Preview

Colgate Pricing Strategy

Powerful Essays
Open Document
Open Document
1128 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Colgate Pricing Strategy
In a highly competitive oral care market, Colgate holds its’ own, and maintains a category leadership position. The company 's strategies to category growth are accomplished by long-term, joint planning with retailers; understanding consumers and how they shop; and employing integrated marketing to demonstrate the benefits of new products. The company has long been on the voyage to establish the best brush possible, and in doing so, has developed a number of impeccable products along the way. The introduction of the Wisp portable mini-brush, which was voted 2010 Product of the Year and marketed through online video and social media, increased Colgate 's market share of the U.S. manual toothbrushes to a record 32.2% last year. In the toothpaste segment, Colgate took the leadership position with 36.2%. Earlier this year, Colgate introduced Wisp Plus Whitening with over 15 million impressions in the second quarter. Articles in Fitness and InStyle magazines and mentions on “The View” television program and numerous blogs further promoted awareness of the product, as did sampling at colleges and conducting a Facebook fan drive. In keeping up with consumer trends, Colgate began to focus on features, comfort and professional recommendations.
Consumers first purchased toothbrushes without much knowledge or information concerning the product’s benefits. As new product development increased, and consumers became better informed about the benefits of toothbrushes, they began to focus their interest not only on cavity prevention, but also on the health of their gums, their oral hygiene, and their cosmetic appearance. Because consumer interest and toothbrush purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class (McCarthy, 2002). Consumers began to purchase toothbrushes based on the specific benefits each toothbrush and company had to offer. One study



References: Colgate Palmolive. (0020, May 17). Media Week, 20, 17-36. Laidler, N. (2003). Colgate Palmolive company: the precision toothbrush. Harvard business school. Extracted from Colgate-Palmolive Company: The Precision Toothbrush.” Harvard Business School. McCarthy, J, (2002). Basic marketing: a global managerial approach. New York: McGraw-Hill Companies, 2002. 276-277. Pauszek, K. (2009). Colgate palmolive – marketing plan. Retrieved January 27, 2011, from http://franklincollege.ed Younger, V. (2002). Colgate palmolive. Retrieved Jan. 27, 2011 from http://www.redgumsoaps.com.au/soaphistory/colgate.htm.

You May Also Find These Documents Helpful

  • Good Essays

    Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing…

    • 1631 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Colgate is a player in the $7.5 billion market of oral hygiene in the United States. This market includes products that cleanse, disinfect, freshens breath and whitens teeth and Colgate has a share of that market for all these products. The competition in this market makes being innovative practically a requirement since it is difficult to encroach upon your competitors. Knowing this information, companies must also ensure that they maintain a good balance of products in this industry.…

    • 378 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Do you desire the elimination of bad breath, cavities and diseases? Possessing the right toothpaste can help an individual obtain the confidence they need to smile and associate with others. Hygiene has become an important aspect in one’s health especially when the mouth is the main focus. People gain the feeling of shyness and rudeness around others when they show their rotten teeth and/or the odor of their breath. Nobody wants to be treated in a harmful way for reasons that can easily be fixed. Get Colgate, a type of paste or gel that helps prevent bacteria, plaque and unhealthy gums from occurring. The 1924 Colgate ad, “Hit The Line Hard,” formulates a convincing advertisement that can be assessed using three rhetorical strategies which include appeal to appeal to logic, appeal to credibility and appeal to emotions.…

    • 734 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    The target market for Crest 3D whitestrips are individuals. These men and women are in the age range of 18 to 65 years old and still have their natural teeth. These individuals give great care to their personal stature in terms of hygiene and grooming. They are individuals who have little disposable income and seek quality, convenience and value. (). These individuals are influenced by media images of the perfect body or the perfect smile. Those images from movies, television, magazines seduce these targeted consumers to buy products to enhance or improve the perception of their personal image. Another influencer is peers pressure to look a certain way based on society’s acceptable standard of how white teeth should be and what a great smile should look like.…

    • 781 Words
    • 4 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Logos Pathos Ethos

    • 339 Words
    • 2 Pages

    I will be analyzing a commercial about Colgate total where dental patients tell how and why their dentist advised them to switch to Colgate Total toothpaste.…

    • 339 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Colgate Palmolive Case

    • 1682 Words
    • 6 Pages

    Consumers awareness of oral health is increasing which can translate into more future sales - the oral hygiene market had an compound annual growth rate of 4.2% in 4 years…

    • 1682 Words
    • 6 Pages
    Satisfactory Essays
  • Powerful Essays

    Proctor and Gamble-Scope is faced with a very important decision, they need to prepare a marketing plan for P&G’s mouthwash business for the next three years. They want to know how they are going to be able to capitalize on the emerging market segment within the rinse category that focused more on “health-related benefits” than the traditional breath strategy of Scope. If the company does pursue this there are several concerns that they have.…

    • 1242 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Proctor & Gamble Scope Case

    • 5134 Words
    • 21 Pages

    Procter and Gamble’s mouthwash product, Scope, had a 32% share of the Canadian mouthwash market in 1990. However, Plax, a new category pre-brushing mouthwash launched in 1998, poses a continuing threat to Scope market share. In early 1991, Procter and Gamble’s brand manager for Scope, Gwen Hearst, must decide on a course of action for maintaining the profitability of Scope. She is tasked with developing a three-year marketing plan for Procter and Gamble’s mouthwash business. Decisions include how to respond to the emergence of mouthwashes, such as Plax, that focus more on “health-related benefits” and whether a line extension or brand extension would be most advantageous to the company in profiting from this emerging market segment. Hearst can also recommend that Procter and Gamble (P&G) not pursue a line or brand extension.…

    • 5134 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    Manging Project

    • 1170 Words
    • 5 Pages

    Choose an individual brand or product line from either the producer and/or brand owner, who are involved in the marketing of an oral hygiene product or products. Investigate and evaluate their marketing strategy using contemporary marketing tools and techniques however this may be illuminated using examples from other companies/ organizations.…

    • 1170 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Listerine Essay

    • 3982 Words
    • 16 Pages

    Ratings for “helps fight gingivitis” increased from 44% in 1999 to 78% in 2002. Other key measures of brand image were also significantly improved, while the corresponding Scope (the competitor) ratings all went down:…

    • 3982 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    Oral Hygiene and Colgate

    • 566 Words
    • 3 Pages

    Colgate is a manufactures of a wide range of toothpastes, toothbrushes, and mouthwashes. There are many types of Colgate which are Colgate Total, Colgate Cavity Protection, Colgate Simply White, and many others. Colgate is the first international corporation to have obtained the Malaysian Halal Certification for its toothpaste and mouthwash products sold to consumers. Colgate also is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth.…

    • 566 Words
    • 3 Pages
    Good Essays
  • Better Essays

    The asset turnover ratio has dropped from 1.52 in 2008 to 1.39 in 2010. So every dollar of asset generated roughly 8% less sales revenue in 2010 compared to 2008.…

    • 980 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    Colgate Wisp

    • 360 Words
    • 1 Page

    Colgate trying to once again be ahead of the competition and inventive decided to develop a new product, a one of a kind in the disposable toothbrush market, the Wisp. This new Wisp would make cleaning teeth and freshening breath while on the go a simple as 1-2-3. The Wisp is a toothbrush that is small and contains bead that is a breath freshener that dissolves while brushing and no need for rinsing. In Colgate’s opinion it could not fail and would be an easy hit, no need for water, rinsing or even toothpaste. Plus marketing for this new product in thought should be very simple. However this product needs to gross sales over $62 million in the beginning this is the major problem facing Colgate.…

    • 360 Words
    • 1 Page
    Satisfactory Essays
  • Satisfactory Essays

    Crest. (2011). What are the ingredients in Crest 3D White Whitestrips? Retrieved April 24, 2014,…

    • 11993 Words
    • 51 Pages
    Satisfactory Essays
  • Good Essays

    Colgate is a very well known company in the United States remembered for its toothpaste. It not only specializes in personal care but in household care as well. The New York based company also included Ajax, Fab, and Hill pet foods.…

    • 778 Words
    • 4 Pages
    Good Essays

Related Topics