Colgate Palmolive Sales Force ( Thailand )

In positioning, the marketing department forms an image for the product based on its intended audience. This is formed through the use of promotion, price, place and product. The more penetrating a positioning strategy, typically the more effective the marketing strategy is for a company. A good positioning strategy uplifts the marketing efforts and helps a buyer move from knowledge of a product or service to its purchase. MIFCO has made the availability of products all around Maldives.

* Market segment: Group of consumers who respond in a similar way to a given set of marketing efforts.

Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co. was in a problem of considering the how to position its new product--Precision, and to define the market strategy in terms of positioning, branding, and communication strategy. It provided some options with details to the reader, hence, for such purpose, this case would be a decision case, finding the optimum to segment the new product to the target and how it should be marketed.

Most market segments are the techniques used to attract the right customer. The object of market segmentation is to reduce the risk in deciding where, when, how and whom the product and service is marketed to. (Pine, 1992). Market segmentation splits the buyers into groups with similar needs and wants to best utilize a business’s marketing strategy. Couture Candy’s marketing segment would be an Occasional market segment also blurring lines with a Mass customization segment. Couture Candy would largely fit into the marketing segment of Special Occasions. Many of the products we provide and decorate would be for seasonal events such as holiday themed cookies or rare occasions in people’s lives like weddings. Creating multiple products to satisfy multiple marketing segments is an effective strategy when it serves the customer needs better, does not reduce the quality of goods, and adds to the sales revenue and profits of a business (Pine, 1992). In a mass customization segment, goods are tailored to the taste of individual customers. Mass customization is cake bakers approach to build to order (BTO) manufacturing. This is manufacturing a product only when there is an order from a customer. Couture Candy

Positioning, to marketers, means they drive their “better” product to a particular audience. This strategy is important to marketers because, they use this technique to increase their sales by convincing their audience that their product is better than the competing brand. A product I buy that is “positioned” to me is The North Face backpack. As a student, North Face are popular around campus. When someone sees a North Face backpack, they assume you might have a little money. The backpack has many compartments and zippers. Inside the larger pocket, there is two padded slots, one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded as well for comfortability. Depending on the style, there are two bottle

Identification of the target market of A Little Taste of Texas remains a crucial element in the success of the business. Hence, segmentation becomes an initial component of targeting the customers; moreover, this form of marketing revolves around subdividing the audience into customer sectors rooted in their common characteristics (Board, Editorial, 2014). Moreover, according to Suttle (n.d.) marketing segmentation is an application preceding the targeting, thus, assuring a more selective audience to which A Little Taste of Texas will market their products, and enable the business to experience a greater success factor. This application process will correlate business A Little Taste of Texas products and customers, hence, ensuring an increased

Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

Colgate on the other hand began in New York in 1806 by its namesake William Colgate as a soap company. Since that time numerous generations have formed what the company is today. In 1873, Colgate introduced toothpaste in a jar and followed in 1896 with the collapsible tube. By 1906, when Colgate celebrated its 100th birthday they had over 800 products on the market. (Colgate Corporate, n.d.) At this time their tagline for toothpaste was “We cannot improve the paste, so improved the tube.” In 1911, Colgate began its relationship marketing by distributing over 2 million tooth brushes and tubes of toothpaste to school children along with nurses to demonstrate how to brush your teeth. Then in the 1920’s they began to open operations in Europe, South America, Asia and Africa to expand to the world markets. It was not until 1968 that Colgate added fluoride to their toothpaste. Then in 1983 Colgate added to their family brand, a

In conclusion, positioning is a strategic way of selling products geared towards the desires of wanting, needing, owning and obtaining something great. Positioning is how a company presents and differentiates itself, and its product, from competition in order to gain and keep prospective buyers. So it is safe to say that positioning is a strategic way in winning the hearts and minds of consumers for their confidence, and their

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

The buyers in this sector are individual households. People use toothpaste for their own personal use. “The customer power is magnified when the market has many sellers and fewer customers. The switching cost from one seller to another is another

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.

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

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 report is about the market segmentation, targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1, 2 million, toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal, Close up, Casino and other make of toothpaste. Nowadays to be able to survive in this fierce competition world, firms need to satisfy the needs of its potential customers, hence keeping the existing and gaining new ones. For this to be