Background Data Colgate Palmolive Company once is a minor candle and soap processor but the company have grown to a powerful consumer products on earth due the aggressive acquisition of other firm. A tiny manufacturing facility and retail shop in making and selling starch, soap and candle has been launched by William Colgate, a 23 years old English who has migrated to America in the year of 1806. Francis Smith has joined William Colgate in his business in the following year and the little facility was renamed as Smith and Colgate. Colgate has the product line of toothpaste and it has cut down the cost by experimenting starch as low cost filler in his hand soap in 1820 and sooner and later it has become the largest starch manufacturer in the country. At first Colgate-Palmolive company introduced perfumes and essences in 1866 and then later in 1873 toothpaste was being introduced to the market. The formation of Colgate-Palmolive is completed in 1928. In 1930s, Colgate-Palmolive Company has purchased several French and German soap makers where they are enable to make their first expansion into Europe and later on into Asian during the 1950s. Colgate Total Toothpaste is being introduced in 1997 and has become the market leader in the US as soon as it has been introduced. Among all the other oral care products only Colgate Total has the specialty of 12 hours protection that solves a number of Oral Health problems. Colgate spent $841 million to privately own the European’s oral care company, GABA in 2004. Colgate has focused on four types of core businesses such as Oral Care, Personal Care, Home Care and Pet Nutrition today. Now Colgate does business to 222 countries and territories worldwide. Colgate also has ranked as the India’s No 1 most trusted brand across the categories for four consecutive years from 2003 to 2007. Colgate has been positioned in the