...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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...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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...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% in...
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...INTRODUCTION Business knows that they cannot appeal to all buyers in 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...
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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 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 project...
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...2.1 consumer preference 2.1.1 CONSUMER The consumer is the one who pays to consume goods and services produced As such,consumers play a vital role in the economic system of a nation. Without consumer demand,producers would lack one of the key motivations to produce: to sell to consumers. The consumeralso forms part of the chain of distribution. Recently in marketing instead of marketers 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...
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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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...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 by the...
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...Inc - Matrix - L'Oréal Groupe - Shiseido - Shiseido Co Ltd Premium men.s skin care: - Biotherm - L'Oréal Groupe - Hera - AmorePacific Corp - Clinique - Estée Lauder Cos Inc - Clarins - Clarins SA - Lancome - L'Oréal Groupe Men.s shaving: - Gillette – Procter & 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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...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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...Term paper of marketing management On Colgate cold cream WASEEM RAJA J&K BANDIPORA LEC. IN LSB R315B35 LOVELY PROFESSIONAL UNIVERSITY ACKNOWLEDGEMENT I would like to express my gratitude for the helpful comment and Suggestions by my teacher. Most importantly I would like to thank my PROF. MR.PARVEEN SINGH KALSI, for her days of supervision. Her critical commentary on work has played a major role in both the content and presentation of our discussion and arguments and I would thank my friends for their help in making of this term paper. I have extended my appreciation to the several sources which provided various kinds of knowledge base support for me this period. SHEFALI VIJ CONTENTS INTRODUCTION 4 EXECUTIVE SUMMARY 4 MARKETING PLAN OF COLGATE-PALMOLIVE 4-12 ENVIRONMENTAL ANALYSIS 13-16 MARKETING STRATEGY 16-20 SEGMENTATION 20 TARGETING ...
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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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...------------------------------------------------- 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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...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...
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