CONSUMER ENGAGEMENT

Colgate-Palmolive’s, or Colgate’s (CL), innovation, the company seeks to engage consumers in

building awareness of the brand. In order to attract consumers in retail (XRT) stores, Colgate
has increased its commercial investment in advertising, promotions, trade spending, and
creative brand building Beyond Colgate-Palmolive’s ) innovation, the company seeks to
engage consumers to build awareness of the brand. Colgate is adding the greatest
number of new shoppers among FMCG (fast-moving consumer goods) companies.
Notably, most FMCGs are in India, but Colgate added 19 million new shoppers
worldwide in 2014. By comparison, Downy from Procter & Gamble and Unilever’s Dove
added ~11 million and ~14 million new shoppers, respectively, in 2014. The company
continues to focus on in-store initiatives and reductions in inventory over time. For
example, Colgate took four days out of the inventory between the beginning of 2015
and the end of 2015 on a rolling 13-month basis. Other companies like Kimberly-Clark
and Clorox are also focusing on in-store innovations. Colgate is also working hard with
the support of retail partners in order to give consumers a chance to buy its product.
Colgate’s SKUs are globally down 14%. Hence, the company is focusing on power
SKUs on the shelf that move. The company is globally linked through SAP system,
which makes sharing and tracking easy. Colgate continues to optimize its global supply
chain. The company holds about 57 facilities around the world. Despite the macroeconomic
conditions, Colgate’s focus is on simplification and the operational efficiencies that translate into
sustained top-line growth and growing market share. The company increased investment in in-
store activities to build brand awareness. Working with retail customers in innovative ways
has always been a strength for Colgate. These relationships are especially important
today since research shows that more than 50% of consumer purchase decisions are
now taking place in the store To meet changing needs across all retail environments,
Colgate has formed multifunctional customer development teams. Collaborating with
retail customers, the teams develop strategic plans that align both partners’ strategic
priorities and business goals.

Price
Colgate has positioned toothpaste as the company’sprimaryproduct, with all of the other
oral care products placed around it. To compete with its different rivals, the organization
has settled on a dynamic pricing strategy. The prices are comparable to or slightly
higher than those of other goods. It uses purchaser psychology to its benefit by
presenting its goods as having a longer duration and far-reaching effects on the oral
care of the patrons. The extra costs may not feel like a burden to the consumer since
many dentists recommend the product. Prices for different goods are different to suit the
needs of different parts of society. For example, a Visible white toothpaste will cost
more than the Max Fresh toothpaste as it provides extra oral care and whitening. The
products are available in numerous sizes and combo packs that make them more
attractive to consumers. The company has consultants who keep a close eye on the
competition and are constantly revising the pricing strategy to retain its customer base.
Colgate charges premium price for it’s speciality product as it targeted at a niche
category Colgate-Palmolive target all sections of society by providing products at all
price ranges. A higher price range is justified by an added ingredients that provides
extra benefits to consumers In a society that cares about appearances, consumers
continually look for a new innovative oral care product to provide an extra sparkle to
their smiles. Oral care companies are marketing their products to different consumer
segments in order to capture their share in the growing segment market. Today’s
consumers demand numerous benefits from their toothpastes and manufactures are
responding accordingly. Similarly, Colgate is committed to act with compassion,
integrity and honesty in all situations, to listen with respect to others and to value
differences. Pricing is the process of determining what a company will receive in
exchange for its product or service.

CONSUMER ATTRACTION

If I ask you which is the first toothpaste brand that comes to your mind, you won't need much
thinking to come up with the name of Colgate. All around the world, the oral hygiene brand has
maxed its reputation for helping individuals to have perfect smiles and exceptional white teeth.
For a brand that first came to the market more than one hundred years ago, Colgate is still
strong in the industry's leading position. As a leading consumer products company, Colgate (or
Colgate-Palmolive) has committed to advancing technology that can adapt to the consumer's
changing needs throughout the world. Its goal is to use technology to create products that can
continue improving the quality of life for customers everywhere. Colgate has positioned its
toothpaste products as mainstream with a competitive pricing policy (slightly higher than the
competitors'). The strategy plays with purchaser psychology by portraying the products that
have better oral effects and longer duration. But this cannot work without proper advertising
strategy to strengthen the claim. Here is what Colgate has focused on in its advertising strategy
to promote the brand image worldwide. Bright Smiles, Bright Future, includes multicultural
education material for children to educate about keeping teeth and gums healthy. In the US,
Colgate promoted the program with a fleet of mobile dental vans that travel across 50 states of
the country to provide free dental education and screenings. Colgate mainly uses a positioning
approach based on its competitors. They have positioned their brand image in such a way that
customers are bound to buy the product They produce quality products and create innovative
marketing strategies that build a strong brand and gain tons of customer trust
Consumer Awareness
Colgate-Palmolive: provider of the best-selling quality personal care products Today, their
products are more than just soaps and toothpaste. They also sell deodorant, shampoo,
mouthwash, dish soap, dishwasher detergent, and even pet food. Over the decades, their
products have remained very popular, becoming household names themselves. It’s a normal
sight to see all their products lined up on multiple grocery shelves The company is successful
not only because of how great their products are but also because of the effective marketing
strategies that have helped them grow a loyal customer base. You can clearly see this based on
how they market their iconic line of toothpaste products. Toothpaste is considered essential to
maintain good oral health with everyday use. If you’d ask consumers across the world what
toothpaste they’re using, their answer would most likely be Colgate! In fact, there are
households that have remained loyal to the product for multiple generations. How has Colgate-
Palmolive remained relevant for a long time? The company continues to create dynamic and
creative marketing campaigns using popular media and educating their consumers through
brief and impactful ads. These campaigns promote having whiter and stronger teeth when
using Colgate toothpaste, giving you the perfect smile.