Marketing and Colgate

Topics: Marketing, Colgate-Palmolive, Toothpaste Pages: 23 (7310 words) Published: May 18, 2011
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...

References: Literature: • • • Amstrong, G., 2009, Marketing: an introduction, Pearson Education Batra, B., 2006, Advertising Management, Pearson Education India Bowie, D. & Buttle, F. , 2004, Hospitality marketing: an introduction, ButterworthHeinemann • • Colgate-Palmolive Annual Report, 2009 Haig, M., 2004, Brand royalty: how the world 's top 100 brands thrive and survive, Kogan Page Publishers • Hollensen, S., 2003, Marketing Management: a relationship approach, Financial Times/Prentice Hall • University of Sunderland Script, 2008, Marketing Strategy (MKT306)
Internet: • Population Division of the Department of Economic and Social Affairs of the United Nations Secretariat, World Population Prospects: The 2008 Revision,
http://esa.un.org/unpp, Date accessed Friday, July 02, 2010; 5:08:51 PM.
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