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Academic MBA Question:

NMIMS Case Study – Colgate-Palmolive (India) Ltd. (hereafter referred to as Colgate) achieved sales of c. INR 4,500 crores in FY 2019, having grown at a compounded annual growth rate (CAGR) of c. 4.5% since FY 2014. Pacol, an entrepreneur, is planning to build INR 1,000 crores (in sales) brand ‘Pacol’ by FY 2025 in the Oral Care products category in India, and has hired you as a Marketing Strategy consultant. Review and analyze Colgate’s Marketing Strategy in India.

a. Explain various stages and their characteristics in industry life cycle, with specific comments regarding the current stage of Oral Care products industry in India.

b. There are 5 key themes/ ways to identify competitive advantages for a brand/ differentiate from other brands, as a part of differentiation and positioning strategy; explain these with suggestions/examples in context of ‘Pacol’


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