SWOT ANALYSIS

STRENGTH
* Brand Recall & Visibility - Colgate is number one in brand awareness, number
two in brand image & brand equity. Also it has excellent advertisement and
brand visibility of products with a strong customer loyalty.

* Financial Position - In a long period of time, almost 2 centuries, it has built a

strong financial base for Colgate.

WEAKNESSES:
* Profit

* Image of the brand

* Generic Style Product

* Quality of the Product

THREATS
* Competition in the market - Increasing number of competitors

* OTC drugs require a high level advertising and promotion expenditures

OPPORTUNITIES
Product Line - the original product line of Colgate which is their oral products
has similar marketing elements and common distribution channels to OTC drugs.

Market Size - OTC drugs is the largest non food consumer product industry and
its market annually accounts over €50 billion in sales
ANALYZING THE CASE
I. VIEW POINT
• Colgate Marketing Manager

II. TIME CONTEXT

• 2000

III. PROBLEM
• What would be the brand decision of Colgate upon entering the over the
counter (OTC) market or new product line?

IV. OBJECTIVE
• Colgate aims to become the best global consumer products company.
The company wants to enter the OTC market and to become more profitable.

V. AREAS OF CONSIDERATION
1. Profit

2. Image of the brand

3. Consistency of the product

4. Quality of the product.

VI. ALTERNATIVES COURSES OF ACTION

* Produce a new brand name for a new product line of medical products for
the consumers. Therefore, we recommend of creating a new brand name and
packaging for the new medical products.

ADVANTAGES

* Attraction of a new packaging

* It will not affect the name of the brand because it has new brand name

* It will gain more profit because it is over-the-counter market

* They know how to attract the consumers because for a centuries they are
excellent in advertising a product.

DISADVANTAGES

* Profit

* Consumer will not buy it easily because it has a new brand name and of
course it is for medicine purposes

* The loyalty of other consumers to other brand of medicine because it is more

known than the new product line that they will produce.

* It will cost bigger money to spend for the advertising or promotion.

VII. ACTION PLAN

* Create a new packaging design for medical products
 SAN SEBASTIAN COLLEGE - RECOLETOS

C.M Recto, Manila

Case Analysis about

Colgate: Squeezing More from a Brand Name

GROUP 7

Aciro, John Bryan

Aggabao, Janell Elaine

Feir, Alexa Mae

Iglesia, Beatriz

Hernandez, John Marvin

Kong, Erwin

Submitted by:

Dean Lolita A. De Guzman

Submitted to: