Скачать или смотреть Colgate: How a Soap Maker Created India's Default Toothpaste | Marketing Masterclass

In 1806, William Colgate started selling soap in New York. Today, his name is synonymous with toothpaste in India. This remarkable journey isn't just about dental hygiene – it's a masterclass in brand building that turned a company name into a generic term.

Colgate entered India in 1937, finding a market where traditional tooth-cleaning methods reigned supreme. Instead of just selling toothpaste, they undertook the massive challenge of changing centuries-old habits. Their ingenious approach? Educational marketing. By teaching dental hygiene in schools and rural areas, Colgate didn't just sell products – they created category awareness.

What's fascinating is how Colgate achieved something few brands ever manage – becoming a generic trademark. When Indians say "Colgate," they mean toothpaste, regardless of brand. This level of brand association, known as genericization, is both a marketer's dream and nightmare. For Colgate, it cemented their market leadership for generations.

The genius lay in their adaptive strategy. While maintaining global standards, Colgate understood local Indian needs. From affordable packaging to regional marketing campaigns, they mastered the art of glocalization before it became a buzzword. Their early-mover advantage combined with persistent market education created an unshakeable brand moat.

Today's entrepreneurs can learn crucial lessons from Colgate's playbook: sometimes, creating a new market is better than competing in an existing one. Their success wasn't just about selling toothpaste – it was about changing cultural habits and becoming part of daily Indian vocabulary.

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