Marketing Assignment

Topics: Pricing, Marketing, Brand Pages: 10 (2784 words) Published: July 3, 2012
Background History of Colgate-Palmolive Company

Colgate-Palmolive Company was founded by 23-year-old William Colgate in year 1806, it concentrated exclusively on selling starch, soap, and candles from its New York City-based factory and shop.

Colgate-Palmolive Company is an American multinational consumer products company focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products it including toothpaste and toothbrushes. Under its Hill’s brand, it is also manufacturer of veterinary products. The company’s corporate offices are on Park Avenue in Midtown Manhattan, New York City.

Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed.  Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries and territories worldwide and generates about 70 percent of its revenue outside the United States.

The different brands of the product marketed by the firm

Colgate now markets a broadly diversified mix of products in the United States and other countries. Major product areas include household and personal care products, food products, health care and industrial supplies, and sports and leisure time equipment such as Afta lotion, Dynamo detergent, Protex and so on (Please refer to appendices 1.1).

Background of Dynamo

Colgate-Palmolive Company manufactures Dynamo liquid laundry detergent in the United States. In 2004, Colgate-Palmolive sold its European detergent business, which includes the Dynamo brand, to Procter & Gamble, another leading detergent manufacturer.

Identity of Dynamo

Dynamo is electrical generator, generally means a generator that produces direct current with the use of a commentator. Just like the logo of the dynamo “The Star”, show that dynamo detergent can operate efficiently and occur a strong chemical reaction with water. It means that when the detergent mix with water, it can efficiently whitening clothes and smell good. It also anti bacteria. “The Star” shows that the dynamo antibac cleaner than clean, removing stubborn stains and there is no detergent residue.


Product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. Dynamo is a laundry detergent product for washing purpose which is introduced by Colgate-Palmolive Company and it is classified into consumer products. Consumer products are bought by final consumers for personal consumption. Dynamo is convenience goods which differentiated from the consumer products. Dynamo can be bought frequently and immediately. It is a often use of good which consumers needed to purchase it for washing needs to remove dirty stain and provide a wonderful smell in cloths. For the Colgate-Palmolive Company, there also have many advertising of Dynamo products on television to let other people to recognize this product. Furthermore, Dynamo products can be search and purchase in a lot of places such as Jusco, Tesco, Giant, The Store, and other mini markets or stores.

Colgate-Palmolive Company will have the product and services decisions which include five processes which are product attributes, branding, packing, labeling, product support services. The product attributes of Dynamo are specially formulated to suit the washing needs and offer a range of products suitable for washing machine. The formula in Dynamo double concentrate is...
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