Distribution Strategies

GROUP 2
 COMPANY PROFILE
Colgate is an American brand
principally used for oral hygiene products
such as toothpastes, toothbrushes,
mouthwashes and dental floss.
Manufactured by Colgate-Palmolive,
Colgate oral hygiene products were first
sold by the company in 1873, sixteen years
after the death of the founder, William
Colgate. The company originally sold soap.
 SHAREHO
LDER

42.76% 39.08% 2.86%

MUTUAL FUND OTHER INDIVIDUAL
HOLDERS INSTITUTIONAL STAKEHOLDERS
 Employees
Employees
40000

39000

38000

37000

36000

35000

34000

33000

32000

31000
0 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1
20 20 20 20 20 20 20 20 20 20 20 20 20
r r r r r r r r r r r r r
ea ea ea ea ea ea ea ea ea ea ea ea ea
Y Y Y Y Y Y Y Y Y Y Y Y Y
Colgate has been known to promote ABOUT THE PRODUCT
their products on a much more
enhanced level compared to its
contenders and this has been shown in
their dedication and hard work since the
early 19th century when they first
advertised their soap and candle
products on the New York newspaper.
Similarly, the launch of the Optic White
series by Colgate was no different. Optic
White is widely regarded as one of
Colgate’s greatest successes of the last
ten years and the brand has extended
into mouthwash, toothpaste and other
oral care segments. The product has
also received acclaim from media and
analysts.
 DISTRIBUTION STRATEGIES
Colgate Palmolive has its own separate distribution company, called
Colgate Palmolive Co Distributors, a subsidiary of Colgate Palmolive.
There isn’t one single distributor for the whole business, but a few key
important subsidiaries for each region of operation. But just because the
company has their channels of distribution set, there is still the dirty work
of the actual transportation that also goes on. Colgate Palmolive
cooperates with a global shipping company called Magellan Transport
Logistics. In order to make their products available to not only
grocery/departmental stores but also to the Medical stores it work in 3 tier
distribution system i.e. from manufacturer –regional distributor –sub
regional distributor-Retailer-to Customer.
SUMMARIZED

Intensives distribution strategies for

everyday items like toothpaste are useful
for consumers who are loyal to a brand,
buying it each time regardless of where
they make the purchase, but also for those
who buy based on sale promotions, to try
a new brand or variety or to substitute for
a brand they usually buy that’s not in stock
or costs significantly more.
RECOMMENDATION

● Dentist’s plays a big role in the distribution of oral care products.

Colgate Palmolive should more focus on distribution of toothpaste in
dentists’ offices.
● Colgate Palmolive should focus more strongly on other retail locations,
even it adapted intensive distribution there is still scope of other retail
location where small unknown brand capture the market share.
● Colgate could direct market the toothpaste by sending special coupons
in the mail to consumers, or by offering rebates to consumers who
purchase other Colgate-Palmolive oral care products.
 REFERENCE

Macrotrends. (2022). Colgate-Palmolive: Number of Employees 2010-2022 |

CL. Retrieved from https://www.macrotrends.net/stocks/charts/CL/colgate-
palmolive/number-of-employees
Zohair009. (2022). Distribution Strategy of Colgate. Retrieved from
https://www.termpaperwarehouse.com/essay-on/Distribution-Strategy-Of-
Colgate/282261
Hitesh B. (2018, September 07). Marketing strategy of Colgate – Colgate
marketing strategy. Retrieved from
https://www.marketing91.com/marketing-strategy-of-colgate/
 REPORTER
Corpus, Jan Lister S

Logronio, Ranel G.

Turbanos, Julica V.

Wong, Louise Joy F.