Marketing Strategy-Colgate

Topics: Marketing, New product development, Business Pages: 2 (431 words) Published: September 25, 2012

Colgate delights consumers around the world with an array of Oral Care, Personal Care, Home Care and Pet Nutrition products. Behind the success of Colgate’s brands are carefully developed business and marketing strategies. Known for having a long history of strong relationships with its retail trade partners.

Small stores around the world are just as important to Colgate as large ones. Based on consumer and shopper insights, the Company works closely with local merchandisers and shop owners to offer a relevant assortment of products and merchandising services to achieve high visibility in each store. Colgate is sharply focused on aligning its strategies and goals with those of its trade partners in order to achieve mutual success. Colgate people understand that the way they do business is just as important as the results they achieve. Colgate has developed global commercial selling principles that apply to their relationships with all customers, regardless of their size or location. These principles provide specific guidelines on how to achieve business goals, while maintaining Colgate’s commitment to its values and to upholding the highest ethical standards in its business dealings.

Innovation is a cornerstone of Colgate’s strategy to drive profitable growth. While innovation in new product development is key, equally important is innovation throughout all of the Company’s business functions and processes. New product development for products expected to be launched within three years takes place at nine consumer innovation centers strategically located around the world. These centers create new product concepts and ideas based on specific insights into consumer wants, needs and behaviors. For projects extending three to five years into the future, work is focused in three category-specific long-term innovation centers: Oral Care, Pet Nutrition and Personal Care. Supplementing these efforts, Colgate scientists conduct early...
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