Title: MARKETING PLAN OF COLGATE

Submitted By…
Name: Nowrin Hoque ID: 6034 Batch: 6th

Submitted To…
Prof Dr. Md. Kamal Uddin Course Name: Global Marketing

Department of International Business University of Dhaka

Colgate Marketing Plan Table of Contents Page Number Executive Summary……………………………………………………………………. .4-7 Colgate Toothpaste Analysis…………………………………………………………..8-20 Company Overview………………………………………………………......... 8-9 Product Overview ………………………………………………………………... 9 Product Analysis………………………………………………………………. 9-13 Market………………………………………………………………………... 13-14 Target.………….…………………………………………………………….. 14-16 Price……………………………………………………………………………... 16 Promotion………………………………………………………………………... 17 Place……………………………………………………………………………... 18 Trends………………………………………………………………………...18-19 Strengths, Weakness, Opportunities and Threats…………………………….19-20 Competition Aquafresh…………………………………………………………………………….21-24 Product Analysis..……………………………………………………………21-22 Market……..…………………………………………………………………….22 Target…………………………………………………………………………22-23 Price……………………………………………………………………………..23 Place/promotion…………………………………………………………………23 Strengths and Weakness……………………………………………………..23-24 Marketing Plan Crest……………………………………………………………………………..……24-27 Product………………………………………………………………………..24-25 Target…………………………………………………………………........… 25-26 Market Share……………………………………………………………………..26 Price………………………………………………………………………....…...26 Promotion………………………………………………………………………...26 Place……………………………………………………………………………...27 Strengths and Weakness Analysis……………………………………………….27 Colgate Mission……………………………………………………………………….…28 Market Research Data………………………………………………………………..29-32 Keys to success and Critical Issues…………………………………………………..33-34 Goals……………………………………………………………………………………..34 Strategy ………………………………………………………………………………34-38 Control……………………………………………………………………………….…..38 Budget………………………………………………………………………………..38-39 Projections…………………………………………………………………………….….39 Work Cited……………………………………………………………………………….40 Marketing Plan

Executive Summary
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The first parts will analysis the current situation of Colgate. the actual state of Colgate referring to their products.The Colgate-Palmolive company is acknowledged as the world’s leader in personal care. The report is divided into two parts. Perception of brand and category Current status: Colgate Toothpaste has been fighting bad breath and maintaining proper oral health for over 200 years. is in some parts shortly mentioned. profitability. The second part includes a suggested marketing strategy of the author using marketing tools such as segmentation targeting & positioning. Furthermore additional information on the company’s current market share. weaknesses. and threats of the company as well as of Colgate’s toothpaste product line will be analysed. 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. opportunities. objectives. This report analyse the Colgate’s current situation in order to give recommendations on their actual toothpaste product line. At the end a conclusion is drawn concerning the current situation of Colgate and suggested improvements for the future. On the basis of a SWOT analyse the strengths. SMART objectives as well as the marketing mix. With an array of 40 different patented toothpastes and 13 Page | 3 . etc. To better recommend improvements.

Colgate has established Colgate Smile a social network. with several children aged 7 and younger. p.13% of the toothpaste market. While others date back over thirty years and the original is over one hundred years old. Twitter account and My space page.326. The toothpaste product line consists of strong brands. Therefore. which encourages all Colgate people to demonstrate personal leadership every day.4) In order to remain a leader in the category four goals must be achieved: • • • Increase Colgate market share by 1. The toothpaste category sales are estimated at $3 billion or 3% of the oral health care industry.7% or $1. Strong competition from Crest has cost Colgate valuable market share over the last five years. The current Colgate market share is 36. Colgate commits millions of dollars to community programs and the ADA “Give A Kid A Smile” Program. Crest is at 30% and Aquafresh is at 8.137. Colgate’s success is linked to its culture. But especially in a competitive environment like the personal care industry it is essential for Page | 4 . Colgate has a vast product line of toothpaste and many are less than a decade old. The target market for Colgate toothpaste is Black and Hispanic individuals age 18-35.2%. Introduction Colgate is the world market leader in oral hygiene products. it is imperative to keep Colgate’s brands fresh but maintain a rich history of quality products. Continuous Improvement and Global Teamwork. Colgate remains competitive in the market place. Colgate is a strong earner and its market share reflects this. This is due to a very successful marketing strategy of the company in the past. Facebook page. Colgate is not the leader with regard to technological advancement within the category. The highest selling trend within toothpaste is the toothpaste and not toothpaste-gel.098 Increase website traffic and Facebook friends by 10%.546. Carry over current 2010 margin at 18% of Colgate sales into 2011 expenditure.768 in sales. Personal leadership also include three fundamental global values of the company: Caring.114.2% of the market or $1.classifications of oral care. launching new products through innovation. • • • • • • • Goals The main goals of Colgate are to better understand consumers behaviour. Colgate is committed to Reducing Environmental Impacts (REI) around the world. Keys To Success: • • Colgate toothpaste is the leader within the product category holding 36. increasing effectiveness and efficiency as well as strengthening the leadership worldwide ( Colgate-Palmolive Annual Report 2009. an interactive iphone application.

• 2000. • 1911. Colgate 2in1 Toothpaste. • 2009.Bright Smiles. • 1953-Colgate-Palmolive Company becomes company's official name. the company is reorganized as Colgate & Company under the management of Samuel Colgate. This in particular means for Colgate that they must differentiate their products from the competitor’s products by being innovative and unique. Colgate has many subsidiary organisation located in more than 200 countries. Colgate Toothpaste has been fighting bad breath and maintaining proper oral health for over 200 years.Colgate that it upgrades its organisational as well as marketing strategies in order to meet the customer’s needs and strengthening the leadership. • 1968. the United States and India. Company Profile Colgate.Colgate toothpaste adds MFP Fluoride. is acknowledged as the world’s leader in personal care sales including oral hygiene products such as toothbrushes and toothpastes. • 1996. Moreover the toothpaste market is growing constantly which means that more different needs and expectations of the customer will arise. Company Timeline • 1806-William Colgate starts a starch. Furthermore nowadays a wide range of different toothpaste products is offered to the customers. William Colgate. Therefore Colgate must make use of marketing tools such as market segmentation to better identify their needs in order to supply them with the right products. • 1997.Colgate Total toothpaste is introduced in the U.Colgate creates. Growth and profitability Global sales as reported were $15. The operating profit was $3. his son.Colgate opens corporate headquarters at 300 Park Avenue in New York City. 4% in the world’s toothpaste market operating in more than 200 countries and territories. • 1896. In the United States. and today reaches over 50 million children annually. and provides hygienists to demonstrate tooth brushing.330 million in 2008).615 million during 2009. At present. soap and candle business on Dutch Street in New York City. and quickly becomes the market leader. an increase of 16. but it is publicly in only two. • 2007.Colgate launches Colgate Max Fresh toothpaste line.6% over 2008.327 million during the financial year ended December 2009 ($15.S. fights a complete range of oral health problems. Colgate has a market share of 44. clinically proven to reduce cavities. • 1956. one of the Page | 5 .Colgate distributes two million tubes of toothpaste and toothbrushes to schools. • 1857-Upon the death of founder.Colgate introduces toothpaste in a collapsible tube. Only Colgate Total. with its 12-hour protection. founded in 1806 by William Colgate.Colgate launches Colgate Luminous. Bright Futures oral health education program expands to 50 countries.

Colgate’s brands consists of a multitude of unique toothpastes lines. consisting of dozens of brands that you can ´trust to care for yourself. p. Product line analysis The Colgate has a fairly wide product mix. Colgate is the market leader in toothpaste sales with a market share at 36. long lasting fresh breath. specializing in them preservation and treatment of oral hygiene. including 31 different toothpaste products. sensitivity relief and toothpaste designed for children. household care. Product Analysis * Colgate Cavity Protection Great Regular Flavor * Colgate Cavity Protection Winterfresh Gel * Colgate Tartar Control Whitening Cool Mint Gel * Colgate Tartar Control Whitening Crisp Mint Paste * Colgate Total Advanced Whitening Page | 6 . Please see appendix to find further financial information on Colgate. Fluoride incorporates itself into tooth enamel weakened by acid attack.2 % (Colgate-Palmolive Annual Report 2009. The markets in industrialised countries are largely saturated.world largest consumer markets. your home. Please see appendix to find all toothpaste products of Colgate. Because of the strong presence especially in emerging countries such as India and Brazil Colgate takes advantage of the positive consumer trends in these countries and can compensate the sluggish economic growth in industrialised countries. tartar control toothpastes. making it more resistant to future acid attack from plaque bacteria and food. personal care. • Toothpaste delivers fluoride to the teeth. and the ones you love`. Colgate has created an array of 40 different patented toothpastes keeping Colgate competitive in the market place.2-4).243). Significantly for the global presence is that over 82% of the company's 2009 revenues came from outside the United States. cavity protection. G. Product Overview Toothpaste works with tooth brushing to clean teeth and fight plaque and bacteria. tooth whitening. Colgate’s toothpastes feature. In addition. enamel strengthening. Operating in more than 200 countries the company is not depending on one single market. There are 13 different classifications and varieties of Colgate toothpastes. • Technological improvements in some toothpaste contain ingredients that chemically hinder the growth of plaque. The most recognizable product line is oral care. toothpaste abrasives help remove food stains from teeth and polish tooth surfaces. Specifically: • Toothpaste contains abrasive materials that physically scrub away plaque. p. (2009) Marketing: an introduction. fabric care and pet nutrition (Amstrong. baking soda and peroxide. plaque & gingivitis prevention. This mix is organised into five major product lines: oral care.

Colgate Total’s products all protect against these unwanted oral issues. It cleans. Colgate Regular is ADA approved and doctor recommended. Colgate’s original flavored mint toothpaste has changed very little. tender gums and bad breath. Colgate Total Advanced Clean: is available in both a gel and paste form and contains silica. strengthens. but some target specific individual problems in a variety of toothpastes and gels. which is similar to what dentists use to maintain a professional cleaning feel. Colgate Total Enamel Strength Striped paste. Colgate Total Advanced Whitening uses Dual-Silica Technology to remove tooth stain and helps to prevent new stains from forming. Colgate Total: is the most popular toothpaste under the Colgate brand. protects from acid wear for 12 hours.* Colgate Total Advanced Clean * Colgate Total Advanced Fresh Gel * Colgate Total Clean Mint * Colgate Total Whitening Paste * Colgate Total Whitening Gel * Colgate Total Enamel Strength *Oxygen Bubbles Whitening Brisk Mint® Paste * Colgate 2in1 Oxygen Whitening * Colgate 2in1 Whitening * Colgate 2in1 Kids Strawberry * Colgate 2in1 Kids Watermelon * Colgate Max Fresh w/ Mini Breath Strips * Colgate Max Fresh w/ Mouthwash Beads * Colgate Max White w/ Mini Bright Strips * Colgate Sparkling White CinnamonMint * Colgate Sparkling White Mint Zing * Colgate Sparkling White Caribbean Cool * Baking Soda & Peroxide Oxygen Whitening * Colgate Baking Soda & Peroxide Whitening * Colgate Sensitive Multi Protection * Colgate Sensitive Enamel Protect * Colgate Sensitive Maximum Strength Whitening * Colgate Pro Clinical Daily Whitening * Colgate Pro Clinical Daily Cleaning * Colgate Pro Clinical Daily Renewal for Enamel * Colgate Dora the Explorer Mild Bubble Fruit * Colgate My First Toothpaste * Colgate Luminous Crystal Clean Colgate Regular: In over 173 years. whitening. Colgate’s Original formula uses active fluoride to keep teeth and gums healthy. plaque. weak enamel. cavities. stains. It has eight products and flavors within the line that all promote 12-hour protection from: gingivitis. Colgate Tartar Control Toothpaste: One of the top sellers in the Colgate tooth paste line and for good reason. Page | 7 . Colgate Tartar Protection fights tartar build up and removes stains to whiten teeth and fight cavities. tartar. protects teeth and breath. Including.

Colgate Oxygen Bubbles Toothpaste: When activated. of which 3% will be spent on toothpaste products. It is manufactured in two flavors. Colgate Products Percentage Breakdown Market Information Oral Heath Industry Americans brush their teeth with toothpaste 200 billion times a year. removes plaque. These breath strips unleash a powerful rush of freshness and are formulated to whiten teeth. Colgate Max White with Mini Bright Strips freshens breath and helps to bring back the natural whiteness of a persons smile. Colgate Luminous Reinforces enamel layers by rebuilding the weak spots on teeth. flavor and theme. and Colgate Sparkling White Caribbean Cool. Colgate Sensitive Multi Protection fights tartar. Including Colgate Dora the Explorer Mild Bubble Fruit. Crystal Clean Mint and Paradise Fresh Colgate. Colgate Total Mint Stripe Gel is a minty blend of gel and paste that leave the users mouth fresh and clean. Colgate Luminous is Colgate’s newest brand launched in early 2009. the product foams to get in between teeth to fight cavities and kill germs that cause bad breath. Colgate Pro Clinical is relatively new to the market. Colgate Sparkling White CinnaMint. healthy. Colgate Total Clean Mint Paste has a delightful mint taste. a 8% in 2010 to 2008 and Page | 8 . It is available in the following flavors: Colgate Sparkling Mint Zing. The formula is a patented creation for sparkling. Colgate Sensitive Enamel Protect helps protect tooth enamel from acid attacks. Colgate Max Line established in 2007 consists of three varieties. Colgate Max Fresh with Mini Breath Strips is packed with hundreds of mini breath strips. Luminous is a specific formula that safely lifts off yellowing surface stains to restore the natural whiteness to teeth. Using fluoride mineral formulation. Whitening foaming that gets between teeth to fight cavities and kill germs that cause bad breath and Oxygen Whitening works to gently remove surface stains to reveal the natural whiteness of teeth Colgate Sparkling White Toothpaste is clinically proven to protection teeth from wear and tear staining.The toothpaste market itself is increasing up. Colgate SpongeBob Mild Bubble Fruit. The sensitive element in the three Colgate Sensitive Toothpastes protects from painful oral sensation.Colgate Total Advanced Fresh Gel: contains an added flavor booster to keep breath ultra fresh for up to 12 hours. Colgate My First Toothpaste and Colgate Pop Stars. It comes in three varieties inspired by dentists to create a high quality and satisfaction guaranteed product. Colgate Max Fresh with Mouthwash Beads contains concentrated mouthwash beads that leaves the users mouth ultra clean and fresh. The oral health industry is a vibrant sector of the current economy equal to $106 billion annually. Colgate 2in1 Toothpastes: is a mix of two distinct features in one gel toothpaste. Colgate Sensitive Whitening helps restore the natural whiteness of teeth. white teeth accompanied by a unique flavor experience. Colgate has several lines of toothpaste targeting children in regard to packaging. Colgate Luminous strengthens weakened teeth enamel. protecting against stains and yellowing that occurs over time. Oxygen Whitening works to gently remove surface stains to reveal the natural whiteness of teeth. promotes healthy gums and whitens teeth for a healthier smile.

If there is a growing population rate worldwide or in local markets. Colgate Toothpaste contributes 10% or $1. almost 3/4 of the families in the United States have tried Colgate toothpaste at least once.The consumer lives in the midscale suburban mix Page | 9 .327. the need for oral hygiene products increases. Sales are estimated $3.133 million total market sales. the target consumer of Colgate is categorized as “younger bustling family” living within the mid-scale suburban mix community.85 Billion. Colgate-Palmolive (stock symbol (CL) is publicly traded on the New York Stock Exchange at $75 a share and is worth an estimated $15. Customer The selling of Colgate’s products depends on chain reactions.000.5% in 2011. The target consumer is currently married with children.35 billion new potential customers until 2050 (United Nations world population prospects 2008).000. outdoor activities and neighborhood selection all mirror a family centric target. it is imperative that Colgate vitalizes new or existing appreciation among consumers for their toothpaste brands.3% to a new record of 37. it can be assumed that the market will continue to increase over the next 5 five year. living in homes worth $200.Therefore. future market share can be expected to grow to record highs. predicting a world with 9. [3] With a penetration of 76. Media selection. The target’s life is centered on his/her family. market share can be predicted to surpass the five-year benchmark high of 37. six years old or younger.000 in the top five media markets in the United States. Toothpaste Market Toothpaste in the United States is a massive market. Colgate Toothpaste Target Consumer Profile The over all target consumer for Colgate’s many toothpastes are Black and Hispanic men/women aged 18-34 with a college education employed as professionals earning $75. Here is to point out that the average age of the population is not essential because all people have a need for oral hygiene products. Dips in market share have occurred in the recent past such as in 2008-2009. Colgate must maintain that leading position to ensure future growth over the next several years. At the current rate of increase. there will be 2. Furthermore Colgate offers premium products which mean the consumer is willing to pay a high price for the product in order to receive high quality products. Because of the globally presence of Colgate.714 tubes per year. In order to maintain current consumers and attract new potential users. The target earns for their household.2 people by midcentury. Colgate Toothpaste Overall Target Market Colgate has so many products it becomes necessary to aim strategies at a limited target consumer.12%from 2005.35%. while balancing interests and pursuits.000-$499. consuming an average of 895.379. Based upon past and current Colgate toothpaste market share percentages.5 billion to the total value of Colgate-Palmolive. Today the world population is approximately 6. Based upon demographics supplied by MRI and Spectra.000 or more.

Place Colgate’s product distribution is immense. oral care. Twitter and Myspace. • Television: Colgate and its advertising agency produce several television advertisements a year using humor and pseudo scientific displays to appeal to consumers. Trends Page | 10 . company history. The midscale suburban mix can be characterized by residents that earning a living in blue-collar jobs and live in older. Albertsons. The subtotal of all of Colgate’s products per ounce is 28. cultural and social inferences in their advertisements. It is important to note that Colgate is the first product on display in the toothpaste section of the oral health isle.58 equaling $0. Colgate toothpaste is physically located in the oral health isle of stores. sexual. Colgate toothpaste can sometimes be found in more prominent locations when on sale or launching new products into the market.” Colgate is a direct partner with this ADA program. The least expensive toothpaste per ounce is the Colgate Regular super tube. • Website: Colgate has a dynamic website with the title. Price Colgate features products in the oral health isle of almost all stores carrying oral health products.”that details products. “Colgate World of Care. • Coupons: Colgate Toothpastes has printable weekly coupons online in the special offers section of the website. totaling 35 items per store that illustrates the wealth of variety Colgate offers. • Magazines/Outdoor: Colgate’s marketing campaigns have been known to use historical. Walgreens and CVS carry Colgate Toothpaste. The most expensive toothpaste per ounce is the Colgate Pro Clinical. • Donations: Colgate donates millions of dollars annually to the ADA’s “Give a Kid A Smile. Colgate also has social media pages on Facebook. modest homes in ethnically diversity areas.81 per ounce. which is featured at eye level on the top shelf. Colgate has a large span of shelf space on nine rows. e-newsletter and special offers. Target.The website also has a social networking page called Colgate Smile to engage the consumer to get involved with their oral health and the Colgate-Palmolive Company. The advertisements and promotions are located in a targeted media selection that appeals to the target consumer. Promotion The Colgate Toothpaste promotions can be found throughout the marketing mix in a variety of mediums. discount chains and pharmacies such as Wal-Mart. making it the most expensive brand of the three toothpaste category leaders. Colgate coupons can also be found as cutouts in the weekend coupon sections of 500+ newspapers around the country. which is located on the second shelf from the store floor or shin level of the consumer.placing the target in the middle of the socioeconomic ladder. Almost all super markets.

marketers have created an abundance of products to cater to this growing trend. There is something intimate and potentially nostalgic about bathroom products. A healthy lifestyle extends into oral health awareness also. alcohol and coffee. As society grows more aware of the benefits of a healthy lifestyle. health drinks. relationships. family and with friends. eating and drinking with health in mind. A person knows they can trust a product they saw their parents use. Toothpaste has a direct correlation with the toothbrush. Any event is now a potential photo shoot. Social/Cultural: Humans are social beings and face-to-face interaction is commonplace in business. which causes an adverse effect on oral freshness. Every year new toothbrush models come out claiming superior plaque removal using such selling points as super sonic technology to blast away plaque build up or crisscrossing bristles to lift and brush plaque away. onion. Dietary and Habits: Some foods have a strong residue such as garlic. trustworthy product and symbol of the Colgate-Palmolive Company. and foods high in fiber. This helps Colgate to maintain its status as a mature. consumers enjoy products and services that they feel a connection to or have a history with. with coffee or alcohol. Colgate Toothpaste Overall Positioning Positioning Strategy: Page | 11 . cheeses. Traditions: Within our ever-changing world. bad breath and stained teeth. Technology: Technology is changing daily life within the world markets from the way people create and use a shopping list to the cars people purchase.Health Trend: It is proven through scientific study that a healthy lifestyle which includes exercise. school. Tobacco is now illegal to use indoors in most major cities throughout the U. These include tens of thousands of products such as gyms in and outside the home. The media has made fresh breath the norm and anything contrary is unacceptable. Also under the heading of technology are cameras and Facebook. Tobacco is damaging to proper physical/oral health and is linked to causing cancer. low in fat and rich in vitamins. after and during meals. The ease of access and spontaneous nature of camera usage requires the consumer to be aware of their smile at all times. putting emphasis on toothpastes to sweeten breath even hours after brushing.S. Today people carry cameras at all times. Tobacco is a popular stimulant in many cultures around the world and is an accompaniment before. Halitosis creates a stressful social interaction making it difficult to be close to someone suffering from bad breath.

customers saw it as a dolled-up version of Chevy's Cavalier and Oldsmobile's Firenza. If a company does a poor job of positioning. Coca-Cola as the world's largest soft-drink company. then for engineers. Overpositioning: Buyers may have too narrow an image of the brand. 2. They didn't see "clarity" as an important benefit in a soft drink. The end result of positioning is the successful creation of a customer-focused value proposition. 4. Confused positioning: Buyers might have a confused image of the brand resulting from the company's making too many claims or changing the brand's positioning too frequently. all unsuccessfully. Doubtful positioning: Buyers may find it hard to believe the brand claims in view of the product's features. 3.All marketing strategy is built on STP: Segmentation. Although the car featured leather seats.000. and then positions its offering so that the target market recognizes the company's distinctive offering and image. lots of chrome. When Pepsi introduced its clear Crystal Pepsi in 1993. a luggage rack. they risk disbelieve and a loss of clear positioning. The brand is seen as just another entry in a crowded marketplace. The car was positioned as "more for more": customers saw it as "less for more. customers were distinctly unimpressed. If a company does an excellent job of positioning. When GM's Cadillac division introduced the Cimarron. and it would be hard for a competitor to claim them. A company discovers different needs and groups in the marketplace. a cogent reason why the target market should buy the product. and then for businesspeople. and Audi. then it can work out the rest of its marketing planning and differentiation from its positioning strategy. the market will be confused as to what to expect. In general. which was positioned first for students. As companies increase the number of claimed benefits for their brand. Hertz is thought of as the world's largest auto-rental agency. or manufacturer. and Porsche as one of the world's best sports cars. it positioned the car as a luxury competitor with BMW. These brands own these positions. a company must avoid four major errors: 1.000 when in fact Tiffany now offers affordable diamond rings starting at $1. Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. This was the case with Stephen Jobs's sleek and powerful NeXT desktop computer. Opportunity and Threat (SWOT) Analysis: Page | 12 . price. Weakness. targets those needs and groups that it can satisfy in a superior way. Mercedes. Thus a consumer might think that diamond rings at Tiffany start at $5." Strengths. Targeting. Underpositioning: Some companies discover that buyers have only a vague idea of the brand. and a Cadillac logo stamped on the chassis. and Positioning.

Colgate must remain aware of the competition. Page | 13 .” Colgate has 40 product facings in stores. Colgate has 93% product penetration. Colgate is accepted by the ADA as effectively helping to prevent and reduce tooth decay. Opportunities: Colgate commands 37% of the toothpaste market share opening the door to brand growth through marketing. Colgate has strong channels of distribution not only on a national scale but also globally. Colgate’s brand image is an everrevolving door opening the opportunity for rebranding and new promotion/marketing tactics to be explored. Colgate is the number one selling toothpaste in the world. acquisitions and mergers. Products are frequently on sale. Swot-Analysis of the company A Swot analysis is a technique specially designed to help identify suitable marketing strategies for a company to follow. which is the most out of any toothpaste brand. Within the last several years Colgate has lost its leadership position to Crest. This may also cost the company profits due to regular users taking advantage of the discounted price. S. creating the need for Colgate to keep introducing new products. p. flavor and desired effect. Colgate’s product line is broad with over 40 different products varying in tube size. Weakness: Within the product life cycle most of Colgate products are either mature or declining.Strengths: Colgate has a history of producing quality products and a stellar reputation for oral health products.265). Thereby. Threats: Aquafresh’s products use innovative technology in packaging and development. While the lost market share was regained. (2003) Marketing Management: a relationship approach. which appeals to price buyers and potential brand switchers. It encompasses both the internal and external environments of the firm (Hollensen. Within Colgate’s website is a social network that asks consumers to get involved with the brand called “Colgate Smile. Both Crest and Aquafresh products are cheaper per ounce than Colgate’s. Toothpaste promotion is cut throat. quantity.

Colgate is affected by all external environment factors listed in the following table Page | 14 .Climate A company exists within an external environment consisting of the actions of other players such as the government and competitors who are outside the business. A PEST analysis is a useful tool for understanding the ‘big picture’ of the environment in which an organization is operating.

The Aquafresh Extreme line uses micro-active foam to clean and smooth teeth over time. and is currently owned by GlaxoSmithKline (stock symbol (GSK). On the one hand in order to gain more market share within this industry. Procter & Gamble and the Clorox Company. Advanced White products are advertised to safely penetrate the tooth enamel to create greater whitening rather than potentially harmful and abrasive techniques to polish teeth. The Aquafresh product line has expanded into some unique features not offered by other toothpaste brands. The Aquafresh ISO-Active products start as gel from a unique pressurized canister that turns into an “active foam” similar to shaving cream but retrofitted for toothpaste. white and turquoise stripes. Also. On the other hand Colgate must also be aware of losing market shares to their competitors. creating a deeper clean feeling among consumers.Competitors The main competitors are Unilever. Competition Situation Analysis Aquafresh Products Aquafresh was established in 1973. the only way is to take it away from one of these competitors. All of these features make Aquafresh a modern and competitive toothpaste brand. The personal care industry is mostly controlled by these companies. Aquafresh advertises unique flavored toothpastes such as citrus mint and icy mint in Aquafresh Advanced as well as a children’s flavor bubblegum-mint. Products Page | 15 . Aquafresh is originally known for its tri-colored red.

and begin to rebel against their parents. environment. owned by global giant GlaxoSmithKline PLC (Stock symbol: GSK). and the internet are more likely to guide their choices. Target The target market consumer for Aquafresh toothpaste is men and women age 18-35. These Cosmopolitan Centers are typically found in the most densely populated urban cores of our major metropolitan centers. which has fairly low levels of viewing. They are socially and politically liberal. fashions. Aquafresh’s market share of 8.937. Television can be a poor choice for reaching this group. Page | 16 . They are married and market profiles are most similar to younger bustling families.11%. At this behavior stage children develop their own tastes and needs. ranging from high rise apartment buildings to smart townhouses and other single family housing. They believe in taking care of themselves as well. and human rights. They are seeking to define their boundaries and this will manifest itself in what they eat. Aquafresh ISO-Active Whitening Deep Impact Aquafresh ISO-Active Whitening Lasting Impact Aquafresh Advanced Aquafresh Advanced Protection Aquafresh Extreme Clean Aquafresh Extreme Aquafresh Extreme Clean Whitening Action Aquafresh Extreme Clean Freshening Action Aquafresh Extreme Clean Polishing Action‘s Whitening Aquafresh White and Shine Original Aquafresh Ultimate White Aquafresh Original Aquafresh Cavity Protection Aquafresh Extra Fresh Aquafresh Tartar Control Whitening Aquafresh Maximum Strength Kids Aquafresh Bubble Mint Paste Market Aquafresh. The Younger Bustling Families behavior stage is predominantly White and Hispanic. aged 6-17. movies and television programs.000 in office occupations. 60% are non-Hispanic Whites with 2. Within these neighborhood classifications interests include the arts. Aquafresh’s market penetration is approximately 18.Aquafresh ISO-Active Aquafresh ISO-Active Whitening Fresh Impact.13% translates to $918. and are receptive to a health and diet issues.23% of the GSK net sales. Magazines. newspapers. had total annual sales for 2010 equate to $28. This busy family lives in a house they own in neighborhoods classified as Cosmopolitan Centers.000-$75. The target consumer resides in a mix of multi and single unit housing.368 million. music. The target is collage educated and earns an income of $50. Cosmopolitan centers residents are above average readers as measured by Spectra.367 or 3.7 children.

white and blue ribbon. print and television created by Media Com. Aquafresh can also be found online at these websites: Costco. other newer products are not as known. Aquafresh has a comprehensive promotions campaign using outdoor. Weakness: Aquafresh is a strong brand owned by the world's third largest pharmaceutical company. Strengths and Weakness Analysis Strengths: Aquafresh uses innovative oral health technologies to appeal to a younger audience. Aquafresh products are usually displayed on the shelf below the consumers’waistline. Costco. The subtotal of the product per ounce is $0.Mint Splash Crest Plus Scope Liquid Gel Toothpaste — Minty Fresh Crest Plus Scope Liquid Gel Toothpaste — Peppermint Crest Sensitivity Clinical Sensitivity Relief Whitening Plus Scope Toothpaste Crest Sensitivity Clinical Sensitivity Relief Extra Whitening Toothpaste Crest Tartar Protection Gel Toothpaste — Fresh Mint Crest Tartar Protection Toothpaste — Regular Crest Tartar Protection Whitening Toothpaste — Cool Mint Crest Cavity Protection Gel Toothpaste — Cool Mint Crest Cavity Protection Toothpaste — Regular Crest Extra Whitening with Tartar Protection Gel Toothpaste — Clean Mint Page | 17 . The packaging of Aquafresh Extreme Clean is a shimmering. While the Aquafresh original is instantly recognizable by its distinct red.com Drugstore. The online design of the Aquafresh website is modern and easily navigable.75 ranking in the middle between Crest (low) and Colgate (high).com and Amazon.Price Aquafresh had only nine product facings. Crest Toothpaste Products Crest Nature’s Expressions Gel Toothpaste — Pure Peppermint Fresh Crest Baking Soda & Peroxide Whitening with Tartar Protection Striped Toothpaste — Fresh Mint Crest Kid’s Barbie Burstin’ Bubblegum Gel Toothpaste Crest Kid’s Cavity Protection Gel Toothpaste — Sparkle Fun Crest Kid’s Spider-Man Liquid Gel Toothpaste — Super Action Mint Crest Plus Scope & Extra Whitening Toothpaste . This along with low product facings is a marketing ploy to appeal to children whose eye level is lower than adults. Place/Promotion Aquafresh can be found in the oral health islet at the following stores. CVS Pharmacy and Wegmans.com. Aquafresh appeals to a younger demographic leaving out older.Walmart. none of which were eye level with the consumer. glittery box that appears hip and current. Compared with Crest and Colgate. Aquafresh has fewer facings in stores. Target. Walgreens. Aquafresh is priced in the middle of the toothpaste market in order to appeal to consumers. Aquafresh shelf facings are weak. higher spending consumers.

Crest has expanded to 40 plus individual toothpastes. These kid’s toothpastes come in gel form and feature famous children’s characters. P&G is the parent company of such brands as Tide.000-100. This toothpaste addresses the issue of fresh breath and cavity prevention in weak areas. Herbal mint and Citrus Splash. This allows Crest to appeal to a broader market than most other toothpastes. P&G’s estimated enterprise value is Page | 18 .Crest Extra White Plus Scope Outlast Toothpaste — Long Lasting Mint Crest Multicare Whitening Gel Toothpaste — Fresh Mint Crest Pro-Health Enamel Shield Toothpaste — Fresh Clean Mint Crest Pro-Health Night Toothpaste — Clean Night Mint Crest Pro-Health Clinical Gum Protection Toothpaste — Clean Mint Crest Pro-Health Gel Toothpaste — Clean Mint Crest Pro-Health Whitening Gel Toothpaste — Fresh Clean Mint Crest Sensitivity Clinical Sensitivity Relief Extra Whitening Toothpaste Crest Vivid White Striped Toothpaste — Refreshing Mint Crest Vivid White Night Striped Toothpaste — Moonlight Mint Crest Vivid White Night Striped Toothpaste — Revitalizing Mint Crest Whitening Plus Scope Striped Toothpaste — Cool Peppermint Crest Whitening Expressions Striped Toothpaste — Refreshing Vanilla Mint Crest Whitening Expressions Striped Toothpaste — Extreme Herbal Mint Crest appeared on the market in 1950 with a revolutionary cavity preventative product created by Proctor and Gamble. These capable men and women are college graduates earning $50. as well as. Crest created many innovations over the past 60 years. Refreshing Vanilla Mint. Target The Crest target consumers are white men and women aged 35-54. Gillette and Crest. gingivitis. but are also mindful of the financial burden of their children’s future college price tag.000+. The Crest lifestyle and behavior is that of older bustling families. These individuals are married with children aged 6-17 years old. dentist-inspired toothpaste product line called Crest Pro-Health. These urbanites are involved in their community’s civic happenings and also politically. Febreze. established couples and empty nesters that all live in their own homes in cosmopolitan centers. beauty and grooming products for over 179 years. Crest introduced a higher quality. including a vast amount of creative flavorings in both gel and paste form such as: Cinnamon Rush. whitening. These dual income families are well off and tend to splurge on personal items. Beyond the classic line. For instance. The classic Crest product line consists of a classic mint flavor in both gel and paste form. Burstin’ Bubblegum. Crest also has the widest variety of children’s toothpaste. Crest Pro-Health is the only toothpaste accepted by the American Dental Association for six different areas: cavities. plaque. health and well being. Barbie toothpaste come in Burstin’ Bubblegum flavor and Crest Kid’s Spider-Man Liquid with Super Action Mint flavor. and bad breath. Bounty. Market Proctor & Gamble (stock symbol PG) has been producing household goods. Scope Minty Fresh. In 2004. sensitivity.

Strength and Weakness Analysis Strengths: Crest. Drugstore. Crest goes against the current and past trend by offering more gel than most other toothpaste companies. It is thirteen times the size of Colgate-Palmolive. These elements are in accordance with the three fundamental values stated in the Colgate Mission statement.com CVS. This coupon booklet provides discounts on P&G products that are redeemable at purchase. it would seem that Crest products are given a large marketing budget but lack the proper care and attention needed to foster consumers and market share. Specifically.935 million. Coupons can be found online via the Crest and Oral-B e-newsletter. customers. Therefore. Sent out monthly. Price Crest has 37 product facings at consumer eye level and preferred shelving areas. Crest spent $1. the e-mail newsletter includes updates. latest advances. Walgreens. Colgate Mission Based upon Colgate and its competitor’s situation analysis. Meijer. Sam’s Club. new products and exclusive offers at P&G. the market share for Crest in 2010 is 32%. which is equal to $1. is a huge company.com and Soap. Colgate is committed to perform with compassion. integrity. Kmart. Promotion Coupons are the largest form of promotion offered by the home product giant P&G. insights and initiative.com. Jewel Osco and CVS. shareholders and business partners. The company Page | 19 . Based upon market research. Dominicks. Walmart. honesty and high ethics in all situations and to listen with respect to others and to value differences. Crest also sends out the P&G Brand Saver found in over 500 local Sunday newspapers nationally. owned by Proctor and Gamble (stock PG). Global Teamwork and Continuous Improvement are the foundations for Colgate’s business strategy and are reflected in every aspect of work life. Colgate employees. Crest spends an incredible amount on advertising but their market penetration is only equal to 62% of the market place.95% of the P&G health care segment and only half of a percent of its overall net sales.3 billion over the last 5 years on advertising.$20. P&G has more available capital and over all presence throughout the market place. Crest toothpaste is also the least expensive of the three major brands at $0. That is 8. Place Crest toothpaste products can be found in the oral health isle of the following stores: Target.com Walgreens. Crest toothpaste can also be found at Amazon. Caring: The company cares about people. Weakness: Proctor and Gamble is a huge company where Crest makes up a very small percentage of the total sales of the company. Crest out ranks other brands in taste preference. The three fundamental values of Caring. Crest has the most product facings in a given store and cheapest overall price per ounce. Crest is the category leader in product volume offered with 37 facings per store.029.700 in Net Sales.69 per ounce. a comprehensive strategic plan has been compiled with goals.com.757. rational.

Colgate 2in1 Oxygen Whitening and Cavity Protection Winter fresh Gel. Global Teamwork: Colgate is part of a global team that is committed to working together across countries and throughout the world. By October 2011. this plan suggests a campaign that will donate a 1% of specially marked packages to a charity of ones choice. services and processes. Buy Process Percentages: The survey analyzed the rank of important characteristics when buying toothpaste. The research specifically highlights the almost equal importance of price. Implementation Strategy: Brand Reduction The strategy is to phase-out unproductive toothpastes in the baking soda/gel varieties specifically Colgate Baking Soda & Peroxide Oxygen Whitening Frosty Mint Striped Gel. Colgate will "become the best. By sharing ideas. This data confirmed that consumers preferred the flavor of Crest toothpaste over the other brands. these varieties of Colgate will no longer be produced for the United States market. The survey also showed that the packaging of Colgate toothpaste the weakest element discussed in the survey. the company can achieve and sustain profitable growth." Market Research Results Survey findings from multiple toothpaste questionnaires shed light upon consumer minds and behaviors. Fostering Positive Colgate Image In order to gain favorable PR and keep Colgate in the light of the media. The data agreed that consumers use toothpaste products based upon flavor. this will generate more cash flow that can be diverted into the creation of new brands and new marketing campaigns thereby decreasing stress upon margin levels. as individuals and as teams. The product packaging will be advertising other Colgate products in an attempt to retain brand loyal users. price and availability. technologies and talents. Crest and Aquafresh toothpaste. 19%ube Size Preferred Toothpaste Qualities: The survey also revealed what attracts individuals to specific brands: Colgate.is also dedicated to protect the global environment and to enhance the communities where Colgate users live and work. The toothpaste composite of criteria is: flavor 20%. It is also committed to be compliant with government laws and regulations. Continuous Improvement: Colgate is committed to improving every day in all it does. and quality of toothpaste. The research has determined toothpaste traits the consumer finds important when making purchase decisions. In effect. packaging 14% and tube size 11%. These three elements make up 60% of the decision making process. availability 19%. By better understanding consumers' expectations and continuously working to innovate and improve products. Page | 20 . past usage 15%. This chart breaks down the importance of each quality in to percentages. price 20%. flavor.

In terms of the product life cycle. Purchasers will be able to choose and track the donations via the Colgate website by answering several demographic questions and entering a unique code. create an increase of sales in specific Colgate brands. This plan suggests renewing the company subscription to Spectra Systems and to assess Colgate’s penetration within the United States consumer market as well as other parts of the world.” Maslow’s hierarchy of needs dictates that the identifiably social component of the commercial will appeal to the subconscious of viewers creating the added value necessary to enhance the image of Colgate and gain added market share.” This marketing campaign has the ability to touch a vast consumer base.377 at a minimum. Colgate-Palmolive Co. It has an amazing 93% penetration while only retaining 35% of the market. Page | 21 . harvest demographic customer information. Choosing actors specifically by gender and racial profile can appeal to start-up and young bustling families. Colgate Quarterly reports 4. draw added consumers to the Colgate website and more of a presence on Facebook. The investment in a revitalizing campaign to improve the image of Colgate will inevitably increase market share by 1. 2011. The accounting department is also to report all toothpaste coupon usage by retail chain and region.org to create a micro list of charities and their information. describe the donation campaign and charities offered by charitynavigator. Colgate toothpaste is beyond the mature stage. GlaxoSmithKline. The concept relates and is identifiable with people because “everyone brushes their teeth in the their pajamas." Aquafresh: A Lifetime of Protection. "Crest Toothpastes." TopNews United States. profits. Also. 3.00% or $11. Some brands have declined with regard to sales.141.This plan also suggests preferred card services from all retails environments to be reported to the marketing department in order to further appraise Colgate’s penetration. Proctor & Gamble. By. a downloadable iphone application will be created to track contributions. This marketing tactic will foster a positive image of Colgate.The accounting department is to report quarterly total (excluding new brands) Colgate toothpaste earnings to the marketing department in order to determine company statistics compared to years past. Colgate A World Of Care. Beautiful Smiles for Life.“Colgate A World of Care. "Aquafresh Products. References: 1. This idea will be retrofitted to print ads as well by using the same twenty images with the smiling. "Americans to Spend $106 Billion on Dental Care.org. This commercial will attract potential users and reaffirm current consumers. 2. Colgate is popular among the consumer target and beyond. a set of controls are to be established.Partnering with www. Tech support and website analytics departments are to report monthly Colgate toothpastes webpage visit counter. Facebook will feature a separate page that will promote Colgate.charitynavigator. foamy face and underneath the images will appear the Colgate slogan. There is universality to the idea. customer interest and market share. Colgate Control Plan To insure the goals of this plan and easy access of continuity." Crest Healthy. Increase Brand Share Colgate is one of the most recognized brands in the United States and the world.

" WikiInvest. 2010. Quotes. "Colgate-Palmolive (NYSE: CL). 6.5. Stock Market. Finance . Mehdi.-Nov. PG Page | 22 .Business Finance. Oct. Web. 2009-2010. Syed Nazare.

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