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Colgate Essay

4426 words - 18 pages

SIKA Limited

1) Introduction

2) The Tooth Paste Industry

• History Of Toothpaste

• The Algerian Consumers

3) SIKA as a brand

4) Product Description

5) Executive summary

6) Situation analysis

7) Product mix

8) Target markets

9) Marketing strategies

10) Distribution


The world's oldest-known formula for toothpaste, used more than 1,500 years before Colgate began marketing the first commercial brand in 1873, has been discovered on a piece of dusty papyrus in the basement of a Viennese museum.

In faded black ink made of soot and gum Arabic mixed with water, an ancient Egyptian scribe has carefully described what he calls a "powder for ...view middle of the document...


Modern toothpaste is produced by mixing sodium fluoride, a cleansing product that gives the paste its bulk, with triclosan - a whitener, and E number flavourings.

The recipe was written in Greek, the official language of Egypt for about 1,000 years until the last temples closed in the sixth century AD.

It was discovered among part of the largest collection of ancient Egyptian documents in the world - 180,000 items up to 3,500 years old, including stone and clay tablets - gathered by the Habsburgs, the rulers of the Austro-Hungarian empire.

The foundation of the collection was a mass of papyri, purchased in 1878 after being found on a rubbish dump outside the ancient Egyptian city of Crocodilopolis.

Dr Hermann Harrauer, who heads the papyrus collection at Austria's National Library in Vienna and who found the recipe, said: "It's a fascinating document. It was written by someone who obviously had some medical knowledge, as he used abbreviations for medical terms.

"As papyrus was hard to come by, it was often reused, and this document had on the back details of correspondence between monasteries, implying that perhaps the person who wrote it was connected with them in some way. 

Maybe he was a monk. By the fourth century AD, Egypt had been Christianised and Christian monks were also physicians, and this would fit in with what we know."

Dr Harrauer's team is painstakingly translating and filing the documents, of which only a fraction have so far been deciphered. He said: "We still don't have an idea about half of what is here. It's a treasure trove waiting to be opened."

Dentists have recently discovered the beneficial properties of the iris, which has been found effective against gum disease and is now in commercial use again.

The Toothpaste Industry

History of Toothpaste 

Ever wonder where toothpaste and mouthwash came from? Have you ever thought about what people used for toothpaste before the invention of Crest, Colgate or Aquafresh? (North American brand name toothpastes). Below are some interesting, point form facts and recipes that may help satisfy your curiosity - or spur it on!! 

Back in the Days of Buddha.

The activity of keeping the mouth clean dates all the way back to the religious figure Buddha. It has been recorded that he would use a "tooth stick" from the God Sakka as part of his personal hygiene regimen. 

In 23 - 79 AD the practice of oral hygiene included: 

• Drinking goats milk for sweet breath 
• Ashes from burnt mice heads, rabbits heads, wolves heads, ox heels and goats feet were thought to benefit the gums. (This probably wouldn't go over very well today) 
• Picking the bones out of wolves’ excrement and wearing them (maybe in the form of a necklace?) was considered to be a form of protection against toothaches. 
• Washing your teeth with the blood from a tortoise three times a year was a sure bet against toothaches as well. 
• Mouthwashes were known to consist of pure...

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