Colgate Palmolive Product Strategy:

The product strategy and blend in Colgate Palmolive marketing strategy are often explained as
follows:

Colgate Palmolive has huge variety of product offerings. Under Colgate Palmolive company, Colgate
brand has various oral care products thereunder whereas care products are sold under brand
Palmolive. Colgate not only has toothpastes, toothbrushes and mouthwashes but also toothpowders
and youngsters products aimed mainly at rural population and special product for teenagers
respectively. It also provides specialty products that aims at solving various oral problems of
consumers, for eg Colgate pain out which provides relief from acute pain. Colgate is an umbrella
brand for its 11 other brands like Colgate maxfresh, all of which either provides an unique benefit or
is formed from unique ingredients. Their benefits range from whitening, cavity protection, breathe
freshening to germ protection and sensitivity relief. The products are either gel based or paste
based. The main ingredients of the toothpastes are fluoride and calcium that helps in scrubbing the
plaque, removing food stains and making teeth stronger. The Colgate toothbrush also comes in
various varieties starting from ultra-soft to especially for childrens. Personal care products of Colgate
Palmolive are marketed under brand Palmolive. The main products under the brand are shower gel,
Liquid hand wash, Haircare and Bar soap. There is huge variety in terms of ingredients starting from
lime, mint to sea minerals. Thus, Colgate Palmolive covers a whole portfolio of oral and private care
as a region of its marketing mix.

Colgate Palmolive Place & Distribution Strategy:

Below is that the pricing strategy in Colgate Palmolive marketing strategy:

Colgate Palmolive has a robust distribution system. The channel of Colgate Palmolive is widely
spread and reaches to even remote corners of the country. Its oral care products aren't only present
in super markets and hyper markets but also are available in small retailer shops of remote rural
location. Wide availability of its product is one among the rationale that's liable for maintaining its
position among the foremost trusted brand. Colgate Palmolive reaches consumers through
numerous medical stores, cooperative stores also as dentists. Colgate Palmolive products occupy an
enormous shelf space and positioned intrinsically to draw in maximum consumer attention.

Colgate Palmolive Price/Pricing Strategy:

Following is the distribution strategy of Colgate Palmolive:

Colgate Palmolive follows a competitive pricing policy under its marketing mix strategy. Colgate
Palmolive products are priced at similar range or slightly higher range with reference to its
competitors. Colgate charges premium price for its specialty products because it is targeted at a
distinct segment category. Colgate Palmolive target all sections of society by providing products in
the least price ranges. A higher price range is justified by another ingredients that gives extra
benefits to consumers. Also the products are available in various SKUs in order that it can cater to a
broader base. The pack sizes ranges from 50g to 500g.

Colgate Palmolive Promotion & Advertising Strategy:

The promotional and advertising strategy within the Colgate Palmolive marketing strategy is as
follows:

Colgate Palmolive promotes its products to its huge audience through various channels. The brand is
advertised through various TVC, billboards and hoardings. It is promoted through print media by
various advertisements in newspapers and magazines. Colgate Palmolive is additionally capitalizing
on internet marketing through Facebook and YouTube advertisements. The brand Colgate positions
it products because the one that are recommended by dentists. It has built its promotion activities
on tagline of Dentists recommended. The brand Colgate Palmolive also advertises its products
through various celebrity endorsements. It has gained a huge customer base by launching creative
marketing campaigns that not only attracts consumers but also educates them. Hence this
completes the Colgate Palmolive marketing mix.

Setting Product Strategy:-

There are five product level that colgate needs to address. Those are as
follow:-
Product Levels: The Customer-Value Hierarchy
Core Benefit:- Core benefit is the fundamental level in customer value hierarchy. The
product customer is really buying, it’s benefit and service comes under this category. The
customer is buying a medium of safety of mouth and teeth in case of toothpaste.
Basic Product:- As the basic product is the second level in the customer value hierarchy, the
marketer must turn the core benefit in it. They should provide those toothpaste that
provides germ free mouth for all without any side effects.
Expected Product:- The third level in the customer value hierarchy is expected product. In
this level the marketers prepares the profuct according to a set of attributes and conditions
that customers normally expect when they purchase the product.
Augmented Product:- At this level marketer prepares the product that exceeds customers
expectation in order to fight the competition in the market. They offer augmented product
or even better than the expected product. Colgate is providing different variety of
toothpastes along with some added benefits to the existing ones.
Potential Product:- At the fifth level stands the potential product, which encompasses all
the possible augmentations and transformations the product or offering might change in
near future.

Product Design:-
Product line

Colgate toothbrush  creates all about oral health care products emphasize triple- action bristles to
clean deep and great cleaning at an affordable price.   There are many product lines of Colgate such
as Colgate Wisp, Colgate Plus, Colgate Motion , Colgate Max white, Colgate Extra clean, Colgate
Total, etc.  For example Colgate toothbrush
 Colgate Wisp

Just-brushed clean anytime, anywhere. Features a mini brush with freshening bead you can take
everywhere you go.

Colgate Extra clean

- Cleaning tip is specially designed to clean hard to reach areas.

- Polished, end-rounded bristles are designed to effectively clean while protecting enamel and gums.

- Non-slip rubber grip provides superior comfort and control.

The Product Hierarchy of Colgate:-

Need Family:- The core need includes hygiene , cavity protection, freshness and most
importatntly in case of Sensodyne it is the relief from sensitive teeth.
Product Family:- This category is the oral care including toothpastes, mouthwash,
toothbrushes, tooth powder and floss.
Product Class :- This sub category is toothpastes categorizing further to sensitive
toothpastes. The competition in sensitive toothpastes is Colgate pro sensitive.

Product Line- Sensodyne has three variants which falls under the product line as they perform a
similar function of cleaning teeth.

Product Type- The variants in Sensodyne is product type.

Item- In case of Sensodyne, the toothpaste is available in two sizes of 40 grams and 80 grams. There
are three variants to the product.

Product Mix Pricing:-

Sl. No. Product Price
1. Colgate Dental Cream 20 gram±Rs. 5/-, 40 gram±Rs. 10/-, 50
gram±Rs.14/-, 100 gram±Rs. 30/- and
200 gram±Rs. 50/-
2. Colgate 12 150 gram-Rs. 62/-
3. Colgate Sensitive 100gram-Rs. 58/-
4. Colgate Max Fresh 150 gram-Rs. 50/- (Both blue and Green
Flavours)
5. Colgate Kids Toothpaste 150 gram-Rs.48/-
6. Colgate Fresh Energy Gel 50 gram-Rs. 15/-, 100 gram-RS.32/- and
200gram-Rs. 58/-
7. Colgate Herbal 100 gram-RS.29/- and 200gram-Rs. 54/-
8. Colgate Cibaca Family Protection 50 gram-Rs. 10/-, 100 gram-RS.17/- and
200gram-Rs. 27/-
9. Colgate Active Salt 100 gram-RS.29/- and 200gram-Rs. 54/-

Product Packaging:-
Colgate-Palmolive recently committed to making 100 percent of its packaging
fully recyclable for three out of four product categories by 2020. The three
categories set to go recyclable are home, pet and personal care. Colgate has
also committed to developing a completely recyclable toothpaste tube or
package. In addition, the company agreed to increase the average recycled
content of its packaging from 40 percent to 50 percent, and reduce or
eliminate the use of PVC — a hard-torecycle resin — in packaging.

Product Labelling :-
 LOGO- Red background and white text.
 Image/graphics- purpose clearly understood.
 Ingredients- clearly mentioned, level of flourine present.
 Warning- flourine related warning for the use of kids.
 Manufacturing date, Expiry date from the date of manufacture, batch number important for
product recall.
 Retail price, weight, bar code, coloured box on the tube.
 Registered trademark and IDA certified- authenticity.
 Save water logo- increasing awareness about global water shortages