This document provides information about contributions from various individuals - Rachel Almas, Candie Canning, Alex Bouthot, Matt Fay, and Vantheawin Eng - to a report on Colgate toothpaste. It describes the sections each person worked on, including examining competitors, developing new product ideas, and formatting the report. The document also includes two figures analyzing social factors like untreated dental issues among different income and ethnic groups.

1. Rachel Almas
Candie Canning
Alex Bouthot
Matt Fay
Vantheawin Eng

2. Rachel Almas:
Rachel worked with Candie on Section II (Competition). More specifically, she examined the
first half of the list of toothpaste brands which consisted of the more well-known, as opposed to
the organic brands, and gathered all of the attributes and levels within each attribute. She helped
put together a chart of attributes and a competitive landscape matrix. She contributed to Part III
by coming up with a new product idea (The Colgate Crayon) and helped choose the best of the
ideas for Colgate. Lastly, she helped with formatting the report, including the cover page.
Candie Canning:
Candie made a visit to a local grocery store and took down a list of major toothpaste brands. She
examined the second half of the list of toothpaste brands for Section II (Competition). She also
helped put together the chart of attributes and competitive landscape matrix. She contributed to
Part III by coming up with the new product idea of Colgate Triple Action for Kids as well as
helping to choose the best of the ideas for Colgate. Candie also helped proof-read this document
to ensure accuracy and consistency.
Alex Bouthot:
Alex Bouthot was in charge of the social and technology information in the PEST
analysis of the toothpaste industry. The graphs provided by him included information about
untreated decayed teeth in poor and nonpoor adults and oral lesions in youth who used smokeless
tobacco products. This information was very helpful in evaluating the effect social and cultural
factors have on a person’s oral health. Alex also researched the changes in technology in the oral
care industry. He found there was new prevention and diagnostic procedures to better prevent
harmful oral diseases. New developments in toothpastes have helped combat oral problems like
sensitive gums and teeth. Colgate has a special formula of ingredients in the form of triclosan
and copolymer Alex was also able to come up with a new product idea in the form of organic
toothpaste. He saw there was a great opportunity in the growing organic product market and
Colgate could capitalize on this niche market.
Matt Fay:
Vantheawin Eng:

3. List of tables
List of graphs
List of appendices
Introduction
Context
Competitors
Potential New ProductIdeas
Conclusions and recommendations
References
Appendices

5. Figure 1.1 describes the number of adults (18 years and older) based on ethnicity that have
untreated decayed teeth compared to non-poor adults. The criterion for Poor adult is an income
less than the national average. The results show almost 47 % of poor adults that are Non-
Hispanic black and Mexican American have untreated decayed teeth. The percentage is
substantially lower for Non-Hispanic White at 27%. The percentages decrease for all three
ethnicities when the individual is a Nonpoor adult.

6. Figure 1.2 shows the number of tobacco-related lesions in 12-17 year-olds who currently use spit
tobacco. The percentage of people with lesions that use snuff is 34.9% for current user and 5.6%
for former user. The percentage for chewing tobacco users is 19.6% for current user and 6.0%
for former user. Lesions can cause serious health problems especially in youths that are still
developing.

8. In this report, we will dive into the world of toothpaste and focus on one of the top
toothpaste brands in the world: Colgate. We begin by exploring the context and discussing the
business environment surrounding the company, as well as the toothpaste industry as a whole.
We will examine the trends and attributes of Colgate’s toothpaste products and perform demand
analysis to provide a better understanding of the future of this company. The political,
economic, social, and technological aspects of the company will be analyzed. We will also
examine the company’s top competitors and their impact on Colgate’s position in the toothpaste
market. Lastly, this report will contain potential new product ideas for Colgate and the benefits
they will have on the company in the future.

9. SECTION I
A.POLITICAL
Political factors affect the way of doing business. These factors can be trading policies
required by the government or the stability of government in the country that business is
involved. Political issues can also be related to environmental law, or labor laws imposed by the
government. Some governments set out trade restrictions for the purpose of maintaining fair
competition in all local and foreign products. Moreover, the health, education, pollution
protection and standard quality of the products and services that will be provided to consumers
are also concerns of the government. Nowadays there are many companies promoting their oral
care product with different kinds of toothpastes in the US Market. As an external factor Political
conditions can influence the way new and existing toothpaste products perform, while
legislations encourage companies to make their marketing strategies more flexible in order to
expand on opportunities.
In concerning the doubt of consumers to use Colgate Total chemical ingredient,
Triclosan, Colgate Palmolive hasn’t been intervened from the government to ban Triclosan in
their toothpaste products. Meanwhile, Colgate has found it very evident that triclosan is safe to
use in toothpaste from the government and other independent sources around the world, and
Colgate has won the trust of consumers. Colgate Total has remained number one in the market.
According to Jenings (2014), Colgate has removed triclosan from its soap products in order to
meet consumer preference, while triclosan may affect human health by increasing cancer risk
and reduce fertility. However, Colgate Total still contains triclosan. Since the company has an
obligation and responsibility to their customers’ health and safety, they have continued to follow
up the cause and effect of using Colgate Total. Based on 18 years of research, Colgate Total has

10. no safety issues in the U.S market. In addition, the company has proved itself that Colgate Total
works significantly better than other toothpastes in terms of reducing germs and risk of
gingivitis.
All Colgate employees are responsible for how people view Colgate and their brand.
Colgate has always interacted with consumers responsibly and obeys all laws and regulations.
Unrecyclable packaging is growing problem to the world’s ocean and damages ecosystems.
According to Cheeseman (2014), Colgate is dedicated to making a completely recyclable
toothpaste tube or package by 2020. Colgate agreed to participate in dialogue with As You Sow
(AYS) to set goals to develop recyclable packaging. All toothpastes packages should be designed
to be recycled with the use of new natural resources to alleviate toxic emissions.
B. ECONOMIC
Economic factors are topics related to the overall situation and stage of economic growth.
A driving force of the sale of a product is the purchasing power of the target market. This is
usually linked to an area’s unemployment rate and level of wages. The changes in taxation of
products & services also affect the product sales. If the company is involved in foreign trade,
tariffs, exchange rates, and import and export ratios are also necessary considerations to the
product.
In the last decade, U.S has been faced with an economic down turn. During this period,
company’s finances and employment has been affected. Earnings of people have decreased and
the inflation has risen. High unemployment and falling wages bring drops in consumer demand
which can harmfully affect manufacturers. During recessing, households don’t make proper
savings and tend to cut back on non-essentials. This causes the consumer to purchase low price

11. products that are less preferred than high quality products. This can impact numerous types of
Colgate products in the market. Increasing sales on existing products and the introduction of new
products in the market is very challenging. However even though the U.S has suffered from
financial down turn, China currently has a booming economy. This provides considerable
opportunity for the company. Boyle (2009) stated that, “Consumers have given up many things
during recession, brushing their teeth is not one of them”. Colgate has cut costs, raised prices,
and targeted developing markets. Colgate has been faced with slow moving products in the U.S
as well as strong competition from Crest. Sales and acquisitions rose 9% in the fourth quarter.
Colgate received 27% of its revenue from Latin America and holds 70% of the market share in
Brazil.
Whereas, the updating data indicated by Reuters news agency (2015) in CNBC, The
strong dollar together with the low demand in Europe and Brazil market, cause the world's
largest toothpaste producer by controls nearly 45 percent of the global toothpaste, Colgate
reported its second straight fall in quarterly sales ended Dec, 31 2014. The huge international
operation company is U.S has been affect by the rise in the dollar over the past nearly nine
months. The dollar has grown about 20 percent against another major currencies, which make
Colgate toothpastes manufacture in U.S become more expensive for consumers in other
currencies and lead to lowers demand.
C. SOCIAL/CULTURAL
According to the U.S. Bureau of the Census, one in four American children is born into
poverty. Studies have shown that the poor are more likely to have oral diseases. According to the
Surgeon General, oral diseases are progressive and cumulative and become more complex over
time. The poorest children are found with the most advanced oral diseases. There is data

12. supporting a correlation between poor oral health and low income/little education. According to
the U.S. Bureau of the Census, Blacks earn the lowest median income followed by Hispanics.
Major social disadvantages contribute to poor oral health. Children in these situations aren’t
provided eat healthy foods, tools for home oral care, and annual visits to the dentist. This poor
oral care can lead to embarrassment from yellowing or loss of teeth. This embarrassment affects
the child’s social and mental health. The lack of oral health leads to other serious health
problems. These health problems lead to absenteeism in school and overuse of emergency
rooms. More than 51 million school hours are lost each year to dental-related illness. Parents are
consistently concerned about their child’s dental needs.
Researchers have found poor dietary habits and use of tobacco products place adolescents
at risk. The marketing of tobacco products has added to the burden of cancer and heart and lung
problems worldwide. The engagement in sexual activity exposes them to oral health problems.
During this stage in their lives, adolescent become more independent which leads to the creation
of poor hygiene habits. Some adolescents experience the loss of healthcare coverage when
departing for college. These individuals are no longer “dependents”. Health status is largely
determined by socioeconomic factors reflecting education, career, and income. The increase of
sports injuries from the lack of use of protective headgear and mouth guards can have a
significant impact on an adolescent’s oral health.
The midlife adults ranging in age from 35-65 are a large market of baby-boomers. Some
describe this age group as the “sandwich generation”. They are simultaneously taking care of
aging parents and dependent children, while trying to take care of their own health. Majority of
midlife adults have moved from their birthplace, become divorced, or lost their job. An
important factor that affects this demographics oral health is the availability of dental benefits.

13. About 60% of full-time workers receive dental benefits from their employer. When it comes to
dental problems, employed adults lose more than 164 million hours of work each year due to
dental disease or dental visits. Those with incomes at or above the poverty level are twice as
likely to report a dental visit in the past 12 months as those who are below the poverty level.
The demographic of older Americans (65+) is projected to increase by 42% in the next
century. This great increase will significantly burden health care programs and the challenge will
be providing oral healthcare to those who are not in good health. Many elderly individuals lose
their dental insurance when they retire. The situation may be worse for older women, who
generally have lower incomes
Nursing homes and hospice care provide limited needed oral health care to residents. This
group of people is most at risk for oral diseases. The health care industry is constantly growing
and improving. New technology is being discovered every day. This results in people living
longer. These people want to live independent, comfortable lives until their passing. This can
create numerous challenges for health care providers. Oral health will continue to be a concern
along with their other health issues.
Next, we should analyze the influence healthcare has on the oral care industry.
Community-based prevention programs are unable to meet the population who needs them. The
availability of insurance increases the access of care. The majority of clinical healthcare is
provided through private dentist practice. Insurance coverage for dental care is increasing but
lags behind medical insurance. One alarming fact is the dentist-to-population ratio is declining.
Focusing on important body parts when it comes to oral healthcare, the mouth shows
signs of general infection and stress. It can show signs of nutritional deficiencies and serve as an

14. early warning system for diseases such as HIV infection and other immune system problems.
There are associations between chronic oral infections and other health problems, including
diabetes and heart disease.
The population considers oral signs and symptoms to be less important than indications
of general illness. This way of thinking is partially a result of too little time devoted to oral
health and disease topics in the education of non-dental health professionals. All care
professionals should contribute enhancing oral health. The problem is existing disease prevention
programs are not being implemented in many communities. This is creating gaps in prevention
and care that affect the nation’s neediest populations.
Non-Hispanic Blacks, Hispanics, and American Indians and Alaska Natives generally
have the poorest oral health of any of the racial and ethnic groups in the U.S. population. As a
group, Hispanics have lower median incomes, higher poverty rates, more unemployment, and
less education than Non-Hispanic whites. It is estimated that Hispanics will surpass African
Americans as the country’s largest minority group by 2020 (U.S. Bureau of the Census 2000). A
very important statistic we should keep in mind is. Eleven percent of the population had not had
a dental visit in 5 years or more. Decisions about whether to seek care from or comply with
dentists or physicians are culturally influenced.
D. TECHNOLOGY
There have been major improvements in prevention diagnoses and treatment of oral
diseases over the past several decades. The average dentist has now engaged in more
preventative services than in recent years. The aging population has increased the preservation of
teeth with the use of crowns. More dentists continue to educated patients on the risk factors of

15. tobacco use and poor dietary habits. There has been an increase in new diagnostic tests guiding
the use of referrals and treatments. The field of biometrics has improved and continues to grow
as a result of the discovery of restorative materials for lost bone and connective tissue.
Researchers have improved their understanding of genetic risk factors as well as the importance
of attention to diet. New products on the market have started to address the effects acid erosion
has on our teeth. Acid erosion has led to new lines of toothpastes and mouth washes. The
American Dental Association (ADA) has recently addressed the use of diagnostic codes for the
documentation of preexisting conditions. Technological improvements can only continue with
the full participation from a wide range of healthcare professionals.
Colgate has a state-of-the-art research and development facility located in Piscataway,
New Jersey. This facility focuses on improving oral health and early product development. Their
latest breakthrough technology is a desensitizing paste consisting of arginine and calcium
carbonate. This new paste is clinically proven to deliver instant and lasting relief for four weeks.
Colgate offers numerous types of products aimed at combating cavities, gingivitis, and sensitive
teeth. Some popular products are Colgate Cavity Protection, Colgate Total, and Colgate Enamel
Health Sensitivity Relief. Colgate Total is the only product with the unique triclosan and
copolymer system. This product is also gluten-free.

16. D. DEMAND ANALYSIS
SECTION II
>> insert paragraph here <<
Toothpaste Breakdown
Whitening Cavity
Protection
Fluoride
Free
Deep
Clean
Sensitive Enamel
Defense
Tartar
Protection
Flavors Children's Fre
Colgate X X X X X X X X X
Aquafresh X X X X X X X
Arm &
Hammer
X X X X X
Crest X X X X X X X X
Orajel X X
Sensodyne X X X X X X X
Oral-B X X X X
Rembrandt X X X
Tom's of
Maine
X X X X X X
Vitaminpaste X X X X X
Peelu X X X X
Jason X X X X X X X
AIM X X
Close-Up X X
Brand Owner Toothpaste Products – Adults Toothpaste Products -
Children
Colgate Colgate - Palmolive Colgate Total Advanced
Clean
Colgate Total Gum Defense
Colgate Optic White
Toothpaste
Colgate Total: Enamel
Strength, Whitening Paste,
Mint Stripe
Colgate Enamel Health:
Whitening, Sensitivity Relief
Colgate Max Fresh: Max
Clean with SmartFoam, Max
Fresh with Mini Breath Strips,
Max Fresh with
Colgate Dora the Explorer
Colgate SpongeBob
SquarePants
Colgate 2in1

17. Microscrubbers
Colgate Sensitive: Whitening,
Complete Protection, Prevent
& Repair with Whitening,
SmartFoam with Whitening
Colgate 2in1: Oxygen
Whitening, Whitening, Icy
Blast
Colgate Sparking White: Mint
Zing, CinnaMint
Colgate Cavity Protection
Great Regular Flavor
Colgate Baking Soda and
Peroxide Whitening Bubbles:
Whitening Brisk Mint Paste,
Frosty Mint Striped Gel
Colgate Tartar Protection
Whitening Crisp Mint Paste
Colgate Ultrabrite: Advanced
Whitening, Baking Soda and
Peroxide Whitening
Colgate Triple Action
Original Mint
Aquafresh GlaxoSmithKline
(GSK)
Whitening Action
Deep Action
Pure Breath Action
Revitalizing Action
Ultimate White
Extrafresh + Whitening
Tartar Control + Whitening;
Cavity Protection
Sensitive Maximum Strength
Training toothpaste; Fresh 'N
Fruity; Bubble Mint Paste; Big
Kids
Arm &
Hammer
Church & Dwight
Co. Inc. (C +D)
ARM & HAMMER Truly
Radiant Toothpaste
ARM & HAMMER Sensitive
Whitening
ARM & HAMMER Sensitive
Freshening
ARM & HAMMER
Mentadent Advanced
Whitening
ARM & HAMMER
Advanced White Extreme
Whitening with Stain Defense
ARM & HAMMER Dental
Care Advance Cleaning

18. ARM & HAMMER
Mentadent Advanced Breath
Freshening
ARM & HAMMER Advance
White Breath Freshening
ARM & HAMMER Complete
Care Plus Whitening with
Stain Defense
ARM & HAMMER
PeroxiCare Healthy Gums
ARM & HAMMER Complete
Care Plus Enamel
Strengthening
ARM & HAMMER Sensitive
Enamel Strengthening
Crest Procter & Gamble
(P&G)
Crest Pro-Health Clinical
Gum Protection Toothpaste -
Invigorating Clean Mint,
Smoothing Smooth Mint
Crest Pro-Health Clinical
Plaque Control Toothpaste-
Fresh Mint
Crest Pro-Health For Life
Toothpaste- Smooth Mint
Crest Pro-Health For Me
Fluoride Anti-Cavity
Toothpaste
Crest Pro-Health Gel
Toothpaste- Clean Mint
Crest Pro-Health Night
Toothpaste- Clean Night Mint
Crest Pro-Health Sensitive
and Enamel Shield Gel
Toothpaste- Soothing Smooth
Mint
Crest Pro-Health Toothpaste-
Clean Cinnamon
Crest Pro-Health Whitening
Gel Toothpaste- Fresh Clean
Mint
Crest 3D White: Advanced
Vivid Enamel Renewal
Toothpaste, Advanced Vivid
Stain Protection Toothpaste,
Glamorous White Toothpaste,
White Vivid Toothpaste.
Toothpaste, Disney Pixar Cars
Toothpaste, Disney Princess
Toothpaste, Marvel Avengers
Liquid Gel Toothpaste, Disney
Pixar Monsters Inc.
Toothpaste, Disney My
Friends Tigger and Pooh
Toothpaste
Crest Fairies Toothpaste
Crest Hello Kitty Toothpaste
Crest Sesame Street
Toothpaste
Crest Disney Minnie Mouse
Liquid Gel
Kid's Crest Cavity Protection
Sparkle Fun Toothpaste

19. Crest Baking Soda & Peroxide
Whitening with Tartar
Protection Striped Toothpaste-
Fresh Mint
Crest Be Adventurous- Mint
Chocolate Trek Toothpaste
Crest Be Dynamic- Lime
Spearmint Zest Toothpaste
Crest Be Inspired- Vanilla
Mint Spark Toothpaste
Crest Cavity Protection Gel
Toothpaste- Cool Mint
Crest Cavity Protection
Toothpaste- Regular
Crest Complete Multi-Benefit
Whitening + Scope - Citrus
Toothpaste, Minty Fresh
Toothpaste, Cool Peppermint
Toothpaste
Crest Complete Multi-Benefit
Whitening + Cinnamon
Expressions- Cinnamon Rush
Crest Plus Scope & Extra
Whitening Toothpaste- Mint
Splash
Crest Complete Multi-Benefit
Tartar Control Whitening +
Scope Liquid Gel Toothpaste-
Minty Fresh, Cool Peppermint
(smaller size tube)
Crest Tartar Protection
Toothpaste- regular
Crest Tartar Protection
Whitening Toothpaste- Cool
Mint
Crest Tartar Control
Whitening Plus Scope Liquid
Gel Toothpaste- Minty Fresh
(smaller size tube)
Crest Tartar Protection Gel
Toothpaste- Fresh Mint
Crest Sensi-Relief Whitening
Plus Scope Toothpaste- Minty
Fresh
Crest Sensitivity Clinical
Sensitivity Relief Extra

20. Whitening Toothpaste
Crest Sensitivity Whitening
Plus Scope Toothpaste- Minty
Fresh
Crest Whitening Expressions
Gel Toothpaste- Refreshing
Vanilla Mint
Orajel Procter & Gamble
(P&G)
NONE Orajel Elmo Fluoride-Free
Training Toothpaste
Orajel Thomas & Friends
Fluoride-Free Training
Toothpaste
Orajel My Little Pony
Fluoride-Free Training
Toothpaste
Sensodyne GlaxoSmithKline
(GSK)
Sensodyne Extra Whitening
Toothpaste
Sensodyne Full Protection
Plus Whitening Toothpaste
Sensodyne Tartar Control Plus
Whitening Toothpaste
Sensodyne Fresh Impact
Toothpaste
Sensodyne Fresh Mint
Toothpaste
Sensodyne Cool Gel
Toothpaste
Sensodyne Original
Toothpaste
Sensodyne Repair and Protect
Toothpaste
Sensodyne Complete
Protection
Sensodyne Pronamel
Toothpaste: Gentle
Whitening, Mint Essence,
Multi-Action, Fresh Wave
Sensodyne Pronamel
Toothpaste for Children
Oral-B Procter & Gamble
(P&G)
Oral-B Pro-Expert
Professional: Gum Protection,
Sensitivity
Oral-B Pro-Expert: Enamel
Shield, Sensitive & Gentle
Whitening, Whitening, All
Around Protection
Oral-B 3D White: Brillance,
Luxe Glamour Shine, Luxe
Oral-B Paste Stages 5-7 years:
Cars, Princesses
Oral-B Paste Stages 2-4 years:
Winnie the Pooh

21. Healthy Shine Toothpaste,
Vitalize
Oral-B Complete: Mouthwash
& Whitening, Extra White
Oral-B 12 Toothpaste
Rembrandt Johnson &
Johnson
Rembrandt Intense Stain
Toothpaste
Rembrandt Deeply White +
Peroxide Fresh Mint
Toothpaste
AIM Pental AIM Toothpaste Freshmint
AIM Toothpaste Minty Gel
AIM Toothpaste Original
Close - Up Unilever Close-Up Deep Action- Red
Hot
Close-Up Deep Action-
Eucalyptus Mint
Close-Up Deep Action-
Menthol Fresh
Close-Up Deep Action-
Peppermint Splash
Close-Up Deep Action-
Lemon Mint
Close-Up Fire-Freeze
Close-Up Fire-Freeze -
Intense
Close-Up White Now –
Glacier Now
Close-Up White Now – Ice
Cool Mint
Close-Up Icy White –
Menthol Burst
Close-Up Icy White – Winter
Blast
Jason Hain Celestial
Group Inc.
Healthy Mouth Tartar Control
Toothpaste Fluoride-Free
Paste
Powersmile Whitening
Toothpaste Cinnamon Mint
Fluoride-Free Paste
Powersmile Whitening
Toothpaste Powerful
Peppermint Fluoride-Free
Paste
Nutrismile Enamel Defense
Toothpaste Fluoride-Free

22. Paste
Sea Fresh Strengthening
Toothpaste Fluoride-Free
Paste
Healthy Mouth Tartar Control
Anti-Cavity Toothpaste
Fluoride Gel
Enzyme Brightening Gel
Toothpaste Fluoride-Free Gel
Powersmile Whitening Anti-
Cavity Toothpaste Fluoride
Gel
Oral Comfort Soothing
Toothpaste Fluoride-Free Gel
Sea Fresh Strengthening Anti-
Cavity CoQ10 Gel Toothpaste
Fluoride Gel
Nutrismile Enamel Defense
Anti-Cavity Cavity
Toothpaste Fluoride Gel
Powersmile Whitening
Toothpaste Vanilla Mint
Fluoride-Free Paste
Peelu Peelu Peelu – Cinnamon Fluoride
Free
Peelu – Mint Free Fluoride
Free
Peelu – Peppermint Fluoride
Free
Peelu – Spearmint Fluoride
Free
Vitaminpaste Golden Products Vitaminpaste Toothpaste
Tom’s of
Maine
Brand Shop Spearmint Fluoride-Free
Antiplaque & Whitening Gel
Toothpaste
Clean Mint Simply White
Botanically Bright Peppermint
Fluoride-Free Antiplaque &
Whitening Toothpaste
Botanically Bright Spearmint
Cinnamint Propolis & Myrrh
Fluoride-Free Toothpaste
Sweet Mint Simply White
Fluoride Gel Toothpaste
Whole Care Fluoride Gel
Toothpaste
Silly Strawberry Children’s
Fluoride-Free Toothpaste
Children’s Fluoride Toothpaste
Wicked Cool Anticavity
Toothpaste
Wicked Cool Fluoride Free
Toothpaste
Toddler's Fluoride-Free
Natural Training Toothpaste

23. Fluoride-Free Antiplaque &
Whitening Toothpaste
Soothing Mint Maximum
Strength Sensitive Fluoride
Toothpaste
Peppermint Fluoride-Free
Antiplaque & Whitening
Gingermint Baking Soda with
Propolis and Myrrh
Wicked Fresh Fluoride
Toothpaste
Peppermint Clean & Gentle
Fluoride Toothpaste
Clean Mint Simply White
Whole Care Fluoride Gel
Toothpaste
Whole Care Fluoride
Toothpaste
Cavity Protection Fluoride
Toothpaste
Wintermint Sensitive
Fluoride-Free Toothpaste
Pepsodent Unilever Pepsodent Complete Care
Pepsodent Pro-Sensitive

24. SECTION III
New Product Idea #1: Colgate Triple Action for Kids (Candie Canning)
Colgate Triple Action for Kids will have all the same attributes for kids as it does adults.
Cavity protection, whitening, and breath freshening toothpaste will allow complete protection to
those who need it the most. Kid’s toothpaste needs to be safe and fun, so Colgate Triple Action
for Kids will be packaged in bright colors and cartoon characters that catch children’s attention
and heart, making brushing fun from the very start.
This product is unique because not only are their very few companies that offer toothpaste
specifically designed for kids, but those who do usually only provide the most basic type of
toothpaste. With Colgate Triple Action for Kids, parents can sit back, relax, and enjoy the
morning routine without having to worry about their kids not getting a complete brush. The idea
is create a product that will provide the best protection for kids’ teeth.
Our target market is middle-aged women with kids. Our target customer is Julie, a
hardworking married mother of three. Julie and her husband both work fulltime jobs, while
juggling taking the kids to soccer practice, and dance classes. This families daily routine consists
of getting up, getting themselves and the kids ready for school, jumping in their cars (Minivan
and a Toyota Corolla), heading to work, picking the kids up after school for practice/classes,
getting them home, feed, and tucked into bed. Spare time is very hard to come by in this family.
Julie and her family are all about staying active, eating right, and taking care of themselves,
inside and out. This product will help Julie’s kids take care of their teeth the same way they take
care of their body. The right toothpaste will keep those teeth bright, shiny, and cavity free,
Colgate Triple Action for Kids is the product for her.

25. New Product Idea #2: The Colgate Crayon (Rachel Almas)
Colgate’s new product will be an anti-cavity toothpaste for children ages 2 and up that
makes brushing teeth fun! Not all dental care companies offer toothpaste for children, and the
ones that do are not nearly as unique as The Colgate Crayon. The idea behind this toothpaste is
that the tubes are in the shape of a crayon, available in several different colors, including red,
blue, green and pink. So while children are having fun squeezing out the different colors, they
bring the fun and excitement of coloring to their bathroom! Forget the ordinary toothpaste that is
flavorless and boring and say hello to The Colgate Crayon. Brushing teeth is no longer a hassle,
but a fun thing to do before bed. Each crayon is a different flavor, including cherry, vanilla mint,
watermelon, and strawberry. This product will be fluoride-free so that it’s safe to swallow, sugar-
free, and guaranteed to put a smile on any children’s face. This product will be positioned in
stores at the level of reach for small children, but high enough to be at eye level with parents.
The idea is to create a toothpaste that both parents and children will love. Children will
be fighting cavities while having fun. Our target market is middle-aged parents with children
ages 2-10. The target customer here is Maria, a 36 year old married woman with 4 kids living in
Lowell, Massachusetts. Maria and her husband drive an SUV and a Toyota Camry. They both
work full-time jobs while taking care of their children of ages 2, 3, 4 and 7. Their children are
energetic and always eager to learn and play. They especially love coloring and art. Between
working, taking the kids to school, taking them to practice, making dinner, doing the laundry,
and putting them to bed, Maria and her husband have their hands full all hours of the day.
Maria’s husband even has to work overtime most nights and doesn’t get home until around
midnight. The hardest part of Maria’s night is getting the children to wash up and brush their

26. teeth before bed. With the new Colgate Crayon, her children will be eager to brush their teeth
and Maria will be happy with the results of their clean, cavity-free teeth.
New Product Idea #3: Organic Toothpaste (Alex Bouthot)
A potential new product idea Colgate should consider creating a line of organic
toothpaste. Although this can be expensive, there is a great demand for green and natural
products. Consumers are looking for a product free of chemicals that could have harmful side
effects that scientists are not yet aware of. There are ancient recipes that people commonly use
today. Some include ingredients like coconut oil, baking soda, and essential oil. This new
organic toothpaste will be free of artificial additives that are currently used for flavor and color.
This toothpaste will be free of preservatives and will not cause an emergency if consumed.
Producing this product may cost more so the price point will be a little bit higher than
commercial toothpastes on the market.
The potential target market for our organic toothpaste is college-graduated baby boomers
that live in the largest cities on the East and West coasts. Our target customer is named: “Lisa”.
She lives in San Francisco and just graduated from University of California Santa Cruz with a
degree in environmental science. She is into shopping at Trader Joes and local farmers markets.
She works full-time and lives in a small apartment with three other roommates. Lisa enjoys the
outdoors and activities like hiking and camping. She currently uses home-made toothpaste from
ingredients she buys from Trader Joes. Lisa is looking for great organic toothpaste that is all
natural and is free from harmful chemicals and preservatives. Colgate has a great opportunity in
developing organic toothpaste and profiting off this relatively new market of organic consumers.

27. New Product Idea #4: ? (Vantheawin Eng)
The PEST factors discussed above can affect the business of any company entering the
market with new products due to new tax policies, exchange rate fluctuation, health
consciousness, new technologies innovation, and many others factors. These can create a direct
and indirect impact on the toothpaste market strategy. People around the world are more
concerned about their own health and the health of the environment, therefore Colgate should
create an organic toothpaste for those people who are aware and react to the toxic ingredients
that are in most toothpaste products. Meanwhile “Chemical Sodium Lauryl Sulfate (SLS) use can
cause canker sores and drying out tissues in the mouth.” (Healthy Sauce, 2014). It can also be
harmful if swallowed. With Colgate’s idea of recyclable packaging in 2020 to save the green,
they should move forward to another positive step to let people live green. Ideally, people should
choose the toothpaste that is chemical free, non-toxic. However, people may find it difficult to
find truly organic toothpaste in some locations. The organic toothpastes are not made by the
strong brands, so it is hard to let those organic products influence consumer behavior. But,
Colgate is different, with its strong brand and powerful marketing. This will be the perfect
opportunity for Colgate to offer natural and chemical-free toothpaste to serve their potential
consumer or organic targeted consumers in the green way of their life and spread it out into
world market.
New Product Idea #5: (Matt Fay)
>>insert paragraph here<<
CONCLUSION
>>insert paragraph here, choose new product<<

28. REFERENCES
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from https://www.deltadental.com/AmericasOralHealth.pdf
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2014/October/article/SW-281474979330488.cvsp
Boyle, M. (2009) Colgate’s World-Beating Performance. [Online] March 26th 2009. Available
from: Bloomberg Business
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HomePa ge.cvsp [Accessed: 30 Jan 2015]
Division of Oral Health. (n.d.). Retrieved February 9, 2015, from http://www.cdc.gov/oralhealth/
Healthy Sauce (2014) The Benefits of Organic Toothpaste and Mouthwash. [Online] August 11th
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Oral and Dental Health at Any Age. (n.d.). Retrieved February 9, 2015, from
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naturally-with-organic-oral-care-toothpaste-recipes-included/

29. U.S. Department of Health and Human Services. Oral Health in America: A Report of the
Surgeon General. Rockville, MD: U.S. Department of Health and Human Services,
National Institute of Dental and Craniofacial Research, National Institutes of Health,
2000. http://silk.nih.gov/public/hck1ocv.@www.surgeon.fullrpt.pdf