Marketing Strategies of Colgate Palmolive Ltd

The story of one of the biggest marketing blunders in history, is a story of false hubris, desperation, and driving ambition. Made by one of the largest corporations in the world. The creators of a product on the forefront of the American consciousness. As intertwined into American culture as baseball, apple pie, and Thanksgiving dinner. That product of course was Coca Cola, the formula of which had remained unchanged close to 100 years. Since its creation by Atlanta pharmacist John Pemberton in 1885 as a topical remedy marketed as a cure from ailments such as stomach pains, headaches, and even impotence, Coca Cola had grown into the number one drink in America.

Retaliatory competitor reactions as the company enters into new consumer product markets that have been dominated by major players as Procter & Gamble, Colgate-Palmolive, Unilever, etc..

In one form or another, dentistry has always been around and it was not a comfortable experience. Ancient civilizations chewed sticks to remove debris from teeth. The first real toothbrush was invented in 1438 in China and used boar bristles attached to a bone

Colgate-Palmolive Co (CP) was an international leader in household and personal care product, with the sales of $6.06 billion and profit of $2.76 billion in 1991. CP set up a five-year plan in 1991, pointing out that company needed to focus on new product launching and entry into new geographic markets by improving the manufacturing, distribution and the continuance of the core consumer products. Started from 1984, CP’s CEO awaked the company from “sleepy and inefficient” to profitable. Both gross margin and annual volume growth increased from 1985. Although everything seemed good, CP was facing the worldwide strong competitions from other companies. In order to have some protections, 170 CP’s

Although oral problems have been around since the “beginning of mankind” (SB 1), the work in the dental field is still changing today. Efforts of treating tooth decay date back to 2700 B.C in Egypt and ancient China. Archaeologists examined the jaws of skulls only to discover holes from where drilling was popular. Egyptian remedies were different from modern practices because in Egypt, stone powder was used to relieve tooth/gum pains, along with iron ore and honey. It was believed that the chinese invented a toothbrush using hairs from pigs’ necks to create their brushes. Egyptian brushes were different in terms of material; they used frayed wigs as bristles. At the time people used toothpicks to remove food, and metal scrapers to clean their

1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).

That is why the toothbrush got really big in the 1700’s. The really big change from 1700 to 1800 is the price. Like I have stated, some brands charge more money from you because the toothbrushes are more advanced but some of the companies back then ripped you off. They would sell an ordinary or very old fashioned toothbrush for the same price of an advanced and better working toothbrush. The toothbrush was getting bigger because people realizing that they can clean their teeth better than back in the 1600’s and they were spending the most money because the people were thinking that the most costing and most expensive ones are the best brands and best

The first toilet brushes were made with animal hair. Squirrel, ox, horse and badger hair were found to work well for this new household tool. Since then, plant fibers have been used, like the piassava which comes from a Brazilian palm, and palmyra bassine from the palmyra palm of

As seen in exhibit 2 as well, the company’s unit share and dollar share steadily increased minimally from 2005 to 2007. Unit share increased from 21% to 21.3%, while dollar share increased from 15.7% to 16.1%. Similarly, US sales increased in HPL’s Target Markets for skin care, oral hygiene, personal hygiene, and hand and body care from 2003 to 2007, making the package more appealing to the company. With HPL’s sales into its retail channels increasing from 2003 to 2007, in addition to the increase in sales, label shares, and such aspects as revenue, it is evident that the company’s financial performance for the past few years has been favorable.

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.

Not surprisingly, the history of toothbrushes dates as far back as the ancient Babylonians and Egyptians so the use of toothbrushes can be dated as early as 3500 B.C. The tooth cleaning technique used in ancient times were quite primitive such as brushing one's teeth with the end of twig or actually chewing on the twig but it demonstrates that even ancient civilizations appreciated the value of good dental hygiene (Hyson, 2003).

The United States, Mexican and Chinese markets all took very different approaches to the release of Colgate-Palmolive’s (CP) newest oral care product in 2004-2005. The new toothpaste is called Colgate Max Fresh (CMF). It is a cavity preventing gel with breath-freshening strips suspended in it that dissolve while consumers brush their teeth. The technology behind the breath strips is patented, and Colgate was hoping the product would be a big success by providing unique freshness.

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

Pampers was discovered in 1956, by Vic Mills, who worked at Proctor & Gamble. The company struggled when Huggies as created, but have developed a new strategy, which has helped the company rise back to the top of the diaper industry. Pampers new strategy focuses on customer feedback and relationships, global social media marketing, promotions, and producing quality products. Pampers has grown to be the number one brand in the diaper industry, due to their heavy utilization in social media marketing, and the personal relationship with their customers.

Coca-Cola is the largest non-alcohol beverage manufacturer in the world, which holds approximate 43% market share. The firm is also ranked in top 20 in the Fortune 500 in terms of the largest capital with over 100 billion dollars in assets. John Stith Pemberton is the founder of the firm, which is headquartered in Atlanta, Georgia. During its 100 years of history, Coca-Cola has grown its businesses substantially in the globe. Currently, the firm presents over 160 countries, including China, India, Japan, and South East Asia countries. The main objectives of the firm that is it can serve its products to all consumers in the globe, and expands its businesses to the majority of strategic regions. In order to grow and expand its present to the other major markets, Coca-Cola executes its marketing strategies based on three different categories, including price, place, partnerships, and core products. These marketing methods have supported Coca-Cola to sustain, and grow in the soft drink industry.