Activity 4: Colgate-Palmolive Case Study – Product and Pricing Strategy Gina L Lawrence
MBAO209-MGT-541-A: Applied Marketing Management
Instructor: Janis McFaul
June 27, 2011
I have read and understand the plagiarism policy as outlined in the syllabus and the sections in the Student Bulletin relating to the IWU Honesty/Cheating Policy. By affixing this statement to the title page of my paper, I certify that I have not cheated or plagiarized in the process of completing this assignment. If it is found that cheating and/or plagiarism did take place in the writing of this paper, I understand the possible consequences of the act/s, which could include expulsion from Indiana Wesleyan University Pricing Strategy
Colgate has 13 different types of toothpaste ranging in price from $1.13 - $4.99 with all branded with the Colgate name at the beginning (except for Ultra Brite). Colgate’s newest brand Colgate Total Advanced is the best toothpaste on the market and is its highest priced. Colgate is able to put this high price on the product especially with American Dental Association recommendation of the product. (Consumer Research, 2011) Colgate has also used its 10 brushes on the market with prices ranging in price from $1.00 - $5.00 with exception to one battery operated toothbrush priced at about $7.00. All Colgate brushes also have the Colgate brand name at the beginning which the company most likely never will change. Colgate’s newest product is the Colgate 360 which has 3 different styles. The Colgate 360 Sonicare, 360 Actiflex and the 360 Sensitive each of these brushes comes with their own unique feature to appeal to a wide range of consumers. Colgate has a price range for every consumer with its toothpaste and toothbrush products staying well within the competitions price ranges and saturating the market with a wide range of oral products. (Colgate, 2011) Net income for the company jumped 26% to $361.2 million, from $361.2 million in...
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