Week 5

OPERATIONAL MARKETING
WORKSHOP: Preparation of MARKETING Plan

Iplacex National Technological Institute

 Week 5

IPLACEX
National Technological
(Engineering in business administration)

OPERATIONAL MARKETING
COLGATE Marketing Plan

Name: Camila Rojas Ibacache

Iplacex National Technological Institute

 Week 5

June 09, 2019.

You must prepare a report presenting your Marketing Plan, developing the
following elements:

· EXECUTIVE SUMMARY
Develop a minimum of 50 and a maximum of 150 words

A company's marketing plan basically consists of three steps to follow:

Planning; includes setting goals and designing strategies and tactics to meet them.
The introduction; It requires forming the marketing organization and staffing it, as
well as directing its operation according to the plan. The evaluation stage; It
consists of analyzing performance based on relationship with organizational goals.
The basis of the success of the Colgate-Palmolive company lies in the
continuous improvement of its formulas and packaging of its products, which
justifies leadership in various categories, this must be done to maintain the
satisfaction of its customers, in order to establish an advantage competitive, where
the decisions of other companies will not have influence on it.

· INTRODUCTION
Develop a minimum of 50 and a maximum of 150 words

In this report we will design a marketing plan for the product COLGATE
MAXIMUM ANTI-CAVITY PROTECTION belonging to the company COLGATE –
PALMOLIVE; We will study the consumer segments and the commercial strategy,
the analysis of opportunities and specific aspects of the company, we will also
present the variables such as: product, price, distribution and promotion.

It is important to note that Colgate Maximum Protection Anticaries, in the last

five years, has increased its sales, positioning it as the most competitive company
in the toothpaste market.

· CONSUMER SEGMENTS AND COMMERCIAL STRATEGY

Develop a minimum of 100 and a maximum of 300 words

Colgate Maximum Anticavity Protection is aimed at the family group,

specifically at those conservative consumers where the essential thing is good
breath and oral care; not product innovation.
People who consume Colgate Maximum Protection Anticaries, currently carry out
the ritual of brushing their teeth a minimum of 3 times a day, of semi-annual visits
to the dentist, concerned about their personal appearance, where the purchase of
the product is ultimately motivated for a cosmetic need.

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 Week 5
Consumers perceive Colgate Maximum Anticavity Protection as the alternative that
provides them with healthy teeth, white smiles and world-class experts.
(World Colleges of Dentists), people feeling confident about the product they use.
The commercial strategy would be to conquer, maintain, enrich and intensify the
support provided to the actors that make up our distribution channels.

· ANALYSIS OF OPPORTUNITIES AND SPECIFIC ASPECTS

Develop a minimum of 50 and a maximum of 150 words

In the toothpaste market, it can be seen that there is still a fairly wide gap
between industry sales and market potential, thus demonstrating that the company
must establish strategies to take advantage of this primary demand, which is
unsatisfied and is an attractive opportunity. for Colgate Maximum Anticavity
Protection. Regarding the potential that the industry offers and what it is actually
covering in the case of Colgate, there is still a selective demand gap that must be
conquered before the competition does so by applying strategies that collaborate in
achieving this objective, which in general terms would be increase product
consumption and position ourselves in the minds and hearts of consumers.

· PRODUCT VARIABLE
Develop a minimum of 100 and a maximum of 250 words

-According to the survey applied, it was observed that the company also has
competition with the same type of products such as mouthwashes and dental floss.
-Continuous improvement of formulas and increase quality.
-Improve the version of the existing product, through the modernization of its
packaging in order to return it to the brand's original red color.
Stimulating selective demand, one of the ways in which it can influence the market
is through a strategy to preserve or expand demand within the current consumer
base within which we find the maintenance of consumer satisfaction in order to
Constantly innovate your product in order to establish a competitive advantage,
where the decisions of other companies will not have an influence on it.

· VARIABLE PRICE
Develop a minimum of 100 and a maximum of 250 words

-Consider the price to match or defeat the competition.

-The choice of differentiation program is characterized by selecting one or more
attributes that are important to consumers in order to satisfy their needs.
Traditional Colgate attempts parity or proximity in costs relative to its competitors,
reducing cost in all areas. that do not affect differentiation.

· VARIABLE DISTRIBUTION
Develop a minimum of 150 and a maximum of 300 words

-Create more intensive distribution.

Iplacex National Technological Institute

 Week 5
-Conquer, maintain, enrich and intensify the support provided to the actors that
make up our distribution channels.
-Colgate being a product that participates in an indirect distribution channel,
several resources will be implemented to find the collaboration of the participants
of these channels as logistical attractions so that distributors feel that they are
being supported by our company. We will offer attractive discounts when placing
orders with specific quantities, as well as collaboration to distributors with
assistance.

· VARIABLE PROMOTION
Develop a minimum of 150 and a maximum of 300 words

-Colgate emphasizes the differences and benefits of the brand.

-Emphasize the distinctive attributes that the product has and the added value it
offers to the consumer when supported by the opinion of global experts.
-Remind the consumer of the different attributes that toothpaste has for oral care
and hygiene, which should be done three times a day with Colgate total protection,
a brand recommended by the college of dentists worldwide, thus highlighting the
importance of the properties of the brand which makes it superior to the
competition.

· CONCLUSIONS
Develop a minimum of 100 and a maximum of 250 words

The level of the marketing plan has a high credibility, due to the history of the
company, the prestige of the brand and the immediate knowledge that can be had
of its products, since they are obtained in various points of sale.

It is a customer-focused company, whose organization is designed to promote

innovation in all its aspects from product development to product delivery and
implementation.

Colgate Palmolive will continue to grow organically, innovate internally and

externally, taking whatever risks are necessary to create the future that will provide
a constant flow of solutions and ideas to help each client.

Iplacex National Technological Institute

 Week 5

Evaluation criteria Score

General Structure and Format 5
Executive Summary 15
Introduction 7
Consumer Segments and Commercial Strategy 9
Analysis of Opportunities and Specific Aspects 9
Product Variable 9
Variable Price 9
Variable Distribution 9
Promotion Variable 9
Conclusions 7
Drafting 4
Orthography 4
Punctuality in delivery of work 4
Total score 100

DELIVERY FORMALITIES

 Font: Arial 12
 Line spacing: 1.15
 Format: Workshop delivery in Word file
 Upload file to the platform


This activity will be evaluated by the subject teacher, so it is
suggested, for its implementation, to consider the Evaluation
Criteria detailed at the end of this document.

The total score for this workshop is 100 points, and the
minimum passing score is 60 points.



Iplacex National Technological Institute