“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 then works progressively at Integrated Marketing Communication (IMC). IMC is a simple concept that ensures all forms of communications and messages are carefully linked together. At its most basic level, IMC, means integrating all the promotional tools, so that they work together in harmony. Those tools are easily dispersed among six categories; Advertising, Sales Promotion, Event &