...12.4 months to 11.6 months, respectively. In case of high-premium toothbrushes such as Oral-B Indicator, Reach Advanced Design, and Private Label, their market share had increased continuously. Segmentation for Toothbrush market According to the material of Colgate, toothbrush market is approached in two ways of segmentation. The first way is to segment based on descriptive variable, the product type. This product segmentation can be separated into two categories again. The criteria of the first product segmentation are products’ functional features. The second product segmentation is based on bristle type. On the basis of functional features, toothbrush was categorized into two segments in 1980s: value and professional. However, in 1990s, reflecting consumer’s needs change, the new segment, super-premium toothbrushes, was added. By the criteria of bristle type, toothbrush is divided into 4 segments: firm, medium, soft, and extra soft. The second way is the segmentation based on Toothbrush users’ type. Under the criteria that too Consumers are categorized into three types: Involved Oral Health Consumers (Therapeutic Brushers), Involved Oral Health Consumers (Cosmetic Brushers), and Uninvolved Oral Health Consumers. Considering the product segmentation and consumer segmentation at the same time, we can categorize toothbrush into 4 types:...
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...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...
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...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%...
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...their markets or at least not to all buyers in the same way. Buyers are too numerous, too widely scattered and too varied in their needs and buying practices. Hence, many companies today are smartly moving away from mass marketing into target marketing in which they identify market segments, selecting one or more market to enter and developing products and marketing mixes tailored to each market. Example of companies that had successfully implemented marketing strategies are Subway and Crocs. The strategies are market segmentation, market targeting, and positioning. Market segmentation involves dividing market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments. While market targeting consists of evaluating each market segment’s attractiveness and selecting one or more market to venture in. Compare to the first two strategies, positioning is deciding on a value proposition which they are offering to create superior customer value and to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A little bit about the history of both companies, SUBWAY was started 43 years ago in the summer of 1965 by an enterprising 17 years old young man, Fred Deluca. Subway is the market leader in the sub and sandwich shops offering a healthier...
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...colgate Executive Summary The Colgate-Palmolive company is acknowledged as the world’s leader in personal care. This report analyse the Colgate’s current situation in order to give recommendations on their actual toothpaste product line. The report is divided into two parts. The first parts will analysis the current situation of Colgate. On the basis of a Swot analyse the strengths, weaknesses, opportunities, and threats of the company as well as of Colgate’s toothpaste product line will be analysed. Furthermore additional information on the company’s current market share, profitability, sales and the external environment of Colgate within the scope of the PEST analysis will be presented. At the end of the first part the competitive advantage of Colgate will be mentioned. The second part includes a suggested marketing strategy of the author using marketing tools such as segmentation targeting & positioning, SMART objectives as well as the marketing mix. To better recommend improvements, the actual state of Colgate referring to their products, objectives, etc. is in some parts shortly mentioned. At the end a conclusion is drawn concerning the current situation of Colgate and suggested improvements for the future. Introduction Colgate is the world market leader in oral hygiene products. The toothpaste product line consists of strong brands. This is due to a very successful marketing strategy of the company in the past. But especially in a competitive environment like the...
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...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 New York Conference”, 2012). The company has different Facebook...
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...analyzing today’s segmentation strategy for the Colgate-Palmolive toothbrush and toothpaste market. 2. Use the Precision toothbrush case study as both an example of a target market analysis and a good starting point for your Colgate-Palmolive toothbrush and toothpaste market evaluation. 3. The analysis should include: a. Evaluation of current geographic, psychographic, demographic and behavioral segmentation variables. b. Evaluation of current cultural, social and personal factors of the consumer market. c. Recommendations for market segmentation strategies. i. Does one segment look more promising than others? ii. Should one segment be dropped? iii. What factors support your recommendation? 4. Submit as a Word document via the WS2 CP Paper - Submit Assignments link. Title your document WS2 CP Paper. For more information on how to submit assignments see Workshop One. 5. For grading criteria, refer to the Paper Writing Rubric below. Market Segmentation a) Consumer markets are formed into segments based on descriptive characteristics: geographic, demographic, psychographic and behavioral. Geographic segmentation divides the market into nations, states, regions, counties, cities or neighborhoods. Demographic segmentation divides the market based on variable such as age, gender, income, generation, social class and life-stage. Psychographic segmentation is using psychology and demographics to understand the consumer better. This segmentation divides groups’...
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...Geographic Different cultures are seen as an overseas career track where seventy-five percent of Colgate-Palmolive’s $9.5 billion annual sales come from outside North America according to Human Resource Management International Digest. Colgate-Palmolive has a global expatriate population of around 300. The market for different toothbrushes and toothpaste seem to have remained steady throughout the years. Consumers are becoming more aware of dental health. They are starting to pay more attention to the products they buy for oral hygiene. According to the Colgate-Palmolive Precision Toothbrush case analysis Colgate-Palmolive has positioned itself as the number one retailer of toothbrush products in the United States utilizing its cutting-edge infrared motion analysis and technique to measure exact levels of plaque removed by its products in consumer test. The study also states that the Triple action head (of the toothbrush) removes 35% more surface plague and 100% more gum line and in-between teeth plaque than its competitors. Colgate-Palmolive has put in expensive research into developing a product that would provide its consumers with an overall total package of cleanness, safety, durability and affordable oral hygiene product. The Colgate-Palmolive precession toothbrush has proved to be top of its class of products made by Colgate. Psychographic The US toothbrush and toothpaste market is around $4 billion according to Market Feasibility Study web site. Within this site...
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... A PROJECT REPORT ON COLGATE –PALMOLIVE LTD. UNDER THE GUIDANCE OF Prof .Rashmi SUBMITED BY: - Anuradha . Mukku Vinaya. Nadar Kiran . Hemani Rasika. Patil Snehal. Bhari DECLARATION We, students of Master of business administration studies, hereby declare that we have successfully completed this Project on Marketing management in academic year 2012-2014. The information incorporated in this project is true and original to the best of our knowledge. ACKNOWLEDGEMENT This project is a result of dedicated effort. It gives us immense pleasure to prepare this project report on “COLGATE –PALMOLIVE LTD”. We would like to thank our project guide, Prof., for consultative help and constructive suggestion on the matter in this project. We would like to thank our parents and our colleagues who have helped us in making this...
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...time when a certain event may happen in the economy the analyst need a way to predict what the outcomes are going to be. There is a model that we refer to do just this, it is known as the “Five Forces Model” and it shows the influence of industry structure on profitability. The model is made up of two main components: The first one is the degree of actual and potential competition, which consists of the rivalry among existing firms, threat of new entrants, and the threat of substitute products. The second one is the bargaining power of input and output markets; made up of the powers of buyers and suppliers. Together these five forces can help predict the industry’s profitability and be able to classify the important factors of Colgate- Palmolive. Within the five forces there is a high and low end that must be applied to each of the forces to determine the volatility and to what extent each force affects a firm within the industry. These five forces help an investor understand how and by how much, different factors that could happen in an industry would affect the firm. The following table shows a summary of the highs and lows within the personal product industry. Personal Product Industry Rivalry Among existing firms - high Threat of new entrants - low Threat of substitute products - high Bargaining power of buyers - high Bargaining Power of suppliers – low Rivalry among Existing Firms “In most industries the level of profitability is primarily influenced...
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...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...
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...marketing size and growth, major players, current states of the industry, its target market and positioning and the use of different marketing mix and approach. We will discuss the new product “Refresh”. “Refresh” is a spray which can be used for shower instead of using traditional form of soap. It is easy and convenient to use. In the liquid soaps industry, its grocery value in 2002 is 48.2 millions. There is an increase of 10.9 percent of sales for liquid soups by comparing to previous year (2001). The sale of soap is growing every year. We can predict that the annual sales of soap will continue to grow in the future. There is quite a lot of competitor in this industry. We will focus on 4 major competitors. They are Unilever, Colgate-Palmolive, PZ Cussons and Reckitt-Benckiser. We will also discuss the current status in the marketing, and analysis how different marketing environment will affect the sales. Not only analyzing the current condition, we will recommend different marketing approach that suit for Luke Bishop re-evaluating its market. For example, select dependent middle class and outgoing travelers as target buyers. We aims to position “Refresh” as a product that provide “Refresh and Relax” to customers. By introducing “Refresh” to the market, this is the time for the...
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...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...
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...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...
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...Gamble Co, The - Schick Wilkinson Sword – Energizer Holdings Inc - Bic - Sté Bic SA - Nivea - Beiersdorf AG - Edge - Energizer Holdings Inc Men.s post-shave: - Nivea - Beiersdorf AG - Gillette - Procter & Gamble Co, The - Natura - Natura Cosméticos SA - O Boticario - Botica Comercial Farmaceutica Ltda - Avon - Avon Products Inc Men.s pre-shave: - Gillete - Procter & Gamble Co, The - Nivea - Beiersdorf AG - Edge - Energizer Holdings Inc - Palmolive - Colgate-Palmolive Co - Schick - Energizer Holdings Inc Procter&Gamble Competitive Positioning: P&G trails slightly behind global beauty BPC market dynamics unchanged Brand strategy: Gillette brand enjoys broad geographic reach Procter & Gamble aims for more premium image for Pantene Procter & Gamble looks to cross-category branding for Olay This company.s target regarding Gillette brand is to increase the share of the 5-blade Fusion razor, the successor of its 3-blade Mach 3 product, and its advertising campaigns. Their strategy is to focus more on building its men's grooming business, saying that...
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