Colgate Herbal Toothpaste is successfully passing through the introductory stage and entering into the growth stage. Colgate people develop the products after identifying the core consumer needs that the product will satisfy
Colgate Business Strategy
Colgate’s tightly defined leadership strategy focuses on four core global businesses: Oral Care, Personal Care, Home Care and Pet Nutrition.
Around the world, Colgate people all work together to succeed in:
· Driving Growth
· Funding Growth
· Becoming the Best Place to Work
· Importance of pricing for target customers
· Identifies the demand
· Estimated costs
· Competitors prices
S.W.O.T. Analysis – Strategic Planning and Thinking
· Company’s presence in 200 countries is its biggest strength
· Strong Corporate image of Colgate Palmolive
· Strong Financial Position
· Worldwide research and excessive emphasize on technology.
· Strong social image of the Company
· Well-established and renowned distributors
Only emphasize on urban market while suburban and rural areas are neglected to some extent.
Colgate promotion budget is very less as compared to its competitors.
According to the information obtained by company marketing manager as well Chamber of commerce and Industry Karachi, and Pakistan Dental Association the market is growing rapidly. People are becoming more and more health conscious. Due to this growing market there are a lot of opportunities for Colgate to exploit this growing market by introducing new products. Due to shift from artificial components to natural things people are demanding products that are very natural. This trend is a good opportunity to capture this segment through efficient marketing practices.
Threat of the new entrance is also present. Unilever and Medicame is capturing market increasingly. Locally manufactured as well imported tooth pastes are also threat to Colgate in the competitive market. Market competition is also increasing day by day .
Colgate Pakistan does not consider any brand as its close competitor in the market. Colgate is the only market leader in the oral care in Pakistan. P& G is its world wide competitor but P& G is not marketing its brand Crest tooth paste. However Unilever, GlaxoSmithKline are having good contribution in the market. Especially Close up is rapidly expanding its product line. But still imported close up is having better share as compared to locally manufactured close up. English laboratories ( English tooth paste) and Roomi Enterprises with Sensodyne are also popular brands in tooth paste market. But Medicame and Synsodyne are categorized in the medicated tooth pastes. Colgate Herbal is unique in its formula and not any other brand is offering Herbal tooth paste in the market. Manjans and tooth powder are losing their importance and mouth washes may increase their current low share. However awareness about the mouthwashes is also increasing but still the trend has not set. Colgate is still market leader in oral care in Pakistan. Its brand image and its diversified products touch it a universal market leader in the oral care and personal care.