Marketing Project Plan

Topics: Toothpaste, Colgate-Palmolive, Oral hygiene Pages: 25 (8630 words) Published: April 23, 2007
Table of Contents:
S.NoPage No
1. Introduction 4, 5, 6, 7
2. Environmental Analysis 7
3. Competitive Analysis
Nature of current/likely competition ------------------------------ 7 Possible suggestions to look at---------------------------------- 7Current and prospective Competitors ----------------------------- 8 4. Competitive Barriers & Sources of Competitive Advantage 9 5. External Market Environment

Economic Forces ------------------------------------------------------------ 9 Legal and regulatory forces ---------------------------------------------- 9, 10 6. Market Growth and Positioning --------------------------------------------- 10, 11, 12 7. Industry Leader & Key Competitor ---------------------------------------- 12, 13 8. SWOT Analysis

Strengths-------------------------------------------------------- 13 Weaknesses-------------------------------------------------------- 14 Opportunities-------------------------------------------------------- 14, 15Threats-------------------------------------------------------- 15 9. Consumer Behavior

Brand Name-------------------------------------------------------- 15, 16Packaging-------------------------------------------------------- 16 Taste & Healthy -------------------------------------------------------- 16

10. Four P's
Product-------------------------------------------------------- 17 Price-------------------------------------------------------- 18 Place-------------------------------------------------------- 18, 19 Promotion-------------------------------------------------------- 19

11. Demographic Dimensions ----------------------------------------------------- 19 12. Determining Dimensions ----------------------------------------------------- 20 13. Evaluation & Control ----------------------------------------------------- 20, 21 14. Journal –

The effect of different tooth cleaning agents on the growth of teeth bacteria -- 22 -28 15. Article 1 - Business: Still fresh? Colgate-Palmolive 16. Article 2 - Whitening Toothpastes 29-32 17. Article 3 - Colgate Palmolive's council strategy drives diversity efforts 33-36 18. References and Citations 37-39

Introduction
Colgate was founded in the United States in 1806 and for the first 100 years, its business focus was only there. However, in the very early 1900's, the Company began a very aggressive expansion program that led to the establishment of Colgate operations throughout the world. Today, Colgate-Palmolive is a $9 billion company, marketing its products in over 200 countries and territories under such internationally recognized brand names as Colgate, Palmolive, Ajax, Fab, and Mennen as well as Hill's Science Diet and Hill's Prescription Diet. Colgate Total is considered the greatest evolution in toothpaste since the introduction of fluoride. This highly effective formula, containing fluoride and the antimicrobial ingredient, Triclosan, has been demonstrated clinically to help prevent gingivitis, plaque, cavities and tartar. And, its unique patented formula, containing the co-polymer, Gantrez, continues to be active between brushings. It continues to work fighting plaque, gingivitis, tartar and cavities after you stop brushing, even if you eat or drink. No other toothpaste manufactured in the US contains Triclosan or has been cleared to make claims for gingivitis and plaque reduction. (http://www.colgate.com/app/Colgate/US/Corp/History/1806.cvs) In Milwaukee, WI, the B.J. Johnson Company was making a soap entirely of palm and olive oil. The soap was popular...

Citations: 2a Author unknown (1998) ‘Colgate products ' http://www.colgate.com/products/total#.htmlproduct 6.11.98
3a Author unknown @(1998) ‘Advice on toothpaste ' http://www,colgate.com/smiles/faq/adult8-html 6.11.98
8a Author unknown (1997) ‘Do u have what it takes to fight germs? ' http://www.mayohealth.org/mayo/9708/htm/antibac.htm 06.02.99
http://www.thehindubusinessline.com/businessline/iw/2001/02/25/stories/0225b101.htm
1b Dr. FAROOQI I (1995),Plants of the Qur 'an, Lucknow; Sidrah Publishers, Page no: 101 – 102
2b CADOGAN A and SUTTON R (1994), Maths for Advanced Biology, Surrey; Thomas Nelson and Sons LTD, Page no: 24-26
3b HMI guide in microbiology for schools and further education Page no: 10
4b HUMPHRIES J (1974), Bacteriology, London; John Murray Publishers LTD, Page no: 70
5b ASSUYUTI J A (1997), As-Suyuti 's Medicine of the Prophet, London; TaHa Publishers LTD, Page no: 36-37
6b Various authors (1991) Medicines, A Comprehensive Guide, Bristol; Parragon book service LTD, Page no: 92
Information from journals
1c Lee Y.W (1997) "Super toothpaste" Prevention magazine Dec 1997 volume 49 Page no: 67
2c Kelly J (1997) "Brush up your act" Grocer Oct 4 1997 volume 220 Page no: 41
3c Meskin L.H (1997) " Much ado about nothing" Journal of the American dental association Oct 1997 volume 128 Page no: 1347
4c Blinkhorn A (1997) " Keeping faith in fluoride" Chemist and druggist May 24 1997, Volume 247, Page no: 24
5c Author unknown (1997) "Getting the most of your medical dollar" Money matters August 1997 Volume 6, Issue 3 Page no: 3
6c Hattab F.N (1997) "Muswak: the natural toothbrush" Journal of Clinical Dentistry Volume 8, NO 5 Page no: 125-129
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