Marketing Mix - Colgate

866 Words Nov 26th, 2010 4 Pages
Executive Summary Almost every marketing textbook has a different definition of the term “marketing.” The American Marketing Association (AMA) uses the following: “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
In this report, we will discuss about the marketing mix of Colgate’s toothpaste in Malaysia. Colgate Company is a top global maker and marketer of toothpaste and other soap of cleaning products. According to Ion Cook (Chairman, president of Colgate, 2007), Colgate began in New York City early in the 19th century. Nowadays, it is a truly global company serving hundreds of millions
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This is directly creating the brand image of Colgate especially for the Muslim consumer.


The price of Colgate is affordable for all range of consumer. The price is from RM2.40- RM10.20. (Refer to appendix 3 for the price list)


Colgate practice sales on advertising, sales promotion and public relation. Colgate does advertise on the newspapers and television with high creativity of poster and video clip. This advertisement is to update consumer with the latest product. (Poster refer to appendix 4) Beside this, sales promotion such as buy more with a cheaper price or buy two get one free gift also practice in the Colgate’s toothpaste sales nowadays. Furthermore, Colgate is the Active supporter of the World Halal Forum since 2006, participating as a sponsor and showcasing products at the annual forum. This is directly practicing public relation as an advertising tool.


Colgate is sold in retail outlets like supermarkets, hypermarkets and pharmacies. The product is available in whole Malaysia. The product is placed at the “personal care section” at each supermarket or store which is relatively high-involvement product in every supermarket. The retailer stock may varied by size.

Colgate offer sales after service such as Colgate’s promoter at the Colgate’s counter to answer all enquiries from the consumers, update the news and knowledge of maintaining personal care at the website and online enquiries.

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