India Assurance, India s largest General Insurance Company, Pepsodent now offers its consumers fr ee dental insurance of Rs. 1000/- on purchase of any pack of Pepsodent. Pepsoden t has steadily gained market share from 16.4 % last year to 17.3 % in Aug 02. HL L Oral Care, today commands an overall market share of 34.9 % in the toothpaste market with its range of toothpastes under the Close Up and Pepsodent brands. Wi th a strong focus on promoting oral care and hygiene amongst consumers, HLL Oral Care under its Pepsodent brand conducts various oral care and hygiene programs across the country including dental check-up programs in community.

COLGATE

packaging The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evo lving phenomenon for dozens of years. Colgate uses attractive packaging which vi sible it from competitor's brand. They have used following colours: * White: Class ic color, Accurate background, Sophistication & agility of company, Natural colo ur * Red: Strength, energy, love, excitement, leadership, power, Active, excitin g, good luck, Young Generation. * Blue: Research process, Calmness and peace, In novation, Freshness * Yellow: Sunlight, joy, happiness, wealth (gold), hope . * Green: Nature, spring, fertility, youth, environment, wealth, money , good luck, vigor, generosity, Colgate also focuses mainly on the following factors at the time of packaging: * Reducing the Environmental Impact of Packaging: * Global su stainability packaging strategy focuses on the 4 points: Reduce the weight of th e packaging where feasible Remove secondary and tertiary packaging where possibl e Recycle increase the use of recycled materials and convert to more recycling-f riendly materials Reuse/Refill design packages to be reusable and focus on refil l package development

PEPSODENT Their approach towards responsible packaging seeks to take into account environm ental, social and economic considerations. In 2007 the company created a Sustain able Packaging Steering Team to define a strategy. This team is building on the work already carried out over the past few years by the Unilever Packaging Group . Achieving truly sustainable packaging is a complex challenge. Some energy is a lways required to make packaging and some waste is inevitable even with highly e ffective reuse and recycling schemes. The approach is based on three elements: C onsideration of the whole product, not just packaging in isolation Assessment via our new vitality metric, which covers the waste generated taking into account all the different kinds of packaging a product requires. It also ta kes into account an estimate of the recycling, reuse and recovery rates of the m aterials as used in a particular region .

 Guiding principles Underlying this strategy are five guiding principles that they seek to apply: re move, reduce, reuse, renew and recycle. Sustainable Packaging Steering Team impl ements this approach across Unilever.

The toothpaste industry is going to be more competitive in the near future. The profit margin is going down over the year and going to be continuing for the fut ure also. So the main mantra for the companies to be successful is to satisfy th e consumers and develop brand image and brand loyalty amongst them. So it has be come very necessary for the consumers to understand the Indian consumers very we ll. So in the future the companies who come up with new products at competitive prices and with good quality are going to the successful one. Promotional activi ties are also going to play an important role that should to be for both retaile rs and consumers. So we are going to see a market which is going to heat up in t he near future where mainly two major players Colgate and HLL will fight the war . conclusion