Cash Cows

For Colgate-Palmolive Company, the cash cow includes its toothpastes and toothbrush range.
Not only they are a steady source of earning for the firm from the past decades, they have
carved a large market share for Colgate to be positioned as a significant toothpaste supplier
in the US as well as other regions across the globe. The financial downturn has affected the
consumption of other products, but the demand of toothpaste and toothbrush has retained
a steady pace. A few of the toothpastes that are in high demand include Colgate max fresh,
advanced fresh, Colgate total etc.

Stars
The mouth wash range, teeth whitening toothpaste and pet nutrition offered by Colgate are
Star products as all of them are growing segments of the oral healthcare industry. In addition
to this, the pet nutrition has been a progressing part of the business, as illustrated through
the gradual growth in sales and revenues connected to the sales of pet nutrition items. Also
in the area of pet nutrition, due to a lack of established competitors, Colgate can hope for
huge opportunities for growth in both local and international markets.

Question Marks
In case of oral healthcare products, Colgate-Palmolive has not been able to create a similar
strong market presence through its toothpaste for kids. In comparison to the toothpaste
manufactured for adults, the sale of childrens toothpaste has not achieved similar results.
Colgate can adopt a promotional and marketing plan that is aligned with the needs of the
target market and creates adequate level of interest among the buyers.

Dogs
Colgate products that can be considered as Dogs are toothpowder and talcum powder. An
issue that has reduced the growth chances of Colgate talcum powder is the complaints about
the quality of the product and the issues it was causing among the users. The use of talcum
powder manufactured by Colgate was found to be linked with the occurrence of
Mesothelioma. This finding has caused a lawsuit for the company, which resulted in the
payment of a fine of $13 million to the individual suffering from talcum powder related
Mesothelioma.