Colgate

Name of the group: Colgate-Palmolive

Main brand identity: Colgate = “The world of oral care”
Group’s Products Divisions:
Oral Care Products (Toothpaste/Toothbrushes/Mouth Rinses)
Personal Care (Palmolive Branch- Shower gels/ Liquid Hand
washes/ Bath Soaps/ Shaving Products)

Various Positioning Statements: a ‘dental cosmetic brand’ / a

‘dental protection brand’ / a ‘natural brand’ / Starts with a
Smile
 The Challenge:‘Colgate Kitchen Entrees’
The Product: ‘Colgate Kitchen Entrees’ - Frozen Ready-meal
The Market: Market of Ready-to-eat Meals

Competitors:
• Nestle S.A.
• ConAgra Brands Inc.
• Dr. Oetker
• Kraft Heinz Company
Customers
• Initial target; Working mothers and college students.
• Failed positioning due to negative perception of the product by the
targets
The Objective: This brand extension was motivated by the
growing market for ready-to-eat meals at the time.
Ready-to-eat meals served as a time-saving and
affordable alternative. The idea was to capitalize on
Colgate’s strong brand recognition.

The Problem: This was a complete shift- away from

Colgate's brand identity. Colgate lost track of its own
brand identity and its relationship with the consumers.