Marketing and Colgate

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Marketing Strategy (MKT306)
Alexander Berger Neusserstraße.56 50670 Köln Germany Student No.: 089110519

Friday 9th July 2010

A Strategic Analysis of Colgate´s toothpaste product line

TABEL OF CONTENT 1. 2. 3. Executive Summary .....................................................................................................- 1 Introduction ..................................................................................................................- 1 Situational analysis.......................................................................................................- 1 3.1 Company analysis ..................................................................................................- 2 Company profile.............................................................................................- 2 Growth and profitability.................................................................................- 2 Culture............................................................................................................- 2 Goals...............................................................................................................- 2 Collaborators ..................................................................................................- 3 Customer ........................................................................................................- 3 Competitors ....................................................................................................- 3 Swot-analysis of the company........................................................................- 4 Climate ...........................................................................................................- 5 -

3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8 3.1.9 3.2

Product line analysis...............................................................................................- 5 Swot-analysis of the product line ...................................................................- 6 -

3.2.1 3.3 4.

Competitive advantage...........................................................................................- 6 -

Recommendations ........................................................................................................- 8 4.1 Segmentation Targeting & Positioning ..................................................................- 8 Segmentation..................................................................................................- 8 Targeting ........................................................................................................- 9 Positioning....................................................................................................- 10 -

4.1.1 4.1.2 4.1.3 4.2 4.3

Objectives.............................................................................................................- 10 Marketing Mix......................................................................................................- 11 Product .........................................................................................................- 11 Price..............................................................................................................- 13 Promotion .....................................................................................................- 14 Place .............................................................................................................- 15 -

4.3.1 4.3.2 4.3.3 4.3.4 5.

Conclusion...................................................................................................................- 16 -

Appendix .............................................................................................................................- 17 List of References ...............................................................................................................- 27 -

1.

Executive...
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