Product strategies
Colgate has been known to promote their products on a much more enhanced level compared to its contenders and this has been shown in their dedication and hard work since the early 19th century when they first advertised their soap and candle products on the New York newspaper. Similarly, the launch of the Optic White series by Colgate was no different. Optic White is widely regarded as one of Colgate’s greatest successes of the last ten years and the brand has extended into mouthwash, toothpaste and other oral care segments. The product has also received acclaim from media and analysts. The objective for the launch of this series back in 2011 was to position Optic White as a beauty product and the latest beauty must-have, away from therapeutic angles. The stylish sensation Fazura was selected as the brand ambassador for the product and just within one month saw it becoming Colgate’s leading selling product in Malaysia. Launching a new product is a critical moment as during that time period no one knows what to expect since it is being presented to the customer for the first time. To ease this situation what the current chairman Ian Cook did, was to establish strong relationships with the dental professionals which allowed them to produce the new product in a familiar and friendly environment. Brand loyalty is another reason why Optic White series was such a hit globally as since the past 75 years in Latin America and 50 years in Asia, Colgate has been the leading brand in dental care and oral hygiene. Finally, Colgate also played a huge part in educating people with the benefits of oral hygiene and why it is necessary in daily life.

Pricing strategies
The Optic White series was an instant success in the market and one of the reasons behind this was due to its affordable price along with special offers in the commencement stage of the product. For example in modern times, usually a supermarket in Malaysia sells Optic White products at these rates.

12.5RM
12.5RM
6.99RM
6.99RM
20.9RMM
20.9RMM

Protect Colgate Whiten Colgate Colgate 360 Optic White
Optic White Mouthwash Optic White Toothpaste Toothbrush
In the first quarter of 2014, Asia recorded 15% of the total company sales and two countries dominated this department which was India and Malaysia. Most of these sales were accounted from Optic White and Colgate 360 products. The company's strategies to category growth are accomplished by long-term, joint planning with retailers, understanding consumers and how they shop, and employing integrated marketing to demonstrate the benefits of new products. Now in order to stay the best, they produce products on customer’s comfort and recommendations. Because consumer interest and toothbrush purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class (McCarthy, 2002). This comes to show that Colgate are the frontrunners and Optic White series is one of the many important assets which made this possible.