Title: MARKETING PLAN OF COLGATE

Submitted By
Name: Nowrin Hoque ID: 6034 Batc : 6th

Submitted T!
Prof Dr. Md. Kamal Uddin Course Name: lo!al Mar"etin#

De"a#tme$t !% I$te#$ati!$al Bu&i$e&& '$i(e#&ity !% D a)a

Colgate Marketing Plan Table of Contents Page Number Executive Summary. .4-7 Colgate Toothpaste A alysis..!-"# Compa y $vervie%......... !-& Pro'uct $vervie% ... & Pro'uct A alysis. &-() *ar+et... ()-(4 Target.... (4-(, Price... (, Promotio ... (7 Place... (! Tre 's...(!-(& Stre gths- .ea+ ess- $pportu ities a ' Threats.(&-"# Competition A/ua0resh."(-"4 Pro'uct A alysis.."(-"" *ar+et..."" Target""-") Price..") Place1promotio ") Stre gths a ' .ea+ ess..")-"4 *ar+eti g Pla Crest.."4-"7 Pro'uct.."4-"2 Target........ "2-", *ar+et Share..", Price.......", Promotio ...", Place..."7 Stre gths a ' .ea+ ess A alysis."7 Colgate *issio ."! *ar+et 3esearch 4ata.."&-)" 5eys to success a ' Critical 6ssues..))-)4 7oals..)4 Strategy )4-)! Co trol...)! 8u'get..)!-)& Pro9ectio s..)& .or+ Cite'.4# *ar+eti g Pla

E*ecuti(e Summa#y
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The Colgate-Palmolive compa y is ac+ o%le'ge' as the %orl':s lea'er i perso al care. This report a alyse the Colgate:s curre t situatio i or'er to give recomme 'atio s o their actual toothpaste pro'uct li e. The report is 'ivi'e' i to t%o parts. The 0irst parts %ill a alysis the curre t situatio o0 Colgate. $ the basis o0 a S.$T a alyse the stre gths- %ea+ esses- opportu ities- a ' threats o0 the compa y as %ell as o0 Colgate:s toothpaste pro'uct li e %ill be a alyse'. ;urthermore a''itio al i 0ormatio o the compa y:s curre t mar+et share- pro0itability- sales a ' the exter al e viro me t o0 Colgate %ithi the scope o0 the PEST a alysis %ill be prese te'. At the e ' o0 the 0irst part the competitive a'va tage o0 Colgate %ill be me tio e'. The seco ' part i clu'es a suggeste' mar+eti g strategy o0 the author usi g mar+eti g tools such as segme tatio targeti g < positio i g- S*A3T ob9ectives as %ell as the mar+eti g mix. To better recomme ' improveme ts- the actual state o0 Colgate re0erri g to their pro'ucts- ob9ectives- etc. is i some parts shortly me tio e'. At the e ' a co clusio is 'ra% co cer i g the curre t situatio o0 Colgate a ' suggeste' improveme ts 0or the 0uture.

Pe#ce"ti!$ !% b#a$d a$d cate+!#y

Current status: Colgate Toothpaste has bee 0ighti g ba' breath a ' mai tai i g proper oral health 0or over "## years. .ith a array o0 4# 'i00ere t pate te' toothpastes a ' ()
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classi0icatio s o0 oral care- Colgate remai s competitive i the mar+et place. The toothpaste category sales are estimate' at =) billio or )> o0 the oral health care i 'ustry. The curre t Colgate mar+et share is ),.">. Crest is at )#> a ' A/ua0resh is at !.()> o0 the toothpaste mar+et. Colgate is a stro g ear er a ' its mar+et share re0lects this. Stro g competitio 0rom Crest has cost Colgate valuable mar+et share over the last 0ive years. Keys To Success: Colgate toothpaste is the lea'er %ithi the pro'uct category hol'i g ),."> o0 the mar+et or =(-((4-()7-7,! i sales. Colgate has a vast pro'uct li e o0 toothpaste a ' ma y are less tha a 'eca'e ol'. .hile others 'ate bac+ over thirty years a ' the origi al is over o e hu 're' years ol'. There0ore- it is imperative to +eep Colgate:s bra 's 0resh but mai tai a rich history o0 /uality pro'ucts. The highest selli g tre ' %ithi toothpaste is the toothpaste a ' ot toothpaste-gel. The target mar+et 0or Colgate toothpaste is 8lac+ a ' ?ispa ic i 'ivi'uals age (!-)2%ith several chil're age' 7 a ' you ger. Colgate commits millio s o0 'ollars to commu ity programs a ' the A4A @7ive A 5i' A SmileA Program. Colgate has establishe' Colgate Smile a social et%or+- a i teractive ipho e applicatio ;aceboo+ page- T%itter accou t a ' *y space page. Colgate is committe' to 3e'uci g E viro me tal 6mpacts B3E6C arou ' the %orl'. Colgate is ot the lea'er %ith regar' to tech ological a'va ceme t %ithi the category. Colgate:s success is li +e' to its culture- %hich e courages all Colgate people to 'emo strate perso al lea'ership every 'ay. Perso al lea'ership also i clu'e three 0u 'ame tal global values o0 the compa yD Cari g- Co ti uous 6mproveme t a ' 7lobal Team%or+.

Goals The mai goals o0 Colgate are to better u 'ersta ' co sumers behaviour- lau chi g e% pro'ucts through i ovatio - i creasi g e00ective ess a ' e00icie cy as %ell as stre gthe i g the lea'ership %orl'%i'e B Colgate-Palmolive A ual 3eport "##&- p.4C 6 or'er to remai a lea'er i the category 0our goals must be achieve'D 6 crease Colgate mar+et share by (.7> or =(-)",-24,-#&! 6 crease %ebsite tra00ic a ' ;aceboo+ 0rie 's by (#>. Carry over curre t "#(# margi at (!> o0 Colgate sales i to "#(( expe 'iture.

Introduction
Colgate is the %orl' mar+et lea'er i oral hygie e pro'ucts. The toothpaste pro'uct li e co sists o0 stro g bra 's. This is 'ue to a very success0ul mar+eti g strategy o0 the compa y i the past. 8ut especially i a competitive e viro me t li+e the perso al care i 'ustry it is esse tial 0or
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Colgate that it upgra'es its orga isatio al as %ell as mar+eti g strategies i or'er to meet the customer:s ee's a ' stre gthe i g the lea'ership. ;urthermore o%a'ays a %i'e ra ge o0 'i00ere t toothpaste pro'ucts is o00ere' to the customers. This i particular mea s 0or Colgate that they must 'i00ere tiate their pro'ucts 0rom the competitor:s pro'ucts by bei g i ovative a ' u i/ue. *oreover the toothpaste mar+et is gro%i g co sta tly %hich mea s that more 'i00ere t ee's a ' expectatio s o0 the customer %ill arise. There0ore Colgate must ma+e use o0 mar+eti g tools such as mar+et segme tatio to better i'e ti0y their ee's i or'er to supply them %ith the right pro'ucts.

Company Profile
Colgate- 0ou 'e' i (!#, by .illiam Colgate- is ac+ o%le'ge' as the %orl':s lea'er i perso al care sales i clu'i g oral hygie e pro'ucts such as toothbrushes a ' toothpastes. Colgate has ma y subsi'iary orga isatio locate' i more tha "## cou tries- but it is publicly i o ly t%othe E ite' States a ' 6 'ia. Colgate Toothpaste has bee 0ighti g ba' breath a ' mai tai i g proper oral health 0or over "## years.

Company Timeline
F (!#,-.illiam Colgate starts a starch- soap a ' ca 'le busi ess o 4utch Street i Ne% Gor+ City. F (!27-Epo the 'eath o0 0ou 'er- .illiam Colgate- the compa y is reorga iHe' as Colgate < Compa y u 'er the ma ageme t o0 Samuel Colgate- his so . F (!&,- Colgate i tro'uces toothpaste i a collapsible tube. F (&((- Colgate 'istributes t%o millio tubes o0 toothpaste a ' toothbrushes to schools- a ' provi'es hygie ists to 'emo strate tooth brushi g. F (&2)-Colgate-Palmolive Compa y becomes compa yIs o00icial ame. F (&2,- Colgate ope s corporate hea'/uarters at )## Par+ Ave ue i Ne% Gor+ City. F (&,!- Colgate toothpaste a''s *;P ;luori'e- cli ically prove to re'uce cavities. F (&&,- 8right Smiles- 8right ;utures oral health e'ucatio program expa 's to 2# cou tries- a ' to'ay reaches over 2# millio chil're a ually. F (&&7- Colgate Total toothpaste is i tro'uce' i the E.S. a ' /uic+ly becomes the mar+et lea'er. $ ly Colgate Total- %ith its ("-hour protectio - 0ights a complete ra ge o0 oral health problems. F "###- Colgate creates- Colgate "i ( Toothpaste. F "##7- Colgate lau ches Colgate *ax ;resh toothpaste li e. F "##&- Colgate lau ches Colgate Jumi ous.

Growth and profitability

7lobal sales as reporte' %ere =(2-)"7 millio 'uri g the 0i a cial year e 'e' 4ecember "##& B=(2-))# millio i "##!C. The operati g pro0it %as =)-,(2 millio 'uri g "##&- a i crease o0 (,.,> over "##!. At prese t- Colgate has a mar+et share o0 44- 4> i the %orl':s toothpaste mar+et operati g i more tha "## cou tries a ' territories. 6 the E ite' States- o e o0 the
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%orl' largest co sumer mar+ets- Colgate is the mar+et lea'er i toothpaste sales %ith a mar+et share at ),." > BColgate-Palmolive A ual 3eport "##&- p."-4C. $perati g i more tha "## cou tries the compa y is ot 'epe 'i g o o e si gle mar+et. Sig i0ica tly 0or the global prese ce is that over !"> o0 the compa yIs "##& reve ues came 0rom outsi'e the E ite' States. The mar+ets i i 'ustrialise' cou tries are largely saturate'. 8ecause o0 the stro g prese ce especially i emergi g cou tries such as 6 'ia a ' 8raHil Colgate ta+es a'va tage o0 the positive co sumer tre 's i these cou tries a ' ca compe sate the sluggish eco omic gro%th i i 'ustrialise' cou tries. Please see appe 'ix to 0i ' 0urther 0i a cial i 0ormatio o Colgate.

Product

!er!iew

Toothpaste %or+s %ith tooth brushi g to clea teeth a ' 0ight pla/ue a ' bacteria. Speci0icallyD F Toothpaste co tai s abrasive materials that physically scrub a%ay pla/ue. 6 a''itio toothpaste abrasives help remove 0oo' stai s 0rom teeth a ' polish tooth sur0aces. F Toothpaste 'elivers 0luori'e to the teeth. ;luori'e i corporates itsel0 i to tooth e amel %ea+e e' by aci' attac+- ma+i g it more resista t to 0uture aci' attac+ 0rom pla/ue bacteria a ' 0oo'. F Tech ological improveme ts i some toothpaste co tai i gre'ie ts that chemically hi 'er the gro%th o0 pla/ue. Colgate:s bra 's co sists o0 a multitu'e o0 u i/ue toothpastes li es- specialiHi g i them preservatio a ' treatme t o0 oral hygie e. Colgate has create' a array o0 4# 'i00ere t pate te' toothpastes +eepi g Colgate competitive i the mar+et place. There are () 'i00ere t classi0icatio s a ' varieties o0 Colgate toothpastes. Colgate:s toothpastes 0eatureK cavity protectio - pla/ue < gi givitis preve tio - lo g lasti g 0resh breath- tartar co trol toothpastestooth %hite i g- ba+i g so'a a ' peroxi'e- e amel stre gthe i g- se sitivity relie0 a ' toothpaste 'esig e' 0or chil're .

Product line analysis

The Colgate has a 0airly %i'e pro'uct mix- co sisti g o0 'oHe s o0 bra 's that you ca Ltrust to care 0or yoursel0- your home- a ' the o es you loveM. This mix is orga ise' i to 0ive ma9or pro'uct li esD oral care- perso al care- househol' care- 0abric care a ' pet utritio BAmstro g7. B"##&C *ar+eti gD a i tro'uctio - p."4)C. The most recog iHable pro'uct li e is oral carei clu'i g )( 'i00ere t toothpaste pro'ucts. Please see appe 'ix to 0i ' all toothpaste pro'ucts o0 Colgate.

Product "nalysis
N Colgate Cavity Protectio 7reat 3egular ;lavor N Colgate Cavity Protectio .i ter0resh 7el N Colgate Tartar Co trol .hite i g Cool *i t 7el N Colgate Tartar Co trol .hite i g Crisp *i t Paste N Colgate Total A'va ce' .hite i g
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N Colgate Total A'va ce' Clea N Colgate Total A'va ce' ;resh 7el N Colgate Total Clea *i t N Colgate Total .hite i g Paste N Colgate Total .hite i g 7el N Colgate Total E amel Stre gth N$xyge 8ubbles .hite i g 8ris+ *i tO Paste N Colgate "i ( $xyge .hite i g N Colgate "i ( .hite i g N Colgate "i ( 5i's Stra%berry N Colgate "i ( 5i's .atermelo N Colgate *ax ;resh %1 *i i 8reath Strips N Colgate *ax ;resh %1 *outh%ash 8ea's N Colgate *ax .hite %1 *i i 8right Strips N Colgate Spar+li g .hite Ci amo *i t N Colgate Spar+li g .hite *i t Pi g N Colgate Spar+li g .hite Caribbea Cool N 8a+i g So'a < Peroxi'e $xyge .hite i g N Colgate 8a+i g So'a < Peroxi'e .hite i g N Colgate Se sitive *ulti Protectio N Colgate Se sitive E amel Protect N Colgate Se sitive *aximum Stre gth .hite i g N Colgate Pro Cli ical 4aily .hite i g N Colgate Pro Cli ical 4aily Clea i g N Colgate Pro Cli ical 4aily 3e e%al 0or E amel N Colgate 4ora the Explorer *il' 8ubble ;ruit N Colgate *y ;irst Toothpaste N Colgate Jumi ous Crystal Clea Colgate #egular: 6 over (7) years- Colgate:s origi al 0lavore' mi t toothpaste has cha ge' very little. 6t clea s- stre gthe s- protects teeth a ' breath. Colgate:s $rigi al 0ormula uses active 0luori'e to +eep teeth a ' gums healthy. Colgate 3egular is A4A approve' a ' 'octor recomme 'e'. Colgate Tartar Control Toothpaste: $ e o0 the top sellers i the Colgate tooth paste li e a ' 0or goo' reaso . Colgate Tartar Protectio 0ights tartar buil' up a ' removes stai s to %hite teeth a ' 0ight cavities. Colgate Total: is the most popular toothpaste u 'er the Colgate bra '. 6t has eight pro'ucts a ' 0lavors %ithi the li e that all promote ("-hour protectio 0romD gi givitis- stai s- pla/ue%hite i g- cavities- tartar- %ea+ e amel- te 'er gums a ' ba' breath. Colgate Total:s pro'ucts all protect agai st these u %a te' oral issues- but some target speci0ic i 'ivi'ual problems i a variety o0 toothpastes a ' gels. 6 clu'i g- Colgate Total E amel Stre gth Stripe' paste- protects 0rom aci' %ear 0or (" hours. Colgate Total A'va ce' .hite i g uses 4ual-Silica Tech ology to remove tooth stai a ' helps to preve t e% stai s 0rom 0ormi g. Colgate Total "d!anced CleanD is available i both a gel a ' paste 0orm a ' co tai s silica%hich is similar to %hat 'e tists use to mai tai a pro0essio al clea i g 0eel.

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Colgate Total "d!anced $resh GelD co tai s a a''e' 0lavor booster to +eep breath ultra 0resh 0or up to (" hours. Colgate Total Clea *i t Paste has a 'elight0ul mi t taste. Colgate Total *i t Stripe 7el is a mi ty ble ' o0 gel a ' paste that leave the users mouth 0resh a ' clea . Colgate %ygen &ubbles Toothpaste: .he activate'- the pro'uct 0oams to get i bet%ee teeth to 0ight cavities a ' +ill germs that cause ba' breath. $xyge .hite i g %or+s to ge tly remove sur0ace stai s to reveal the atural %hite ess o0 teeth. Colgate 'in( Toothpastes: is a mix o0 t%o 'isti ct 0eatures i o e gel toothpaste. .hite i g 0oami g that gets bet%ee teeth to 0ight cavities a ' +ill germs that cause ba' breath a ' $xyge .hite i g %or+s to ge tly remove sur0ace stai s to reveal the atural %hite ess o0 teeth Colgate Sparkling )hite Toothpaste is cli ically prove to protectio teeth 0rom %ear a ' tear stai i g. The 0ormula is a pate te' creatio 0or spar+li g- healthy- %hite teeth accompa ie' by a u i/ue 0lavor experie ce. 6t is available i the 0ollo%i g 0lavorsD Colgate Spar+li g *i t Pi gColgate Spar+li g .hite Ci a*i t- a ' Colgate Spar+li g .hite Caribbea Cool. Colgate Sensiti!e Multi Protection 0ights tartar- removes pla/ue- promotes healthy gums a ' %hite s teeth 0or a healthier smile. The se sitive eleme t i the three Colgate Se sitive Toothpastes protects 0rom pai 0ul oral se satio . Colgate Sensiti!e *namel Protect helps protect tooth e amel 0rom aci' attac+s. Colgate Sensiti!e )hitening helps restore the atural %hite ess o0 teeth. Colgate Pro Clinical is relatively e% to the mar+et. 6t comes i three varieties i spire' by 'e tists to create a high /uality a ' satis0actio guara tee' pro'uct. Colgate *ax Ji e establishe' i "##7 co sists o0 three varieties. Colgate Ma% )hite with Mini &right Strips 0reshe s breath a ' helps to bri g bac+ the atural %hite ess o0 a perso s smile. Colgate *ax ;resh %ith *i i 8reath Strips is pac+e' %ith hu 're's o0 mi i breath strips. These breath strips u leash a po%er0ul rush o0 0resh ess a ' are 0ormulate' to %hite teeth. Colgate *ax ;resh %ith *outh%ash 8ea's co tai s co ce trate' mouth%ash bea's that leaves the users mouth ultra clea a ' 0resh. Colgate has several li es o0 toothpaste targeti g chil're i regar' to pac+agi g- 0lavor a ' theme. 6 clu'i g Colgate 4ora the Explorer *il' 8ubble ;ruit- Colgate Spo ge8ob *il' 8ubble ;ruit- Colgate *y ;irst Toothpaste a ' Colgate Pop Stars. Colgate +uminous is Colgate:s e%est bra ' lau che' i early "##&. 6t is ma u0acture' i t%o 0lavors- Crystal Clea *i t a ' Para'ise ;resh Colgate. Jumi ous is a speci0ic 0ormula that sa0ely li0ts o00 yello%i g sur0ace stai s to restore the atural %hite ess to teeth. Esi g 0luori'e mi eral 0ormulatio - Colgate Jumi ous stre gthe s %ea+e e' teeth e amel. Colgate Jumi ous 3ei 0orces e amel layers by rebuil'i g the %ea+ spots o teeth- protecti g agai st stai s a ' yello%i g that occurs over time.

Colgate Products Percentage &reakdown Market Information

ral ,eath Industry America s brush their teeth %ith toothpaste "## billio times a year. The oral health i 'ustry is a vibra t sector o0 the curre t eco omy e/ual to =(#, billio a ually- o0 %hich )> %ill be spe t o toothpaste pro'ucts.The toothpaste mar+et itsel0 is i creasi g up- a !> i "#(# to "##! a '
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(">0rom "##2.There0ore- it ca be assume' that the mar+et %ill co ti ue to i crease over the ext 2 0ive year. Toothpaste Market Toothpaste i the E ite' States is a massive mar+et. Sales are estimate' =)-()) millio total mar+et sales- co sumi g a average o0 !&2-)7&-7(4 tubes per year. Colgate-Palmolive Bstoc+ symbol BCJC is publicly tra'e' o the Ne% Gor+ Stoc+ Excha ge at =72 a share a ' is %orth a estimate' =(2-)"7-###-###. Colgate Toothpaste co tributes (#> or =(.2 billio to the total value o0 Colgate-Palmolive. Q)R .ith a pe etratio o0 7,.)2>- almost )14 o0 the 0amilies i the E ite' States have trie' Colgate toothpaste at least o ce. 8ase' upo past a ' curre t Colgate toothpaste mar+et share perce tages- 0uture mar+et share ca be expecte' to gro% to recor' highs. At the curre t rate o0 i crease- mar+et share ca be pre'icte' to surpass the 0ive-year be chmar+ high o0 )7.)> to a e% recor' o0 )7.2> i "#((. Colgate must mai tai that lea'i g positio to e sure 0uture gro%th over the ext several years. 4ips i mar+et share have occurre' i the rece t past such as i "##!-"##&. 6 or'er to mai tai curre t co sumers a ' attract e% pote tial users- it is imperative that Colgate vitaliHes e% or existi g appreciatio amo g co sumers 0or their toothpaste bra 's. Colgate Toothpaste Target Consumer Profile The over all target co sumer 0or Colgate:s ma y toothpastes are 8lac+ a ' ?ispa ic me 1%ome age' (!-)4 %ith a college e'ucatio employe' as pro0essio als ear i g =72-### or more. The target co sumer is curre tly marrie' %ith chil're - six years ol' or you ger- livi g i homes %orth ="##-###-=4&&-### i the top 0ive me'ia mar+ets i the E ite' States. Customer The selli g o0 Colgate:s pro'ucts 'epe 's o chai reactio s. 60 there is a gro%i g populatio rate %orl'%i'e or i local mar+ets- the ee' 0or oral hygie e pro'ucts i creases. To'ay the %orl' populatio is approximately ,.!2 8illio - pre'icti g a %orl' %ith &." people by mi'ce tury. 8ecause o0 the globally prese ce o0 Colgate- there %ill be ".)2 billio e% pote tial customers u til "#2# BE ite' Natio s %orl' populatio prospects "##!C. ?ere is to poi t out that the average age o0 the populatio is ot esse tial because all people have a ee' 0or oral hygie e pro'ucts. ;urthermore Colgate o00ers premium pro'ucts %hich mea the co sumer is %illi g to pay a high price 0or the pro'uct i or'er to receive high /uality pro'ucts.

Colgate Toothpaste

!erall Target Market

Colgate has so ma y pro'ucts it becomes ecessary to aim strategies at a limite' target co sumer. 8ase' upo 'emographics supplie' by *36 a ' Spectra- the target co sumer o0 Colgate is categoriHe' as @you ger bustli g 0amilyA livi g %ithi the mi'-scale suburba mix commu ity. The target:s li0e is ce tere' o his1her 0amily. The target ear s 0or their househol'%hile bala ci g i terests a ' pursuits. *e'ia selectio - out'oor activities a ' eighborhoo' selectio all mirror a 0amily ce tric target.The co sumer lives i the mi'scale suburba mix
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placi g the target i the mi''le o0 the socioeco omic la''er. The mi'scale suburba mix ca be characteriHe' by resi'e ts that ear i g a livi g i blue-collar 9obs a ' live i ol'er- mo'est homes i eth ically 'iversity areas. Price Colgate 0eatures pro'ucts i the oral health isle o0 almost all stores carryi g oral health pro'ucts. Colgate has a large spa o0 shel0 space o i e ro%s- totali g )2 items per store that illustrates the %ealth o0 variety Colgate o00ers. 6t is importa t to ote that Colgate is the 0irst pro'uct o 'isplay i the toothpaste sectio o0 the oral health isle. The subtotal o0 all o0 Colgate:s pro'ucts per ou ce is "!.2! e/uali g =#.!( per ou ce- ma+i g it the most expe sive bra ' o0 the three toothpaste category lea'ers. The most expe sive toothpaste per ou ce is the Colgate Pro Cli ical%hich is 0eature' at eye level o the top shel0. The least expe sive toothpaste per ou ce is the Colgate 3egular super tube- %hich is locate' o the seco ' shel0 0rom the store 0loor or shi level o0 the co sumer. Promotion The Colgate Toothpaste promotio s ca be 0ou ' throughout the mar+eti g mix i a variety o0 me'iums. The a'vertiseme ts a ' promotio s are locate' i a targete' me'ia selectio that appeals to the target co sumer. F .ebsiteD Colgate has a 'y amic %ebsite %ith the title- @Colgate .orl' o0 Care-Athat 'etails pro'ucts- oral care- compa y history- e- e%sletter a ' special o00ers.The %ebsite also has a social et%or+i g page calle' Colgate Smile to e gage the co sumer to get i volve' %ith their oral health a ' the Colgate-Palmolive Compa y. Colgate also has social me'ia pages o ;aceboo+- T%itter a ' *yspace. F Coupo sD Colgate Toothpastes has pri table %ee+ly coupo s o li e i the special o00ers sectio o0 the %ebsite. Colgate coupo s ca also be 0ou ' as cutouts i the %ee+e ' coupo sectio s o0 2##S e%spapers arou ' the cou try. F Televisio D Colgate a ' its a'vertisi g age cy pro'uce several televisio a'vertiseme ts a year usi g humor a ' pseu'o scie ti0ic 'isplays to appeal to co sumers. F *agaHi es1$ut'oorD Colgate:s mar+eti g campaig s have bee + o% to use historical- sexualcultural a ' social i 0ere ces i their a'vertiseme ts. F 4o atio sD Colgate 'o ates millio s o0 'ollars a ually to the A4A:s @7ive a 5i' A Smile.A Colgate is a 'irect part er %ith this A4A program. Place Colgate:s pro'uct 'istributio is imme se. Almost all super mar+ets- 'iscou t chai s a ' pharmacies such as .al-*art- Albertso s- Target- .algree s a ' CTS carry Colgate Toothpaste. Colgate toothpaste is physically locate' i the oral health isle o0 stores. Colgate toothpaste ca sometimes be 0ou ' i more promi e t locatio s %he o sale or lau chi g e% pro'ucts i to the mar+et. Trends
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?ealth Tre 'D 6t is prove through scie ti0ic stu'y that a healthy li0estyle %hich i clu'es exercise- eati g a ' 'ri +i g %ith health i mi '. As society gro%s more a%are o0 the be e0its o0 a healthy li0estyle- mar+eters have create' a abu 'a ce o0 pro'ucts to cater to this gro%i g tre '. These i clu'e te s o0 thousa 's o0 pro'ucts such as gyms i a ' outsi'e the home- health 'ri +s- a ' 0oo's high i 0iber- lo% i 0at a ' rich i vitami s. A healthy li0estyle exte 's i to oral health a%are ess also. -ietary and ,abits: Some 0oo's have a stro g resi'ue such as garlic- o io - cheeses- alcohol a ' co00ee- %hich causes a a'verse e00ect o oral 0resh ess. Tobacco is a popular stimula t i ma y cultures arou ' the %orl' a ' is a accompa ime t be0ore- a0ter a ' 'uri g meals- %ith co00ee or alcohol. Tobacco is o% illegal to use i 'oors i most ma9or cities throughout the E.S. Tobacco is 'amagi g to proper physical1oral health a ' is li +e' to causi g ca cer- ba' breath a ' stai e' teeth. Technology: Tech ology is cha gi g 'aily li0e %ithi the %orl' mar+ets 0rom the %ay people create a ' use a shoppi g list to the cars people purchase. Toothpaste has a 'irect correlatio %ith the toothbrush. Every year e% toothbrush mo'els come out claimi g superior pla/ue removal usi g such selli g poi ts as super so ic tech ology to blast a%ay pla/ue buil' up or crisscrossi g bristles to li0t a ' brush pla/ue a%ay. Also u 'er the hea'i g o0 tech ology are cameras a ' ;aceboo+. To'ay people carry cameras at all times. A y eve t is o% a pote tial photo shoot. The ease o0 access a ' spo ta eous ature o0 camera usage re/uires the co sumer to be a%are o0 their smile at all times. Social.Cultural: ?uma s are social bei gs a ' 0ace-to-0ace i teractio is commo place i busi ess- relatio ships- school- 0amily a ' %ith 0rie 's. ?alitosis creates a stress0ul social i teractio ma+i g it 'i00icult to be close to someo e su00eri g 0rom ba' breath. The me'ia has ma'e 0resh breath the orm a ' a ythi g co trary is u acceptable- putti g emphasis o toothpastes to s%eete breath eve hours a0ter brushi g. Traditions: .ithi our ever-cha gi g %orl'- co sumers e 9oy pro'ucts a ' services that they 0eel a co ectio to or have a history %ith. A perso + o%s they ca trust a pro'uct they sa% their pare ts use. There is somethi g i timate a ' pote tially ostalgic about bathroom pro'ucts. This helps Colgate to mai tai its status as a mature- trust%orthy pro'uct a ' symbol o0 the Colgate-Palmolive Compa y.

Colgate Toothpaste
Positioning Strategy:

!erall Positioning

Pa#e $ **

All mar+eti g strategy is built o STPD Segme tatio - Targeti g- a ' Positio i g. A compa y 'iscovers 'i00ere t ee's a ' groups i the mar+etplace- targets those ee's a ' groups that it ca satis0y i a superior %ay- a ' the positio s its o00eri g so that the target mar+et recog iHes the compa yIs 'isti ctive o00eri g a ' image. 60 a compa y 'oes a poor 9ob o0 positio i g- the mar+et %ill be co 0use' as to %hat to expect. 60 a compa y 'oes a excelle t 9ob o0 positio i gthe it ca %or+ out the rest o0 its mar+eti g pla i g a ' 'i00ere tiatio 0rom its positio i g strategy. Positio i g is the act o0 'esig i g the compa yIs o00eri g a ' image to occupy a 'isti ctive place i the mi ' o0 the target mar+et. The e ' result o0 positio i g is the success0ul creatio o0 a customer-0ocuse' value propositio - a coge t reaso %hy the target mar+et shoul' buy the pro'uct. ?ertH is thought o0 as the %orl'Is largest auto-re tal age cy- Coca-Cola as the %orl'Is largest so0t-'ri + compa y- a ' Porsche as o e o0 the %orl'Is best sports cars. These bra 's o% these positio s- a ' it %oul' be har' 0or a competitor to claim them. As compa ies i crease the umber o0 claime' be e0its 0or their bra '- they ris+ 'isbelieve a ' a loss o0 clear positio i g. 6 ge eral- a compa y must avoi' 0our ma9or errorsD (. E 'erpositio i gD Some compa ies 'iscover that buyers have o ly a vague i'ea o0 the bra '. The bra ' is see as 9ust a other e try i a cro%'e' mar+etplace. .he Pepsi i tro'uce' its clear Crystal Pepsi i (&&)- customers %ere 'isti ctly u impresse'. They 'i' It see UclarityU as a importa t be e0it i a so0t 'ri +. ". $verpositio i gD 8uyers may have too arro% a image o0 the bra '. Thus a co sumer might thi + that 'iamo ' ri gs at Ti00a y start at =2-### %he i 0act Ti00a y o% o00ers a00or'able 'iamo ' ri gs starti g at =(-###. ). Co 0use' positio i gD 8uyers might have a co 0use' image o0 the bra ' resulti g 0rom the compa yIs ma+i g too ma y claims or cha gi g the bra 'Is positio i g too 0re/ue tly. This %as the case %ith Stephe VobsIs slee+ a ' po%er0ul NeWT 'es+top computer- %hich %as positio e' 0irst 0or stu'e ts- the 0or e gi eers- a ' the 0or busi esspeople- all u success0ully. 4. 4oubt0ul positio i gD 8uyers may 0i ' it har' to believe the bra ' claims i vie% o0 the pro'uctIs 0eatures- price- or ma u0acturer. .he 7*Is Ca'illac 'ivisio i tro'uce' the Cimarro - it positio e' the car as a luxury competitor %ith 8*.- *erce'es- a ' Au'i. Although the car 0eature' leather seats- a luggage rac+- lots o0 chrome- a ' a Ca'illac logo stampe' o the chassis- customers sa% it as a 'olle'-up versio o0 ChevyIs Cavalier a ' $l'smobileIs ;ire Ha. The car %as positio e' as Umore 0or moreUD customers sa% it as Uless 0or more.U

Strengths/ )eakness/

pportunity and Threat 0S) T1 "nalysis:

Pa#e $ *%

Strengths: Colgate has a history o0 pro'uci g /uality pro'ucts a ' a stellar reputatio 0or oral health pro'ucts. Colgate has stro g cha els o0 'istributio ot o ly o a atio al scale but also globally. Thereby- Colgate is the umber o e selli g toothpaste i the %orl'. Colgate is accepte' by the A4A as e00ectively helpi g to preve t a ' re'uce tooth 'ecay. .ithi Colgate:s %ebsite is a social et%or+ that as+s co sumers to get i volve' %ith the bra ' calle' @Colgate Smile.A Colgate has 4# pro'uct 0aci gs i stores- %hich is the most out o0 a y toothpaste bra '. Colgate has &)> pro'uct pe etratio . )eakness: .ithi the pro'uct li0e cycle most o0 Colgate pro'ucts are either mature or 'ecli i g- creati g the ee' 0or Colgate to +eep i tro'uci g e% pro'ucts. Colgate:s pro'uct li e is broa' %ith over 4# 'i00ere t pro'ucts varyi g i tube siHe- /ua tity- 0lavor a ' 'esire' e00ect. Toothpaste promotio is cut throat. Pro'ucts are 0re/ue tly o sale- %hich appeals to price buyers a ' pote tial bra ' s%itchers. This may also cost the compa y pro0its 'ue to regular users ta+i g a'va tage o0 the 'iscou te' price. pportunities: Colgate comma 's )7> o0 the toothpaste mar+et share ope i g the 'oor to bra ' gro%th through mar+eti g- ac/uisitio s a ' mergers. Colgate:s bra ' image is a everrevolvi g 'oor ope i g the opportu ity 0or rebra 'i g a ' e% promotio 1mar+eti g tactics to be explore'. Threats: A/ua0resh:s pro'ucts use i ovative tech ology i pac+agi g a ' 'evelopme t. .ithi the last several years Colgate has lost its lea'ership positio to Crest. .hile the lost mar+et share %as regai e'- Colgate must remai a%are o0 the competitio . 8oth Crest a ' A/ua0resh pro'ucts are cheaper per ou ce tha Colgate:s.

Swot2"nalysis of the company

A S%ot a alysis is a tech i/ue specially 'esig e' to help i'e ti0y suitable mar+eti g strategies 0or a compa y to 0ollo%. 6t e compasses both the i ter al a ' exter al e viro me ts o0 the 0irm B?olle se - S. B"##)C *ar+eti g *a ageme tD a relatio ship approach- p.",2C.
Pa#e $ *3

Climate A compa y exists %ithi a exter al e viro me t co sisti g o0 the actio s o0 other players such as the gover me t a ' competitors %ho are outsi'e the busi ess. A PEST a alysis is a use0ul tool 0or u 'ersta 'i g the Xbig picture: o0 the e viro me t i %hich a orga iHatio is operati g. Colgate is a00ecte' by all exter al e viro me t 0actors liste' i the 0ollo%i g table

Pa#e $ *4

Competitors The mai competitors are E ilever- Procter < 7amble a ' the Clorox Compa y. The perso al care i 'ustry is mostly co trolle' by these compa ies. $ the o e ha ' i or'er to gai more mar+et share %ithi this i 'ustry- the o ly %ay is to ta+e it a%ay 0rom o e o0 these competitors. $ the other ha ' Colgate must also be a%are o0 losi g mar+et shares to their competitors.

Competition Situation "nalysis

"3uafresh Products A/ua0resh %as establishe' i (&7)- a ' is curre tly o% e' by 7laxoSmith5li e Bstoc+ symbol B7S5C. A/ua0resh is origi ally + o% 0or its tri-colore' re'- %hite a ' tur/uoise stripes. The A/ua0resh pro'uct li e has expa 'e' i to some u i/ue 0eatures ot o00ere' by other toothpaste bra 's. The A/ua0resh Extreme li e uses micro-active 0oam to clea a ' smooth teeth over timecreati g a 'eeper clea 0eeli g amo g co sumers. The A/ua0resh 6S$-Active pro'ucts start as gel 0rom a u i/ue pressuriHe' ca ister that tur s i to a @active 0oamA similar to shavi g cream but retro0itte' 0or toothpaste. A'va ce' .hite pro'ucts are a'vertise' to sa0ely pe etrate the tooth e amel to create greater %hite i g rather tha pote tially harm0ul a ' abrasive tech i/ues to polish teeth. AlsoA/ua0resh a'vertises u i/ue 0lavore' toothpastes such as citrus mi t a ' icy mi t i A/ua0resh A'va ce' as %ell as a chil're :s 0lavor bubblegum-mi t. All o0 these 0eatures ma+e A/ua0resh a mo'er a ' competitive toothpaste bra '.

Products
Pa#e $ *&

"3uafresh IS 2"cti!e A/ua0resh 6S$-Active .hite i g ;resh 6mpactA/ua0resh 6S$-Active .hite i g 4eep 6mpact A/ua0resh 6S$-Active .hite i g Jasti g 6mpact "3uafresh "d!anced A/ua0resh A'va ce' Protectio A/ua0resh Extreme Clea "3uafresh *%treme A/ua0resh Extreme Clea .hite i g Actio A/ua0resh Extreme Clea ;reshe i g Actio A/ua0resh Extreme Clea Polishi g Actio Xs )hitening A/ua0resh .hite a ' Shi e $rigi al A/ua0resh Eltimate .hite "3uafresh riginal A/ua0resh Cavity Protectio A/ua0resh Extra ;resh A/ua0resh Tartar Co trol .hite i g A/ua0resh *aximum Stre gth Kids A/ua0resh 8ubble *i t Paste Market A/ua0resh- o% e' by global gia t 7laxoSmith5li e PJC BStoc+ symbolD 7S5C- ha' total a ual sales 0or "#(# e/uate to ="!-),! millio . A/ua0resh:s mar+et share o0 !.()> tra slates to =&(!-&)7-),7 or ).")> o0 the 7S5 et sales. A/ua0resh:s mar+et pe etratio is approximately (!.((>. Target The target mar+et co sumer 0or A/ua0resh toothpaste is me a ' %ome age (!-)2. The target is collage e'ucate' a ' ear s a i come o0 =2#-###-=72-### i o00ice occupatio s. They are marrie' a ' mar+et pro0iles are most similar to you ger bustli g 0amilies. The Gou ger 8ustli g ;amilies behavior stage is pre'omi a tly .hite a ' ?ispa ic. ,#> are o -?ispa ic .hites %ith ".7 chil're - age' ,-(7. At this behavior stage chil're 'evelop their o% tastes a ' ee'sa ' begi to rebel agai st their pare ts. They are see+i g to 'e0i e their bou 'aries a ' this %ill ma i0est itsel0 i %hat they eat- 0ashio s- music- movies a ' televisio programs. This busy 0amily lives i a house they o% i eighborhoo's classi0ie' as Cosmopolita Ce ters. These Cosmopolita Ce ters are typically 0ou ' i the most 'e sely populate' urba cores o0 our ma9or metropolita ce ters. The target co sumer resi'es i a mix o0 multi a ' si gle u it housi g- ra gi g 0rom high rise apartme t buil'i gs to smart to% houses a ' other si gle 0amily housi g. They are socially a ' politically liberal. .ithi these eighborhoo' classi0icatio s i terests i clu'e the arts- e viro me t- a ' huma rights. They believe i ta+i g care o0 themselves as %ell- a ' are receptive to a health a ' 'iet issues. Televisio ca be a poor choice 0or reachi g this group- %hich has 0airly lo% levels o0 vie%i g. *agaHi es- e%spapers- a ' the i ter et are more li+ely to gui'e their choices. Cosmopolita ce ters resi'e ts are above average rea'ers as measure' by Spectra.
Pa#e $ *6

Price A/ua0resh ha' o ly i e pro'uct 0aci gs- o e o0 %hich %ere eye level %ith the co sumer. The subtotal o0 the pro'uct per ou ce is =#.72 ra +i g i the mi''le bet%ee Crest Blo%C a ' Colgate BhighC. Place.Promotion A/ua0resh ca be 0ou ' i the oral health islet at the 0ollo%i g storesK Target.algree s-.almart- Costco- CTS Pharmacy a ' .egma s. A/ua0resh ca also be 0ou ' o li e at these %ebsitesD Costco-com 4rugstore.com a ' AmaHo .com. A/ua0resh has a comprehe sive promotio s campaig usi g out'oor- pri t a ' televisio create' by *e'ia Com. The o li e 'esig o0 the A/ua0resh %ebsite is mo'er a ' easily avigable. Strengths and )eakness "nalysis Stre gthsD A/ua0resh uses i ovative oral health tech ologies to appeal to a you ger au'ie ce. The pac+agi g o0 A/ua0resh Extreme Clea is a shimmeri g- glittery box that appears hip a ' curre t. This alo g %ith lo% pro'uct 0aci gs is a mar+eti g ploy to appeal to chil're %hose eye level is lo%er tha a'ults. A/ua0resh is price' i the mi''le o0 the toothpaste mar+et i or'er to appeal to co sumers. .ea+ essD A/ua0resh is a stro g bra ' o% e' by the %orl'Is thir' largest pharmaceutical compa y. .hile the A/ua0resh origi al is i sta tly recog iHable by its 'isti ct re'- %hite a ' blue ribbo - other e%er pro'ucts are ot as + o% . A/ua0resh shel0 0aci gs are %ea+. A/ua0resh pro'ucts are usually 'isplaye' o the shel0 belo% the co sumers:%aistli e. Compare' %ith Crest a ' Colgate- A/ua0resh has 0e%er 0aci gs i stores. A/ua0resh appeals to a you ger 'emographic leavi g out ol'er- higher spe 'i g co sumers. Crest Toothpaste Products Crest Nature:s Expressio s 7el Toothpaste Y Pure Peppermi t ;resh Crest 8a+i g So'a < Peroxi'e .hite i g %ith Tartar Protectio Stripe' Toothpaste Y ;resh *i t Crest 5i':s 8arbie 8ursti : 8ubblegum 7el Toothpaste Crest 5i':s Cavity Protectio 7el Toothpaste Y Spar+le ;u Crest 5i':s Spi'er-*a Ji/ui' 7el Toothpaste Y Super Actio *i t Crest Plus Scope < Extra .hite i g Toothpaste - *i t Splash Crest Plus Scope Ji/ui' 7el Toothpaste Y *i ty ;resh Crest Plus Scope Ji/ui' 7el Toothpaste Y Peppermi t Crest Se sitivity Cli ical Se sitivity 3elie0 .hite i g Plus Scope Toothpaste Crest Se sitivity Cli ical Se sitivity 3elie0 Extra .hite i g Toothpaste Crest Tartar Protectio 7el Toothpaste Y ;resh *i t Crest Tartar Protectio Toothpaste Y 3egular Crest Tartar Protectio .hite i g Toothpaste Y Cool *i t Crest Cavity Protectio 7el Toothpaste Y Cool *i t Crest Cavity Protectio Toothpaste Y 3egular Crest Extra .hite i g %ith Tartar Protectio 7el Toothpaste Y Clea *i t
Pa#e $ *'

Crest Extra .hite Plus Scope $utlast Toothpaste Y Jo g Jasti g *i t Crest *ulticare .hite i g 7el Toothpaste Y ;resh *i t Crest Pro-?ealth E amel Shiel' Toothpaste Y ;resh Clea *i t Crest Pro-?ealth Night Toothpaste Y Clea Night *i t Crest Pro-?ealth Cli ical 7um Protectio Toothpaste Y Clea *i t Crest Pro-?ealth 7el Toothpaste Y Clea *i t Crest Pro-?ealth .hite i g 7el Toothpaste Y ;resh Clea *i t Crest Se sitivity Cli ical Se sitivity 3elie0 Extra .hite i g Toothpaste Crest Tivi' .hite Stripe' Toothpaste Y 3e0reshi g *i t Crest Tivi' .hite Night Stripe' Toothpaste Y *oo light *i t Crest Tivi' .hite Night Stripe' Toothpaste Y 3evitaliHi g *i t Crest .hite i g Plus Scope Stripe' Toothpaste Y Cool Peppermi t Crest .hite i g Expressio s Stripe' Toothpaste Y 3e0reshi g Ta illa *i t Crest .hite i g Expressio s Stripe' Toothpaste Y Extreme ?erbal *i t Crest appeare' o the mar+et i (&2# %ith a revolutio ary cavity preve tative pro'uct create' by Proctor a ' 7amble. The classic Crest pro'uct li e co sists o0 a classic mi t 0lavor i both gel a ' paste 0orm. This toothpaste a''resses the issue o0 0resh breath a ' cavity preve tio i %ea+ areas. 8eyo ' the classic li e- Crest has expa 'e' to 4# plus i 'ivi'ual toothpastes. This allo%s Crest to appeal to a broa'er mar+et tha most other toothpastes. Crest create' ma y i ovatio s over the past ,# years- i clu'i g a vast amou t o0 creative 0lavori gs i both gel a ' paste 0orm such asD Ci amo 3ush- 3e0reshi g Ta illa *i t- 8ursti : 8ubblegum- Scope *i ty ;resh- ?erbal mi t a ' Citrus Splash. Crest also has the %i'est variety o0 chil're :s toothpaste. These +i':s toothpastes come i gel 0orm a ' 0eature 0amous chil're :s characters. ;or i sta ce- 8arbie toothpaste come i 8ursti : 8ubblegum 0lavor a ' Crest 5i':s Spi'er-*a Ji/ui' %ith Super Actio *i t 0lavor. 6 "##4- Crest i tro'uce' a higher /uality- 'e tist-i spire' toothpaste pro'uct li e calle' Crest Pro-?ealth. Crest Pro-?ealth is the o ly toothpaste accepte' by the America 4e tal Associatio 0or six 'i00ere t areasD cavities- gi givitis- pla/ue- %hite i gse sitivity- a ' ba' breath. Target The Crest target co sumers are %hite me a ' %ome age' )2-24. These capable me a ' %ome are college gra'uates ear i g =2#-###-(##-###S. These i 'ivi'uals are marrie' %ith chil're age' ,-(7 years ol'. The Crest li0estyle a ' behavior is that o0 ol'er bustli g 0amilies- establishe' couples a ' empty esters that all live i their o% homes i cosmopolita ce ters. These urba ites are i volve' i their commu ity:s civic happe i gs a ' also politically. These 'ual i come 0amilies are %ell o00 a ' te ' to splurge o perso al items- but are also mi '0ul o0 the 0i a cial bur'e o0 their chil're :s 0uture college price tag.

Market Proctor < 7amble Bstoc+ symbol P7C has bee pro'uci g househol' goo's- health a ' %ell bei g- as %ell as- beauty a ' groomi g pro'ucts 0or over (7& years. P<7 is the pare t compa y o0 such bra 's as Ti'e- 8ou ty- ;ebreHe- 7illette a ' Crest. P<7:s estimate' e terprise value is
Pa#e $ *(

="#-&)2 millio . Speci0ically- the mar+et share 0or Crest i "#(# is )">- %hich is e/ual to =(-#"&-727-7## i Net Sales. That is !.&2> o0 the P<7 health care segme t a ' o ly hal0 o0 a perce t o0 its overall et sales. Price Crest has )7 pro'uct 0aci gs at co sumer eye level a ' pre0erre' shelvi g areas. Crest is the category lea'er i pro'uct volume o00ere' %ith )7 0aci gs per store. Crest toothpaste is also the least expe sive o0 the three ma9or bra 's at =#.,& per ou ce. Promotion Coupo s are the largest 0orm o0 promotio o00ere' by the home pro'uct gia t P<7. Coupo s ca be 0ou ' o li e via the Crest a ' $ral-8 e- e%sletter. Se t out mo thly- the e-mail e%sletter i clu'es up'ates- latest a'va ces- e% pro'ucts a ' exclusive o00ers at P<7. Crest also se 's out the P<7 8ra ' Saver 0ou ' i over 2## local Su 'ay e%spapers atio ally. This coupo boo+let provi'es 'iscou ts o P<7 pro'ucts that are re'eemable at purchase. Place Crest toothpaste pro'ucts ca be 0ou ' i the oral health isle o0 the 0ollo%i g storesD Target.almart- 5mart- 4omi ic+s- Sam:s Club- .algree s- *ei9er- Ve%el $sco a ' CTS. Crest toothpaste ca also be 0ou ' at AmaHo .com- 4rugstore.com CTS.com .algree s.com a ' Soap.com. Strength and )eakness "nalysis Strengths: Crest- o% e' by Proctor a ' 7amble Bstoc+ P7C- is a huge compa y. 6t is thirtee times the siHe o0 Colgate-Palmolive. P<7 has more available capital a ' over all prese ce throughout the mar+et place. Crest spe t =(.) billio over the last 2 years o a'vertisi g. 8ase' upo mar+et research- Crest out ra +s other bra 's i taste pre0ere ce. Crest has the most pro'uct 0aci gs i a give store a ' cheapest overall price per ou ce. )eakness: Proctor a ' 7amble is a huge compa y %here Crest ma+es up a very small perce tage o0 the total sales o0 the compa y. There0ore- it %oul' seem that Crest pro'ucts are give a large mar+eti g bu'get but lac+ the proper care a ' atte tio ee'e' to 0oster co sumers a ' mar+et share. Crest goes agai st the curre t a ' past tre ' by o00eri g more gel tha most other toothpaste compa ies. Crest spe 's a i cre'ible amou t o a'vertisi g but their mar+et pe etratio is o ly e/ual to ,"> o0 the mar+et place.

Colgate Mission
8ase' upo Colgate a ' its competitor:s situatio a alysis- a comprehe sive strategic pla has bee compile' %ith goals- ratio al- i sights a ' i itiative. These eleme ts are i accor'a ce %ith the three 0u 'ame tal values state' i the Colgate *issio stateme t. The three 0u 'ame tal values o0 Cari g- 7lobal Team%or+ a ' Co ti uous 6mproveme t are the 0ou 'atio s 0or Colgate:s busi ess strategy a ' are re0lecte' i every aspect o0 %or+ li0e. Caring: The compa y cares about peopleK Colgate employees- customers- sharehol'ers a ' busi ess part ers. Colgate is committe' to per0orm %ith compassio - i tegrity- ho esty a ' high ethics i all situatio s a ' to liste %ith respect to others a ' to value 'i00ere ces. The compa y
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is also 'e'icate' to protect the global e viro me t a ' to e ha ce the commu ities %here Colgate users live a ' %or+. 6t is also committe' to be complia t %ith gover me t la%s a ' regulatio s. Global Teamwork: Colgate is part o0 a global team that is committe' to %or+i g together across cou tries a ' throughout the %orl'. 8y shari g i'eas- tech ologies a ' tale ts- the compa y ca achieve a ' sustai pro0itable gro%th. Co ti uous 6mproveme tD Colgate is committe' to improvi g every 'ay i all it 'oes- as i 'ivi'uals a ' as teams. 8y better u 'ersta 'i g co sumersI expectatio s a ' co ti uously %or+i g to i ovate a ' improve pro'ucts- services a ' processes- Colgate %ill Ubecome the best.U Market #esearch #esults Survey 0i 'i gs 0rom multiple toothpaste /uestio aires she' light upo co sumer mi 's a ' behaviors. The research has 'etermi e' toothpaste traits the co sumer 0i 's importa t %he ma+i g purchase 'ecisio s. &uy Process Percentages: The survey a alyHe' the ra + o0 importa t characteristics %he buyi g toothpaste. This chart brea+s 'o% the importa ce o0 each /uality i to perce tages. The toothpaste composite o0 criteria isD 0lavor "#>- price "#>- availability (&>- past usage (2>- pac+agi g (4> a ' tube siHe ((>. The research speci0ically highlights the almost e/ual importa ce o0 price- 0lavor- a ' /uality o0 toothpaste. These three eleme ts ma+e up ,#> o0 the 'ecisio ma+i g process. (&>ube Si4e Preferred Toothpaste 5ualities: The survey also reveale' %hat attracts i 'ivi'uals to speci0ic bra 'sD Colgate- Crest a ' A/ua0resh toothpaste. The 'ata agree' that co sumers use toothpaste pro'ucts base' upo 0lavorprice a ' availability. This 'ata co 0irme' that co sumers pre0erre' the 0lavor o0 Crest toothpaste over the other bra 's. The survey also sho%e' that the pac+agi g o0 Colgate toothpaste the %ea+est eleme t 'iscusse' i the survey.

Implementation
Strategy: &rand #eduction The strategy is to phase-out u pro'uctive toothpastes i the ba+i g so'a1gel varieties speci0ically Colgate 8a+i g So'a < Peroxi'e $xyge .hite i g ;rosty *i t Stripe' 7el- Colgate "i ( $xyge .hite i g a ' Cavity Protectio .i ter 0resh 7el. The pro'uct pac+agi g %ill be a'vertisi g other Colgate pro'ucts i a attempt to retai bra ' loyal users. 8y $ctober "#((these varieties o0 Colgate %ill o lo ger be pro'uce' 0or the E ite' States mar+et. 6 e00ect- this %ill ge erate more cash 0lo% that ca be 'iverte' i to the creatio o0 e% bra 's a ' e% mar+eti g campaig s thereby 'ecreasi g stress upo margi levels. $ostering Positi!e Colgate Image 6 or'er to gai 0avorable P3 a ' +eep Colgate i the light o0 the me'ia- this pla suggests a campaig that %ill 'o ate a (> o0 specially mar+e' pac+ages to a charity o0 o es choice.
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Part eri g %ith %%%.charity avigator.org to create a micro list o0 charities a ' their i 0ormatio . Purchasers %ill be able to choose a ' trac+ the 'o atio s via the Colgate %ebsite by a s%eri g several 'emographic /uestio s a ' e teri g a u i/ue co'e. ;aceboo+ %ill 0eature a separate page that %ill promote Colgate- 'escribe the 'o atio campaig a ' charities o00ere' by charity avigator.org. Also- a 'o% loa'able ipho e applicatio %ill be create' to trac+ co tributio s. This mar+eti g tactic %ill 0oster a positive image o0 Colgate- create a i crease o0 sales i speci0ic Colgate bra 's- harvest 'emographic customer i 0ormatio - 'ra% a''e' co sumers to the Colgate %ebsite a ' more o0 a prese ce o ;aceboo+. Increase &rand Share Colgate is o e o0 the most recog iHe' bra 's i the E ite' States a ' the %orl'. Colgate is popular amo g the co sumer target a ' beyo '. 6t has a amaHi g &)> pe etratio %hile o ly retai i g )2> o0 the mar+et. 6 terms o0 the pro'uct li0e cycle- Colgate toothpaste is beyo ' the mature stage. Some bra 's have 'ecli e' %ith regar' to sales- pro0its- customer i terest a ' mar+et share. This i'ea %ill be retro0itte' to pri t a's as %ell by usi g the same t%e ty images %ith the smili g- 0oamy 0ace a ' u 'er eath the images %ill appear the Colgate sloga -@Colgate A .orl' o0 Care.A This mar+eti g campaig has the ability to touch a vast co sumer base. There is u iversality to the i'ea. The co cept relates a ' is i'e ti0iable %ith people because @everyo e brushes their teeth i the their pa9amas.A *aslo%:s hierarchy o0 ee's 'ictates that the i'e ti0iably social compo e t o0 the commercial %ill appeal to the subco scious o0 vie%ers creati g the a''e' value ecessary to e ha ce the image o0 Colgate a ' gai a''e' mar+et share. Choosi g actors speci0ically by ge 'er a ' racial pro0ile ca appeal to start-up a ' you g bustli g 0amilies. This commercial %ill attract pote tial users a ' rea00irm curre t co sumers. The i vestme t i a revitaliHi g campaig to improve the image o0 Colgate %ill i evitably i crease mar+et share by (.##> or =((-(4(-)77 at a mi imum. Colgate Control Plan To i sure the goals o0 this pla a ' easy access o0 co ti uity- a set o0 co trols are to be establishe'. This pla suggests re e%i g the compa y subscriptio to Spectra Systems a ' to assess Colgate:s pe etratio %ithi the E ite' States co sumer mar+et as %ell as other parts o0 the %orl'.This pla also suggests pre0erre' car' services 0rom all retails e viro me ts to be reporte' to the mar+eti g 'epartme t i or'er to 0urther appraise Colgate:s pe etratio .The accou ti g 'epartme t is to report /uarterly total Bexclu'i g e% bra 'sC Colgate toothpaste ear i gs to the mar+eti g 'epartme t i or'er to 'etermi e compa y statistics compare' to years past. The accou ti g 'epartme t is also to report all toothpaste coupo usage by retail chai a ' regio . Tech support a ' %ebsite a alytics 'epartme ts are to report mo thly Colgate toothpastes %ebpage visit cou ter.

#eferences:
(. "#((- 8y. UAmerica s to Spe ' =(#, 8illio o 4e tal Care.U TopNe%s E ite' States. ". UA/ua0resh Pro'ucts.U A/ua0reshD A Ji0etime o0 Protectio . 7laxoSmith5li e. ). Colgate A .orl' $0 Care. Colgate-Palmolive Co. Colgate Zuarterly reports 4. UCrest Toothpastes.U Crest ?ealthy- 8eauti0ul Smiles 0or Ji0e. Proctor < 7amble.
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2. *eh'i- Sye' NaHare. UColgate-Palmolive BNGSED CJC.U .i+i6 vest. "##&-"#(#. ,. ;i a ce - 8usi ess ;i a ce- Stoc+ *ar+et- Zuotes- .eb. $ct.-Nov. "#(#. P7

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