Marketing - Colgate Greece

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* When the brand was introduced in the Greek Market?

Colgate – Palmolive (Hellas) was found in 13th February 1962 with import of foreigner capital and as seat the city of Athens. It is fact, however, that from 1950, products as toothpaste Colgate, custard of shaves Palmolive, Soap Palmolive they were imported and distributed in the Greek market by the company “OLYMPIA”, which continued distributing and traffic in products Colgate-Palmolive also afterwards the foundation of Greek company and the domestic production of these, up to 1974.

Line Extension

| Colgate Sensitive Pro-Relief|
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| Colgate Max White|
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| Colgate Max Fresh|
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| Colgate Time Control|
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| Colgate Oxygen|
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| Colgate Total|
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| Colgate Total Advanced Fresh|
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| Colgate Total Plus Whitening|
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| Colgate Total Fresh Stripe|
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| Colgate Sensitive|
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| Colgate Sensitive Whitening|
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| Colgate Whitening|

| Colgate Herbal|
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| Colgate Herbal White|
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| Colgate Protection Caries|
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| Colgate Triple Action|
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| Colgate Baking Soda|
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| Colgate Anti-Tartar Plus Whitening|
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| Colgate Blue Minty Gel|
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| Colgate Oulodent Regular|
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| Colgate Oulodent Βότανα|
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| Colgate Smiles|
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| Colgate 2 σε 1|

* The overall potential of Colgate’s Toothpastes is 30% as a value share. The table below shows us analytically the potential of toothpastes in Greek market.

Colgate Total | Colgate-Palmolive Hellas SAIC| 10.8| 9.9| 9.4| 7.5| Aim Complete 8 Actions | Unilever Hellas SA| -| -| 3.6| 6.7| Aim C-Fresh | Unilever Hellas SA| -| 2.5| 5.1| 6.0|

Aim White System | Unilever Hellas SA| 6.3| 6.5| 6.4| 5.8| Colgate Whitening | Colgate-Palmolive Hellas SAIC| 4.4| 4.0| 4.1| 4.3| Theramed 2-in-1 | Henkel Hellas SA| 4.6| 4.7| 3.8| 3.7| Colgate Herbal White | Colgate-Palmolive Hellas SAIC| 3.1| 3.1| 3.2| 3.4| Colgate Herbal | Colgate-Palmolive Hellas SAIC| 3.4| 3.5| 3.0| 3.2| Colgate Baking Soda | Colgate-Palmolive Hellas SAIC| 5.9| 5.0| 3.2| 2.7| Colgate Max Fresh | Colgate-Palmolive Hellas SAIC| 1.6| 2.0| 2.4| 2.5| Colgate Time Control | Colgate-Palmolive Hellas SAIC| 1.0| 2.0| 2.5| 2.4| Crest Complete Extra White | Gerolymatos Cosmetics SA| -| -| -| 2.3| Aim Family | Unilever Hellas SA| 3.8| 3.5| 2.7| 2.0| Colgate Oulodent | Colgate-Palmolive Hellas SAIC| -| -| 2.1| 2.0| Colgate Smiles | Colgate-Palmolive Hellas SAIC| 1.6| 1.8| 1.9| 1.9| Elgydium Whitening | Pierre Fabre Hellas SA| 2.1| 1.6| 1.3| 1.3| Aim White Now | Unilever Hellas SA| -| -| 0.3| 1.1|

Colgate Total Advanced Whitening | Colgate-Palmolive Hellas SAIC| -| -| 0.4| 0.8| Colgate Total Fresh Stripe | Colgate-Palmolive Hellas SAIC| -| -| -| 0.8| Colgate Total Advanced Clean | Colgate-Palmolive Hellas SAIC| -| -| -| 0.7| Theramed | Henkel Hellas SA| 1.2| 1.2| 0.7| 0.6|

Aquafresh Herbal | GlaxoSmithKline SA| 0.1| 0.3| 0.3| 0.3|

A. The target market
The Colgate in Greece has created products for all ages and especially for consumers who are concerned about oral health issues. Each product of Colgate is addressed for the different needs of consumers. First of all for people that have problems with their teeth, such as tooth-decay, tooth-plaque, tooth-stone, sensitive gums and etc. Consumers in this target market usually purchase toothpaste products without caring about the price, as long as they will get the highest quality that Colgate offers to them. Secondly, people who are concerned about their oral hygiene, such as bad breath, and personal appearance. Consumers in this target market are mostly young people that care about the whitening and the cleanest breath that Colgate offers. Finally, another target market for Colgate is kid. Colgate has several products related to children and as we...
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