Marketing Mix - Colgate

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Executive Summary
Almost every marketing textbook has a different definition of the term “marketing.” The American Marketing Association (AMA) uses the following: “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” In this report, we will discuss about the marketing mix of Colgate’s toothpaste in Malaysia. Colgate Company is a top global maker and marketer of toothpaste and other soap of cleaning products. According to Ion Cook (Chairman, president of Colgate, 2007), Colgate began in New York City early in the 19th century. Nowadays, it is a truly global company serving hundreds of millions of consumers worldwide.

McDaniel, Lamb and Hair (2007) explain the term of marketing mix as to a unique blend of product, distribution (place), promotion and pricing strategies (4P) designed to produce mutually satisfying exchanges with target market. (The four “P” components of the Marketing mix refer to appendix 1)

Product

The Colgate product can be found at “personal care corner” in the supermarket. The products are categories in eight different types to target difference ages of consumer which the latest product offering in 2010 is Colgate® Sensitive Pro-Relief. (Product’s type refer to appendix 2)

The different size of packaging do attract consumer to purchase on the product. For example, a consumer who is going for a one week vacation can purchase traveler toothpaste (100gram) for RM 3.50 instead of buying the large one. The kid’s toothpaste which come with attractive colour and design attract the kid to grab it as the other competitor such as Darlie toothpaste do not produce toothpaste for kid. In the case, Colgate is directly gaining competitive advantage in the industry.

Referring to Colgate home page, Colgate Malaysia is the first international corporation to have obtained the Malaysian Halal...
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