Today's Segmentation Strategies of Colgate-Palmolive
WS1 Case Study Paper
Indiana Wesleyan University
WS1 Case Study Paper
Colgate-Palmolive Company While many companies provide a similar product there aren’t any that share the same perspective when it comes to the sincere appreciation and willingness to provide like that of Colgate-Palmolive. Their mission statement is unique to them and simply states the following: "As a company that strives to be the best truly global consumer product company, we are committed to doing business with integrity and respect for all people and for the world around us."
Though there is no mention as to a specific product category or consumer aim, there is a direct and straightforward approach to carrying out their business with integrity, the way they deem necessary. Colgate-Palmolive is a company that started with a multi-faceted approach to delivering health-care products to its consumer. It was all started by a gentleman by the name of William Colgate in 1806. It wasn’t until 1873, that they first introduced oral-health related products such as toothpaste; broached as ‘an aromatic dental cream’ and presented it to the public. Its packaging has changed a bit over the years; originally it was sold in glass jars (Younger). Strengths of this particular company include their ability to best reach today’s consumers, doing so by engaging integrated marketing communications. These include not only a mix of traditional and new media methods, but the use of very creative promotional activities as well. C-P is very interested in the shopping marketing program on a global level. Their richly focus on in-store consumer behavior; this aids them in being able to identify areas of new growth in their foreseeable future. Not only for them, but for their retailers as well (GlobalData). Other ways in which they are able to stay ahead of and alongside the market is by continually keeping up with change, one example includes their competence to sufficiently redesign product
Indiana Wesleyan University
WS1 Case Study Paper
Colgate-Palmolive Company While many companies provide a similar product there aren’t any that share the same perspective when it comes to the sincere appreciation and willingness to provide like that of Colgate-Palmolive. Their mission statement is unique to them and simply states the following: "As a company that strives to be the best truly global consumer product company, we are committed to doing business with integrity and respect for all people and for the world around us."
Though there is no mention as to a specific product category or consumer aim, there is a direct and straightforward approach to carrying out their business with integrity, the way they deem necessary. Colgate-Palmolive is a company that started with a multi-faceted approach to delivering health-care products to its consumer. It was all started by a gentleman by the name of William Colgate in 1806. It wasn’t until 1873, that they first introduced oral-health related products such as toothpaste; broached as ‘an aromatic dental cream’ and presented it to the public. Its packaging has changed a bit over the years; originally it was sold in glass jars (Younger). Strengths of this particular company include their ability to best reach today’s consumers, doing so by engaging integrated marketing communications. These include not only a mix of traditional and new media methods, but the use of very creative promotional activities as well. C-P is very interested in the shopping marketing program on a global level. Their richly focus on in-store consumer behavior; this aids them in being able to identify areas of new growth in their foreseeable future. Not only for them, but for their retailers as well (GlobalData). Other ways in which they are able to stay ahead of and alongside the market is by continually keeping up with change, one example includes their competence to sufficiently redesign product
References: Alexander, A. (2008). Colgate-Palmolive 3Q sales grow 13 percent, but material costs dent results. Drug Store News, 30(15), 52-58. Colgate van drives dental education, gives free screenings and treatment. (2007). Drug Store News, 29(15), 50. DeArment, A. (2008). Colgate performs well worldwide. Drug Store News, 30(9), 36-38. GlobalData (2011). Colgate-Palmolive Company Financial and Strategic Analysis Review. http://www.marketresearch.com/GlobalData-v3648/Colgate-Palmolive- Company-CL-Financial-6261173/ http://www.colgate.com/Colgate/US/Corp/AnnualReports/2008/HomePage/Colga ePalmolive2008AnnualReport.pdf http://www.colgate.com/app/Colgate/US/Corp/LivingOurValues/Sustainability/HomePage.cvsp Laidler, Nathalie. “Colgate-Palmolive Company: The Precision Toothbrush.” Harvard Business School. 1993. Live demos a biting success for Colgate. (2010). Drug Store News, 32(15), 48. Younger, Vicki. “Colgate Palmolive.” Redgum Soaps. 8 Sept. 2002. http://www.redgumsoaps.com.au/soaphistory/colgate.htm.