...COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH MARKETING MANAGEMENT (MKT 6301/SYSM 6318) SPRING 2014 - CASE ANALYSIS REPORT 2/25/2014 Submitted by:- Ellen Hsieh Junai Kang Gopichand Movva Yasemin Polat Iqra Sawani Vivek Siva Iyer PROBLEM STATEMENT Colgate-Palmolive (CP) was preparing to launch the Precision toothbrush early in 1993. CP developed the Precision toothbrush with three different brush lengths and orientations to increase plaque removal and access to gums and teeth. Before proceeding with launch of the product, CP's main concern was in regards to promotion of the toothbrush, including positioning, branding, promoting and advertising. CP debated the placement of the Precision toothbrush between niche and mainstream positioning. Subsequently, CP deliberated emphasizing the branding of the toothbrush between Precision or Colgate. Finally, CP faced a dilemma in deciding the method of promotion that would best appeal to consumers while focusing on plaque removal. ISSUES Consumer and demand analysis For Colgate Palmolive, determining the demand of consumers in the oral hygiene market was crucial to determine how to market the product in terms of price, design, advertising, and other promotions. Consumers for toothbrushes include the general population with any concern oral hygiene. The difference in consumers was the types of brushers . The therapeutic brushers would be CP’s best consumers since...
Words: 3859 - Pages: 16
...Running head: Colgate-Palmolive Case Study – Product and Pricing Strategy 1 Colgate-Palmolive Case Study – Product and Pricing Strategy Paper Lydia Hines Indiana Wesleyan University August 25th 2013 2 Colgate-Palmolive Case Study – Product and Pricing Strategy Introduction Colgate – Palmolive is a multinational company based in United States. It is a consumer product organization which focuses mainly on the health care and personal products. The products are widely available in many countries and are popular among the general consumers. The company has been able to position itself in the market as a major company in the industry. In the year 1991, the sales of the company were recorded as $ 6.06 billion. With this success, the company was considered as a global leader in the industry. In 1992, the company launched a new toothbrush in the United States.The division of the company, Oral Core Division, developed the toothbrush which was at the time of launch a unique product. Evaluation of the Current Product positioning and product Life Cycle The product, Precision toothbrush was introduced as a unique product in the market and hence ...
Words: 928 - Pages: 4
...strategies 11 Negotiation strategies 11 Few tips 12 Conclusion 13 Bibliography 14 Introduction « I consider ethics, as well as religion, as supplements to law in the government of man. “ Thomas Jefferson Colgate-Palmolive Company is an American diversified multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). In 1985, they build a partnership with Hawley and Hazel, a Taiwanese company specialized in healthcare such as Colgate. One of their best product was the Darkie, a toothpaste, with a Black man with ultra white teeth as image. This product was the core of one of the most disaster for the brand Colgate. In order to understand how this product hit significantly the brand image of Colgate, we will first try to analyze what was the major strategic and ethical issues that Colgate had to face with its partnership with Hawley and Hazel, then how Colgate should have managed this situation, and finally what are the main issues when you are doing business with Asian people, especially with Taiwanese and Chinese. Colgate’s distateful toothpaste Overview of the company Colgate-Palmolive Company is an American diversified multinational corporation focused on the production,...
Words: 3508 - Pages: 15
...1.0 Introduction Colgate- Palmolive is one of the leading consumer product organizations that have been dealing its products in worldwide. Colgate- Palmolive is an America based company and has many branches all over the world. One of the branches is located in Malaysia. Colgate- Palmolive (M) Sdn Bhd focusing their product segment on toothpaste and toothbrush. Both products are very competitive presently in Malaysia market. At the present, Colgate is implementing Activity-Based Costing (ABC) method. ABC is a system had been practices in many organizations for being a tool to measures the cost and performance of the activities and the cost objects. Hence, the management should look into ABC system which uses to provide more accurate information for decision making in determining costs by cost object such as product, customer, and location and the cost pool of the company. 2.0 Keys Areas for Improvement According to Reuben Mark (2003), Colgate Palmolive has highlighted its strategy of developing and launching innovative new products globally continues to strengthen the company’s market leadership positions around the world. Hence, it does apply to Colgate Palmolive Malaysia. Indeed the implementation of activity based costing by Colgate Palmolive (M) provide information for achieving its plans since the ABC is costing technology that traces cost to products according to activities perform on them. Accurate cost information is produced as to such purposes; focusing company...
Words: 2002 - Pages: 9
...Case study 1: Colgate’s Distasteful Toothpaste 1. Identify the major strategic and ethical issues faced by Colgate in its partnership with Hawley and Hazel. Answer: Colgate bought a fifty percent partnership in the Hawley and Hazel group to extend its international presence in the Asian market without having to build its own production plant. Strategic issues included sales activity, increased growth, and profits. Ethical issue was that Colgate promoted the brand label “Darkie” toothpaste in the foreign markets. Despite the fact that the “Darkie” logo had been well received in the Asian market, the campaign was widely criticized in the United States. For that reason, Colgate was forced to develop a strategy to repair the damage it suffered for that logo. After many fights with Hawley and Hazel, Colgate proposed to change the brand name to Darlie, Darbie, Hawley, and Dakkie, and that the new logo included a dark, non-descript silhouette and a well-dresses black man. 2. What do you think Colgate should have done to handle the situation? Answer: Taking into consideration the fact that Colgate has done business overseas before, they should have been more aware of these issues and its marketing campaign from the beginning. And, I also think Colgate should have taken actions quicker to make changes to the logo and the marketing campaign. 3. Is it possible for Colgate and Hawley and Hazel to change the toothpaste’s advertising without sacrificing consumer brand loyalty? Is that...
Words: 427 - Pages: 2
...1. Colgate should spend the $3 million in retailer support and also social media campaigns. They should not invest in the discounting of their product in the retailers but focus more on merchandising locations. Give the stores more incentives to place Colgate products at better eye-line viewpoints and even gondola shelves. I believe it is worth it to pay the slotting and listing fees for the better locations because customers who are loyal to the Colgate brand will buy the product regardless of location but new customers who are undecided will pick the one that is more convenient. With Social media campaigns, It is a must in today’s landscape. It can br as easy as just creating a “fun fact” style campaign just to encourage likes to the page. The more likes and impressions the campaign can achieve, the easier it is for Colgate to always be on the mind of consumers when they are purchasing. 2. The toothpaste market is the biggest sales part of the oral care market. Sales were at $390 million in 2012. The largest share of the demand for toothpaste is the teeth whitening, with 52% of the population looking for shinier teeth. Brand loyalty also played a factor in consumers buying their toothpaste with 47% said they always buy the same brand of toothpaste. These consumers are broken into 2 types of market segmentation, the needs based and psychographic. Needs based is broken down to people who are looking for clean teeth- cavity protection, reduced tooth sensitivity, white smile...
Words: 1561 - Pages: 7
...Promotional Strategies of Colgate - Scribd www.scribd.com/doc/37244756/Promotional-Strategies-of-Colgate Sep 11, 2010 - Promotional Strategies of Colgate - Download as Word Doc (.doc / .docx), Text file (.txt), PDF File (.pdf) or read online. Colgate palmolive case study - promotion strategy - SlideShare www.slideshare.net/.../colgate-palmolive-case-study-promotion-strategy-... May 7, 2013 - Virtual-Dissertation.com =- We provide writing help to develop quality Essays, Term Papers, Course work, Thesis and Dissertation, etc. for ... Promotional Strategy by Colgate - ManagementParadise.com Forums ... www.managementparadise.com › ... › Marketing Management Oct 1, 2010 - The packaging strategy too over the years has made the penetration of its product that much easy for Colgate. The company has followed the ... Marketing Strategy of Colgate-Palmolive Company ... 15 Dec 2010 COLGATE SALES PROMOTION - ManagementParadise.com ... 12 Oct 2010 Marketing Strategy by COlgate 1 Oct 2010 More results from www.managementparadise.com Colgate Palmolive Promotion Strategy - Research Paper - Rmthom www.termpaperwarehouse.com › Business and Management Apr 7, 2011 - Read this essay on Colgate Palmolive Promotion Strategy . Come browse our large digital warehouse of free sample essays. Get the ... [PDF] Colgate: Global Strategies, Local Strength www.colgate.com/Colgate/.../ColgatePalmolive2010AnnualReport...
Words: 522 - Pages: 3
...Term paper of marketing management On Colgate cold cream WASEEM RAJA J&K BANDIPORA LEC. IN LSB R315B35 LOVELY PROFESSIONAL UNIVERSITY ACKNOWLEDGEMENT I would like to express my gratitude for the helpful comment and Suggestions by my teacher. Most importantly I would like to thank my PROF. MR.PARVEEN SINGH KALSI, for her days of supervision. Her critical commentary on work has played a major role in both the content and presentation of our discussion and arguments and I would thank my friends for their help in making of this term paper. I have extended my appreciation to the several sources which provided various kinds of knowledge base support for me this period. SHEFALI VIJ CONTENTS INTRODUCTION 4 EXECUTIVE SUMMARY 4 MARKETING PLAN OF COLGATE-PALMOLIVE 4-12 ENVIRONMENTAL ANALYSIS 13-16 MARKETING STRATEGY 16-20 SEGMENTATION 20 TARGETING ...
Words: 6754 - Pages: 28
...Colgate-Palmolive Company: The Precision Toothbrush Company Background As of 1981, Colgate-Palmolive (CP) was an international leader in household and personal care products with sales of approx. $6 billion. An area of focus for CP in 1991 was their manufacturing and distributing plants along with their products. They spent $243 million on upgrading a handful of their manufacturing plants while introducing 275 products worldwide. These efforts were the results of Reuben Mark, CEO of CP who was credited with turning a “sleepy and inefficient” company into a much more profitable one. The main competitors for CP in international markets included Procter & Gamble, Unilever and Kao, along with others. Products and Industry Profile The current toothbrush market has been growing at an average of 9.3% annually since 1987. It increased further by an additional 21% in volume in 1992 due to the introduction of nearly 50 new products. The toothbrush industry was divided essentially into 2 segments: value and professional. What set these two categories apart was the type of bristles and the head size. It was clear that soft and extra-soft bristles were the way to go as they experienced the greatest year over year growth although they had relatively low market shares. Soon after, super-premium brushes were introduced into the toothbrush market to try and gain greater market shares than professional toothbrushes. Value brushes were priced at around $1.29, professional brushes started...
Words: 1944 - Pages: 8
...“Activity 4, Colgate-Palmolive Case Study-Promotion Strategy.” Ryan M. Thompson (2078701) Indiana Wesleyan University MGT-541, Applied Marketing Management Dr. Janice McFaul March 27, 2011 “Activity 4, Colgate-Palmolive Case Study-Promotion Strategy.” Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others choose to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. Colgate’s products are sold to millions of people worldwide. Their Marketing Team develops and implements marketing plans that are geared to “establish and maintain current and long-range vision for the brands and to increase sales, margin and profitability for the brand Marketers in general often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a "position" in the market that appeals to their target customers. Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. After successful implementation of/for market position, Colgate-Palmolive...
Words: 1774 - Pages: 8
...CSR practices: An Accor Hotel Group and Colgate-Palmolive Company review Student name: Lior David ZOLDAN YAHALOMI Student number: 302413 Class: G2 CSR practices: An Accor Hotel Group and Colgate-Palmolive Company review Student name: Lior David ZOLDAN YAHALOMI Student number: 302413 Class: G2 Statement of authorship I certify that this dissertation is my own work and contains no material, which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed _________________________________________________ Date ___________________________________________________ Table of content 1. INTRODUCTION 3 2. CSR 4 2.1. Definition 4 3. History of the selected businesses 5 3.1. Accor Hotel Group 5 3.2. Colgate – Palmolive Company 5 4. CSR Practices 6 4.1. Accor Hotel Group 6 4.2. Colgate – Palmolive Company 7 5. Discussion 9 5.1. Accor Hotel Group 9 5.2. Colgate – Palmolive Company 12 6. Conclusion 15 7. REFERENCE LIST 16 INTRODUCTION Corporate social responsibility (CSR) is a management initiative in which companies incorporate environmental and social issues into the relationships with stakeholders and also in their business processes. By implementing CSR practices, a...
Words: 5229 - Pages: 21
...The four P’s: The two companies could only became successful and therefore could reach global recognition by the efficient use of the four P’s. Let’s see what the four P’s mean in the case of these firms. Product: Although toothpaste, shower gel, detergents are convenience goods, (these products are usually bought with little planning) Colgate-Palmolive and Unilever maintain a high level of quality. “Companies choose a quality level that matches target market needs and the quality levels of competing products”(Kotler, Armstrong, Saunders, Wong 1996, p. 551). Quality is not just a feature, but also a core philosophy and all members of the firm, even top management have to be dedicated to quality. Quality refers not only to products but also refers to the manufacturing, which is done without defaults. Quality also means the fact that the firm is involved in improving customer value and maintains the satisfaction of customers and participates in constant R&D (research and development). In the case of Colgate, it is easier to keep the level of quality because the firm’s products are deemed suitable for use and consumers have not complained much about the quality. Unilever also struggles to maintain quality but is always tarnished by the constant criticism of the Greenpeace. Unilever, which makes the famous Dove product buys palm oil from suppliers who destroy Indonesia’s rainforests. This will result in forest destruction, extinct animals, and climate change. In Unilever’s “sustainable...
Words: 1111 - Pages: 5
...COLGATE MAX FRESH: GLOBAL BRAND ROLL-OUT John A. Quelch Jacquie Labatt-Randle ______________________________________________________________________________ HBR - Oct. 2007 Introduction Colgate max fresh (CMF) introduction to the US market drove Colgate-Palmolive's US market value share upto 34.8% ahead from Proctor and Gamble's share of 31.6% value share. Nigel Burton, the president of global oral care at Colgate-Palmolive Company (CP), is reviewing market launch plans for a new toothpaste , Colgate Max Fresh (CMF) by CP'sChinese and Mexican subsidiaries. . Both launch plans involved departures from the CMF marketing program for the USA launch six months earlier. Burton must decide whether the costs of marketing program adaptation in China and Mexico can be justified. US LAUNCH (Breath Strip in Toothpaste) Assessing the US market conditions are necessary at this point. US retail toothpaste market - $438 million with a growth rate of 8% since 2000 From Table B in the case, CP and P&G are on a head to head competition for the 2004 value share of toothpaste market with 34.8% and 31.6% value share respectively. Facts in the case prove that the US Market Toothpaste Benefit Importance cosmetics benefits such as breath freshening and whitening are at the 3rd and 5th place respectively while therapeutic benefits : 'protection against cavities / contains flouride' , ' reduce plaque buildup' and controls tartar' are at the 1st, 2nd and 4th places respectively. This shows that in the...
Words: 1401 - Pages: 6
...summary This business report introduce the Colgate company’s general situations, the following elements the report introduced. The Colgate company’s history and current situations The Colgate company’s Microenvironment The Colgate company’s major competitors The Colgate company’s possible market segments The Colgate company’s targeting The Colgate company’s Positioning and Differentiation Introduction Colgate was founded in 1806, William Colgate made his name registered a company. In 1890, Colgate out of Native American to expand global business. Now, after nearly 200 years of ups and downs, this company's productions have been sold to the world more than 200 countries and regions, into a $9400000000 global consumer company. Colgate Palmolive Co. Ltd. is a domestic leading consumer company, has more than 40000 employees in more than 200 countries. This performance should be attributed to its more than 100 years to promote oral health education all over the world, promoting the series of activities to educate people in oral health consciousness. “Our goal: no cavities.” Behind a simple slogan has a lot of investment.Through close cooperation with governments and professional organizations, to carry out the oral health education activities in the world, these activities let the tens of millions of people to remember the brand of Colgate in the heart. This report will introduce two types of toothpastes, first one called 360 ° Colgate toothpaste which is suit for high income...
Words: 1143 - Pages: 5
...consumers freshness with a whitening reassurance, using mini breath strips as the distinctive reason to believe. The US CMF product line consisted of two product forms a liquid bottle and a gel tube in two flavours Blue cool mint and Green clean mint. The packaging of the product was also quite attractive owing to the clear plastic cover that showcased the mini breath strips. It used Emily Proctor in its visual ads and this campaign was a huge success in the US market and it increased the sales considerably and about 40% of the target group provided positive intent to buy the product. Moreover, the sales increased as US market is highly concerned with having afresh Breath all the time and Colgate Max Fresh provided the US market with the same with a brand new packaging style. This also increased Colgate - Palmolive’s market share in US in the Premium Toothpaste segment. 2. The toothpaste market was heavily skewed towards therapeutic toothpastes. The major challenge in launching the CMF was getting the consumer communication right. They had to change the name to make it meaningful in china. Freshness was relatively a new idea in China in the toothpaste category and it was challenging to advertise that concept. People in China would not have connected with Emily Procter’s character. They needed to connect with youth at an emotional level. Therefore they decided to use Jay Chow in their advertising campaign who was a leading rock star in China. Also as part of the differential marketing...
Words: 1175 - Pages: 5
