ZAMBOANGA DEL SUR NATIONAL HIGH SCHOOL-SENIOR HIGH SCHOOL STAND

ALONE

MARKETING PLAN
OF COLGATE
Bano, Marc Anthony A.
Consolacion, Julito U.
Edem, Danilo Jr. C.
Lim, Roseve Jay B.
Bayoco, Shanaia Britney B.
Clavido, Anne Mariz
Gapol, Maevel
Laurel, Kristine Marie C.
Maningo, Kristyl Mae Y.
Nalong, Ailah C.

October 15, 2018

 Colgate company
is a consumer products
company. The
company manages its
business in two
product segments:
oral, personal, and
home care; and pet
nutrition
PEST ANALYSIS

POLITICAL FACTORS
• Political factors play a significant role in determining the factors that can impact Colgate
Company’s long term profitability in a certain country or market. Colgate Company is
operating in Personal Product in more than dozen countries and expose itself to
different types, of political environment and political system risk. The achieve success in
such Personal Product industry across various countries is to diverse the systematic
risks of political environment.

ECONOMIC FACTORS
• Now a days country is experiencing inflation where in the supply of every commodities
is decreasing while the prices are increasing . And so the Colgate company consider this
kind of problem where in the company provide Colgate's in a very affordable price.

SOCIAL FACTORS
• Colgate has recently set a new goal of 100 percent recyclability of plastics in packaging
across all it’s product categories by 2025. As part of it’s system ability, corporate and
 social responsibility goals, Colgate aims to be using 100% sustainable palm oil by the end
of 2018.
• The company stated that it recognizes it’s responsibility to work with industry groups
suppliers, governments and other to ensure it’s sources palm oil and it’s derivative's in
ways that do not harm the environment or exploit workers.

TECHNOLOGICAL FACTORS
• Technology is a factor whose value cannot be ignored. Technology vary with the
passage of time in all industries and so we made our techniques and methodologies up
to date for keeping our product preferable in the market.
• Since we are in the 21st century wherein most of the teenagers uses most of their times
in social media and so the company decided to advertise their product through youtube,
facebook, and etc. Through this the company can compete globally.

PORTER’S FIVE FORCES ANALYSIS

• Gaining Power of Suppliers

One of the five forces which Porter formulated for an organization to look into
in order to form a competitive advantage is gaining power of suppliers. The
global reach and diverse portfolio of assets attract numerous investors. Colgate-
Palmolive and other major competitors are both viewed by investors as home
and oral care companies which have considerable positive investment strengths.
Most often the comparison is always with P&G. Although, Colgate is viewed by
many as at par with its competitors, yet, what was lacking in their management
is the ‘lack of perceived differentiation’ which somehow impaired the investment
decision-making process. Moreover, even though Colgate has ‘no strategy that is
unique or differentiating relative to the other companies’, the threat of
bargaining power of suppliers is low due to partnership, supply chain
management, training, and dependency.

• Bargaining Power of Customers

Customers are the lifeblood of the business. The existence and growth of a
business company is dependent on customers. CP (Colgate-Palmolive) is serving
 globally with 25 million customers a day in over 200, 000 plant around the globe.
There is a cohesive loyalty among buyers and sellers of energy in Colgate-
Palmolive for several reasons like the attractive incentives and value added,
partnering and supply chain management. Moreover, investors and stakeholders
expressed their satisfaction on the services offered by the company. Again, this
can be reflected on the 2001 case study interview which was recorded verbatim,
in which two elements emerged fundamental to the satisfaction of customers –
technology and its diversified presence. One owns Colgate-Palmolive because of
its strong diversified presence and good technology while another one noted
that it is because it is cheaper, yet with a high quality of products and high
returns over the course of the cycle compared to other major companies.
Moreover, significantly noted were two comments. On one hand, the reasons
why many were satisfied with the performance because of its huge asset base,
financial and political clout that was why they successfully covered operations in
places like China, Russia, and the Middle East. On the other hand, CP’s
management restructuring that reduced costs focus on profitability, financial
discipline and its way for shares repurchase.

• Threat of New Entrants

In the home and oral care industry primarily on the soap and natural products
and reserves, the companies’ management strategy reduced the friction of
threat among its new competitors in the business by increasing minimum
efficient scales of operations, its cohesive and good status with
suppliers/distributors, retaliation tactics, protection of property and establishing
a competitive and trustful image to its customers. Moreover, the role of
advanced technology set them at par with other entrants in the business. In
2001, technology had differentiated CP from its competitors. Leadership in
promising toothpaste from solid to gel technology that delivers new brushing
sensations. There reputation was leveraged in order to establish a solid
foundation against threats of the new entrants. The leverage of their reputation
is build solidly on their total strengths both tangible and intangible like
technology, products, adherence to business ethics, code of conduct, and
corporate social responsibility that encourages consumers to brand loyalty.

• Threat of Substitutes
The threats of substitutes in which customers switch product references are
primarily caused by several external and internal factors. One of the factors in
 which customers tend to switch their preferences is the price cost of a product. If
a product raises its cost value, customers may have a second thought of sticking
into as his/her preference; therefore, the tendency is that the shift and switch of
preference occurred. Most often, in this kind of business like marketing an
energy reserves, the threat of substitution of customers come in the instability of
a price. The price cost of a product if it increases due to social and political
factors, it stand to be a threat for the company. However, the Colgate-Palmolive
good strategy like increasing switching costs, alliances, customer surveys to learn
about their preferences, accentuated differences and the entrance of substitute
market, these reduced the threat of substitutes.

• Competitive Rivalry
Competitive rivalry between existing players In any business price competition is
significant because it attracts customers, the less you price a product, the more
customers you gain, yet, in competitive rivalry, in order to reduce it, avoidance
to price competition is necessary in which the Colgate-Palmolive observed. Their
competition is not on price but on how to manage strategy that would best
leverage a product. CP uses different strategies to market their product and be
competitive.

COMPETITORS

1. First gel toothpaste in

India – launched in 1980
STRENGTHS 2. The dual benefits
(shiny white teeth &
fresh breath) and a
modern ingredient
(Mouthwash) makes it
very appealing
3. Market leader in the
gel-segment for almost
3 decades
4. Excellent advertising
and branding
 1.  Popular only in Urban Areas
2.  Range contains only gel based toothpastes, no
WEAKNESSES option like 2 in 1 or cream based

Attractiveness- various sizes are available with

attractive packaging.
FEATURES Expectations- expected to give whiter and
shineer teeth.
Benefits- fresh breath for 12 hours, strong
teeth.
CLOSE-UP

1. Endorsed by FDI ( the largest dental

association globally)
2. Among the most trusted brands having
celebrities like Shahrukh Khan as brand
ambassadors
3. Pepsodent toothpaste fights germs to protect
STRENGTHS
teeth against cavities and gives strong teeth,
fresh breath and healthy gums
4. Pepsodent as an oral care expert offers
solution to specific problems like bleeding gums
and sensitive teeth
5. Pepsodent also includes a range of
toothbrushes
 1. Colgate is the top-of-the-mind toothpaste
brand hance intense competition
WEAKNESSES 2. Low penetration in the rural areas

FEATURES

PEPSODENT