Colgate

Colgate
Executive Summary Colgate Palmolive is a well–reputed company with a large series of its well–
known products having different varieties in terms of flavour. Colgate Palmolive is the world leader
in oral care industry. They cater the need of different segments by offering innovative products. The
main objectives of this study is to analyse the existing channel strategies, physical distribution, sales
force design and marketing strategies of Colgate
Palmolive in India and recommend the improvement if any on these areas.
Furthermore the communication strategies are discussed in detail. The communication strategy
includes the study of the message strategy, creative strategy, the positioning of various brands of
Colgate as ... Show more content on Helpwriting.net ...
But those are hard to control, and may create conflicts. Colgate Palmolive uses the Multichannel
distribution. 1.1.5 Recommendation
Dentist 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.
The toothpaste could be distributed through plastic surgeons because many people who visit a
plastic surgeon are concerned about their appearance, and would likely consider the different
options available to them that will enhance their appearance, such as their teeth.
It could be distributed through make–up departments because most people who shop for make up at
large department stores are also concerned with looking their best.
The company can approach the government to distributing the products in military canteen or other
organisation which needs these oral care kind products.
The company can come up the concept of forming a retail chain of oral care products across all over
India as
... Get more on HelpWriting.net ...

Crest Toothpaste Essay
The Crest brand of toothpaste has a longstanding history of over 50 years. Being the first to develop
fluoride effective in preventing cavities and tooth decay, it served as a major scientific breakthrough
and has been a trusted product throughout the years. Today, it continues to make advancements
towards dental hygiene, and has also developed several other products to assist in complete oral
care.
The Crest product line includes toothpaste, toothbrushes, dental floss, whitening products, and
mouthwash. Each of these products has several variations, creating a program of oral care for
everyone.
In developing a marketing plan, there are several questions that Proctor and Gamble must ask
themselves in order to get their product ... Show more content on Helpwriting.net ...
Finally, with the knowledge that as people travel they may forget to pack their dental hygiene
products, they may also make it available in hotel gift shops across the world.
Deciding a price for the product is a very important step. If the price is too high, consumers may opt
for the less expensive alternative, even though Crest has such a strong, longstanding tradition.
Setting the price too low may make consumers wonder why the leader in oral care is selling their
products lower than others, and may opt for another option due to a discombobulating combination
of a trusted product and a lower than average price. Therefore, a price slightly above average would
be the best option, as it would relay to consumers that it is a leader in the industry that should be
strongly considered, and the difference in price would reflect added value. Finally, as oral care is an
inelastic product, as the economy changes the price may fluctuate and the demand should not be
affected.
Lastly, Proctor and Gamble must decide how to promote the product. As they are credited for the
scientific breakthrough of the effects of fluoride on cavity and tooth decay prevention, P&G should
certainly make this known. This will create a general respect for the product, and a strong sense of
trust. Visual advertisements are a strong force that should be considered. Television commercials
featuring beautiful

Porters Five Forces Model Analysis On Toothpaste
Porters Five Forces Model Analysis on Toothpaste
Threats of New Entrants
Define: the threat new competitors constitute on preexisting competitors in an industry
By increasing successful and ideal operations and strengthening relationships with their customers,
companies existing in this market diminish the significance of threat over newly accepted
competitors. Toothpaste companies are still growing strongly, therefore additional firms are trying to
enter the market to benefit from the increasing profits. However, most toothpaste companies have
already made their name and their customers stay loyal to their brand, therefore it is hard to get into
this market. With toothpaste being such a popular item and an essential in households, ... Show more
content on Helpwriting.net ...
Bargaining Power of Suppliers
Define: Pressure suppliers can put onto their customers by increasing prices, decreasing the quality
of items, and minimizing availability
Toothpaste manufacturers depend on outside sources for their caps, tubs, and ingredients to produce
toothpaste. If for some reason one of these items are not available it may affect production of the
item. Because of this, supplies depend heavily on their outside sources and have a huge impact on
the production of the product. There is a high level of competition amongst suppliers which aids in
reducing the prices to producers. Reducing the prices to producers also reduces the price to
consumers. There are many suppliers in this market which allows multiple firms to prosper without
stealing market from another business. As a consumer in this market, if one company has issues
collecting materials, increases prices, or alters the quality of the item, I am always able to switch
over to another brand.
Environment in this force is medium to low competitive wise.
Bargaining Power of Buyers
Define: Pressure consumers can put on businesses to get them to supply better quality products,
superior customer service, and decreased prices.
The buyers in this sector are individual households. People use toothpaste for their own personal
use. "The customer power is magnified when the market has many sellers and fewer customers. The
switching cost from one seller to another is another

Toothpaste And Its Effects On The Body
Toothpaste is for everyone who has teeth, but this toothpaste in particular is for adults, teens, or
tweens. The reason I say adults over the different generations is that the time in one's life where their
teeth start falling out or are removed is different for everyone. Some people with false teeth may
continue to use this product, although there are special products used to clean dentures that are more
effective. Adults who want whiter teeth without the damaging effects of a whitening toothpaste
would use this product. Also, there has been a trend in toothpastes that benefit the enamel, causing
Crest to follow the trend by introducing a toothpaste that does not damage or cause sensitivity to the
teeth. Teens and tweens may begin using the toothpaste when their parent buys it or they may
experiment with toothpastes to find something they like over what their parents buy. Generally,
grown children buy the same or opposite products as their parents, so depending on the child either
case is possible. This product is not gender specific, but uses the want of both genders to look
appealing and be healthy. Ethnicity and lifestyle do not determine whether a person will buy this
product either, although the flavor may be more appealing to people with certain cultural
backgrounds. People looking for an all–natural or "green" product would not be the target market
for this Crest toothpaste, neither would those living a simple lifestyle. People that do not normally
interact with

Toothpaste Wars: Colgate versus Crest Essay
Colgate versus Crest is one of the marketing industries most famous battles. While Colgate has
enjoyed the lead around the world with sales in over 170 countries and over 2 billion dollars, the
United States has been their fiercest battle ground and one that Procter and Gamble's Crest
dominated for thirty years as America's favorite toothpaste. That came to an end when Colgate Total
was launched in 1998, Colgate took the lead in the United States. Procter and Gamble to compete
began expanding their family brand into other oral health products, which included whitening,
toothbrushes, mouthwashes and floss. Finally in 2007 Crest once again regained its top ranked
position. (adbrands.net, 2013) We will begin to delve deeper into ... Show more content on
Helpwriting.net ...
It featured the artwork of Norman Rockwell and carried the theme, "Look, mom – no cavities."
(Kramer, 2007) What really reinforced their brand equity was in 1960, when the American Dental
Association gave them a third party validation. This gave way to Crest becoming the leader in
toothpaste in the United States. For over 50 years Crest states that they were the leader in dental
health, providing healthy and beautiful smiles across the country. (Crest Corporate, n.d.) Colgate on
the other hand began in New York in 1806 by its namesake William Colgate as a soap company.
Since that time numerous generations have formed what the company is today. In 1873, Colgate
introduced toothpaste in a jar and followed in 1896 with the collapsible tube. By 1906, when
Colgate celebrated its 100th birthday they had over 800 products on the market. (Colgate Corporate,
n.d.) At this time their tagline for toothpaste was "We cannot improve the paste, so improved the
tube." In 1911, Colgate began its relationship marketing by distributing over 2 million tooth brushes
and tubes of toothpaste to school children along with nurses to demonstrate how to brush your teeth.
Then in the 1920's they began to open operations in Europe, South America, Asia and Africa to
expand to the world markets. It was not until 1968 that Colgate added fluoride to their toothpaste.
Then in 1983 Colgate added to their family brand, a

Euthymol Toothpaste
Abstract:
In this marketing report, I will analyse our product which call Euthymol toothpaste. Firstly, I am
going to describe the background of Johnson and Johnson, Euthymol toothpaste is distributed by
this company. After that, I will talk about how we did the survey about this product. Then I am
going to focus on the product and analyse it by using secondary research and survey results, it
includes product, price, place and promotion. Finally, I will give some suggestions to this product.
Introduction:
Euthymol toothpaste was marked by Warner–Lambert, but now it is distributed by Johnson and
Johnson. J&J is an American public company. It was founded in 1886, there are three founders, they
are Rober Wood Johnson, James Wood Johnson ... Show more content on Helpwriting.net ...
As this result, we can see most of the respondents would not consider the price when they buy this
toothpaste, because it is cheap. For these reasons, we can found out that Euthymol toothpaste is an
economy product.
Place:
Euthymol toothpaste only sold in the UK, it is not a famous brand of toothpaste. It sold in some of
the supermarkets, local stores and pharmacy. There are 72% of the respondents usually buy this
toothpaste in Pharmacy. It seems not easy to find it in the supermarkets and local stores.
Promotion:
Euthymol toothpaste has not much promotion such as advertising, sales promotion and direct mail.
From the survey results, we can see that advertising is the main promotion of this toothpaste,
because there are 13 (50%) respondents know this toothpaste from advertising. And there are 8
(30%) respondents selected other, it means there are quit a lot of people know this toothpaste in
other ways. For example, some people started to know this toothpaste from friends'
recommendation.
Conclusion:
In conclusion, Most of people are satisfied with the taste and the color of this toothpaste, but there
59% of the respondents are not happy with the packaging of this toothpaste. If the company of
Euthymal toothpaste wants to share more market, it has to solve packaging problem. In my opinion,
the best solution is to invent other Euthymol toothpaste, it has different packaging and effects
between the original one, so it can keep the old

Discolored Toothpaste
Discolored Teeth? Know About These Natural Whiteners
When you are suffering from teeth that are discolored, it can have an impact on your smile, laugh,
and social interactions. If you are wondering if there is a natural way to whiten your teeth, you
should be aware of these three whiteners.
Charcoal
Activated charcoal can actually be used like a toothpaste, but with whitening power. In order to use
it, you will dip the bristles of a wet toothbrush into the activated charcoal powder. Then you brush
just as if you were using toothpaste. You'll need to thoroughly rinse out your mouth when you are
finished, and then brush one more time using your normal toothpaste.
Your teeth will look black when brushing with the charcoal, but it is a substance that is known to
absorb impurities inside your ... Show more content on Helpwriting.net ...
While the spice can stain your clothes, it can actually brighten teeth. Using turmeric is easy, since
you use it just like you would activated charcoal powder. Apply it to your moist toothbrush and
brush like normal. Be aware that the spice will cause your gums to have a slight yellow look to them
shortly after brushing, but it will quickly go away. Over time, it will brighten the enamel and
improve your smile.
The spice works because it contains curcumin, an antibacterial and anti–inflammatory agent. In
addition to whitening teeth, it also prevents plaque buildup that can cause yellow teeth.
Olive Oil
You can use olive oil to do oil pulling. It works by taking approximately 1 tbsp of olive oil and
swishing it in your mouth just like you do with mouthwash. The olive oil comes in contact with your
teeth and other surfaces, and pulls off the bacteria known to form yellow plaque. It will also dissolve
any stains on your teeth that are oil–based. The longer that you swish the oil, the more bacteria will
be removed. When finished, spit the oil into the trash instead of down your

Toothpaste Executive Summary
We would like to thank our Professor,
Mr. Prantosh Banerjee for providing us constantguidance during our project and providing us with
an opportunity to apply the concepts learnt in the course "Marketing Research
–
I" to a practical and real life situation. We would also like to thank all the respondents who gave
their valuable time for filling up thequestionnaires and for giving valuable inputs during the
exploratory research. Their unbiasedand valuable input has helped us to administer a project in
which we have taken outinferences about the consumer buying behavior for toothpastes
Executive Summary
Oral hygiene is sought to be one of the most necessary aspects to maintain good healthsince the pre–
modern era where natural ... Show more content on Helpwriting.net ...
Colgate Palmolive is the leader in Indian toothpaste market having a market share of 50% in 2009.
HUL follows with 28%. HUL's brand Close–Up has a market share of 17% and Pepsodent 11%,
according to AC Nielsendata. Dabur is enjoying 10% market share.From past few years the
toothpaste market is restructuring & market share of differentplayers are changing. Since 2007–
08, analysts said HUL has lost 8–10% market share in oralcare.Market is likely to see a few key
launches in the toothpaste segment this year.Procter & Gamble (P&G) is set to throw
another gauntlet at Colgate–Palmolive andHindustan Unilever (HUL). The company plans to launch
its global toothpaste brand Crest atan aggressive price point this year.As and when P&G
introduces Crest in India, it will entail price competition as well as heavybrand investment in the
category from all the players, in our view. It will put the market shareand margins of Colgate under
pressure. Colgate will need to sustain its higher–than–industryad spends to protect its turf.The
consumer products arm of Johnson & Johnson (J&J) may launch toothpaste under
theListerine umbrella, while GlaxoSmithKline (GSK) Consumer Healthcare may relaunch
itsAquafresh brand, phased out a few years earlier. GSK had launched Sensodyne toothpastelast
year. A mass–market toothpaste product is what is missing at the moment, which GSKwill plug with
the relaunch of Aquafresh. Kishore Biyani 's Future Group is also entering

What Is All About Teeth Whitening
All about teeth whitening
Questions and answers
Works chemical whitening?
Teeth whitening with splint / gel works. The result, however, depends on how well you follow the
instructions, the original appearance of teeth and type of bleaching method and makes operated. If
you order a teeth whitening kit from one of the advertisers on this pale–tänder.com you get products
that are market leaders and known to produce white teeth.
What does it cost to whiten teeth?
Often when you want to do teeth whitening at home, to order a kit containing the mouth tray and
whitening gel. The prices for such a kit is usually around 300–600kr.
How long kept teeth whiten?
A common home teeth whitening lasts up to a year. Depending on how to care for your teeth ...
Show more content on Helpwriting.net ...
Place the gel only in the places of the track where your teeth will be. It is common for people to
choose to only whiten the front teeth when they are most visible when you smile. For greater
precision, a teeth whitening pen to be a good choice.
Can I whiten my teeth if I'm pregnant?
No research has shown it to be dangerous to use chemical whitening during or after pregnancy.
Works "whitening" toothpaste?
Toothpaste with "whitening" effect provides no or very little effect. Discoloration sits deeper into
the tooth enamel and brushing will only remove surface stains. However toothpaste protects against
caries and should be used every day. For white teeth: get a teeth whitening kit for guaranteed to
whiten teeth.
Can I bleach my cooking?
No. Porcelain Repairs and composite restorations are not affected by a chemical and will keep its
color. However, it is possible to whiten the other teeth along with teeth repaired. Because the result
can be major differences in nuance between healthy teeth and restorations, many choose to whiten
your teeth first and then renew their repair in a shade that fits better.

Is it possible to whiten your teeth if I have tooth

Colgate Palmolive Company : The Precision Toothbrush Case...
Colgate–Palmolive Company: The Precision Toothbrush Case Analysis Colgate–Palmolive
Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed
for three years, CP was fiercely competing with other companies in the market. In order to have the
power to fight in the highly competitive market with substantial product activity, Colgate–Palmolive
Co. was in a problem of considering the how to position its new product––Precision, and to define
the market strategy in terms of positioning, branding, and communication strategy. It provided some
options with details to the reader, hence, for such purpose, this case would be a decision case,
finding the optimum to segment the new product to the target and how it should be marketed.
Company Background Colgate–Palmolive Co (CP) was an international leader in household and
personal care product, with the sales of $6.06 billion and profit of $2.76 billion in 1991. CP set up a
five–year plan in 1991, pointing out that company needed to focus on new product launching and
entry into new geographic markets by improving the manufacturing, distribution and the
continuance of the core consumer products. Started from 1984, CP's CEO awaked the company
from "sleepy and inefficient" to profitable. Both gross margin and annual volume growth increased
from 1985. Although everything seemed good, CP was facing the worldwide strong competitions
from other companies. In order to have some protections, 170 CP's

What Is Tooth Decay In The 50's
By examining three of the commercials from the 1950s, we can conclude what the initial perceived
dental problem was in the era. In each of the commercials I analyzed, the issue of tooth decay was
mentioned repeatedly. I examined the 1956 Pepsodent commercial, the 1950s Colgate Dental Cream
commercial, and the 1956 Crest commercial. The competing companies all had a similar substantive
characteristic in that they used science and scientific terms to sway their consumers. In the particular
situation of tooth decay, all of the rhetors chose science and special terminology that would cause a
response in their audience. It is hard to argue against "science" after all.
Beginning with the 1956 Pepsodent commercial we see that the "scientific" formula is used but not
explained. According to the cartoon images in the commercial, I.M.P. cleans the teeth and removes
the yellow stains, while "Irium" fights tooth decay. The science behind these products in the
toothpaste formula is not mentioned. However, the audience can see the "cause and effect" in
relation to those two ingredients. By using Pepsodent and its ... Show more content on
Helpwriting.net ...
It did, however, have a "professional dentist" advising his patient to use that particular brand. The
"dentist" repeatedly stated that Colgate Dental Cream proved with scientific evidence that it stops
tooth decay "best." The dentist continues to say that no other toothpaste has "proved so completely"
with dental research that Colgate stops tooth decay and bad breath. Again, just like the Pepsodent
commercial, we see that scientific formula (though we have not been told how or with what)
Colgate leads to physical attraction and kissing. In this commercial, an explanation of anything is
not needed, because there is a supposed trusted professional telling the audience that the evidence
exists. Use the toothpaste that has backed scientific research and get the

Toothpaste
Toothpaste – an essential part of everyone's life. You use it daily and probably take it for granted.
Sure, it helps your teeth stay clean and bright, but you would never think that it would affect your
life in any other way or particularly change your destiny. You may be right, but Bill Sackter, the
individual the exemplary movie Bill is based on, may disagree with you. Bill Sackter, was a U.S
citizen and son to poor Russian and Jewish immigrant parents. He was born on April 13th, 1913 in
St. Paul, Minnesota and enjoyed playing the harmonica, receiving the Handicapped Iowan of the
Year Award, owning his own coffee shop, and spending priceless time with Barry Morrow's and
thereafter his family. Nevertheless, Bill's life wasn't always full of joyous moments such as these.
Having lived 44 long and tormenting years in the Faribault State School for the Feeble–Minded and
Epileptic in Minnesota due to his autism, Bill could be considered to have lived a hard life. In 1972,
Bill fortuitously encountered the young Barry Morrow at the Minikhada Club in Minneapolis,
Minnesota where coincidentally Beverly, Barry's wife, also worked as a ... Show more content on
Helpwriting.net ...
The emblematic movie Rain Man, co–written by Barry, was released 5 years after Bill's death and
was also able to not only highlight and humanize the issue of autism, but have groundbreaking
success as a spectacular movie. Furthermore, the Barry Morrow Rain Man Fund is currently
working with representatives in Shanghai, China to create a program that encourages reflection
towards autism and helps speed up the process of diagnosing and treating autism. To think that this
all started with something so seemingly insignificant as getting toothpaste for an autistic man named
Bill

Case Study Of The Colgate Palmolive Company
1.Think of business that you may put up in the future. What distribution strategy will you used to
reach your market? Justify.
I really want to be a chicken dealer or to start a broiler business to have a ready market at the time of
harvest. I really want this business because it seems to be more profitable business. The livestock
chicken cost only 90 pesos in farm and have optimum weight of 1.2 to 1.6 kg(live weight). The
strategy I will do is raise a broiler or just buy in the farm and I will sell it to the market lived or
dressed. I must preferred to have a customer that I will the one who supply chicken in there store.
and I can also a sell dressed chicken in the local hotels, restaurants, and institutional buyers.
2. Select a product ... Show more content on Helpwriting.net ...
Despite of the stagnant population in western countries the balance of power was increasing from
large scale manufacturers like Nestlé, toward supermarkets and discounted chain stores. In result,
Nestlé decided to lessen its focus on developed markets like North America and its home based
market in Switzerland to emerging market like India and China. The driving force behind the
decision of expanding its market share in emerging market is simple, as the population grows and
government decisions favoring market economies brings attractive business opportunities for public
living at intermediate income.
Nestlé uses the strategy which correlates the ratio of increase in income to use of branded food
products, which means as a person earns more and has less time for making food in his/her home,
they will automatically substitute for branded

Fluoride Essay For Kids
Fluoride is a must on your child toothpaste
Many children's toothpastes are the cutest team and smells like a whole candy store, showing
Advice & Rön review. But the worst is still the alternative children's toothpastes that lacks fluoride –
it's crazy because fluoride is the best protection against tooth decay.
Advice & Findings have examined 14 children's toothpastes. Blue and pink jelly, strong, synthetic
aromas of strawberry and bubble gum is not uncommon. And all the more or less sweet taste.
Must kids really have a special children's toothpaste? Can not brush with mom's and dad's
toothpaste? We let the matter proceed to the Bibi Stenman, dental hygienist and "of fluoride Auntie",
development and public health coordinator in the Public Dental Service in Stockholm County. ...
Many children find it far too strong taste of adult toothpaste. But yes, it is as well to let the kids
brush their teeth with adult toothpaste as long as they have no special additives with additional
grinding or bleach, for example.
– Personally, I think it is unfortunate that most children toothpastes are so cute, and many parents
have contacted us about it. Lately there have been some child toothpastes with milder taste, such as
mint. This is good, this has listened to consumers, she says.
Nowadays, it is not much difference in the fluoride content of children's and adult toothpastes. The
fluorine content in children previously toothpaste was substantially lower than in adult toothpaste
and low in most cases around 500 ppm (milligrams per kilogram toothpaste). Small child swallows
the toothpaste easily, and too much fluoride can damage the enamel of the teeth as they

Case Study Colgate
CASE STUDY: SENSODYNE OVERTAKES COLGATE IN SENSITIVE CATEGORY
INTRODUCTION
The sensitive toothpaste segment accounts for less than 10% of the country 's Rs 5,400–crore
toothpaste market at Rs 470 crore, but is growing at 50% a year.
Oral care giant Colgate Palmolive, which controls about 53% of the country 's toothpaste market,
has been selling its Sensitive brand in India since the last seven years.
India had very low levels of awareness on the condition of tooth sensitivity. Over the past two years,
Sensodyne has invested in creating awareness both through media and through dental detailing
which has led to good category growth. GlaxoSmithKline 's Sensodyne has overtaken Colgate
Sensitive to become the top–selling sensitive ... Show more content on Helpwriting.net ...
It also launched Colgate Active Salt with a dash of having salt in its toothpaste.
2. HUL:
It initially came up with Close Up which failed as it was positioned as a mouth freshener. Then it
came up with Pepsodent and targeted children through its "Dhishoom Dhishoom Ad".Through this it
targeted both youth segment through Close up and children segment through Pepsodent and has a
total market share of 39%( 13.81% for Pepsodent and Close up having a market share of 26%). 3.
Dabur India: It has a market share of 9.5% with its toothpaste such as Dabur Red, Meswaak, Babool
and toothpowders such as Dabur Lal Dantmanjan, Babool 4. GlaxoSmithKline:
It has come up with Sensodyne in Jun,2011 and has a market share of 6% and is expected to grow
further giving a tough competition to Colgate. 5. Future Group:
It has launched products like Sach which derive major market share from its in stores like Big
Bazaar, Food Bazaar 6. Other Substitutes: like chewing gums, glycerine mouthwash and
toothpowders
Thus the market share of the three market leaders is primarily being eaten by Sensodyne. Even
P& G is coming up with Crest which has been a huge success in U.S. Companies like Johnson
and Johnson, Gleker Pharma,Wrigley India are introducing niche products like chewing gums,
mouth

What Is Toothpaste Essay
Toothpaste
Brushing your teeth is a cornerstone of good oral health. Learn about the different types of
toothpaste, and how to choose one that is right for you.
Toothpaste is not always paste. It can be a gel, powder or paste that you brush your teeth and gums
to help get rid of accumulating plaque and improve your oral health. According to the American
Dental Association (ADA), the toothpaste is important to oral health because it helps to remove
plaque and bacteria buildup on the teeth and fights periodontal (gum) disease . Most toothpaste also
contains fluoride which strengthens tooth enamel and fights cavities.
What's the toothpaste?
The exact composition of various toothpastes may vary slightly depending on the benefits touted by
a particular brand (such as teeth whitening or reducing gingivitis). ... Show more content on
Helpwriting.net ...
Fluor has broad benefits for people, both young and old. "Fluoride toothpaste is not just for kids –
it's good for us all our lives," says Price. "The fluoride in toothpaste heals and remineralizes
microscopic cavities form, hardens the tooth surface, making it more resistant to acid attack by
bacteria, and inhibits the effect of these acid–producing bacteria."
Fluoride safety
Although the FDA requires fluoride toothpaste to carry a warning label urged parents to contact the
Poison Information about their children accidentally consume a large amount of toothpaste, taking
the ADA Council on Scientific Affairs the position that the FDA warning exaggerating the risks of
fluoride intake in children. According to the ADA statement, the children can not swallow enough
fluoride from toothpaste during normal brushing to cause any serious problems. Nevertheless, to be
on the safe side Price restrict children under the age of 5 to a pea–sized amount of toothpaste and
monitor their brushing because most children have not learned to wash rather than swallowing the
end of

The Efficacy Of Sodium Fluoride
RESEARCH METHODS 2
QUESTION 1:
PART A:
1. Aims:
To determine the efficacy of sodium fluoride varnish (22,600ppm) application biannual and use of
high concentration fluoride toothpaste (2800ppm) together in high caries risk children wearing
orthodontic braces against development of white surface lesions (WSL) between 12– 16 years of
age.
2. Objectives:
To detect and classify progress of caries using ICDAS system in high caries risk children wearing
orthodontic braces with combined use of fluoride varnish applications biannually and use of high
concentration fluoride toothpaste (2800ppm) vs. use of fluoride varnish application biannually and
normal strength (1450 ppm) fluoride toothpaste.
3. Hypotheses:
The combined use of biannual fluoride application and high concentration fluoride toothpaste
reduced the occurrence and progress of caries measured according to ICDAS system in high caries
risk children.
4. Study design:
2 year randomised controlled trial was conducted.
PART B:
Methods for the proposed study:
1. Population of interest:
The study was conducted at a very busy orthodontic practice. A total of 186 participants were
included in the study.
Inclusion criteria for children to be part of study was: Patient fitted with fixed brace in last 2 month,
no active carious lesion present, dietary analysis shows high cariogenic diet, committed to attend
every six months.
Children excluded from the study: children who already

Marketing Strategies of Four Leading Brands of Toothpaste...
Running head: MARKETING STRATEGIES OF TOOTHPASTES
1
Marketing Strategies of Four Leading Brands of Toothpaste Jennifer Glascock Averett University
BSA 310 Principles of Marketing Dr. John Guarino October 19, 2010
Workshop #5
MARKETING STRATEGIES OF TOOTHPASTES
2
Table of Contents Abstract.............................................................................................4 Marketing
Strategies of Toothpastes............................................................5
Crest.................................................................................................5
History..........................................................................................5
Types............................................................................................6
Pricing..........................................................................................6 Target
Markets.................................................................................6
Advertising.....................................................................................7
Colgate..............................................................................................7
History..........................................................................................7 ... Show more content on
Helpwriting.net ...
Crest was increasing in popularity after the American Dental Association declared in 1960 that Crest
toothpaste effectively reduced tooth
MARKETING STRATEGIES OF TOOTHPASTES
6
decay. Soon after in 1962, Crest was the best–selling toothpaste in the country. Crest has been
recognized several times since it has been available to consumers. These recognitions assist in
providing a more effective market strategy. Types Crest offers many different types of people to
draw the consumers to buy their products. These different types concentrate on needs or concerns

that may be want the consumer needs. They offer types such as whitening, tarter control, cavity
protection, gum protection, enamel shield, sensitive, pro–health, and types containing mouthwash.
Having so many different choices is a marketing strategy that Crest has chosen to make their brand
successful. Currently according to Crest website, they offer 41 different products (Crest, 2010b).
Pricing Crest's basic products can be found at an average price of $2.00. This product would include
basic cavity protection and breathe freshening. The more expensive Crest toothpastes that offer
whitening, extra whitening, and sensitivity control average around $5.00–$6.00. These prices are
comparable to the other four brands in this report. Target Markets Crest offers products for children
and adults. Their target market however tends to be

Toothpaste Market in China
(Excerpt) Research and Investment Forecast Evaluation of Toothpaste Market in China, 2011–2015
Research and Investment Forecast
Evaluation of Toothpaste Market in China,
2011–2015
(Excerpt)
Huidian Research
Publication Date: May 2012
(Excerpt) Research and Investment Forecast Evaluation of Toothpaste Market in China, 2011–
2015
11. Consumer Market Analysis of China's Toothpaste Industry
11.2 Target Consumer Group Research of Toothpaste Products
11.2.3 Consumer Views to Demanded Suitable Toothpaste Type
Fig. 40 Demand of Suitable Toothpaste Type
Types of Toothpaste Usage
Number
Consumer
Type
of
ratio
Herbaceous Type
85
35%
Whitening Type

109
44%
Chinese Herbal Medicine Type
44
18% ... Show more content on Helpwriting.net ...
Import and Export of China's Toothpaste Industry
7.1 Import Analysis of China's Toothpaste Industry from 2010 to 2011
7.2 Export Analysis of China's Toothpaste Industry from 2010 to 2011
8. Development Analysis of Toothpaste Market Segment
(Excerpt) Research and Investment Forecast Evaluation of Toothpaste Market in China, 2011–
2015
8.1 Traditional Chinese Medicine Toothpaste
8.1.1 Analysis of Industrial Development Status Quo from 2010 to 2011
8.1.2 Analysis of Market Scale from 2010 to 2011
8.1.3 Analysis of Industrial Development Strategy from 2010 to 2011
8.2 Fluoride Toothpaste
8.2.1 Introduction
8.2.2 New Standards
8.2.3 Limit of Fluorine Content in Children's Toothpaste
8.3 Salty Toothpaste
8.3.1 Development Status
8.3.2 Salty Toothpaste became the First Choice of Consumers
9. Development Analysis of Relevant Industries
9.1 Toothbrush
9.1.1 Analysis of Toothbrush Market
9.1.2 Analysis of Electric Toothbrush Market Opportunity
9.1.3 Development Trend of Toothbrush Industry
9.2 Mouthwash
9.2.1 Introduction
9.2.2 Mouthwash Brand
9.2.3 Introduction of Consumption Status
10. Regional Market Analysis of China's Toothpaste Industry
10.1 North China
10.2 Northeast Region
10.3 Eastern China
10.4 South China
10.5 Central China
10.6 Western China
11. Consumer Market Analysis of China's Toothpaste Industry

11.1 Income Analysis of China's Toothpaste Consumer
11.1.1 Analysis of China's Population and People's Livelihood

Personal Reflection Of The Body
The ninth field exercise asked us to focus on the concept of bodies and how we present them to
society. I visited a Walmart and went to the personal care/hygiene section. While mapping the store,
I noticed that although the placement of most of the products made sense, the layout of the store was
a little strange. The first rows of makeup were at a strange angle, but the next couple of rows were
parallel to the rest of the rows in the store. I could not tell why they were angled that way, as it
seemed like it was just wasting space.
The personal care section seemed to into two categories: necessary health items and cosmetic items.
The first section I looked at was the health items. For the most part, they were all located near each
other. I noticed they had eye drops and contact solution next to each other, which are meant to
correct vision and dryness issues in the eyes. They also had foot gel inserts at the end of the aisle,
which I thought was an odd place to put them. These are used to help with foot and arch support. In
the opposite aisle there were baby shampoos and soaps, to aid in cleaning babies. The next aisle had
toothpaste and toothbrushes. A distinguishing characteristic of the toothpastes, were the adjectives
that accompanied them, such as "whitening", "protective", "sensitive", and "complete".
Toothbrushes and toothpastes are used to brush your teeth, in order to prevent cavities in your
mouth. The deodorant aisle also had condoms at the end, which seemed

Does Toothpaste Expire Essay
Does Toothpaste Expire? Some people have the habit of buying more items than they need from the
grocery, especially when they're on sale. Like most consumable products, toothpaste is one of the
items that go on sale when the store has a big stock to dispose. Consumers who are careful about
stocking on consumable products may wonder – does toothpaste expire?
You may be surprised to find out that toothpaste, like food and medicine, does have a limited shelf
life. Toothpastes containing fluoride are required to be marked with an expiration date, which is
typically two years after their manufacture date. Now the next question is: Is using expired
toothpaste bad for the health?
Part 1: Does Toothpaste Expire?
The US Food and Drug Administration ... Show more content on Helpwriting.net ...
Does toothpaste expire? Well, after two years, the fluoride content and effectiveness in your
toothpaste may not be guaranteed by the manufacturers, so your precious teeth may become
vulnerable to plaque build–up and tooth decay. Therefore, it is always best to use a fresh tube of
toothpaste when brushing your teeth to ensure oral and dental health.
Part 3: What to Do with Expired Toothpaste?
Sometimes you buy an extra tube of toothpaste and forget about it. Does toothpaste expire? – you
wonder. By the time you see it at the back of your medicine cabinet, it has most likely expired. Do
you use it or throw it away? Well, if you want good, healthy teeth, you better use a new tube of
toothpaste. But you don't have to throw away the old one. Here are some clever ways to make use of
old toothpaste:
1. Clean the Sink
Toothpaste is a natural abrasive because it contains ingredients such as silica and baking soda, which
can make your sink and faucet shine sparkling clean. Use a cleaning brush to scrub the sink with
some expired toothpaste for a nice, shiny bathroom or kitchen

Marketing Strategy Of Colgate
The purpose of this report aims to help plan and propose new marketing strategies for a fast moving
consumer good (FMCG), Colgate. In this report we will examine the current market and its
competitors, and propose appropriate strategies that can be adopted to continue Colgate's market
leadership and create greater profits for the company. 1.1 Background of Colgate
Colgate started out in 1806, which started their business on starch, soap and candle business on
Dutch Street in New York City in the beginning (Colgate, 2015). Colgate managed to introduce
toothpaste in jars in 1873 and re–packaged their toothpaste in tubs in 1986. In 2004, Colgate
acquires GABA 'oral care business in Europe' which has increased Colgate's trustworthiness with ...
When it first came out, they were sold in jars. It was not until the 1920s that Colgate decided to
globalize the brand and make it available for sales in different parts of the world; Asia, Europe,
Africa and Latin America. (Colgate, 2015). (Picture Source:
http://blogs.als.net/Themes/ALSTDI_Global/Images/Globe_2013.jpg) 2.2 Demographical
Segmentation & Target Market
Defining the Demographical Segmentation according to (Marketing in Asia, 2009), it would be to
base it on some objective classification attribute of prospective buyers such as physical attributes
like the gender or race, measureable attributes like age or income, and other characteristics such as
the birth era and occupation.
Colgate is adopting the mass market; mass customization approach. For physical attributes, Colgate
targets all gender, race and age. They cater to both children and adults with age ranging from 0–80
years and above. For measureable attributes, Colgate cater to all income levels regardless of it low
or high.
Since Colgate carries a wide range of products, they also have a wide range of different customers.
Colgate's Target Audiences: Baby/ Toddler Age Toothpaste 0 – 2 years old Fluoride Free 2 to 5 years
old Fluoride

Colgate Max Fresh Case
CONTENT
Question 1. Analyze the factors leading to Colgate Max Fresh's success in the US
market.....................................................................................................4
Question 2. Critically evaluate CMF's adaptation strategies in China and Mexico. From a global
CMF perspective, what are the short–term and long–term impacts of these
adaptations?.............................................................................................................................6
Question 3. Suggest guidelines for optimizing new product introductions for Colgate Palmolive
worldwide. Provide appropriate justifications......................................................11
Question 4. Write an outline marketing plan, focusing on product, price and promotion for the
launch of CMF as a global brand. Provide ... Show more content on Helpwriting.net ...
The marketing strategy of the CMF launch on the U.S. market was well planned. A celebrity Emily
Procter was invited to make advertising. According to Hofstede's typology, the U.S. belong to an
individualistic culture and Emily Procter was known for her "individual" success, the consumers
were expected to "follow" her. As individuals are concerned primarily with their own interests and
are concentrated on good appearance, fresh breath and white teeth are important components of their
attractiveness. U.S. also belong to a masculine culture where material success and assertiveness are
of great value (which Emily Procter communicates).
The packaging was thought out properly: "liquid–bottle form with mini breath strips clearly visible
through the clear plastic container." According to Martin Ross (1995) "sensory brand images would
perform well in countries where high individualism is a dominant cultural pattern", "a product with
sensory appeal provides novelty, variety, and sensory gratification" . CMF embodied this image.
CMF achieved phenomenal success accounting for over 40% of the company's revenues along with
the products released after 2000.
Question2.
With a successful product in the US, Colgate–Palmolive decided to target its global audience by
marketing to various geographies, especially the growing emerging markets, such as China and
Mexico. Their global strategy posed immense challenges in terms of overcoming cultural

Case Study Of Allstar Allthpasins
Allstar brand is a multinational consumer products company that was formed in 1924 and based in
America. It manufactures and sells ethical pharmaceuticals, OTC (over–the–counter) drugs, and
consumer products. Allstar has decided to develop six countries that were selected within the Latin
American Market. The six countries which have high potential market to be invested on are
Argentina, Brazil, Chile, Mexico, Peru and Venezuela. As a country manager of the company, I have
to decide which country to enter first and subsequently, follow on to the last. Our company aims is
to develop mainly our Allsmiles toothpaste brand into all six countries with 10 years' time and also
to achieve significant market share, profit and at least having a production ... Show more content on
Helpwriting.net ...
Our business has come to a solid state, and is time for us to develop into Argentina and Brazil. At
year three, we will move into Argentina by using agents or distributor's method. By appointing a
local agent or distributors as they can understand the local culture and also able to support for
positioning brands in the market through promotion and advertising. Besides that, we need to
understand the civil and commercial codes govern principal agent relations and contrast from U.S
laws. It is strongly advice to consult with a local lawyer for any type of substantive negotiation of
the terms of the agreement. (INSTITUTE, 2016)Same method will be use in Brazil on the following
year. This will help the company to reduce the cost of market development and operating cost.
Several obstructions for developing in Brazil due to regional economic disparities, a few states of
infrastructure, and a host of other issues, most of the time is tough to find one distributor that has
complete national coverage. So the U.S. Commercial Service strongly suggests that U.S. companies
consult with a Brazilian law firm before signing any agreement to avoid potential legal problems.
(INSTITUTE,

Colgate Palmolive-the Precision Toothbrush
1. What is changing in the toothbrush category? Assess Colgate Palmolive's competitive position.
Toothbrush manufacturers have poured millions of dollars and hours, to marry form and function in
oral health care products that enable their users to brush frequently, comfortably, and above all,
properly. Along the way, they have built the U.S. oral care market into a $2.9 billion industry,
changed the brushing habits of millions and turned the lowly toothbrush into a trendy lifestyle
accessory.
As the consumers are becoming more concerned about the health of their teeth, the toothbrush
companies are focusing on helping them have an optimal dental health, and offering various types of
toothbrush; to do this they must be all the time focused ... Show more content on Helpwriting.net ...
3. What are the arguments for launching Precision as a) a niche product and b) a mainstream brand?
• Launching Precision as a niche product:
Niche positioning focuses on customers who care about the prevention of gum diseases. As such, it
could command a 15% price premium over Oral–B and would be expected to capture 3% of the
U.S. toothbrush market by the end of the first year following its launch. Steinberg believed that with
a niche positioning, Precision retail sales would represent 3% volume share of the toothbrush market
in year 1 and 5% in year.
Under a niche positioning strategy, Steinberg decided that CP would establish a factory list price to
the trade of $2.13, a premium over Oral–B regular and at parity with Oral–B Indicator. If the
company decided to position the Precision toothbrush as a niche product many positive benefits
would appear:
1. Precision toothbrush is more advanced and is characterized for its technological superiority over
its competitors. Because of that, Colgate–Palmolive can be able to differentiate and promote
something new to the market.
2. Colgate–Palmolive would be able to charge premium prices if targeting to customers who are
worried about gum diseases.
3. If the company decided to position the Precision toothbrush as a niche product SKU's would not
decrease.
4. In case of failure of Precision, Colgate could reduce the losses if costs were to decrease.
Focusing on

The Xylitol Toothpaste Trial For Children
Xylitol Toothpaste Trial for Children "Early childhood caries (ECC) is on the rise among U.S.
preschool–aged children, especially in preschoolers from low–income households." (Chi, D.L., Tut,
O.K., & Milgrom, 2014, p.1) The Xylitol Toothpaste Trial was conducted in four Head Start
classrooms located on the Republic of the Marshall Islands on Majuro Atoll. The Washington
Institutional Review Board granted the Ministry of Health approval to commence the trial as
requested. The Ministry of Health worked with the children there that were from ages four to five
enrolled in Head Start during the school year of the trial. During the initial census at the beginning
of the school year there were 196 children who were enrolled and received a baseline ... Show more
content on Helpwriting.net ...
The adherence to the xylitol toothpaste was likely to have been altered during this time. Assuming
that each child brushed with a quarter of a gram of toothpaste, they would have received less than
four thousandths of a gram of the effective amount of xylitol exposure daily. That is one–twentieth
of the amount of xylitol that the children received during the trial. A 14 percent elevation was
previously noted when brushing twice a day with a fluoride toothpaste as opposed to brushing once
with the same fluoride toothpaste in a 2003 Cochrane review evaluating the fraction of prevented
caries. This suggests that the difference isn't significant in the type of toothpaste used whether it be
fluoride or xylitol but predominately how often high caries risk children brush their teeth.
Xylitol toothpaste is less economically feasible, with the cost of the xylitol toothpaste elevated
considerably higher than the average fluoride toothpaste. "The commercially available xylitol
toothpaste used in the current study costs three times as much per ounce as over–the–counter
fluoride toothpastes" (Chi, D. L, 2004 p. 6). Because of the greater concentration of xylitol that is
required to make the toothpaste effective elevating the cost above fluoride toothpaste, it is less
practical for parents to incorporate xylitol toothpaste in their children's daily oral care

Fluoride Containing Dentifrices And Its Effects On The...
Fluoride containing dentifrices have been used in oral hygiene in the Western regions to prevent
caries formation and reduce gingivitis. A particularly vulnerable population to early carries is school
aged children. Researchers have been looking for a more effective combination of ingredients to to
achieve a faster and more effective way of plaque, gingivitis and carries reduction in school aged
children. A four weeks long pilot study was conducted by Cagetti, Strohmenger, Basile, Abati,
Mastroberardino, and Campus (2015) in Italy, to compare the effects of fluoride containing
toothpaste versus a toothpaste with main active ingredients of fluoride, triclosan, cetylpyridinum
chloride [CPC], and essential oils on supra–gingival plaque and bleeding on probing.
. The study was carried out by members of WHO Collaborating Centre of Milan for Epidemiology
and Community Dentistry, Milan, Italy, and all examinations taken place at a primary school in
Sassari, Italy. The participants were supervised by their teacher during examinations. The literature
review incorporated in the introduction immediately after the abstract without any heading, on pages
437–438, column 1 and 2, and paragraph 1–5. The literature review states that there is a concern
about the gingival health of Italian children and researchers have been searching for the best
combination of active ingredient that would safely and effectively reduce plaque and gingivitis.
Several antibacterial were evaluated in the past

What Is The Difference Between Procter And Gamble Toothpaste
Today the success of any firm depends on the number of loyal and satisfied customer it has. With the
fast change of world around us in terms of technology, innovation, lifestyle etc, it is really very
difficult task to understand the consumer behaviour. It has become evitable for any company to
acquire the competencies and the desired perspective to enable them to be successful with ever
changing competitive landscape.
The world's largest consumer good company P&G had much anticipated entry in India's largest oral
care category, toothpaste, in July 2013. The company had put its toothpaste under Oral–B umbrella,
already familiar to Indians through its toothbrush segment. Globally, Oral–B is a leader in the
toothbrush segment and is already a brand worth a billion dollar. It had already launched its
toothpaste portfolio under Oral–B in multiple countries such as Greece, Portugal, Israel and
Venezuela. P&G ... Show more content on Helpwriting.net ...
It derives 45% of its revenue from the oral care division while P&G and Unilever earn less than 5%
of its revenue from oral care products. This has proved helpful for Colgate–Palmolive to maintain
their presence in all the segment in oral care. Further customers know the company for all round oral
care not just specific segment in oral care that has helped the company to have strong brand value.
The strategic presence in all oral care segment by Colgate is likely to help company attract more
resources and investment to maintain its strength in the market.
Although it is believed that Colgate will concede some of its market share in toothpaste to Unilever
and P&G but that won't be significant enough to steal Colgate's dominance over market. However
that will happen at much larger cost of advertisement and promotions by the competing brands. It is
expected that the global market share for Colgate is going to increase in next couple of years as
shown in Exhibit

Marketing Strategies Plan For Wizard Toothbrush Essay
Marketing strategies plan for Wizard Toothbrush
The Tooth Booth Company is a limited company that specialises in producing toothbrush with
toothpaste in one, which is named the Wizard Toothbrush. Its benefit for those who are having a less
time, travel often. As the company is just establishing, it needs to have its own marketing strategy
plan in order to make profit. Therefore, the purpose of this essay is to indicate the company's target
market, the value drivers and lastly the marketing mix, for instance, The Tooth Booth's product,
promotion, price, place and positioning strategy. First, the company has specified the target market.
Target market
The Tooth Booth projected that Wizard Toothbrush is for the general population, from children to
adults, except denture customers. As a result, the company decided to divide the target market into
two market segments. The first market segment is adults, targeting at the age of 12 and above.
However, The Tooth Booth is focusing more on earning income customers, from low to high
income, both genders and all lifestyles so that The Tooth Booth able to gain sales of the products.
Lastly, children under 12, the company targeting more at the age of two and above. The reason for it
is dentist is not recommended children using fluoride toothpaste at the age under two, but from the
age of two, children can use a pea–sized of fluoride toothpaste containing at least 1,000 ppm F
(Dental Health Foundation, Ireland), and as Wizard Toothbrush is

Research Paper On Colgate
Positioning
Colgate produce variety of oral care products and one of the factor that cause Colgate to success in
the market is positioning. In this case, Colgate positioned themselves as number one recommended
by dentist worldwide. Each of the Colgate's toothpaste positioned differently in the market. Colgate
Total 12 positioned itself as unbiddable protection for healthy mouth which provide 12hours
protection against bacteria. It claimed that it is the only one product that reduces bacteria that build
up by 90 per cent and worked for 12 hours in their advertisement. (Colgate Total Tv Commercials,
2016) On the other hand, Colgate Sensitive Pro Relief positioned itself as exclusive Pro–Argin for
instant relief lasting relief. Colgate Pro Relief state that they were dentist's 1st reccommendation
product for ... Show more content on Helpwriting.net ...
(Home, 2016) This is because Colgate Sensitive Pro Relief products are the first only one who had
inserted with Pro–Argin formula which is a technology that consist of arginine, calcium compound
and calcium carbonate that helped to decreased sensitivity. (FAQs, 2016) As we know, Sensodyne
toothpaste came out with products that are focusing on sensitive teeth, Colgate Sensitive Pro Relief
's positioning is seem to be very similar to Sensodyne toothpaste. Therefore, Colgate inserted
'Exclusive Pro–Argin Formula' in their advertisement and use the word 'Instant Relief' instead of
'Rapid Relief' that used by Sensodyne toothpaste so that they can be positioned and discovered
differently with Sensodyne toothpaste. Instead of producing toothpaste, Colgate also came out with
other oral care products which are mouthwash and toothbrushes under their own brand name.
Mouthwash Colgate Plax are positioned as provide cleaner, healthier mouth and

Colgate Max Fresh Case Study
Colgate Max Fresh:
Global Brand Roll–Out
Executive Summary
The United States, Mexican and Chinese markets all took very different approaches to the release of
Colgate–Palmolive's (CP) newest oral care product in 2004–2005. The new toothpaste is called
Colgate Max Fresh (CMF). It is a cavity preventing gel with breath–freshening strips suspended in it
that dissolve while consumers brush their teeth. The technology behind the breath strips is patented,
and Colgate was hoping the product would be a big success by providing unique freshness.
In the United States, research was done and new bottling was designed to optimize the appearance
of the new toothpaste. The advertising was also focused on the freshness that result from the ...
| New flavors cost $200,000 to research and develop. New graphics, aesthetics, advertising
campaign cost $1.5 million. New packaging (that failed) cost $1.5 million, and would have
increased variable cost by 20%.New green color developed for $7,000. | New advertising campaign
cost $500,000 total.Not many other expensive changes were mentioned.Package size is different
from the U.S., but with similar packaging types (and probably similar to other Colgate toothpaste
packages). |
In Mexico the promotional campaign was completely changed from the U.S. campaign and a third
product flavor was introduced. The original two flavors were not changed, reducing costs compared
to China. Costs in Mexico were kept low, and in the first two years Colgate saw a net profit in the
Mexican market with Colgate Max Fresh. In China, however, many aspects of the marketing mix
were changed, increasing costs tremendously. The product was changed by eliminating one of the
two original flavors, changing the color of the other, and adding two new flavors. CP China's
management also tried a variety of packaging styles before choosing to use one that would increase
the variable cost by 20% per unit. It turned out, however, that the design they chose was not up to
CP's global standards and after spending $1.5 million the idea was thrown out. The advertising
campaign was changed to a riskier

Colgate Case Study
Organizational Development (OD) is a developing discipline that draws on knowledge and methods
from the behavioral sciences. The goal of OD is to enhance organizational effectiveness through
planned systemic change. These cases study provide students with the discipline's defining
conceptual frameworks and the technologies used in x organizational development. Greater
emphasis is on understanding the relationship between the OD practitioner's (like Colgate–
Palmolive and Marks & Spencer) role and key players in the clients system as the OD cycle unfolds.
Students would experience the practitioner's "mind set" as they are challenged to frame
organizational issues and identify how to enter and intervene in dynamic organizational settings. ...
For that reason, he set out to diversify the company's operations in the early 1970's. Foster's concept
was that these diverse business groups would provide greater growth than Colgate could achieve in
its traditional markets which CP's acquisitions did during his era (Please Refer Exhibit – 1).
Unfortunately, the anticipated growth did not occur and profitability was less than planned, putting
excessive demands for profitability on the traditional businesses.
The Keith Crane Era (1979 – 1984). When Crane succeeded Foster as CEO in 1979, as he analyzed
the overall business and concluded that Colgate had become a company that was losing momentum
in its traditional business. To overcome these problems, he had set out to get CP's management
"back to basics' and put a dispirited organization back on track. The company was centralized and
operated by putting increasing profit demands on its base businesses, especially outside the United
State. And that is what Crane did.
Reuben Mark (1984 – till to date) – Chairman of the Board and Chief Executive Officer of Colgate–
Palmolive Company. He joined Colgate in 1963 and held a series of significant positions in the
United States and abroad before being elected CEO in 1984. During the time, he announced that
downgrading the company from a "buy" to a

Types Of Toothpaste And Their Ability
The focus of this experiment was to test two different types of toothpaste and their ability to inhibit
growth of two different types of bacteria. Both toothpastes have the same active ingredients but both
have some similar and some dissimilar inactive ingredients. The active ingredient in both Crest
Deep Clean Complete and Tom's Whole Care is 0.24% sodium fluoride. In 1940 Procter & Gamble
the founders of Crest toothpaste had to come up with a plan to reduce the number of Americans with
tooth decay. So they began to research beneficial ingredients to add to their toothpaste. In the 1940s,
Americans were estimated to have over 700 million cavities a year, making dental disease one of the
most prevalent of U.S. health problems (Procter & ... Show more content on Helpwriting.net ...
There are six pathotypes for Escherichia coli Enterotoxigenic E. coli (ETEC)Enteropathogenic E.
coli (EPEC) Enteroaggregative E. coli (EAEC) Enteroinvasive E. coli (EIEC) diffusely adherent E.
coli (DAEC) Shiga toxin–producing E. coli (STEC)–STEC or also may be referenced as
Verocytotoxin–producing E. coli (VTEC) or Enterohemorrhagic E. coli (EHEC). The (VTEC)
pathotype is the heavily focused in the news and is most related to foodborne illnesses, and can even
lead to pretty sizable outbreaks.
So, if both Crest and Tom's both have the same active ingredients, this experiment will test which of
the inactive ingredients have more antibacterial capabilities. This experiment won't tell us what
specific ingredient is responsible for the added prevention of bacteria, but it will show what
toothpaste better prevents Bacillus subtilis, and Escherichia coli. Crest has 22 ingredients and Toms
has just 10, the experiment must narrow down some of the variables. To achieve this researching
some of the other inactive ingredients is necessary to know if one of the toothpastes inhibits the
bacterial growth better on either Bacillus subtilis or Escherichia coli. While Crest has many more
ingredients than Toms, they both have fluoride, which is the most important ingredient in
strengthening teeth, as well as preventing bacterial growth. The experiment will need to narrow
down to the dissimilar ingredients in each type of toothpaste and assume the similar ingredients

Toothpaste Modern Toothpaste
Toothpaste is a paste or gel dentifrice used to clean and maintain the aesthetics and health of teeth.
Toothpaste use can promote good oral hygiene: it can aid in the removal of dental plaque and food
from the teeth, it can aid in the elimination and/or masking of halitosis, and it can deliver active
ingredients such as fluoride or xylitol to prevent tooth and gum disease (gingivitis). In most or all
developed countries, usage after each meal is encouraged. Most toothpaste contains chemicals
which are toxic when ingested, and is not intended to be swallowed.
Contents
[hide]
* 1 History o 1.1 Early toothpastes o 1.2 The modern toothbrush o 1.3 Tooth powder o 1.4 Modern
toothpaste * 2 ... Show more content on Helpwriting.net ...
Sodium fluoride (NaF) is the most common form; some brands use sodium monofluorophosphate
(Na2PO3F). Much of the toothpaste sold in the United States has 1000 to 1100 parts per million
fluoride ion from one of these active ingredients, in the UK the fluoride content is often higher, a
NaF of 0.32% w/w (1,450 ppm fluoride) is not uncommon. This consistency leads some to conclude
that cheap toothpaste is just as good as expensive toothpaste. When the magazine Consumer Reports
rated toothpastes in 1998, 30 of the 38 were judged excellent. Application of fluoride also prevents
moisture build–up in some surfaces.[citation needed]
Other ingredients are less commonly used, including Hydroxyapatite nanocrystals and calcium
phosphate for remineralization,[6] and strontium chloride or potassium nitrate to reduce sensitivity.
[edit] Other ingredients
In addition to fluoride, the other fundamental ingredient in most toothpastes is an abrasive.[citation
needed] Studies have shown that abrasives in toothpaste reduce the time needed to remove plaque
from the teeth by approximately 50%. Abrasives, like the dental polishing agents used in dentist's
offices, also cause a small amount of enamel erosion which is termed "polishing" action. Some
brands contain powdered white mica which acts as a mild abrasive, and also adds a cosmetically–
pleasing glittery shimmer to the paste. Many may contain frustules of dead

Colgate Max Fresh ( 1 )
Case Study: Colgate Max Fresh (1)
Criteria Ratings Pts
Situation Analysis, Apparent Issue, Important Facts, SWOT Analysis, Real Issue, Realistic Options,
Recommendation, Expected Outcomes & Benefits, Method of Evaluation and closing remarks. Full
Marks
10.0 pts Mostly Fulfilled Criteria
7.0 pts Somewhat Fulfilled Criteria
5.0 pts No Marks
0.0 pts pts
Research: Used Relevant Facts and Statistics, Used External Sources to Support Research Full
Marks
3.0 pts Mostly Fulfilled Criteria
2.0 pts Somewhat Fulfilled Criteria
1.0 pts No Marks
0.0 pts pts
Understanding: demonstrated understanding of class materials/course material and relevant chapters.
Able to apply knowledge from course to develop logical recommendation. Full Marks
3.0 pts ... Show more content on Helpwriting.net ...
launch six months prior. Burton needs to assess if the plans and costs to adapt the CMF marketing
programs in each country would generate sufficient incremental sales and profits to justify the added
complexity.
US Launch
The US toothpaste market – $2,438 million – with a growth rate of 8% since 2000, Table B in the
case shows that CP and P&G are battling head to head competition for the 2004 value share of
toothpaste market with 34.8% and 31.6% respectively. Colagate–Palmolive's Global Market Share
remained almost constant for 5 years, as shown in Table A, upsetting Crest's former dominance.
Exhibit 2A US Market Toothpaste Benefit Importance (1997), shows that therapeutic benefits;
'Protection against cavities/contains fluoride', 'Reduces plaque build–up', 'controls tartar' were listed
at 1st, 2nd, and 4th places respectively, while the cosmetic benefits such as 'Breath Freshening' and
'Whitens Teeth' are at the 3rd and 5th places in must haves from the total respondents (1,216).
This shows that the US market is more concerned about the therapeutic benefits from their
toothpastes in 1997, yet Exhibit 2B, shows that consumers from 2000–2004 the importance shifted
from the therapeutic benefit : 'anti–cavity/tartar' at –22.7% while there is a growth in cosmetic
benefits : 'whitening' at +16.4% and 'freshening/cleaning' at +2.9%. For 2004, therapeutic benefits
total at 53.4% while cosmetic benefits add up to 46.6%. CMF's success in the US

Investigating the Effect ofTeeth Cleaning Agents on the...
Investigating the Effect of Different Teeth Cleaning Agents on the Growth of Bacteria
On account of the price and variety of tooth cleaning agents available on the market, an
investigation was conducted into the effect of different tooth cleaning agents containing different
ingredients on the growth of teeth bacteria. The tooth cleaning agents tested were
Colgate total antibacterial toothpaste with Triclosan (3 pence/ml),
Boots non fluoride toothpaste (less than a penny/ml), Dental care baking soda toothpaste (2
pence/ml) and a twig from a natural toothbrush tree Salvadora persica commonly known as
'Muswak' (30 pence for two weeks supply, toothbrush not required as twig carries out the function of
a toothbrush).
Gingivitis (inflammation ... Show more content on Helpwriting.net ...
It is inexpensive, customary and used for religious reasons as well.' Additionally, Abu Hanifa
mentions the use of muswak as being best for brushing teeth, for it makes speech more eloquent,
frees the tongue, relieves the weakness that comes from disease, stimulates the appetite and clears
the brain.5b
As seen from above, the main visible active microbial agent in the chosen tooth–cleaning agents is
Triclosan. Studies involving Triclosan include a six month study carried out by Bolden T et al on the
clinical effect of a dentrifice containing Triclosan on plaque formation and gingivitis. This study
noted that there was a 17% statistically significant reduction in plaque formation when using
Triclosan.6a Thus with regard to data obtained from the above study the following hypothesis was
formulated:
"Clinically proven antibacterial Colgate total toothpaste containing
Triclosan will affect the growth of teeth bacteria the most by reducing it or stopping it completely as
compared to the baking soda toothpaste, non fluoride toothpaste and the natural tooth cleaning
product 'muswak'."
The percentage area covered of bacterial growth was used to measure and compare the activity of
the tooth cleaning agents against teeth bacteria obtained by taking swabs directly from the mouth of
a human volunteer. Five small wells were cut into a solidified agar plate at
approximate

Crest Of A Toothpaste Company
Crest, a toothpaste company, is known to be one of the world's biggest dental hygiene businesses.
They sell many products, including floss, toothpaste, toothbrushes, teeth whitening, and mouthwash.
Their advertisements are in magazines, on television, and heard on the radio. The most common
place one hears promotional Crest advertising is at your local dentist and orthodontist office. These
Crest products may even be advertised in one's own bathroom near the faucet. Crest's main purpose
of this advertisement is to lets its audience know the severity of oral hygiene. Crest's uses efficient
advertising to get its main message across by persuading its audience into buying its product by,
explaining necessary precautions, targeting the appropriate audience, introducing credible
information, playing on emotions, using strategic devices, and using creative weasel words. When
one uses Crest toothpaste it could help avoid the feasible need of expensive treatment in the future.
The advertisement features a pair of dice that are shaped similar to teeth. If we look at the dice as if
they were teeth, the black dots could represent cavities that can occur. The teeth are also not in gums
which can also represent what could happen if one does not use this advertised product, then one's
teeth could fall out. The advertisement says, "there are some things you just can't afford to gamble
with." This refers to the health of teeth, and whether or not one is willing to take necessary care for

Marketing Essay
MULTI EXPRESS TOOTHBRUSH
Introduction:
A toothbrush that has multiple uses and saves space, that's the vision behind the Multi Express
Toothbrush. The product at hand is a toothbrush that pulls apart at the handle to provide consumers
with dental floss and toothpaste. The rear part of the handle contains a button that when pushed
down also allows forward movement; this action squeezes the toothpaste cartridge. When the button
is pressed a hole at the end of the handle opens up allowing the toothpaste to exist, when the button
is released the hole closes and seals off the toothpaste. The end with the brush contains a cartridge
full of dental floss. The use of cartridges is important because when one becomes empty just pull it
out and ... Show more content on Helpwriting.net ...
The lever activates opening the whole at the end of the toothbrush. When the button is released the
lever disarms and the hole closes sealing of the toothpaste eliminating messes. The Multi Express
Toothbrush will be offered in a wide variety of colors: red, white, blue, and green are just a few of
colors. The weight of the Multi Express Toothbrush is undetermined right now, the prototype design
ways less than two pounds. Cartridge replacements for dental floss and toothpaste will be sold
separately.
Place:
The package protects and contains the product during shipping and storage; therefore it is very
important to have a package that is durable, damaged products reduce profits. The package will also
identify the product and contain a description of the volume and weight. The package also identifies
the manufacturer, distributor, and the unit product code for scanning and inventory processing. The
Multi Express Toothbrush will be packaged in a single container. The package will be rectangle
shaped, which should be easy for retailers to stock. The package will have the Multi Express
Toothbrush design and logo on it. The back of the package will show the Multi Express Toothbrush
design when the toothbrush is separated and also the product description and instructions on how to
use the Multi Express Toothbrush, this includes changing the cartridges.
Price:
The price of the Multi Express Toothbrush will

Causes And Disadvantages Of Tooth Discoloration
A recent survey has found that 80% of Americans aged eighteen to forty–nine want their teeth
whiter (Lisa Vernon–Sparks 2010). According to the American Association of Orthodontists, they
have found that 90% of their patients request tooth whitening (Mouth Healthy 2013). Many claim a
brighter smile would help boost their self confidence and it is also a cost effective way to enhance
teeth (Your Smile Becomes You). Teeth whitening has become an easy way to instantly improve
appearance or first impression on someone. Numerous toothpaste companies claim their brand of
toothpaste can whiten teeth the best, but can they really? Top toothpaste brands include Colgate
Optic Whitening Toothpaste, 3D Crest White Luxe Toothpaste, AP–24, Arm & Hammer Advance
White Toothpaste, Sensodyne Pronamel Whitening Toothpaste, and many more. Overall AP–24
Toothpaste has the best whitening result on ceramic tile.
What is the tooth discoloration? The main causes of tooth discoloration is antibiotics, genetics,
certain foods, and aging. There are two types of tooth discoloration. They consist of internal and
external tooth discoloration. Internal tooth discoloration is caused by changes in enamel of the
dentin and tooth. Main causes of internal tooth discoloration are exposure to high level fluoride,
tetracycline, use of antibiotics as a child, developmental disorders, tooth decay, trauma, root canal
issues, and restorations. External tooth discoloration is caused from the outside of the body,

Colgate

Recommended

Recommended

More Related Content

Similar to Colgate

Similar to Colgate (20)

More from Monica Carter

More from Monica Carter (20)

Recently uploaded

Recently uploaded (20)

Colgate