A Complete Marketing Strategy
There are three fundamentals that Colgate-Palmolive stated; which are: * Caring
The Company cares enough about the people, among Colgate people, customers, shareholders or even business partners. Colgate is committed to act with compassion, integrity, honesty and high ethics in all situations, to listen with respect to others and to value differences. The Company is also committed to protect the global environment, to enhance the communities where Colgate people live and work, and to be compliant with government laws and regulations. * Global Teamwork
All Colgate people are part of a global team, committed to working together across countries and throughout the world. Only by sharing ideas, technologies and talents can the company achieve and sustain profitable growth. Continuous Improvement
Colgate is committed to getting better every day in all it does, as individuals and as teams. By better understanding consumers' and customers' expectations and continuously working to innovate and improve products, services and processes, Colgate will "become the best." * In 1986, Colgate-Palmolive had very ambitious objectives for its launch of the Cleopatra Soap line. They wanted a 4.5% market share for year of 1986 as well as getting 100% distribution of Cleopatra with retail accounts. They did not want to compete on price, as they wanted to position Cleopatra soap as premium quality soap and to generate interest in their brand through strong media and consumer promotions. * In 2005, Colgate had succeeded $15.9 billion in sales.
Colgate-Palmolive have various health care products which focus in niche market; means that each of their specific products have focused in fulfilling specific market’s needs. Colgate Palmolive serves their customers by differentiating the products for each target market. They create different flavors of toothpaste and make some alterations to be focused on people with different age groups and with different preferences. The following must be some examples of their products with its target market: * Precision Toothbrush
Precision toothbrush is made for people who are really concern about oral health issues such as fighting plaque and gum disease. This kind of people usually does not really care about the price as they more care about the effectiveness of the toothbrush. * Colgate Junior (Softsoap Kids, toothpaste, etc)
This product is specifically manufactured for 4 to 9 years-old-kids. Colgate-Palmolive targets mothers or parents which concern about the oral health of their children. There’re various flavors of toothpaste that can attract children, such as orange flavor and strawberry flavor. * Colgate Optic White Toothpaste
This toothpaste is produced for people who are concern about oral hygiene and really concern about personal appearance. Many customers for Optic White Toothpaste might be female, because women usually worry about their look. * Colgate Wisp
The innovative toothbrush from Colgate, which can be easily carried everywhere since its size is quite small, and users don’t even need a water when they use it. There is also freshening bead between the brushes that can release a burst of freshness in a mouth. This product is suitable for people who give attention to the mouth freshness at anytime or anywhere they do their activities. Executives and teenagers are the perfect target market. * Lady Speed Stick
Antiperspirant contains active ingredients that can control odor and wetness for 24-hour. Colgate targets active women who have underarm problem.
Colgate is moving on an industry where there are many competitors produce similar products with competitive price. Some of Colgate’s biggest competitors are stated below: * Unilever
Close-Up whitening from Unilever can be a threat for Colgate’s Optic...
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Descricption of Colgate. (2010). Retrieved October 9, 2011, from http://www.slideshare.net/IESCHONGOYAPE/description-of-colgate
Hoover 's Inc. (n.d.). Top Colgate-Palmolive Company Competitors. Retrieved October 8, 2011, from http://www.hoovers.com/company/Colgate-Palmolive_Company/rfyjyi-1-1njea3.html
Colgate-Palmolive. (n.d.). FAQ’s Colgate Optic White. Retrieved October 6, 2011, from http://www.colgate.com/app/ColgateOralCare/Whitening/ColgateOpticWhite/US/EN/Testimonials.cwsp
Special-Offers of Colgate-Palmolive. (n.d.). Special-Offers. Retrieved October 6, 2011, from http://www.colgate.com/app/CP/US/EN/OC/Products/Special-Offers.cvsp
Marketing Strategies of Colgate. (2009). Retrieved October 6, 2011, from http://www.shvoong.com/humanities/6714-colgate-palmolive/#ixzz1aHJZ5Sol
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