Executive 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 people, second one called Super Colgate toothpaste which is suit for middle income people.

Microenvironment

Market share: In the global field of hygienic production goods, the company which can always keep 40% absolute market share is very rare, but Colgate company has been firmly occupied the global toothpaste products 40% market share.In the world of hygienic production market, the companies which can with a single brand to earn$5000000000 or more are extremely rare, but Colgate with almost single brand competition in the global market, the turnover of 9500000000 us.dollars, let the opponents fear.

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Growth of Colgate: The enterprise brand in the world brand laboratory (World Brand Lab) in 207th of the 2006 “World brand 500 strong” list. According to estimate the Colgate company will still maintain an annual growth rate of 2.3% in next 10 years.

Major products: In the United States and worldwide manufacturing and sales of consumer product is variety, including toothpaste, soap, washing supplies, pet food. The company's business all over two hundred countries, of which 70% of sales come from the international market, 80% of the employees in overseas.

Major competitors: Crest( Procter & Gamble) Amway Black toothpaste

Macroenvironment

Economic: Even economic crisis happened in 2008. There is decline happen in the high-end toothpaste consumption environment, Colgate steady at an annual growth rate of 2% without any advertising investment.

Cultural forces: Every people need a clear outlook to cope with every problem. In this way, the toothpaste market is a huge market for those companies like Colgate. Consumer buy toothpaste depends on their potential awareness.

Consuming Factors Related to Australian Consumer (segmentation)

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Demographic

Age: 25-50

Income:4000$-8000$ (per mouth)

Occupation: offerer

Psychologies

Value: outlook

Personality: extrovert

Behavioral

Benefits sought: can stand for social status

Loyalty status: medium

Geographic

Location: city loop

Targeting: How to find different group of people.

From buying behavior model, people can know that marketing and the environment are major reasons to encourage consumer’s buying power. Consumers’s personality and the process of decision cause Purchase decision to some extents. Consumer ‘s

buying behaviors are influenced by cultural, society, personality and psychological factors. Among them,The influence of culture is the most extensive. Therefore, culture is a basic factor in the process of people making decisions. As a matter of fact, Australian adults have following values, there are material comforts, cheap and at the same time very good, Australian’s cultures always have Ahead of the trend. 3
In this way, Australian always expects to get a good achievement.

In such a cultural background, Australian consumers tend to give people smart, picky, vision, consumer taste sensation. As for Colgate company, the manager should consider differences in consumer culture to satisfy with different group of people. As for the group of adult people, this group of people has a strong buying power also this group of people needs a high-end productions to satisfy with their social status. In this way, the company should focus on creating high-end production. That can ensure to get higher revenue from the group of adult people.

Positioning and Differentiation

Positioning: The Colgate company focuses on the group of people who are middle income and high income. As for these groups of people, their purchasing power can maintain company's profits. Also, their group of people have a circle of friends, if Colgate production satisfy with consumer’s requirements, these group of people may introduce this production to their circle of friends. It is the best way to run a business for Colgate company. As graph shown, in consumption of Colgate production, the group of people who occupy 32% is high income people; the group of people who occupy 51% is middle income people. The last one is other consumer which occupies 17%. Therefore, Colgate company is mainly focuses on high income people and middle income people, it can get revenue efficiency.

Different types of people consume Colgate toothpastes
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Differentiation: Esteem needs: Different types of people have different income in the same market. Therefore the Colgate company should recognize differentiation between different level of people. As for the high income group of people, the Colgate company may provide high-price productions to satisfy with their social status or vanity. For this group of people, their needs called esteem needs, which mean this production can satisfy with their self-esteem. As for this group of people, Colgate may pay attention to the level of luxury. In this case, 360 ° Colgate toothpaste is Colgate company’s major production for high income people.

Social needs: As for middle income people, this group of people focuses on the quality of that goods, they choice the goods for their price, love and production itself. If other production can instead of this Colgate goods or can satisfy with requirements better, they may choice other productions. As for these group of people, Colgate may pay attention to quality and price on their productions. In this way, the production can catch people’s eyes and Super Colgate toothpaste is suit for middle income people.

Conclusion
Colgate company uses an efficient way to run the business and get maximum profits as they can. Whatever in marketing strategy or selling strategy, Colgate company always Go ahead in Toothpaste field and set up a model for other companies. According to estimates, the company will remain within 10 years market shares ahead of competitors.

Reference list

http://wenku.baidu.com/view/f04e5724bb68a98271fefae4.html

http://www.colgate.com.au/app/Colgate/AU/HomePage.cvsp 5