Colgate Palmolive

Colgate Palmolive
Case 3.3
Colgate–Palmolive: Cleopatra in Quebec? Johansson – Pages 325 to 334
The Canadian launch extravaganza in February 1986 began with cocktails served by hostesses
dressed like Cleopatra, the queen of ancient Egypt. Then followed a gala dinner with a dramatic,
multimedia presentation of the new brand, ending with the award–winning commercial and these
words:
Today the memory comes alive, a new shape rises up, a new texture, a new standard of beauty care
worthy of the name it bears, Today the memory frozen in ancient stones comes alive... Cleopatra.
Each of the retailer guests had received an exclusive, golden, three dimensional pyramid invitation
to the launch, and expectations were high. The retailers were ... Show more content on
Helpwriting.net ...
The research confirmed the feelings of Boyd, and most of the marketing team in Toronto that
Cleopatra could indeed be a winner. Immediately, plans were made for an early launch the following
year. The Canadian marketing team was determined not to allow Cleopatra to go to war with all the
other brands. They felt something had to be done to reverse the negative profit trends that had been
brewing in the industry for some time. This was the ideal opportunity. They would position
Cleopatra as the premium–quality, premium–priced soap and differentiate it from all the others.
They wanted to avoid having a price war at all costs.
SOME BACKGROUND ON COLGATE–PALMOLIVE CANADA
Colgate–Palmolive, a multinational consumer package goods corporation operating in 58 countries,
marketed a variety of personal care and household products worldwide. With annual sales of $5.7
billion, many of its brands were global leaders. For example, Colgate toothpaste was number one
and Palmolive soap was number two in the world in their respective markets. The Canadian
subsidiary opened its doors in 1912, and since then had grown into a $250–million–a–year
corporation. Together with two competitors, Procter & Gamble and Lever (both $1–billion
subsidiaries of their parent companies), they dominated the aggressive and innovative personal care
and household market sectors in Canada. Colgate–Palmolive Canada
... Get more on HelpWriting.net ...

Focusing Marketing Efforts on Specific Groups: Teenagers...
Focusing Marketing Efforts on Specific Groups: Teenagers or Youth Philip Kotler cited that in
Marketing, a product is anything that can be offered to a market that might satisfy a want or need. In
retailing, products are called merchandise. In manufacturing, products are bought as raw materials
and sold as finished goods. Commodities are usually raw materials such as metals and agricultural
products, but a commodity can also be anything widely available in the open market. In our daily
living, we have to provide those things we really need in life for us to survive by means of buying
and purchasing these products or these goods for us to makes satisfy by successfully using it to our
daily living. The question what brands and products do ... Show more content on Helpwriting.net ...
Well in the fact that there are a lots of the same product but not the same brand and company which
are now competing in the market. Like Happy toothpaste, Close–up, Sensodyne and many more
because now on consumers are now sensitive enough in choosing what product might them to
choose. The Colgate product is still the same compare to others. But this said product has something
to patronize because in my own observation where Colgate is more highly recommended than other
product because Colgate has the quality and ability to sustain their product and also it really gives
very big and full impact for us the consumers will continue purchasing in a single sachet or in a
large portion where people can also buy in a easy way where some can save money and can afford
it. My second product is the USB. USB flash drives represent a large part of the storage device
market, which is also occupied by hard–disk drives and SD memory cards. Often, buyers must make
the choice between these three devices when looking for a way to store and transfer computer data.
Each of these products suits different needs, but USB flash drives offer a certain number of
advantages when compared to hard–disk drives and SD memory cards. Because USB drives contain
no moving parts, they are more durable than hard drives, and it is this durability, combined with
their very small size that makes them easy to carry around. USB drives

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

Case Study Of Colgate
DEPARTMENT OF MANAGEMENT STUDIES
MARKETING ASSIGNMENT ON THE PRODUCT
UNDER THE GUIDENCE OF : Prof.VARISHA REHMAN
SUBMITTEED BY :CHANDAN KUMAR SAHANI
Roll no :MS14A023
MBA 2014–2016
ACKNOWLEDGEMENT
This project is a result of dedicated effort. It has given me immense pleasure to prepare this project
report on "COLGATE".
We would like to thank our project instructor , Prof.Varisha Rehman, for continuios help and support
on the matter in this project.I would like to thank my colleagues for their valuable suggestion and
input in making my project.
COMPANY PROFILE
Company name Colgate Palmolive Ltd.
Date of Establishment 1937 ... Show more content on Helpwriting.net ...
1930 – On March 13, Colgate was being listed on New York stock exchange.
1956 – Colgate have its headquarters at 300 Park Avenue in New York City.
1968 – Colgate toothpaste addvertisement MFP Fluoride, which has been clinically proven to
minimize cavitiy.
1972 – Colgate holds Hoyt Laboratories, which in latter became Colgate Oral Pharmaceuticals.
1985 – Colgate–Palmolive merge with Hong Kong–based Hawley & Hazel, oral care company,
which enable them a good grip in the asian market .

1989 – Annual Company sales exceeds the $5 billion mark.
1995 – Colgate establishes its base at Central Europe and Russia, which strenghtend a value for their
fast expanding .
1997 – Colgate Total toothpaste was placed in US and soon became the market topper their also.
2004 – Colgate hod the GABA oral care business in Europe, with strength in European pharmacy
channel.
Today ...
Today, with sales exceeding $15 billion, Colgate focuses on four base businesses: Oral Care product,
Personal Care product, Home Care and Pet Nutrition. Colgate now positions its products in over 200

Colgate Precision Case Analysis
Case Analysis: Colgate Precision
Prepared for
Instructor
University
Prepared by
Student
University
October 19, 2011
INTRODUCTION
Colgate–Palmolive has been researching and developing a superior toothbrush, the Colgate
Precision, and as the Precision Product Manager I have overseen the development of the Precision
from start to finish. We have been developing a technical innovation in the toothbrush industry, and
with the product's launch pending there have been several factors yet to be decided upon. With a
tremendous amount of resources pooled into the development of the Precision and the recent
competitive market we are launching it in, it is essential the positioning and branding of this
toothbrush are executed ... Show more content on Helpwriting.net ...
The brush will still be communicated to consumers as a design by Colgate, it will not be excluded
from the packaging; therefore brand equity should not be a concern. The possible threat of a near
saturated premium toothbrush market with Johnson & Johnson and Proctor & Gamble
now entering the industry hopefully will be reduced with a brand focused on the specific product
and not Colgate. Positioning the Precision
Taking a multi–step approach to our positioning of the Precision is crucial to ensure that it exceeds
initially and continues to thrive when introduced to a larger target market. As one of our
competencies, the gum disease prevention and plaque removal effects, needs to be stressed to a
target market that is interested in it. While it is also convenient for distribution purposes going to a
niche position first can also reach those segments that are interested most in our product. I believe
that through our in–depth research of developing a brush for the super–premium segments we
should be reaching those interested in paying the premium price as well, which might not do so well

initially selling to a mainstream market. Those going to a drug or food store would be more
interested in finding a brush that is going to be of distinct value rather than a big retailer where one
would find cheaper brushes attached to 2–for–1 deals and coupons. Once

Colgate Palmolive Toothbrush Case Study
Problem Statement The aim of this report is to analyze the two different launch strategies (as a niche
or a mainstream product) for Colgate Palmolive 's new toothbrush, Precision, and choose the one
that is the most suitable in the face of the market competition and consumer needs. The report also
aims to make recommendations for the positioning, branding, communication and promotion of the
product under the chosen strategy. Situation Analysis Company: In 1991, CP held 43% of the world
toothpaste market and 16% of the world toothbrush market. Other oral care products included dental
floss and mouth rinses. In 1991, worldwide sales of CP 's oral care products increased 12% to $1.3
billion, accounting for 22% of CP 's total sales. ... Show more content on Helpwriting.net ...
The Precision will also be promoted to dentist offices. Free toothpaste will be included with the
purchase of a Precision brush. Alternatives & Recommendation CP 's marketing department has two
alternatives of positioning "Precision". They can either market it as a premium toothbrush to the
mainstream market or as a "super–premium" toothbrush to a niche market. Both alternatives have
their strengths and weaknesses as shown in Exhibit 1. From the analysis of this case and by
evaluating different sales and costs scenarios (cannibalization factors used in calculations) as shown
in Exhibit 2, the recommendation is that CP proceeds with the launching of its "Precision
Toothbrush" as a Niche product. The Niche segment proves to have more advantages and has lower
risks. Also profits seem to be higher after a "cannibalization cost" is put into consideration. This is
due to the fact that through the "Main Stream" market, Precision has a large percentage of
cannibalization in the Colgate Plus and Colgate
Classic products. Implementation Plan Precision will be promoted as the most effective
toothbrush in fighting plaque build up. It will be targeted towards those conscious of dental health
and inclined to reduce possibility of gum diseases. Advertisements will help introduce the product to
the consumers and build the brand image whereas promotions will encourage them to use the
product and learn about its superior characteristics. Dentists and other oral health professionals

The New Optic White High Impact Toothpaste With Its...
V. Situation Analysis The new Optic White High Impact White toothpaste with its innovative
ingredient technology opens a lot of opportunities for the company. In the effort to prepare a
strategic plan, marketing management used a SWOT analysis tool to better evaluate company's
strengths, weaknesses, opportunities and threats. This analysis is an overview of Colgate's position
in the market place. Colgate–Palmolive Company built some remarkable strengths while striving to
fore fill the opportunities. By matching internal strengths and external opportunities company will
yield an industry leverage. Using Corporate reputation for quality, technological leadership and long
tradition in the industry, Colgate will be able to differentiate its products. The latest development of
Optic White High Impact toothpaste with a 4 day express teeth whitening technology will become
company's niche. Although, company plans to extend the product line, it will also need to protect
itself from arising competitors and substitute products, thus increasing bargaining power of
suppliers and customers alike. "Dependence on large–format retailers like Wal–Mart (WMT), Target
(TGT), and Costco (COST), which have a great deal of bargaining strength," (Morgan, P., 2015) can
work against Colgate. Infrastructural challenges, currency fluctuation, counterfeit product, and local
substitute brands can potentially have a significant impact on Colgate's global

Case Analysis Of Colgate Luminous White
Sld9: In 2015 we measured different brands from 2016, so we cannot make a comparison because
the inclusion of new brands for AE makes the distribution of this to affect the percentages of the
remaining brands, making them not comparable.
Sld11: Luminous White and Oral B have similar levels of consideration; given that both brands are
communicating the benefit of Whitening, Luminous must be very striking in its communication. On
the other hand, although Fluocardent is new in the category, it is not new in the Oral Care segment
(New competitor)
Sld12: Listerine is the only brand that surpasses the average of this category; Colgate must work on
improving its proximity if wanting to compete with Listerine.
Sld13: High levels of Relevance for Listerine, while ... Show more content on Helpwriting.net ...
Colgate Plax has a low brand desire; the communication that it is handling generates no relevance or
closeness to the consumer.
Colgate Luminous White has a trend among Millennials, but its awareness is not so out as to be an
independent brand of Colgate.
Colgate Luminous White apparently is not seen as an independent brand of Colgate, but as an
additional variety of brand, plus it is seen as an expensive brand and with no difference for the
category.
Sld41:
Colgate Plax and Luminous White have to work on communicating the concept of benefit or
communicating in a more successful way for this to generate more relevance
Colgate Plax has to work into consideration, relevance and closeness, but this has to be achieved by
better communicating the benefit; it has to better manage the benefit regarding germs and bacteria.
Luminous White must better manage its Attitudinal Equity structure; if it focuses its communication
towards Millennials, doing this would be easier (Focus Target to Millennials), in addition, this
variant should work more on brand awareness and then focus on a concept for the

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 ...
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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

The Marketing Strategy Of Colgate-Palmolive Company
In 1806, when the company was founded by 23 years old William Colgate, it concentrated
exclusively on selling starch, soap, and candles from its New York City based factory and shop.
Upon entering his second year of business, Colgate became partners with Francis Smith, and the
company became Smith and Colgate, a name it kept until 1812 when colgate purchased Smith's
share of the company and offered a partnership to his brother, Bowles Colgate. Now called William
Colgate and Company, the firm expanded its manufacturing operation to a Jersey City, New Jersey,
factory in 1820. This factory produce colgate's two major products, Windsor toilet soaps and Pearl
starch. Colgate–Palmolive Company's growth from a small candle and soap manufacturer to ...
Promotion plays an important role in the progress of a product . Promotion in the marketing is like a
tool which helps a company to let the people know about the product. The main purpose of the
promotion is to Create Awareness, Persuasion, Education , Information, Brand Loyalty ,
Understanding .For example Colgate Palmolive informed to his customer about its new product as
well as the product being use by the customers .Colgate Palmolive persuades and convinces new as
old customer to purchased its new product. Introducing the products specially for the kids . Colgate
is very popular among young kids just because of its perfect promotion . Colgate–Palmolive is
promoting kids products by labelling the cartoon Characters like Looney tunes , Barbie, Barney and
other. Through the strong promotion by the media . For examples Tv , Radio , Newspaper and other.
It is rightly successful to capture the mass market . So we can say that the Colgate is thee product of
mass selling . Colgate is not only using the traditional advertising media for its promotion . However
it is also using the electronic advertising media for examples such as Internet . Besides that, Colgate
also advertises on the different websites with its required information for its customers and has a
specific website to promote each Colgate product

Colgate Palmolive Financial Analysis
COLGATE–PALMOLIVE ANALYSIS
Section I – Business Overview
Colgate–Palmolive is a leading consumer products company with businesses in two main product
segments – Oral, Personal and Home Care; and Pet Nutrition. The company operates in more than
200 countries and this geographic diversity and balance help to reduce the Company's exposure to
businesses and other risks in any one country or part of the world. The company's main competitors
are Proctor & Gamble (PG), Johnson & Johnson (JNJ), Church Dwight & Company
(CHD) and Clorox & Company (CLX).
Section II – Ratio Analysis
Return On Equity (ROE)
The ROE has declined for Colgate–Palmolive from 93% in 2008 to 72% in 2010. But the debt to
equity ratio has declined from ... Show more content on Helpwriting.net ...
Though current ratio does not take into account future sales and other cash inflows in future, the
declining trend might be a problem if it continues in the future.
Quick Ratio
The quick ratio reflects on a company's ability to meet its current liabilities without liquidating
inventories that could require markdowns. It is a more stringent test of liquidity than the current
ratio and may provide more insight into company liquidity in some cases. For Colgate–Palmolive,
the quick ratio has declined from 0.73 in 2008 to 0.58 in 2010. While this does not necessarily mean
a problem, a higher current ratio and quick ratio analysis will mean that the company will not have
difficulty in meeting its short–term obligations from its operations and not by liquidating its assets.
Section IV
Conclusions
The ratio analysis indicates mostly positive outlook for Colgate–Palmolive as most of the measures
look healthy. The ROE has reduced by increasing assets and reducing liabilities, the cash conversion
cycle has decreased and the days payables outstanding has increased.
But Dupont analysis indicates that profitability and efficiency have become lower. Additionally, the
working capital has become lower and the current and quick ratios have declined. To understand the
impact of these declining ratios on this company, the industry trend has to be analyzed to see if this
happening throughout

The Advertisements Made By Oral B, Colgate, And Crest Use...
Toothpaste advertisements made by Oral–B, Colgate, and Crest use color, movement, and appeals in
various ways in order to have specific effects on their intended audience. These three ads, all in print
or video format, aim to garner positive reactions from their viewers and to have a memorable effect.
By formating their advertisements in differing styles, these agencies are attempting to ensure that
their product will be impactful and successful in the marketing industry.
These three advertisements utilize color in varying ways to make their audience associate certain
tones with the merchandise they are promoting. The Oral–B ad depicts a dentist holding a box of
toothpaste, surrounded by the color blue. Oral–B uses this color exclusively ... Show more content
on Helpwriting.net ...
Other evidently bright features of the advertisement include the scene in a restroom, which has a
white backdrop, and the scene in which she is walking down a hall as it includes camera flashes.
The incorporation of shininess into the background of the ad coincides with Laurie Hernandez's
sparkling teeth; her visibly white teeth speak to the capabilities of the brand. This brightly colored
imagery along with the previously mentioned aspects of the ad lead the viewer to equate Crest with
brightness and shininess, two common characteristics that consumers look for in a toothpaste.
Another area of comparison between the three ads are their varying movements. In the Oral–B
advertisement, viewers are first drawn to the image of a woman who is presumably a dentist. The
image is most drawing because of its location in the optical center; moreover, it is the focal point of
the ad. Next, the motion of the advertisement guides the viewer to the largest text, located at the top.
The top text is larger in font size and easier to read, drawing the audience in more so than the small
text which is more difficult to see from a distance. This ad then directs the eye to the toothpaste box
that the woman is holding and finally to the bottom text. The area of the bottom text also
encompasses

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

Colgate Max Fresh Report
1. Executive Summary
Despite enjoying a strong year with sales dollar and volume growth, CP's Operating and Net Income
saw a decrease at the end of 2004 by the combined effect of increased marketing spending and
increases in raw material and packing costs. Looking ahead in 2005, Colgate will need to address
the cost–effectiveness of adapting its marketing strategies implemented in the developed United
States (US) market for the emerging Chinese and Mexican markets, each consisting of distinctly
different consumer wants, needs and cultures that Colgate will first need to research on and
understand. Consequently, it has to evaluate how it can tailor its marketing strategies and re–align its
organizational structure to assess whether and how ... Show more content on Helpwriting.net ...
Renaming "breath strips" to "Cooling Crystals (珠子)", meaning "pearl", facilitates consumer
understanding of the new product feature, a must–have. Increasing sophistication and popularity of
new flavors mean that Colgate needs to create new flavors, in particular flavors like tea that fit into
consumers' tastes (Zhou, 2014) and competes directly with Crest Tea Fresh, in order to appeal to
consumers and hence improve product acceptance and shelf–life. The cost of flavor–testing had only
marginal impact on profits (0.985% of sales, Table 2), but 32 weeks taken for flavor development
may mean a later launch date; we argue that it pays to be differentiated in urban markets (Niraj,
Dawar and Chattopadhyay, 2002), which holds CMF's target market of middle class consumers.
Hence, the investment to create new flavors are a must–have. However, while spending $7,000 to
test "10 different shades of yellow" is minute for Colgate, 4 weeks will delay product launch; with
quality only marginally enhanced, it is only a nice–to–have. Producing 3 sizes (50g, 100g, 165g),
including a small 50g size, is a typical emerging market strategy catering to consumers with lower ss
who tend to experiment with smaller sizes, hence it is a must–have. However, the clear "stand–up
tube" to convey CMF's aesthetics, while attractive to consumers, may not be feasible due to the high
cost (11.35% of sales, Table

Colgate Palmolive
COLGATE PALMOLIVE PRECISION TOOTH BRUSH Synopsis :– The analysis of the two
different launch strategies 1. Introduction and Company Background. Colgate Palmolive was the
global leader in household and personal products, with sales of $6.06 billion and gross profit of
$2.76 billion, as in 1991. The company was also the No. 1 in US retail tooth brush market with
23.3% of volume share. The company had 43% of the world's tooth paste market and 16% of the
world tooth brush market. In 1991 there was an increase. There was an increase of 12% in the
worldwide sales of CP's oral care products amounting to $1.3 billion which was 22% of CP's total
sale. The Colgate–Palmolive case involves the Precision toothbrush, which was entered into the ...
In order to meet consumer demand CP could introduce the toothbrush as a niche, super–premium or
amainstream, professional product. It could also introduce the product using standard naming
conventions or introduce anew labeling system by calling it the "Precision by Colgate." CP could
leverage existing industry relationships and makean effort to form new ones in order to gain a
competitive edge. At launch, CP could plan to offer competitive promotions,a popular offering that
was slowly becoming standard practice in the oral care industry. The company could also increaseits
advertising budget to include educating the public on the dangers of gum disease. Depending on
how it chooses tointroduce the Precision toothbrush to the market, 1992 could serve as an important
year for CP to establish itself as thedefinitive oral health care company. Situation Analysis
Environmental Analysis In 1992, Colgate–Palmolive (CP) was the global leader in household and
personal care products. It was also the leader inretail toothbrush sales in the United States. Prior to
the 1990s, consumers were satisfied with toothbrushes that were aesthetically pleasing. As
therapeutic toothbrush sales rose it became apparent that baby boomers were becoming increasingly
concerned with their oral health, specifically their gums. As a result, the toothbrush industry

Colgate Case Analysis
Defining the Problem
The focal issue of this case is to determine the best marketing strategy for the launch of the new
Colgate Precision. The issue can be divided into the following four major areas:
1. Positioning: Which market should be targeted?
2. Branding: Should Colgate make the most of the company's brand?
3. Communication & Promotion: How does Colgate distribute its advisement expenditures among
products? How much should Colgate invest in advertising Colgate Precision?
4. Channel: Which distribution channel should Colgate use?
Our team must analyze the two differing launch strategies – niche and mainstream – and select the
path that is the best fit given consumer need and competition in the marketplace. We will be using ...
Larger market trends show soft and extra soft bristle toothbrush sales growing by more than 7%. As
soft–bristle toothbrushes are better for gum health, the growth in this category supports Colgate's
niche marketing strategy. In addition, current competitors have yet to target this segment. The
identification of a "gum health" segment in the toothbrush market offers strong support to Colgate's
niche positioning concept. The Precision toothbrush can easily target these customers given its
effectiveness at removing 35% more plaque than other leading toothbrushes and double the plaque
removal at the gum line. These "gum health" customers are likely currently purchasers of Oral–B
super–premium toothbrushes, and given the dollar growth of the super–premium category and Oral–
B sales, these customers represent a lucrative market segment. By entering the super–premium
toothbrush category with the most effective toothbrush on the market, Colgate is taking a direct shot
at Oral–B's market share and is challenging Oral–B's branding strategy as a super–premium
toothbrush manufacturer. An additional benefit to Colgate is that, as a niche super–premium brush,
Precision should be clearly seen as a differentiated toothbrush from Colgate Plus and Colgate
Classic, keeping product cannibalization at a minimum. As seen in the chart below, we've estimated
cannibalization as $5.4 million in year 1 for

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

J & J. And The Syrian Humanitarian Crisis
Introduction Johnson & Johnson has been dedicated to caring for people for the past 130 years. J &
J is a company that has and always will put the needs and well–being of the people they serve first.
To this day, J & J still follows a credo that was developed by Robert Wood Johnson in 1943; this
happened right before the company became a publicly traded company. Robert Wood Johnson
developed a credo that was based on more than just morals; he believed it is a recipe for a successful
business. Save the Children Illumination Gala –––– Stakeholder: Charitable Organizations How J &
J is helping the Syrian Humanitarian Crisis Johnson and Johnson have been dedicated to helping the
Syrian community since 2013. The Syrian crisis is the world ... Show more content on
Helpwriting.net ...
J & J believe that having a big diverse set of employee better helps them to develop products that
can reach/ fit the need of everybody. J & J recently scored a 100 in the human rights campaign
corporate equality index for the 11th consecutive year. They scored a 100 for their fully inclusive
workplace policies and benefits for the LGBT community. On top of this J & J was added to the list
of 100 best companies for working mothers, this is their 31st consecutive year of being on the list. J
& J was also ranked # 2 by the national association for female executives in companies. J & J
Commitment to a Healthy Environment ––– Stakeholders: Customers and Consumers Improving
Sustainability The company is committed to making a healthy environment and workplace by
reducing environmental impacts and using renewable energy. Already 7 % of the companies' energy
is being generated by clean/renewable sources. J & J has their own on sight renewable energy
capacity that they have increased to 54 megawatts. They have also improved the sustainability in
their products as well as the packaging. Johnson and Johnson companies worldwide continue to set
goals for themselves to improve their sustainability efforts. For example, they had recently set a goal
to reduce CO2 emission by 20% they managed to reduce it by 9.8%. Another goal they had recently
set was to reduce the amount of water by 10% they managed to reduce it by 7.2%. Pharmaceutical,
Medical and Consumer

Colgate Palmolive: Marketing Strategies and Programs
COLGATE PALMOLIVE
Marketing Strategies and Programs
Introduction
Colgate Palmolive Company is a $17.1 billion global company serving people in more than 200
countries and territories with consumer products that make lives healthier and more enjoyable. This
American diversified multinational corporation focuses on strong global brands in its core
businesses – Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate follows a tightly
defined strategy to grow market shares for key products, such as toothpaste, toothbrushes, bar and
liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric
conditioners and specialty pet food.("Colgate Palmolive Annual Report 2012,")
Colgate–Palmolive Company's ... Show more content on Helpwriting.net ...
(Dollars in Millions Except Per Share Amounts) | 2012 | 2011 | Change | Worldwide Net Sales |
$17,085 | $16,734 | +2.0% | Unit Volume, Excluding Divested Businesses | | | +3.5% | Gross Profit
Margin | 58.1% | 57.3% | +80 basis points | Operating Profit | $3,889 | $3,841 | +1% | Operating
Profit Margin | 22.8% | 23.0% | –20 basis points | Net Income Attributable to Colgate–Palmolive
Company (1) (2) | $2,472 | $2,431 | +2% | Net Income Attributable to Colgate–Palmolive Company
Percent to Sales | 14.5% | 14.5% | – | Diluted Earnings Per Share (1) (2) | $5.15 | $4.94 | +4% |
Dividends Paid Per Share | $2.44 | $2.27 | +7% | Operating Cash Flow | $3,196 | $2,896 | +10% |
Number of Registered Common Shareholders | 27,600 | 28,900 | –4% | Number of Common Shares
Outstanding (in millions) | 468 | 480 | –3% | Year–end Stock Price | $104.54 | $92.39 | +13% |
("Colgate Palmolive Annual Report 2012,")
Colgate delivered strong performance in 2012. Net sales grew 2.0% to an all–time record level, and
global unit volume from continuing businesses grew 3.5%, led by strong growth in emerging
markets. They achieved their profit goals, with diluted earnings per share increasing 7%, despite an
intense competitive environment, volatile foreign currency exchange and challenging
macroeconomic conditions worldwide. All of the Company's fundamentals are

J & J. And The Syrian Humanitarian Crisis
Johnson & Johnson has been dedicated to caring for people for the past 130 years. J & J is a
company that has and always will put the needs and well–being of the people they serve first. To this
day, J & J still follows a credo that was developed by Robert Wood Johnson in 1943; this happened
right before the company became a publicly traded company. Robert Wood Johnson developed a
credo that was based on more than just morals; he believed it is a recipe for a successful business.
Save the Children Illumination Gala –––– Stakeholder: Charitable Organizations How J & J is
helping the Syrian Humanitarian Crisis Johnson and Johnson have been dedicated to helping the
Syrian community since 2013. The Syrian crisis is the world largest ... Show more content on
Helpwriting.net ...
J & J recently scored a 100 in the human rights campaign corporate equality index for the 11th
consecutive year. They scored a 100 for their fully inclusive workplace policies and benefits for the
LGBT community. On top of this J & J was added to the list of 100 best companies for working
mothers, this is their 31st consecutive year of being on the list. J & J was also ranked # 2 by the
national association for female executives in companies. J & J Commitment to a Healthy
Environment ––– Stakeholders: Customers and Consumers Improving Sustainability The company
is committed to making a healthy environment and workplace by reducing environmental impacts
and using renewable energy. Already 7 % of the companies' energy is being generated by
clean/renewable sources. J & J has their own on sight renewable energy capacity that they have
increased to 54 megawatts. They have also improved the sustainability in their products as well as
the packaging. Johnson and Johnson companies worldwide continue to set goals for themselves to
improve their sustainability efforts. For example, they had recently set a goal to reduce CO2
emission by 20% they managed to reduce it by 9.8%. Another goal they had recently set was to
reduce the amount of water by 10% they managed to reduce it by 7.2%. Pharmaceutical, Medical
and Consumer Divisions–––––

Colgate-Palmolive
Companies use promotional strategies to gain customers and sales. Colgate–Palmolive use different
strategies to help increase their sales. While many companies have decreased advertising spending
Colgate–Palmolive is one company that has increased advertising spending (Neff & York, 2008).
This paper will discuss the current promotional strategies of Colgate–Palmolive. This paper will also
discuss the integrated marketing communications (IMC) and make recommendations for the
strategies used.
Current Promotional Strategies
According to Kotler and Keller (2009) "sales promotion is a key ingredient in marketing campaigns,
consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater
purchase ... Show more content on Helpwriting.net ...
The company partners with dentists and other institutions to hand out free samples. The company
partnered with several African–American beauty salons to distribute free samples and care packages
(Chain Drug Review, 2010).
Another way the company is trying to reach consumers is by educating them on the importance of
good oral hygiene. Colgate has partnered with the National Coalition for Women with Heart Disease
to promote the importance of good oral hygiene and how it relates to health (Chain Drug Review,
2010). Colgate has partnered with other organizations to help educate the link of oral hygiene and a
person's health.
The company has partnered with several organizations and made donations of dental products
(Colgate, 2011). The company has donated to several organizations all over the world. By donating
money or products the company shows the community that they care. The company also gains brand
awareness and potentially more sales.
The company relies on dentist professionals and other organizations to hand out samples. The
company is also very involved in educating people on the importance of good oral hygiene. The
company will send representatives to different events to hand out samples and educate people on
how to perform proper oral care.
The company has decided to increase the money spent on digital advertising (Farber, 2008). With
more consumers doing more shopping on the internet the company

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

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

Cook And Colgate Case Study
Cook and Colgate are the parties in the case. The case can be found in volume 992 of the Federal
Reporter, Second Series beginning on page 17. The case was decided by the United States Supreme
Court Second Circuit in 1993.
Plaintiffs: Cook, Ehlers, Price, Jaques, and Wolff
Defendant: Colgate University/ Athletic Department
The case came about when members of the women's hockey club team challenged Colgate's
decision to reject the club wanting to become a varsity sport. The lower court found Colgate in
violation of Title IX and ordered that the women's hockey team be upgraded to varsity. The verdict
was then overturned in 1993 on appeal because all the plaintiffs had graduated. When a case is moot
such as this one that means that the case

Marketing and Colgate
Marketing Strategy (MKT306)
Alexander Berger Neusserstraße.56 50670 Köln Germany Student No.: 089110519
Friday 9th July 2010
A Strategic Analysis of Colgate´s toothpaste product line
TABEL OF CONTENT 1. 2. 3. Executive Summary
.....................................................................................................– 1 Introduction
..................................................................................................................– 1 Situational
analysis.......................................................................................................– 1 3.1 Company analysis
..................................................................................................– 2 Company ... Show more content on
Helpwriting.net ...
This in particular means for Colgate that they must differentiate their products from the competitor's
products by being innovative and unique. Moreover the toothpaste market is growing constantly
which means that more different needs and expectations of the customer will arise. Therefore
Colgate must make use of marketing tools such as market segmentation to better identify their needs
in order to supply them with the right products. 3. Situational analysis
The situational analysis attempts to address the question 'where is the organization now?' The
situational analysis contains a vast amount of information and, as the term indicates, is an analysis
of the situation that you are facing with the proposed product or service (Hollensen, S. (2003)
Marketing Management: a relationship approach, p.652). Alexander Berger –Marketing Strategy–1–
3.1
Company analysis
3.1.1 Company profile Colgate, founded in 1806 by William Colgate, is acknowledged as the
world's leader in personal care sales including oral hygiene products such as toothbrushes and
toothpastes. Colgate has many subsidiary organisation located in more than 200 countries, but it is
publicly in only two, the United States and India. 3.1.2 Growth and profitability Global sales as
reported were $15,327 million during the financial year ended December 2009 ($15,330 million in
2008). The operating profit was $3,615 million during 2009, an increase

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

Colgate Palmolive
Colgate Palmolive With a continuous expansion in it's product line, Colgate–Palmolive is taking on
the look of one of the most stable stocks on the exchange. Colgate has a wide variety of products
sold around the globe including, Colgate Toothpastes, Speed Stick Deodorants, Ajax Surface
Cleaner, and Hill's Science Diet foods for house pets. Colgate was founded in 1806 in New York
City on Dutch Street by William Colgate as a starch, soap and candle business. Colgate produced
soaps and perfumes or the next 67 years and then in 1873, they introduced their first toothpastes,
which were aromatic toothpastes. Then 13 years later, they introduced the first dental creme
packaged in collapsible tubes similar to those used today. ... Show more content on Helpwriting.net
...
Mergers and divestitures are economically wise because they allow for the larger more dependable
companies to take another company's products and turn them on the right path, such as Hills Pet
Products Inc. The government should not be allowed to regulate them because mergers allow for a
more dependable product. Mergers and divestitures help competition between major companies and
also bring more money in for the investor through dividends. Although this may cause
unemployment, it does help the economy. Bibliography: Financial World–June 20,1995 p 58 "Top
Dog–How Hills Pet Nutrition became one of the all–time stars in the Colgate stable" Colgate–
Palmolive via Internet Money Online via Internet Chicago Tribune–Feb. 14,

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

Colgate Vs Colgate
The Procter & Gamble Company is in the same SIC as Colgate, they are considered big competitors.
The Procter & Gamble company once very heavily advertises, putting about $7.2 billion into it. This
year they have reduced it by $2 billion. The company says they put a large amount of money into
media, but also another large amount into agencies. Their products are globally known and are sold
in a variety of stores like grocery stores, drug stores, etc. The Procter & Gamble company also plan
to keep growing and making a mark in the pharmacies and perfumeries. Revlon Inc. advertises
mainly through TV, print, digital ads, and displays in stores. A huge way for make–up companies to
catch the eye of some make–up gurus is using someone that is well known, for example a model,
singer, or actress. A singer that they have used as an ambassador for their product is Gwen Stefani,
just like Colgate made a partnership with Cole Whitt. The amount of funding Revlon puts into their
advertising is growing from year to year and has reached up to $383 million dollars, which is quite a
substantial amount less than Colgate uses. Walmart is the largest customer in the cosmetic industry,
it made up roughly 16% of Revlon's sales in 2014. Johnson & Johnson has many products that
benefit newborn babies all the way up to people with extreme illnesses which means they have to
advertise for many diverse products. For advertising, Johnson & Johnson uses the techniques of
television, radio, print, and

The Core Value Of Colgate Palmolive
Colgate Palmolive is a global giant with presence in over 200 countries and over $17.1 billion
financial worth. It deals with consumer products used for a healthy lifestyle. It deals in the domain
of oral, personal and home care. The company has been around for moreover 200 years and there
keen focus on their core values have been the key for success. Started in 1860 it has spread its
operations in 75 countries and encompasses over 37 400 employees. Headquarters in New York it
has 6 global regions with 75% of sales coming out of USA. It has over 50 manufacturing and
research facilities spread globally and all the products are manufactured by personally owned
facilities. The company core values include caring, global teamwork and continuous ... Show more
content on Helpwriting.net ...
The FP&R program was developed by a global cross –functional team hence the standards are
accepted and culturally adaptive. Furthermore, success of an innovative program depends upon its
alignment with organizational goals and values. (Blair Holladay, 2013).This program aims toward
continuous improvement through monitoring and auditing the performance of a manufacturing plant
and auditing it for betterment. This aspect aligns with core value of the Colgate Palmolive as it aims
toward continuous improvements along with global teamwork and Care. Manufacturing or operation
management can be improved and enhanced through sharing of best practice both locally and
globally (Calabrese, 2009).. FP&R program connects manufacturing units and share best practices
globally, it also allows experts to share their knowledge and improve efficiency. A consolidated
production facility which is well connected has helped manage a complex product portfolio. This
program has also added safety features and organized planning. FP&R uses self–assessment
techniques for evaluation which over the literature has a drawback of personal biases. Moreover, an
external audit team from a different production unit might have competitive rivalry. The issue with
respect to knowledge sharing over networks roots to its productiveness in comparison to personal
interaction.

Case Study On Colgate
Q7–What are the most critical problems? How does the distributor of Colgate settle the issues?
A7– Mr. Shah said that till date there haven't been any major issues with Colgate. Even if they arise
then the people from the company are wise enough to sit down and deal with the matter.
Q8–If we want the retailers to sell a new brand–how will they decide to keep the brand in the store
or not? Will the retailer make efforts to push our new brand? What would they take for extra effort?
A8– The retailer, Mr. Shah will only keep a new product only if he anticipates that there will be a
demand for the product. Even if we offer him monetary benefits he will be reluctant to keep the
product because then the allotted space to a different product will no ... Show more content on
Helpwriting.net ...
Yes, Arya Store is very happy with them.
Q6–What are the different schemes given by different brands in the toothpaste category? Which
works best?
A6–The retailer is happy with the schemes provided by Colgate. One such scheme is that if the
retailer uses the board of Colgate in the shop then the retailer can avail a discount on the product
purchased.
Q7–What are the most critical problems? How does the distributor of Colgate settle the issues?
A7– There is rarely any issue faced by the retailer. Very rarely is any leakage or breakage found with
the product. Even if there is any issue found with the product then there is a guarantee of 100%
replacement policy.
Q8–If we want the retailers to sell a new brand–how will they decide to keep the brand in the store
or not? Will the retailer make efforts to push our new brand? What would they take for extra effort?
A8–The retailer was reluctant to place any new product at his shop. He mentioned that if the
demand for the new product comes up in the market and the customer asks for the same, then he will
keep the product in his shop. The retailer showed no enthusiasm in pushing the new product as he
was happy with the sales of existing products. When asked about the incentives that he will take for
pushing the demand for the product, he mentioned about the various schemes that he will look for,
like additional quantity and

Sustainability Strategy Of Colgate Palmolive Company
SVKM's NMIMS
MPSTME, Mumbai
Assignment Submitted
On
COLGATE–PALMOLIVE
Submitted
To
Professor Ritesh Kumar for evaluation
Submitted by:
ADITYA GARG – J007
AANCHAL MEHROTRA – J016
LEKHA PRABHAKAR – J022
SAMIKSHA SINDHU – J029
RACHANA SWAMY – J038
ARCHIT GUPTA – J046
Course : MBA Tech.(Extc) Semester : 4
On date : 6th February 2014
Subject : Principles and Practices of Management
TABLE OF CONTENTS
Sr. No.
Topic Name Page
1.
Introduction
3
2. Globalization

3
3.
Mergers and Major Events
4. Lawsuits
5. Sustainability Strategy
6.
SWOT ... Show more content on Helpwriting.net ...
In turn, the Company is committed to helping people thrive. Through training, career development
and wellness programs, Colgate helps employees stay healthy, engaged and focused on delivering
products and services that meet or exceed expectations.
Communities: Colgate gives back to the community by:
➢ Promoting oral health: Colgate's flagship "Bright Smiles, Bright Futures" (BSBF) program is
among the most far–reaching, successful children's oral health initiatives in the world.
➢ Handwashing education: Colgate's "Clean Hands, Good Health" global hand washing program
provides educational materials and sample products to schools and communities, and builds
awareness through public service advertising and public relations campaigns.
➢ Contributing in time of need: Colgate provides emergency financial aid, donates products and
sponsors matching gift programs in times of natural disaster. PLANET:Some of the planet goals
include:
Reducing Energy use and greenhouse gas emmission
Water conservation, access and

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 brief ... Show more content on Helpwriting.net ...
3. Introduction of new flavors – Green Tea and Lemon (32 weeks, 200000$)
"Herbal" wish went up to 15,8% from 5,7%, cosmetic effects up to 17,1% from 10,7% during a 5–
year period from 2000 to 2004, but the "family Anti–Carvity / Tartar" – still a leader with 28,5%.
(29,8% drop). Again, tastes' adaptation is essential to satisfy the local market needs.
4. New graphics and new color of package – Light Green (testing – 4 weeks, 7000$), wanted to test
yellow shades
"Lighter green" was tested on the Thailand market and qualified for the Chinese one. The cost of
investigations was relatively small. In order to save time, "yellow tests" should be taken out of the
frames of the project launch.
5. New packaging and aesthetics – clear "stand–up tube" versus American "clear bottle". (prototype
creation and testing – 12 required, 7000$, to fully implement – extra 1.5M$ and 6 months of delay
due to "CP rigorous packaging standards")
Before starting to investigate a new possible package for the Chinese market, CP would need to
check the technical characteristics to prevent extra time and money spending. Due to cost efficiency
CP decided to use the "old–fashion" way of package. In this case the clear message for the consumer
about "cooling crystals" should be placed on the cartoon and plastic tube for visual stress of USP. It
is important to continue investigations on "clear package" to enforce the USP of "cooling crystals",
and teach a consumer to use a new form

Rhetorical Analysis Of Colgate 's ' Colgate Palmolive...
Persuasion is a part of our everyday lives. Whether we are persuading our mother, using persuasion
through speech, or threw advertisements, we are using rhetoric strategies to get the response we
desire. With the help of minor details in many advertisements, Ethos, Logos, and Pathos are a way
of persuading the audience to buy or think a certain way. A Colgate toothbrush commercial used
Logos, Pathos and Ethos to spread the word that they have the best toothbrush of all, in which they
target everyone who has teeth. Through the use of advertisements, Colgate has convinced the world
that they have the best toothbrushes, they're even recommended by dentists.
Colgate as a company strives to be the best company to have the best dental products. In an article
from the website live strong Norma Chew wrote, "Colgate Palmolive Company is one of many
companies that provide dental care products to the consumer." Colgate as a company is expanding
their products. Colgate was once only known for selling toothpaste, but now they have a wide
variety of dental products to promote clean teeth. The advertisement of the Colgate toothbrush
shows the positivity of the toothbrush. The advertisement is on a red background. They have their
product which is a blue and white tooth brush, slanted in the middle of the ad. The toothbrush
appears have blue, white, and yellow on the stationary part of the brush. The brush of the tooth
brush has a glorified glow behind it in white. The bottom left of the

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

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

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

Colgate Palmolive Case Report
Colgate–Palmolive (CP), the leading retail toothbrush manufacturer in the United–States is looking
to expand its market share by entering into the competitive high–end toothbrush market segment
with the introduction of its technologically innovative Precision. Though the product 's introduction
promised highly profitable returns, it also presented Colgate with a number of challenges including
a significant financial investment, fierce competition, manufacturing limitations, and potential
cannibalization. After assessing the company 's positioning in the market with the consumers
perception of the colgate brand and the nature of its competitors SWOT and market share, CP is
faced with the decision of how to position, brand, and communicate ... Show more content on
Helpwriting.net ...
They are not as religious with following oral care professional 's advice, but will follow it because
of cosmetic benefits. If the classical or Plus offering can take care of their needs they would not
bother with the super premium class toothbrush. Right now, CP 's Plus and Classic hold a huge
market share in this segment.
Uninvolved Brushers: Consumers in this category are basically indifferent to the advantages of one
brand or class over the other. Their primary decision maker for a toothbrush is the convenience to
acquire one. The two decision makers that determine their purchase are the ease of availability and
most attractive price. The plus will be the obvious choice for most of the brushers in this market
segment, but in time, Precision will attract them, with specials and stock–outs of other brands and
segments.
Niche vs. Mainstream Marketing
Niche Marketing
Positive: By targeting the Therapeutic brushers CP would be able to:
Charge a Premium Price
Differentiate the Precision toothbrush from other toothbrushes, because of its technological
superiority over the other toothbrushes on the market
Maintain its level of SKU because it would be going after a different niche
Reduce the losses of Precision if cost were to decrease if it were not successful.
Negative:
Maintain its current level of sales in mass merchandiser
CP 's retail sales would be less than if mainstream

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

Colgate Palmolive

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