...INTRODUCTION In middle 1992 Colgate-palmolive (CP) introduced a new toothbrush model ,called Precision, and it was expected to be announced during 1993.Susan Steinberg ,Precision product manager, had now the dilemma how to position,brand and communicate their new product.Would it be a niche,super-premium product or would it be a mainstream professional product?Would the name of the new toothbrush follow standard naming conventions or would they make a revolution and call it “Precision by colgate”?Should the company increase their advertising budget so that they will inform people about gum diseases?All these questions were about to be answered as soon as possible by Steinberg so that Colgate-Palmolive would become the new major oral-care health company by launching Precision toothbrush to the market. Questions: 1.What is changing in the toothbrush category?Assess Colgate Palmolive's competitive position. In 1991 U.S Oral care market total sales were about $2.9 billion and had an annual increase rate of about 6.1% since 1986.Toothbrush companies changed the way that millions of people brush their teeth ,and managed to make toothbrush a not only necessary but also stylish good for people.Since the middle 80's, consumers became more concerned about their oral health care and were constantly increasing their purchase frequency.For this reason companies were focusing on giving maximum help to consumers,offering them various types of toothbrushes;each type based on what...
Words: 1713 - Pages: 7
...Company Overview Colgate Palmolive was incorporated 1806 in New York City by soap and candle maker William Colgate. Colgate now is a leading multinational firm, operating in 200 countries and territories, within the personal, oral & home care and pet nutrition industry. It is headquartered in Midtown Manhattan and it employs 38,600 people. Colgate is traded in the New York Stock Exchange with “CL” as its ticker symbol and is a component of the S&P500 index. The stock is currently trading at $108.00 as of close at November 23 and has a market capitalization of $51 billion. The company has a solid history for stable earnings and dividends and is run by a responsible management. The company’s fiscal year ends in December. Colgate’s primary competitor on the scale of the global market is Procter & Gamble. Colgate is most famous for Colgate dental products, Palmolive shampoos, Irish Spring soap and Speed Stick deodorant. They also sell pet products under their “Hill’s” brand. Key Information Colgate-Palmolive Co http://www.colgatepalmolive.com 300 Park Avenue NEW YORK NY 10022 United States Industry Overview The Soap and Other Detergents industry is the main industry Colgate Palmolive is classified in. The industry includes the production, distribution and selling of soaps, detergents, toiletries, perfumes and cosmetics. The industry in the US is composed of 229 companies and is leaded by Procter and Gamble and followed by Colgate Palmolive. Industry OutlookThe...
Words: 2479 - Pages: 10
...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
...COLGATE-PALMOLIVE (INDIA) LIMITED Background Colgate-Palmolive India Ltd (CPIL) is a 51 per cent subsidiary of Colgate-Palmolive Company (CPC), USA. CPC’s main business is manufacturing and marketing of oral care products, toilet soap, and shaving products. With an employee strength of 1130, CPIL has grown to a US$ 230 million company with a wide distribution network in India. Colgate is a household name in India with one out of two consumers using Colgate toothpaste. Colgate has maintained its leadership and emerged as India’s No. 1 brand across all categories for eight out of nine years since 1992. • Launched a National Oral Health Program called “Bright Smiles, Bright Future” in association with the Indian Dental Association to spread awareness about oral care amongst children. Market Share CPIL is the market leader in the Indian oral care market with a market share of 51 per cent in the toothpaste segment, 48 per cent in toothpowder segment and 30 per cent in the toothbrush segment. Creating demand in rural areas In order to create new demand for oral care products, CPIL has increased their reach in rural areas. It is converting non-users to users through various sales promotion measures such as small volume low priced sachets, distribution of free toothbrushes, Rural Van Programmes, among other things, especially in rural areas. Rural areas contribute to 35 per cent of Colgate’s sales. Major player in oral care segment Colgate was voted the “Most Trusted Brand”...
Words: 872 - Pages: 4
.../20 | MLA reference provided at end of each summary | /8 | Integrated RefWorks bibliography | /8 | Original articles attached (each article must be different from other group members, otherwise, it will NOT be marked) | /4 | Late? | | Total out of 50 | /50 | Introduction The industry that my group is working on is the cleaning products industry. In specific I am talking about Colgate-Palmolive which is a globally diverse corporation that is involved in many different aspects of business including a personal care division, an oral care division and a home care division. I will be analyzing a product that is included under the home care division, Ajax, a multi-purpose cleaner used in many different cleaning processes both residential and industrial. The main competitor to Ajax is a product called comet that is very similar to Ajax in that it is available in many different forms and scents and the company that produces it is called prestige Brands and they purchased the product in 2005 from the main competitor of Colgate-Palmolive, Proctor and gamble. Both Colgate-Palmolive and Proctor and gamble are members of an association called the American cleaning institute which oversees the representing producers of household, industrial, and institutional cleaning products, their ingredients and finished packaging; chemical producers; and chemical distributors to the cleaning...
Words: 7719 - Pages: 31
...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
...------------------------------------------------- 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
...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
...Colgate-Palmolive Colgate-Palmolive is a multinational; consumer-products based company that focuses on household, health and personal products, specifically things like soap, detergent, toothpaste, and toothbrushes. Colgate-Palmolive also produces veterinary products under its line called “Hill’s.”1 The history of the Colgate firm dates all the way back to 1806, but their first real success came many years later. In 1873, Colgate introduced its first toothpaste, which was originally sold in jars. The company sold its first tubed toothpaste, called Colgate Ribbon Dental Cream, in 1896. Also in 1896, the firm hired a man named Martin Ittner. While Colgate-Palmolive was under his control, one of the first legitimate research labs was founded. By 1908, tubed toothpaste was being sold in mass. 1 Colgate had two sons, one named James Boorman Colgate, who was a primary trustee of Colgate University in Wisconsin. His company, the B.J. Johnson Company, was making soaps composed entirely of palm and olive oil. After some time, the soap became a huge success. So huge that the soap was renamed Palmolive, a name that we are all very familiar with to this day.1 At the turn of the century, Palmolive became the world’s best-selling line of soap. Soon, a soap manufacturer from Missouri called Peet Brothers wanted to merge with Palmolive. Colgate agreed, creating a company called Palmolive-Peet. In 1928, Colgate was bought out by Palmolive-Peet, creating the powerhouse company known as Colgate-Palmolive-Peet...
Words: 275 - Pages: 2
...Table of Contents 1. Introduction 3 2. Internationalization Strategy of Colgate-Palmolive 3 2.1 The assesment of the internationalisation of the company 3 2.2 The assessment of geographical characteristics of internationalisation 5 2.3 The outline of the main foreign market entry modes employed by the company 5 2.4 The overview of the enterprise structures and controls used by the company 6 3. Evaluation of academic strategy frameworks for Colgate-Palmolive 8 3.1 Overview of the Bartlett and Ghoshal’s generic strategies framework 8 3.2 Evaluation of the Bartlett and Ghoshal's framework on the company's example 9 4. Conclusion 11 5. List of Figures 12 6. Bibliography 13 1. Introduction What a “Colgate Smile” is a phrase commonly used as a compliment about one’s smile. It has been popularized throughout the whole world, due to Colgate’s good reputation as a successful business. Colgate, today being one of America’s most successful Fortune 500 companies, has a long history of evolution and complex adoption of various business strategies, which led to its current solid powerful position. As representatives of the Colgate-Palmolive Company, we are pleased to tell you more about the success story of our company through this report. In the first part, we will show how CP slowly internationalized and expanded globally by adapting various strategies to become one of the most powerful MNC’s, to then in the second part, give you details...
Words: 3699 - Pages: 15
...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
...COLGATE- PALMOLIVE MAKES A “TOTAL” EFFORT In the mid- 1990s, Colgate- Palmolive developed a new tooth-paste for the U. S. market, Colgate Total, with an antibacterial ingredient that was already being successfully sold overseas. However, the word antibacterial was not allowed for such products by the Food and Drug Administration rules. So Colgate- Palmolive had to come up with another way of marketing this and other features of their new toothpaste to U. S. consumers. Market researchers told Colgate- Palmolive that consumers were weary of trying to discern among the different advantages of various toothpaste brands and wanted simplification in their shopping lives. In response, the name “Total” was given to the product in the United States: The one word would convey that the toothpaste is the “total” package of various benefits. Young & Rubicam developed several commercials illustrating Total’s benefits and tested the commercials with focus groups. One commercial touting Total’s long- lasting benefits was particularly successful. Meanwhile, in 1997, Colgate- Palmolive received FDA approval for Total, five years after the company had applied for it. The product was launched in the United States in January of 1998 using commercials that were designed from the more successful ideas of the focus group tests. Total was introduced with a $100 million advertising campaign. Ten months later, 21% of all United States households had purchased Total for the first time. During this same...
Words: 950 - Pages: 4
...“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...
Words: 1774 - Pages: 8
...Supply Chain Strategy of Colgate Palmolive Toothpaste Objective : 1. To know the supply chain strategies used by the Colgate Palmolive ltd. 2. To know the distribution channels of the Colgate Palmolive toothpaste. 3. To study the supply process of Colgate Palmolive from supply of raw materials till supply to retailers. Introduction: The distribution strategy is concerned with the product or service placement. Broadly speaking, there are two categories of issues and decisions which need to be handled while designing the distribution strategy as part of marketing mix. These are: (a) management of marketing channels and (b) the management of physical supplies. In this unit we will discuss these two areas of distribution decisions. IMPORTANCE OF CHANNELS OF DISTRIBUTION Channel decisions refer to the managerial decisions on the selection of best routes or paths for moving goods from the producer to the consumer. Channels of distribution are concerned not only with the physical movement of goods but also with their promotion, selling and marketing control. The term channels of distribution is used to refer to the various intermediaries who help in moving the product from the producer to the consumer, There area variety of middlemen and merchants who act as intermediaries between the producers and consumers. Channels of distribution are the most powerful element among marketing mix elements. Many products which were intrinsically sound died in...
Words: 819 - Pages: 4
...Colgate rethinks a supply chain By Peter C. Witton How do you eliminate waste and wring out costs when your operations are spread over 57 sites in 11 different markets? ColgatePalmolive met this challenge in Asia with an ambitious overhaul of its regional supply chain and information systems. 70 Outlook 2000, Number 1 W hen it comes to toothpaste in China, Colgate is the market leader, according to a recent AC Nielsen Media International survey on China’s emerging consumer society. But in the shampoo category, a Colgate-Palmolive rival tops the list. Driving sales through brand-building and smart marketing is as necessary for fast-moving consumer products companies in China and the rest of Asia as it is in the mature markets of North America and Europe. But in Asia, with its fickle tastes, falling prices and unpredictable competitors, the pressure to keep ahead of the pack—and make a proper return—is relentless. The trick is to control tightly what can be controlled. The one area a consumer products company can be firmly in charge of is its own internal business processes. Eliminating waste and wringing out costs can have a dramatic effect, especially with the likes of shampoo, toothpaste and soap, where volumes are large but margins are tight. In the past two years ColgatePalmolive has rolled out an ambitious program to do just that in the Asia Pacific region. The company’s entire supply chain was reengineered and new back-office...
Words: 1381 - Pages: 6
