...STRETERGIES: MISSION: Based upon Colgate and its competitor’s situation analysis, a comprehensive strategic Plan has been compiled with goals, rational, insights and initiative. These elements are in Accordance with the three fundamental values stated in the Colgate Mission statement. The three fundamental values of Caring, Global Teamwork and Continuous Improvement Are the foundations for Colgate’s business strategy and are reflected in every aspect of Work life. Caring: The company cares about people; Colgate employees, customers, Shareholders and business partners. Colgate is committed to perform with compassion, Integrity, honesty and high ethics in all situations and to listen with respect to others and To value differences. The company is also dedicated to protect the global environment and To enhance the communities where Colgate users live and work. It is also committed to Be compliant with government laws and regulations. Global Teamwork: Colgate is part of a global team that is committed to working Together across countries and throughout the world. By sharing ideas, technologies and Talents, the company can achieve and sustain profitable growth. Continuous Improvement: Colgate is committed to improving every day in all it Does, as individuals and as teams. By better understanding consumers' expectations and Continuously working to innovate and improve products, services and processes, Colgate Will "become the best." Marketing...
Words: 778 - Pages: 4
...Project Report MARKETING CUSTOMER SEGMENTATION Submitted By: Gavish Mittal (401057004) To Dr. Girish Jaiswal Thapar University January 2014 Market Segmentation Buyers in any market differ in their wants, resources, locations, buying attitudes, and buying practices. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Segmenting Consumer Markets There is no single way to segment a market. A marketer has to try different segmentation variables and in combination, to find the best way to view the market structure. The variables that might be used in segmenting consumer markets are geographic, demographic, psychographic, and behavioral. Geographic Segmentation Geographic Segmentation calls for dividing the market into different geographical units such as nations, regions, states, provinces, cities, or even neighborhoods. A company may decide to operate in one or a few geographical areas, or to operate in all areas but pay attention to geographical differences in needs and wants. Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and even neighborhoods. On a global scale, video game companies create different versions of their games depending on the world region in which the game is sold. For example, Capcom sells its...
Words: 2975 - Pages: 12
...colgate Meg Carey Max Jayapaul Julie Longmuir Kate Lynch Rani Marom Liz Sansone Marketing 9703 Dr. Chattalas Colgate-Palmolive Case Analysis April 10, 2002 COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH SWOT Strengths ColgateColgate-Palmolive is recognized as the world’s leader in personal care sales which included oral hygiene products like toothbrushes and toothpastes. In 1991, its sales topped at $6 billion and profits at $2.76 billionand as it cornered 43% of the world’s toothpaste market and 16% of the world’s toothbrush market. In the United States, the world’s largest market, ColgateColgate-Palmolive holds the number one spot in toothbrush sales with a market share of 23%. From these statistics, one of Colgate-Palmolive’s main strengths is being the market leader inpersonal oral care products. is one of Colgate ColgateColgate-Palmolive’s extensive overseas reach is another main strength. Based on the data in the case study, ColgateColgate-Palmolivehas introduced 275 new products worldwide and setup manufacturing facilities in China and Eastern Europe, breaching the new emerging economies inof the 21st century. On top of that, international sales accounted for 64% of total sales andand profits from international operations account for 67% of the total profits for ColgateColgate-Palmolive.-Palmolive ColgateColgate-Palmolive hasa very large an...
Words: 9369 - Pages: 38
...the toothpaste market stood as huge as Rs. 2,200-crore by value * Colgate revitalized Cibaca which was acquired by Colgate in 1994 from Ciba Geigy as Colgate Cibaca in 2000 to act as a price flanker for the company * In no time Colgate Cibaca became the 4th largest selling brand in paste category by gaining whopping 50% market share * To add to the positives of Colgate Cibaca it became a brand to reckon with despite the absence of an intensive communication strategy and support. This shows the inherent strength in the offerings that Colgate Cibaca promises to offer to its consumers * The brand Colgate Cibaca was blessed to have been provided with an excellent platform comprising sales and distribution channels courtesy the company’s flagship brand Colgate Dental Cream * The falloutof the above strategy lies in the fact that Colgate Cibaca relied heavily on trade level activities and below the line strategies for its success The Task Our task is to provide a comprehensive communication strategy to take forward brand Colgate Cibaca without cannibalising mother brand Colgate. The strategy will cover the following * Target Audience * Consumer understanding * Positioning * Communication and creative strategy * Media strategy Target Audience We have decided to define our target audience using three tools or methods. Geographic Given the value bundle that Colgate Cibaca promises to offer, the maximum amount of concentration of its potential...
Words: 1225 - Pages: 5
...------------------------------------------------- Colgate-Palmolive ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Colgate-Palmolive Prepared for: Bill Waxman Organizational Behavior Edison Community College Prepared by: Catalina De Fex Jenny Smith James Tobias October 28, 2013 October 28, 2013 Mr. Bill Waxman Instructor Organizational Behavior Edison Community College 1973 Edison Drive Piqua, Ohio 45356 Dear Mr. Waxman: Here is our strategic plan for our organizational behavior class. Throughout this report we will explain our plan intended to increase financial satisfaction for Colgate- Palmolive. We included a complete analysis of internal and environmental factors that will benefit our understanding of this company’s internal and external culture. We sincerely hope that this report will fulfill your expectations, and we assure you that the oral presentation will be a great complement in order to influence the implementation of our ideas. Thank you for your time and consideration, and we look forward to finally present our ideas to you and to our audience. Sincerely, Colgate-Palmolive StudyGroup Table of Contents Executive summary v Introduction 6 Objectives of the Research 6 Colgate Palmolive Company 6 ...
Words: 6152 - Pages: 25
...cultivate a connection with their customers” (Kotler & Keller, 2009, p. 82). Though a broad based company, with a diverse and extensive product offerings, Colgate-Palmolive has successfully used market segmentation to identify unique needs of its consumer markets. They have combined the use of market segmentation and the ability to effectively gauge and respond to consumer behavior to divide and conquer the respective industries: Oral care, Personal Care, Household Surface Care, Fabric Care and Pet Nutrition. Geographical Segmentation Colgate has cornered significant markets with sales in North America (19%), Latin America (27%), Europe/South Pacific (21%), Greater Asia/ Africa (19% (“Colgate-Palmolive: A Strong International Position¸ 2012). One of the reasons for Colgate-Palmolive’s success globally is its targeting and tailoring the products to specific local regions. The company has identified in its outlook, that there will be “increases in media investments, targeted geographically” (Consumer Analyst Group of New York Conference”, 2012). Each year, for example, in one of their largest market, India, the company signs a local celebrity as the local Colgate brand ambassador, this year it is popular Indian actor (“Colgate signs Allu Arjun as brand ambassador”, 2012). Another great indication of their geographically targeted marketing initiatives is the multiple Facebook pages. There are currently 45 Facebook pages for all Colgate brands (“Consumer Analyst Group of...
Words: 1629 - Pages: 7
...generating broad demographic profiles and psycho-graphic profiles of market segments, marketers have started to engage in personalized marketing, permission marketing, and mass customization. * ------------------------------------------------- Law and politics The law primarily uses the notion of the consumer in relation to consumer protection laws, and the definition of consumer is often restricted to living persons (i.e. not corporations or businesses) and excludes commercial users.[3] A typical legal rationale for protecting the consumer is based on the notion of policing market failures and inefficiencies, such as inequalities of bargaining power between a consumer and a business.[4] As of all potential voters are also consumers, consumer protection takes on a clear political significance. * ------------------------------------------------- Public reaction While use of the term consumer is widespread among governmental, business and media organisations, many individuals and groups find the label objectionable because it assigns a limited and passive role to their activities.[6][7][8] 2.1.2 CONSUMER SATISFACTION Customer satisfaction is a term frequently used in marketing. While it's often abbreviated as CSAT, it is more correct to abbreviate it as CSat. It is a measure of how products and services supplied by a company meet or surpass customer expectation * Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose...
Words: 5869 - Pages: 24
...Strength Colgate-Palmolive is recognized as the world’s leader in personal care sales which included oral hygiene products like toothbrushes and toothpastes. In 1991, its sales topped at $6 billion and profits at $2.76 billion as it cornered 43% of the world’s toothpaste market and 16% of the world’s toothbrush market. Colgate-Palmolive’s positioning strategy for its toothbrush line in food stores has aided in capturing heir current dominant market share. Its in-store displays, combining toothbrushes with toothpaste packs and locating the Colgate-Palmolive line of toothbrushes in the middle of the stores’ shelves have contributed to this dominance. This strategy has been successful, as sales through food stores, drug stores and mass merchandising channels have produced the greatest volume and dollar sales historically. Colgate-Palmolive’s secret weapon in the war for supremacy in the super-premium market, Colgate-Palmolive, is proven to be very effective in removing plaque 35% more effective than existing brands – and in preventing gum disease. This advantage can be attributed to the innovative design, high-tech research using CAD and infrared scanning, consumer research and extensive product testing. Although this technology is a strong argument for positioning Precision in the “super-premium” category, Colgate-Palmolive could also use its design aspects to improve Colgate-Palmolive’s existing “professional” and “value” toothbrush lines to increase their respective...
Words: 1018 - Pages: 5
...Company profile Colgate –Palmolive is a well-known brand that served more than a billion of people all around the world in different country. This company is founded in 1806 and the founder is known as William Colgate. For now, Colgate is running in a multinational consumer products company that focused on the production, distribution and provision of household, health and personal care products. Meanwhile, the mission and goals of Colgate is by reducing total delivered cost, extending technology resources and developing excellence in purchasing, logistics and sourcing processes to provide Colgate with a significant competitive advantage (Colgate World of Care, 2014). Product Overview Nowadays, Colgate provides oral care, personal care, home care and pet nutrition product under different trusted brands like Colgate, Palmolive, Speed Stick, Protex, Ajax, Axion, GLO, Softlan and Lady Speed Stick. In our opinion, Colgate should come out with a new production line extension for kid’s toothpaste by adding more different flavor. As what we know, nowadays most of the parent will let their kid’s to choice their own toothpaste, so that they will more likely to brush their teeth daily with using their favorite toothpaste. Besides, this new product line extension will also provide Colgate to have a more competitive advantage in the market. Competitor Analysis The major competitor for this new product line extension is Kodomo Lion. This company is the leading company in Malaysia for...
Words: 2287 - Pages: 10
...A household name for paste and tooth powder, Colgate Palmolive (India) was established on 23rd September 1937 as a private limited company in Bombay, as a wholly owned subsidiary of Colgate Palmolive Co. Of USA Initially it started with trading activity and later set up manufacturing operations in 1949 at Sewry (Bombay). The company became a public limited company on 5th October 1978. In 1990-91 the company commissioned facilities for fatty acid and toilet soap at Waluj (Aurangabad). The plants at Sewri and Waluj manufacture oral care products like dental creams, tooth powder tooth brushes and personal care products like toilet soaps, shampoo, which are marketed under various brand names such as Colgate, Palmolive, Halo, Protex and Charmis. The company’s distribution network covers 1700 stockists and 4,50,000 retailers with ware house facilities in Mumbai, Calcutta, Delhi, Hyderabad, Lucknow and Madras ( and a new addition at Faridabad). The company has its own Research and development facilities and had also been getting the R&D benefits of the parent company. It has a well established quality Control Department at Sewri & Waluj. For 40 years, since inception till 1978, Colgate was carrying on its business in India with a paid up capital of Rs. 1.5 lakh made up of 1500 equity shares of Rs. 100 each, when it was increases to Rs. 1.96 crore, by a bonus issue in the ratio of 130:1. To comply with the FERA regulations, Colgate Palmolive, USA diluted its share holding to 40%...
Words: 1351 - Pages: 6
...A study of consumer behavior for Colgate | Group 2Arohi KumariCathy JoseShruti SoodSmita Kaushik | Focusing on the Oral hygiene range from Colgate-Palmolive. | October 10, ‘15 | INDEX 1 1.1. Sampling -------------------------------------------------2 1.2. Survey Design ------------------------------------------2 1.3 Modes of Communications----------------------------2 2. Data Analysis ---------------------------------------------3 3. Competition -----------------------------------------------7 4. Recommendation-----------------------------------------7 5. Limitation--------------------------------------------------8 6. Acknowledgement----------------------------------------8 1.1 Sampling We have carefully chosen our sample of ten consumers to provide a holistic survey. Our survey takers range as follows: * Households: * Rural (1 participants) * Urban(9 participant) * Occupation : * Student (3) * Single Professional (4) * Married Professionals(2) * Driver(1) * Gender: * Male(4) * Female(5) 1.2 Survey Design * The objective of initial questions was to understand the demographics of survey samples. * Questions were posed to understand the buying roles and influence reference groups in buying decision in the sample group. It reflected frequency and understanding of the reference group influence. * Follow up questions were drafted to infer the consumer’s perception...
Words: 2021 - Pages: 9
...EXECUTIVE SUMMARY Colgate Palmolive Company once is a minor candle and soap processor but the company have grown to a powerful consumer products on earth due the aggressive acquisition of other firms. William Colgate, a 23 years old English who has migrated to America in the year of 1806 was the founder of the company and so at last has joined with Francis Smith to form the company and renamed it as Smith and Colgate. At last, they have combined with the Palmolive company and so now has renamed the company to Colgate Palmolive Company till now. The product line of Colgate Palmolive Company is oral care. Moreover, Colgate also has ranked as the India’s No 1 most trusted brand across the categories for four consecutive years from 2003 to 2007. Colgate has been positioned in the customer’s mind which they are the number one brand that recommended by dentist and hygeniest. We also have use market segmentation to segment our consumers such as targeting them at demographic variables age and also benefit segmentation. We have divided our consumers into two age range which is the kids ages below 12 years old and also the teenagers, adults and senior citizens who ages more than 13 years old. Kids will not concern about the function compared to the adults did and so Colgate has come out with various type of toothpaste with various type of flavour of fruits due to the sweetness that will be more preferred by the children compared to the “spicy” tastes in adult’s toothpaste. Besides that...
Words: 4369 - Pages: 18
...COLGATE PALMOLIVE Marketing Strategies and Programs Introduction Colgate Palmolive Company is a $17.1 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. This American diversified multinational corporation focuses on strong global brands in its core businesses – Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate follows a tightly defined strategy to grow market shares for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.("Colgate Palmolive Annual Report 2012,") Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed ("Colgate-Palmolive Company History,"). 1. CURRENT SITUATIONAL ANALYSIS a. Current Products The company is organized around four core segments: oral care, personal care, home care, and pet nutrition. i. Oral care products are such as: * toothpastes: colgate total, CDC, optic white, sensitive, CSPR, kids, advavced whitening, kayu sugi etc. * Toothbrushes: colgate 360, Twister, Zig Zag, Slim Soft, Classic, Kids ...
Words: 5256 - Pages: 22
...Background Data Colgate Palmolive Company once is a minor candle and soap processor but the company have grown to a powerful consumer products on earth due the aggressive acquisition of other firm. A tiny manufacturing facility and retail shop in making and selling starch, soap and candle has been launched by William Colgate, a 23 years old English who has migrated to America in the year of 1806. Francis Smith has joined William Colgate in his business in the following year and the little facility was renamed as Smith and Colgate. Colgate has the product line of toothpaste and it has cut down the cost by experimenting starch as low cost filler in his hand soap in 1820 and sooner and later it has become the largest starch manufacturer in the country. At first Colgate-Palmolive company introduced perfumes and essences in 1866 and then later in 1873 toothpaste was being introduced to the market. The formation of Colgate-Palmolive is completed in 1928. In 1930s, Colgate-Palmolive Company has purchased several French and German soap makers where they are enable to make their first expansion into Europe and later on into Asian during the 1950s. Colgate Total Toothpaste is being introduced in 1997 and has become the market leader in the US as soon as it has been introduced. Among all the other oral care products only Colgate Total has the specialty of 12 hours protection that solves a number of Oral Health problems. Colgate spent $841 million to privately own the European’s oral...
Words: 2923 - Pages: 12
...Colgate-Palmolive (CP) operates in a highly competitive market with substantial new product activity. After three years of development, CP has a new toothbrush that is ready to be delivered to consumers. Their main challenge is deciding how to position this product, which they have tentatively named Colgate Precision. One major business issue is that CP developed this product before identifying the target consumer segment it will benefit. According to CP’s research, consumers fall into one of three segments: Therapeutic Brushers, Cosmetic Brushers and Uninvolved Oral Health Consumers. CP needs to decide which segment will value the product benefits most while maximizing profits before they can determine how to price and market the product. The second business issue is deciding how to position this new product. Precision was developed with the goal of creating the best brush on the market, which makes it a super-premium product. The major benefit it provides is a 35% increase in plaque removal when compared with other leading toothbrushes, including Oral-B and Reach. Given this, CP has the option to position Precision as a niche product targeted toward consumers concerned with gum disease or as a mainstream brush with broad appeal of being the best product available. CP’s objective is to maximize their ROI of the Precision line through effecting branding and communication to consumers. To successfully introduce the Colgate Precision, we suggest that the company introduces the...
Words: 887 - Pages: 4
