Toothpaste and Colgate

Topics: Colgate-Palmolive, Toothpaste, Piscataway Township, New Jersey Pages: 5 (922 words) Published: April 11, 2013
Ian Melendres

Popoy Yusingbo

Wendell Tiu

Parke Tan

Rodney Roleda

Johann Ong

Bren Tajonera


I. Background

a. History

In 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap, and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". In the 1840s, the firm began selling individual bars in uniform weights. In 1857, William Colgate died and the company was reorganized as "Colgate & Company" Arthur Brent, as the leader, started operating Palmolive Company in Baracca Street, Binondo, Manila in 1926. Only five people began selling imported products from the United States. The products sold during early days were Octagon Laundry Powder, Crystal White Laundry Bar and Pompeia cosmetics. In 1928, after the slow start, new vigor was added to the Palmolive Peet Company through another merger this time with Colgate Company, Colgate Ribbon Dental Cream and Cashmere Bouquet toiletries were added to the product range. The previous merging and adding Palmolive soap to their product increased the sales during the period of 1928-1930. To date, Colgate-Palmolive Philippines, Inc. holds leadership position in the market. It continues to find new ways to innovate in production, marketing and sales as well as in being the best place to work. The name "Colgate" was adopted from the family name of William Colgate, the founder of the fist Colgate Company. b. Current Problems

Colgate-Palmolive currently has a disagreement with SM. There have been no sightings of Colgate-Palmolive products in shelves of SM supermarkets anywhere in the country. This is a major issue that must be resolved as soon as possible, because as we all know SM is the leading supermarket in our country. With this issue, The Colgate-Palmolive Company is certainly the one losing in terms of sales and loyalty, because people have a tendency to pick-up products which are conveniently accessible anytime.

c. Variations

i. Colgate Total® Advanced

ii. Colgate Total®

iii. Colgate® Max Fresh®

iv. Colgate® Sensitive

v. Colgate® Cavity Protection

vi. Colgate® Tartar Protection

vii. Ultra brite®

viii. Colgate Luminous™

ix. Colgate® Visible White®

x. Colgate® Sparkling White

xi. Colgate® Baking Soda & Peroxide Whitening Oxygen Bubbles

d. Loyalty

Colgate still currently leads the toothpaste market in the Philippines with Close-Up being a close second. Close-Up has been catching up as of Q2/2009, with Hapee still garnering a respectable amount as well.

e. Competitors

i. Hapee Toothpaste

Hapee was the first ever Filipino toothpaste brand to hit the Philippine market and Lamoiyan Corporation is the first Filipino owned toothpaste manufacturer. Before the entry of Lamoiyan and Hapee toothpaste, no local entrepreneur dared to challenge the foreign brands, which dominated the industry. The success of Hapee toothpaste encouraged other Filipino companies to venture in similar ways.

ii. Close-Up

Close up has truly been a challenger brand in the toothpaste market. Its biggest achievement has been its ability to carve out a distinct, differentiated segment. For the first time, people had the option to brush with transparent, shiny, bright colored gel toothpaste. While others offered cavity control and strong teeth, Close up offered the cosmetic benefits of superior fresh breath and shiny white teeth. This was based on a strong and relevant consumer insight that people are conscious of how their breath smells only when they are up close – especially with the opposite sex. With the dual benefits of fresh breath and white teeth, the brand allowed people to get over their insecurity of bad breath and get closer to each other. The brand stands for the...
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