You are on page 1of 15

The

marketing
plan for
ColgatePalmolive
BUS4005
BA124020-1A
Ho Tsz Yi
Chow Wai Man
Ching Ka Yu
Cheung Gar Joun Michael
08-12-2014

......14 BA124020-1A ............................................................................2 Executive Summary..................................................................................................................................................................................................................................................................................................The marketing plan for Colgate-Palmolive 1 Content Introduction.....................................................................................................................................................................................................................8 Marketing Strategies...............................................................................4 SWOT Analysis..............................3 Situation Analysis......................................................................10 Marketing Budget.................................................................................6 Marketing Objectives..............12 Marketing Control and Evaluation Marketing Performance.................................9 Marketing Tactics........................................................................................................................................................................................................................13 Reference....................

which are the essential product for everyone's children to older. The customer can buy their product everywhere such as Manning. Nowadays. different economic conditions. All their products are the fast moving consumer goods. supermarket and convenience store etc. middle market. demand for consumer goods is often very different. soap. BA124020-1A . according to the age of the market is divided into many different characteristics of consumer groups. personality. his company was constantly to introduce new the product such as perfumed soap and perfume/essences. and candle business in New York City since 1806. Colgate introduces first toothpastes in jars. Therefore. the old market etc. In the beginning. As at 1873. Colgate has been working constantly with the retail partners and provides the superior customer value. They always used to demographic segments to base on age. such as children's market. Colgate is covered around 200 counties and sales surpassing US$15 billion. hobbies. They are crate an attentive and satisfactory business image to create customer delight. So their market segmentation is very broad. the youth market.The marketing plan for Colgate-Palmolive 2 Introduction Colgate Toothpaste has been fighting bad breath and maintaining proper oral health for over 200 years. William Colgate starts a starch. When William Colgate passed. Watson. which is a famous brand with tooth care. we still use Colgate toothpastes. Consumers of different ages due to physiological. The toothpastes have been improved over 100 years.

The marketing plan is very significant of execution will bring in a lot of business. it is imperative to keep Colgate’s brands fresh but maintain a rich history of quality products.The marketing plan for Colgate-Palmolive 3 Executive Summary In toothpaste market. we analysis the marketing situation with information on customer needs. In addition to this. listing out the marketing budget both is important in the marketing plan. This report is achieving marketing goals to map out strategies and tactics. In terms of the SWOT analysis. the marketing tactics is support marketing strategies by establishing a set of action programs on product. there is lots of company to competition. The budget is essentially a projected-and loss-statement. BA124020-1A . The following report looks at the Colgate® Sensitive Pro-Relief™ and will analyses marketing situation and SWOT of Colgate® Sensitive Pro-Relief™. This is the marketing plan for the Colgate® Sensitive Pro-Relief™. Therefore. Marketing strategy is marketing mix elements and explains how each responds to the SWOT. marketing offering and the like. With an array of 40 different patented toothpastes and 13 classifications of oral care so that Colgate remains competitive in the market place. and promotion. Also. this is clarifying the current situation in areas of internal strengths and weaknesses. the marketing control and evaluation is outline the measures that will be used to monitor progress and evaluate the marketing performance. The Colgate is over one hundred years old. Also. highlighting opportunities and threats. target market. The target market for Colgate toothpaste is high-income parties because they really emphasize their health. We introduce the brand for the history and past of the performance. pricing. distribution. Lastly.

Colgate introduces different series toothpastes to match the customers’ needs and wants such as optic white. they have been releasing some special toothpastes such as different taste. It is more than other toothpaste brand because they understand sensitive teeth is very common in Hong Kong. and toothbrush. but the difference in performance and quality to meet the basic needs of the customer to provide customers with a unique product. in order to attract and more suitable for children. they have many products such as toothpaste. Many people have yellow teeth.The marketing plan for Colgate-Palmolive 4 Situation Analysis For the Colgate. The most of toothpastes brands have varied product can effectively solve the customer problem. Whitening toothpaste is a low abrasive formula gently and effectively removes stains for who is a yellow and sensitive tooth. Multi-protection toothpaste is more effective to clear the teeth and the taste more fresh. It is a product advantage in similar products. the sensitive pro-relief series can force different sensitive symptom. but they are not specific to force the detail of the problem. Original toothpaste is basic sensitive toothpaste for early patient or customer. Gums-protection toothpaste is more force protects the gums to against sensitivity. which have 5 toothpastes to divide different patient or customers. On the other hand. And other three toothpastes are forced on different common symptoms. They are used differentiated marketing that a core of the product basically the same. sensitive pro-relief. Enamel Repair toothpaste is repairs sensitive teeth for long lasting protection against sensitivity that has an enamel problem customer. cartoon characters for children. but they are specially forced on the toothpaste and understand the customers’ needs and wants. They are offering 25 different patented toothpastes in Hong Kong. They strengthen the product to be more effective match the customer needs. BA124020-1A . Specially. Sensitive tooth should be careful to use a whitening product but Colgate has been research and development the toothpaste combines with sensitive and whitening.” It is express the unique effectiveness of products and target consumer psychology. mouthwashes. Those are exclusive Pro-Argin™ formula. Also. sensitive teeth or just teeth with cavity problem. 14 days product risk with our money back guarantee. Colgate’s advantage is an excellent brand and a high of diversification of the business. The series slogan is “ your sensitive toothpaste makes you enjoy the frozen taste.

Also. They gained slightly in value share to reach close to 51% in 2013. Colgate repositions their products because with the way they market and promote their products.9. consumers know that these products are way better than other brands and competition that is out there. Besides. Although the price expensive than other competitor. BA124020-1A . Colgate positioned several toothpastes so that people would like the products more like adding a different style or taste to the toothpaste. which further consolidated its leadership in oral care. they are consistent with the company's core strengths and core competencies. Colgate-Palmolive can thrive in the competitive environment because they are thoughtful to design business strategy.The marketing plan for Colgate-Palmolive This is the price of the sensitive toothpastes: 5 The sensitive toothpastes price is $39. They are acquired in a particular product category and markets and maintain market leadership position. the loyal customer still buy their product.

Weaknesses Weaknesses describe the internal limitations. such as Palmolive and Softlan. dental clinic organized of Colgate-Palmolive. and they are going to reorganize the distribution of expenditures. so they had been researched and developed the products of hygiene and protect. Threats BA124020-1A . For instance. besides personal care and home care. so they could expend their business on skin care. that may trigger the path to advantage on its objective. Colgate is very concern about the problems of oral health.The marketing plan for Colgate-Palmolive 6 SWOT Analysis Strengths Strengths describe the internal capabilities. In order to satisfy the customers’ needs and wants. Colgate (-Palmolive) is a multinational. On the other hand.5 percent to $ 4. resources. they need to realize the local culture before they try to extend their overseas market. whose are the dentists and researchers. Cc should also consider broadening their business’s scope that could exploit “Lateral Spreading”. They have a professional team of dentists for improving the oral products. it is a large expense of hiring the professional teams. Therefore. Its business is running diversification for establishing a strong competitive position and increasing profit. Furthermore. and positive situational factors of firm. etc. this is the advantage of rolling out the superior products on different lifestyle of people. which owns the international business. Their products of oral care are most famous and specialized. that is the advantages for achieving its objective.379 billion. Also. which fell 0. According to the report of thirdquarter earnings. which develops the relevant business but does not exists the competitive relationship of Oral Care. negative internal factors and negative situational factors of a firm that is the barriers to meet its objective. Colgate-Palmolive‘s net profit was declined. Colgate-Palmolive has been working with the dentists and researchers to improve and develop the oral product that is the main labour cost. which could obtain the bigger market share. which has been obtaining the goodwill and customer loyalty. As Colgate-Palmolive is a company of The United States. Colgate is a time-honored company that co-operate with the dentists for many years. Everyone knows that Colgate-Palmolive is an old and famous brand. Colgate-Palmolive would constitute the customized department for studying the difference of civilization. The public will confide in the other product of Colgate-Palmolive. That is. This is one of the ways to expand the external business. Opportunities Opportunities describe the favorable external factors of the firm. Colgate-Palmolive will lack of capital to operate in a short term. There is no doubt that people have more value on their personal care as their health cognition was grown by education. so the customers have confidence and faith in their brand.

BA124020-1A . there are negative news and bad image form public. However.The marketing plan for Colgate-Palmolive Threats describe current unfavorable external factors that are the challenge of a company’s 7 performance. they had already cleared this delusion on media. For the above reasons. it will be the disadvantage in the competition between Colgate-Palmolive and Oral-B. From the report of THE JERUSALEM POST. the fake Colgate toothpaste was imported from China and Thailand. It is known that Oral-B is the major competitor for many years. What is more serious is that Colgate-Palmolive‘s toothpaste was discovered the ingredient is including the harmful material. It is a serious problem that will affect the trust of customers’ purchase and the development of overseas market. But.

they will loyal to brands. When people have relationship with products. Products can’t really do that. Brands can activate a passionate group of people to do something. amount of sales turnover is very important because turnover is directly proportional to the profit gained. Finally. There is incredible value for companies and corporations for brand building. Brands convey a uniform quality. increasing sales turnover and satisfying customer needs. The brands are more important today than in the past. The best branding is based on a strong idea to create brand heat and product lust. A lot of consumer buy brand even buys premium brands.The marketing plan for Colgate-Palmolive 8 Marketing Objectives We are here to set up 3 objectives include brand building. This objective often has more of a long-term positive effect on the company in the customer’s eyes. The bigger the turnover of sales means greater profits. In business. credibility and experience. The purpose of this marketing plan is building brands. Another purpose of this marketing plan is increasing 5% sales in 6 months. satisfying customer needs is one that mostly focuses on what the customer needs as opposed to just his wants and desires. BA124020-1A .

the price of product may adjust for increasing the sale volume that could also increase the resources of operation. The main reason why Colgate-Palmolive needs to reorganize the distribution of expenditures is that its revenue was declined. It could avoid the customers worry about its product and consolidate the competitive in the market. place advertisement on social media. Of all the negative news. that will not disturb the quality of product as it will not decrease the professional labour. Mark et Share- t oot h pas te BA124020-1A . Colgate-Palmolive should match their lifestyle to provide the product that aims to special problem. for example. deep clean and bad breath. To reach the objective for satisfying the customers’ needs and wants. With the analysis of the situation and SWOT. such as an issue on newspaper and company’s website. such as dentist and researcher. which could increase the exposure of brand. to increase the promotion of brand. such as Facebook and internet. In order to enhance the brand awareness. In addition. Colgate-Palmolive conducts different promotion. There is the opportunities to improve the quality and roll out the different type of product whereby goodwill and customers loyalty of Colgate-Palmolive. such as whitening. Colgate-Palmolive should exploit its strength that is the famous series of Oral Care. Colgate-Palmolive should defecate and illustrate the reaction immediately that will be the threats to its reputation. Colgate-Palmolive needs to increase the point of sale that could enhance the brand awareness of the customer in new markets.The marketing plan for Colgate-Palmolive 9 Marketing Strategies Colgate-Palmolive needs to formulate the marketing strategy for leading the processes to achieve its objective. Furthermore. Colgate-Palmolive found the adjustment and improvement for continuing as follows. As for brand building. So.

Competition Pricing is setting a price in comparison with competitors. The reason why this method work because customers will still think they purchased their product under $40.with Pro Argin™ Technology. pressure and cold air Instant relief when applied directly to the sensitive tooth with the fingertip and gently massaged for 1 minute Clinical studies published in peerreviewed journal Can be used after the Colgate® Sensitive Pro-Relief™ Desensitizing Paste With 1450ppm fluoride as sodium monofluorophosphate Caries Prevention In terms of pricing.Palmolive will charge $39. PRODUCT CHARACTERISTICS PRODUCT BENEFITS Unique Pro-Argin™ technology based on natural process of tubule occlusion Significantly greater sensitivity reduction withtwice . a company can adopt a number of pricing strategy. The seller here will consider the psychology of price and the positioning of price within the market place. Colgate® Sensitive Pro-Relief™ life cycle stages is maturity. Pricing is an impediment.daily brushing compared to control toothpaste with potassium ions Helps block pain stimuli such as tactile.The marketing plan for Colgate-Palmolive 10 Marketing Tactics In terms of product. Firstly. Really a firm has three options and these are to price lower. company objectives. Colgate. The mode of action of Colgate® Sensitive Pro-Relief™ is the Pro-Argin™ technology plugs and seals open dentine tubules with a calcium-rich mineral layer. target group and willingness to pay. price the same or price higher. This pricing strategy will be able to attract a number of the customers who use the competitors’ products to change to employ our products. Another pricing strategy we use is Psychological Pricing. Other variants in the range are Colgate Sensitive Pro-Relief Whitening Toothpaste. There are three different types of Colgate® Sensitive Pro-Relief™ Toothpaste . we must utilize different type of pricing strategies to satisfy the market. At this stage of the lifecycle the product will be experiencing increased competition and will need persuasive tactics to encourage consumers to choose their product over their rivals. the pricing strategy will usually be based on corporate objectives. Any differential benefit will be essential to be clearly communicated to the target audience. Colgate Sensitive Pro-Relief Enamel Protect Toothpaste and Colgate Sensitive Pro-Relief Multi-Protection Toothpaste. even thought it was a dollar away. By the way. when the consumer shopping. Colgate® Sensitive Pro-Relief™ that people use every day and have to replace frequently. Therefore.Palmolive exploits Competition Pricing to go into the market. BA124020-1A .9 instead of $40. Pricing should take into account the factors into account contain competition. Colgate.

The customers are willing to admit the suggestion of dental experts. Advertising include TV. Colgate. who spread the word about Colgate® Sensitive Pro-Relief™. the drug store. ColgatePalmolive also designed the slogan ‘Word of Care’. but also accords opportunity visitor to apply the test of teeth. Advertising is a main promotion tool which is any non personal paid form of communication using any form of mass media.Palmolive selects indirect distribution. the internet and the like. There are two major promotional ways of Colgate® Sensitive Pro-Relief™.Palmolive of toothpaste can be found at the grocery store. making it easy for them to remember and buy the product. Indirect distribution 11 involves distributing your product by the use of an intermediary for example a manufacturer selling to a wholesaler and then on to the retailer. the convenience store. consumers can obtain instant information on our products to aid them in their crucial purchase decision.Palmolive utilizes buzz marketing create opinion leaders to serve as brand ambassadors. An intensive distribution strategy is a plan that places products in many different locations for distribution. There are videos and medical report to give the information about the teeth. Promoting and selling your services online using various forms of online marketing techniques such as banner advertisements. the Internet Marketing is also very important.Palmolive set up the website for Colgate® Sensitive Pro-Relief™.Palmolive makes use of intensive distribution. BA124020-1A . The purpose of this type of strategy is to put so much of a product in so many locations that a customer will come across Colgate® Sensitive Pro-Relief™ frequently.The marketing plan for Colgate-Palmolive In terms of distribution. Colgate. ColgatePalmolive always finds the dental experts become an opinion leader because dental experts are authoritative. Colgate® Sensitive Pro-Relief™ may be found in dozens of different retail outlets in any given area. customers are seldom forced to choose another brand. With such intensive distribution. Apart from advertising. Manufactur er Wholesaler Retailer Consumer At the same time. Colgate. Intensive distribution can make our product a household name. or a retail store. videos or social media. The website not only has user share their experience. Colgate. All in all. Colgate.

The marketing plan for Colgate-Palmolive 12 Marketing Budget BA124020-1A .

we have three sides to control and improve. We can add up the cost of sales percentage in total of sales. The customer changes attitudes before and after the advertising that can more understand the customers’ needs and wants. in order to improve the efficiency of advertising managers. we can evaluation of the customer with our advertising content and effects. we need to increase the sales volume since we have to keep our market share in the maximize share.The marketing plan for Colgate-Palmolive Marketing Control and Evaluation Marketing Performance 13 In the marketing control. which can control our prices in market. So we can renew the monthly our customer’s purchase which can keep on counting our customer flow rate. For the sales control. the promotion efficiency control can analysis our promotion effective. we can analysis our promotion sales percentage in total of sales to evaluate our sales promotion. For example. For the advertising efficiency control. The collect rate of coupon can analysis our product attractive for the customers. BA124020-1A . Besides.

cvsp BA124020-1A .com/app/Colgate/US/Corp/Annual-Reports/2008/Dear-ColgateShareholder.hk/ Why brand building is important http://www.colgate.jpost.cfm Colgate-Palmolive Company 2008 Annual Report http://www.distributionstrategy.colgateprofessional.html Fake Colgate toothpaste from Far East caught by Health Ministry http://www.forbes.colgateprofessional.com.hk/2012/02/how-to-increase-sales-turnover.com/Breaking-News/Fake-Colgate-toothpaste-from-Far-East-caught-byHealth-Ministry-383514 Annual Reports http://investor.The marketing plan for Colgate-Palmolive 14 Reference Colgate professional http://www.com.learnmarketing.html Colgate professional http://www.com/annual.hk/ Learnmarketing.com/sites/marketshare/2012/05/27/whybrand-building-is-important/ How to Increase Sales Turnover http://ariasena.singtao.org http://www.org/Intensive-Distribution-Strategy.blogspot.net Distributionstrategy.net http://www.html 高露潔棕欖營收下降 http://news.colgate.ca/toronto/2014-10-25/finance1414216665d5296932.