TACTICS:

Product: We have chosen toothpaste as a product of Colgate brand. The key

attributes of Colgate Toothpaste are:

1. It protect against root caries occurs due to gum cavity.

2. It cleans and makes teeth whiter.
3. Its mint taste freshens breath.
4. It offers cavity protection and strong teeth.

Brand: The key attributes of Colgate are:

1. Caring: Colgate as a company cares about people, this include customers,
their employees, shareholders and partners. They work with compassion,
integrity and high ethics in most situations.
2. Global Teamwork: All the employee of Colgate working across the globe is
the part of global teams. Sharing ideas, with technology and sharing talents
they can achieve sustainable growth.
3. Continuous improvement: Colgate is committed to grow better and better
every day by understanding customer and their expectations and
continuously innovating and improve products, services and processes.

Price: Colgate products are priced at similar or slightly higher range than their
competitors. It charges high-end price or premium price for its specialty products
to the niche market. The highest price toothpaste is Colgate Visible white O2 (Rs.
130) and the cheapest toothpaste is Colgate active salt (Rs. 20).

Incentives:
Offered to Employees:

1. Health Insurance
2. Free transport
3. Work from home
4. International relocation
 Offered to Customers:

1. Company provides free samples to dentists and other institution.

2. Consumer can find coupons, vouchers and special offers on company’s
website.

Communication: Key aspects of offering are communicated by various means:

 To Customers: Colgate communicates its offering to customers through its
innovative and creative advertising campaigns and is very successful in it.
Their attractive packaging, “Smile Show” in every advertisement,
collaborations with celebrity and so on.
 To Company employees and stakeholders: Colgate aimed to have full
integrity and transparency in working environment lead to transparent and
regular communication regarding the new offering and how to strategies it
accordingly. While the company organize annual meeting with stakeholder
to provide all relevant insights regarding company growth and its products.

Distribution: Colgate offers its activities in over 200 countries, to control this
massive activities they have massive distribution network. After the
manufacturing process, the products are packaged for shipment. Retailers collect
products from their dedicated shipments.  Retailers finally sell these products to
the customers in the market.