Sep 3, 2010

Brand in focus: Colgate

It is a brand of Colgate Palmolive who is a big manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes. The more famous “oral hygiene” product line among all is Colgate tooth paste. It is available with many variations like Colgate Total Tooth Paste, Colgate Cavity Protection Tooth Paste, Colgate Simple White Tooth Paste, and Duraphat. 
Starting with the last one, Duraphat is a professional strength paste intended for the treatment and prevention of dental caries. The toothpaste is ideal for the management of high-risk patients such as those with rampant, early, existing or recurrent coronal or root caries. The prime constituent is sodium hydroxide and it is sometimes prescribed as part of a program of fluoride therapy. It is available as a prescription-only product.
Colgate Total contains the anti-microbial ingredient triclosan, which reduces the number of bacteria that cause gingivitis, cavities and halitosis. Although most Colgate toothpaste brands use sodium fluoride, the Colgate Cavity Protection variety instead contains Sodium monofluorophosphate as the active ingredient. A whitening toothpaste that is "Clinically-proven to whiten in 14 days". Its whitening ingredient is hydrogen peroxide, which gradually bleaches the teeth. It utilizes two separate chambers that contain a whitening agent and a cleaning gel.
Colgate has a toothpaste and toothbrush mascot for children's entertainment, "Dr. Rabbit", which has also been used in three VHS tapes that teach about dental health and advertise Colgate toothpaste. These include Dr. Rabbit's World Tour and Dr. Rabbit and the Legend of the Tooth Kingdom. In each advertising company emphasize its brand characteristics like Unique triclosan copolymer formula helps ensure delivery and retention of triclosan to teeth and soft tissue, Works for up to 12 hours to help prevent bacterial plaque formation, ADA Seal of Acceptance, and Only toothpaste approved by the FDA to fight plaque and gingivitis. 
Moreover, children tell about their experience with the tooth paste in the form of product benefits Provides long-lasting antibacterial protection, more plaque and gingivitis reduction than regular fluoride toothpaste2+, Safe and effective, Professional confidence, Effective against caries, gingivitis, plaque, calculus build-up and malodor, and Patient compliance. The important thing to note is that company has pretty good segmentation based on functional aspect but in the demography part it also focuses the children. The product range for children contains My First Colgate, Colgate Dora the Explorer Mild Bubble Fruit Toothpaste , Colgate SpongeBob Mild Bubble Fruit Toothpaste, Colgate Pop Stars, Colgate 2in1 Kids Strawberry, Colgate 2in1 Kids Watermelon. The Colgate has a few ranges in mouthwashes as Colgate Max Fresh with Mouthwash Beads, Colgate 2in1 Oxygen Whitening, Colgate 2in1 Whitening, Colgate 2in1 Icy Blast. 

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