...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...
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...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...
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...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”...
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...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...
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...COLGATE'S COMPANY Colgate was as a result of research made by William Dutch back in 1806, in New York City. He began with soap, a candle and a starch. Since then, Colgate has led to evolvement of many other products in the market such as, Colgate soap, perfumes, tooth brushes and toothpastes. This has also led the establishment of Colgate dental cream. Initially Colgate was one group but eventually happened to break into different companies, which includes; Colgate Palmolive company, oral and dental products, which includes both toothpaste and toothbrushes. The Palmolive Company mainly dealt with the production, supply and provision of products which included soaps, toothpaste and toothbrushes. After a business establishment, an individual finds himself in that business with an aim of making some profit and thus to the Colgate group which began as a commercial group which intended to produce products which were extremely essentials to human beings. The Colgate Company provided various services when marketing and mainly included education and health services to its people. They would also involve building services to its customers. In any business oriented company, there must have the global strategy which governs its operations. Global strategy is strategies which leads a company to its globalization as stated in its mission and vision. They are in relation to developing strategies as set up by individuals to meet their objectives. These global strategies includes, involving...
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...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...
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...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...
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...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 ...
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...Summary Introduction Business overview of Colgate Company Question 1 Describing international business method (s) the company used to tab into the international market. Discuss why the chosen international business method (s) is an appropriate and/ or inappropriate one Question 2 What are the major risks faced by the company in its international operations? How does the company manage these risks? Question 3 Discuss how the company makes use of the international credit market to its benefit? Conclusion References Appendices Tables Graphs Question 1 Describing international business method (s) the company used to tab into the international market. Discuss why the chosen international business method (s) is an appropriate and/ or inappropriate one For my individual report I have chosen Colgate Company which has international operation over 200 countries and 3 billion consumers over the world with net sales $18 billion in 2012. Today the company is worth $52,419,447,369 and has 4,226,677 shares at price $115 each. Here is Summary of market price of the company in appendix Table 1. Company’s key people for its rapid growth are Chief Executive Officer- Ian Cook, Senior Vice President-Joseph Jimenez and Executive Vice President-Stephen I. Sadove. (Annual report. Colgate 2012) History of Colgate acquisition and mergers into international markets. In all annual reports the CEO Mr. Cook says that Colgate group is having conducted...
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...Mapping the Supply Chain for Deodorant Soap James Brown MKT/421 May 08, 2014 Ken Metz Mapping the Supply Chain for Deodorant Soap In 1970 Colgate-Palmolive marketed Irish Spring deodorant bar soap for the first time (Colgate-Palmolive Company, 2015). Irish Spring is one of many products produced by the 200 year old maker of personal care products. This paper will examine and map the supply chain used to produce, distribute, and sell deodorant soap. Manufacturer Colgate-Palmolive Company (CPC) uses outside manufacturers to provide the raw materials necessary to produce Irish Spring and its other deodorant soap products. According to CPC’s 2013 form 10-K, it spent $267 million on research and development (R&D). The R&D element is the beginning of the supply chain process for deodorant soap. CPC developed a compatible combination of ingredients necessary to create Irish Spring bar soap. The two major raw materials necessary to manufacture deodorant bar soap are animal fat and alkali ("How Soap Is Made", 2015). CPC acquires these two chemicals, as well as the raw materials necessary for adding fragrance from other companies. The suppliers send CPC the raw materials to manufacture and package the deodorant soap for shipment through its supply chain. CPC maintains its own marketing department, which responsibilities can include creating an innovation pipeline for each product, developing enticing packaging, and advertising the product to consumers on...
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...------------------------------------------------- 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 ...
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...consumer products company, we are committed to doing business with integrity and respect for all people and for the world around us ("Profile of Colgate-Palmolive," 2011). Strengths Product Diversification Colgate-Palmolive is a diversified company with products in many categories including oral care, personal care, home care and pet nutrition (Quelch, & Laidler, 1993). The diversified product portfolio serves as a strength as it minimizes risk by not putting all of their ‘eggs in one basket’ and maximizes growth opportunity by having expanded business operations and markets to serve. Toothpaste Market Share As the global market leader in Oral Care, the company holds now 44.7% of the global toothpaste market share ("Colgate-Palmolive company (cl)," 2011), which is a large portion of the market. In 2006, the Company also acquired Tom’s of Maine, a niche natural toothpaste company, which added to their marketshare (Kotler, P. & Keller, K., 2009). Global Presence Colgate-Palmolive is one of the global leaders in Consumer Products and sells its widely recognized products in more than 200 countries in the world (“Colgate.com,”). The ability to sell in a large number markets is a strength as it provides opportunity to earn more revenue. In fact, over three-fourths of their revenue comes from outside of the US. ("Colgate-Palmolive company (cl)," 2011) Innovation Another strength is the Company continues to invest in R&D and as a result develops innovative...
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...The Marketing Mix - Colgate Herbal White Toothpaste The Product Product variety - Colgate Herbal White is part of the range of toothpastes offered by Colgate Palmolive in India, which is led by Its flagship brand Colgate Dental Cream (CDC). The brand was launched in 2001 and is essentially targeted at traditional consumers who seek natural ingredients (such as in semi-urban and rural towns) Quality – Being a popular segment product and an offering by Colgate-Palmolive quality parameters are thoroughly tested to ensure consumer satisfaction. Features – Herbal White promises a ‘unique formula’ including a special blend of eucalyptus, calcium and minerals and ;lemon extracts. Brand Name – The use of Herbal in the brand name is self-explanatory. Herbal ‘White’ has been highlighted to stress their brand proposition of ensuring ‘pearly white teeth’. Packaging – The green-coloured packaging enhances the ‘herbalness’ of the product, while the pneumonics of mint leaves, lemon and eucalyptus supplement the ingredients which lend uniqueness to the product. The colours red and the word ‘new’ in blue are the two colours researched to be the most eye-catching on the shop shelf and aid the choice of the product during the purchase decision process. Standard fonts and colours of Colgate and associated pneumonics serve to maintain familiarity with the brand and capitalise on positive associations such as that of being one of the most trusted brands in the country (Brand Equity...
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...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...
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...Sales & Marketing A Sales and Marketing Management Trainee's program will comprise stints in: * Sales * Marketing * Supply Chain * Customer Marketing SALES Duration: 7 months Nature of Project/Assignment: You'll handle an independent sales territory for 6 months, with a focus on accountability and meeting targets and executing customer marketing projects. You will play the role of a team leader, leading a group of stockists and a large number of Stockists Salesmen and Pilot Salesmen. You will be responsible for a zone with a business of around 4-6 crores per annum. Post this, you will undertake a shadow District Manager stint for a fortnight which will provide you an opportunity to learn the art and science of Sales in Colgate-Palmolive from an experienced District Manager. Learning : You will learn about the Colgate-Palmolive Sales systems - Distribution network, Stockist management, Sales force management, In-store execution, Customer marketing programs and gain in-depth knowledge of how to leverage technology in sales. back to top MARKETING Duration: 3 months Nature of Project: To give exposure to different disciplines within marketing as practised by Colgate-Palmolive and help appreciate the role marketing performs in delivering business goals. Projects which have a business impact, are given to management trainees. It could either be a live project which would entail planning and implementation of a product launch or a relaunch. Or it could be a project...
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