Colgate Palmolive Company : The Precision Toothbrush Case Analysis

The marketing research approach will be used to develop the marketing strategy and tactics for the new product. The paper will identify the segmentation criteria that will impact the target market selection and identify the target market. Describe the organizational buyers and consumers of the product and the factors that influence their purchasing decisions. Discuss how these factors will impact the marketing strategy. Analyze current competitors and define the competitive landscape for the product. The attributes of the product and the pace at which product will move through the product life cycle and the factors that will impact its movement will be described. Identify the positioning and differentiation strategies for the product and the appropriate price strategy that should be used for the product. The appropriate place and promotional strategy will be used in the development of the strategic marketing plan. Develop an initial sales promotion schedule, create an advertising plan and identify public relations opportunities for the product. Analyze the impact of channel management decisions on the marketing the selected product. Select appropriate distribution channels for your product or service and address costs in terms of placement, shipping, and middlemen. Develop a budget for the plan and identify quantifiable elements that can be used to evaluate, monitor, and control the effectiveness of the marketing

Colgate Palmolive is a global giant with presence in over 200 countries and over $17.1 billion financial worth. It deals with consumer products used for a healthy lifestyle. It deals in the domain of oral, personal and home care. The company has been around for moreover 200 years and there keen focus on their core values have been the key for success. Started in 1860 it has spread its operations in 75 countries and encompasses over 37 400 employees. Headquarters in New York it has 6 global regions with 75% of sales coming out of USA. It has over 50 manufacturing and research facilities spread globally and all the products are manufactured by personally owned facilities. The company core values include caring, global teamwork and continuous

Colgate versus Crest is one of the marketing industries most famous battles. While Colgate has enjoyed the lead around the world with sales in over 170 countries and over 2 billion dollars, the United States has been their fiercest battle ground and one that Procter and Gamble’s Crest dominated for thirty years as America’s favorite toothpaste. That came to an end when Colgate Total was launched in 1998, Colgate took the lead in the United States. Procter and Gamble to compete began expanding their family brand into other oral health products, which included whitening, toothbrushes, mouthwashes and floss. Finally in 2007 Crest once again regained its top ranked position. (adbrands.net, 2013) We will begin to delve deeper into

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

The end of the first year, we had 30% of the products left, in view of the traditional market accounted for 40.5% of the overall toothpaste market, we decided to increase three sales people into traditional sales channels in the next year. Due to the selling of whole market Economy toothpaste are great, we add advertising investment. At the same time, the poor sell of children's toothpaste prompted us to reduce 5 million budgets on its advertising fee. According to the results of marketing, and sales of other companies, appropriate to improve the economy, white, healthy toothpaste price and their allowance, try to stimulate the sales.

Procter & Gamble is one of the largest manufacturing firms in the world, providing a wide variety of different products for over 50 internationally leading brands. On top of this, they are a prime example of a company that is able to both successfully innovate and implement change in order to gain a meaningful and sustainable competitive advantage. In addition, Procter & Gamble 's innovations have an impact on not just the firm, but the entire distribution channel. Their primary strategy in the design process has been to maximize the value provided to the customer by eliminating all of the activities that do not contribute any value to the end product and user experience. To achieve the goal of maximized value, Procter & Gamble realized

By increasing successful and ideal operations and strengthening relationships with their customers, companies existing in this market diminish the significance of threat over newly accepted competitors. Toothpaste companies are still growing strongly, therefore additional firms are trying to enter the market to benefit from the increasing profits. However, most toothpaste companies have already made their name and their customers stay loyal to their brand, therefore it is hard to get into this market. With toothpaste being such a popular item and an essential in households,

Colgate as a company strives to be the best company to have the best dental products. In an article from the website live strong Norma Chew wrote, “Colgate Palmolive Company is one of many companies that provide dental care products to the consumer.” Colgate as a company is expanding their products. Colgate was once only known for selling toothpaste, but now they have a wide variety of dental products to promote clean teeth.

According to the American Dental Association, there are at least 34 other options for toothbrush brands on the market (ADA). Our manual toothbrushes are made of high-quality plastic and synthetic nylon bristles. They come in a standard adult size of approximately 7 inches and are available in a wide variety of colors. They feature a contoured handle for easy grip and the bristles come in soft, extra soft, or medium. Using this information we know to be true about our product, and information we learn about the specific market segment we are targeting, we can employ the most appropriate and beneficial marketing mix for our product. Broadly, the marketing mix is the combination of tools used in a marketing program (Gordon). More specifically, the marketing mix is referred to as the “four Ps”: product, price, promotion, and place (Boundless, p. 835).

In Mexico the promotional campaign was completely changed from the U.S. campaign and a third product flavor was introduced. The original two flavors were not changed, reducing costs compared to China. Costs in Mexico were kept low, and in the first two years Colgate saw a net profit in the Mexican market with Colgate Max Fresh. In China, however, many aspects of the marketing mix were changed, increasing costs tremendously. The product was changed by eliminating one of the two original flavors, changing the color of the other, and adding two new flavors. CP China’s management also tried a variety of packaging styles before choosing to use one that would increase the variable cost by 20% per unit. It turned out, however, that the design they chose was not up to CP’s global standards and after spending $1.5 million the idea was thrown out. The advertising campaign was changed to a riskier

Culture has progressed with many consumer merchandises that have become necessities and transformed into the day-to-day routines of society without having to think twice about it. CP or Colgate-Palmolive, is an icon for the personal hygiene industry throughout the United States, and as a worldwide company has positioned the brand as a most important home care in multiple foreign countries.The CMF line is CP’s most popular brand. The brand was a huge hit because of its individuality and the value that it crafted for consumers was astonishing. Colgate Max combined a new breath-strip and a mixture of therapeutics’, which added to more

Patel, who wants to focus on reaching consumers buying the low-end products, essentially needs to imbue most of the advertising budget into the first message, which persuades consumers to brush for the first time. This is because 50% of Indians are not concerned with preventing or curing dental problems, especially in rural areas, if she aims to significantly improve sales she needs to educate these customers on the importance of oral hygiene. By educating this group, Cottle can capture this demographic and make a great profit. It is essential to start with this huge demographic of Indians who do not use tooth brushes to turn them into lifelong customers who will later on purchase more advanced dental products to

Could you identify any product systems in this product mix? Is the toothpaste considered a shopping, specialty or convenience product? At what conditions, could this product considered a business product? With respect to Scope, do you consider it a "star" or "cash cow"? Why? With respect to the product life cycle of scope, what is the current status of the product? What is your marketing advice at this particular product life cycle stage?

The Tooth Booth Company is a limited company that specialises in producing toothbrush with toothpaste in one, which is named the Wizard Toothbrush. Its benefit for those who are having a less time, travel often. As the company is just establishing, it needs to have its own marketing strategy plan in order to make profit. Therefore, the purpose of this essay is to indicate the company’s target market, the value drivers and lastly the marketing mix, for instance, The Tooth Booth’s product, promotion, price, place and positioning strategy. First, the company has specified the target market.

CP will have to evaluate the positioning for each segment to determine how to target the segment. Positioning is the mental picture that people have about a company and its products or services relative to competitors (Grewal, 2014, p 234). In order to develop the positioning it is important to have a positioning statement. It expresses how a company wants to be perceived by consumers (Grewal, 2014, p 234). CP statement has been clear in India for a number of years. It has used statements such as “India’s No. 1 Brand” or “India’s No.1 Most Trusted Brand.” While in the sensitive market segment it states “No. 1 toothpaste recommended by dentists for sensitive teeth.”