Colgate Marketing Essay

Colgate is famous for having a great history of strong relationship with its retail trade partners. This corporation delights consumers round in that location world with a an array of Oral C be, Home Care, ain Care, and Pet Nutrition cross bearings. Small stores around the world are nevertheless important to Colgate as large ones. Behind the success of Colgates brands are carefully developed billet and commercialiseing st esteemgies. Based on consumer and shopper insights, the Company works closely with local merchandisers and shop owners to offer a relevant assortment of products and merchandising services to countenance high visibility in each store. With a view to promoting their literal products to their target commercialise, the company has been equal to(p) to use various marketing strategies approaches. In derivation with above the absorb promotions, the company uses television, radio and newspaper advertisements and many more. In addition, the company overly p romotes their products in famous magazines and internet banner ads as well. It can as well as be said that Colgate-Palmolive also uses via-the-line promotion approach. This is done by considering a via the line communication approach. The company does this by hiring an advertising agency which helps them to train a better advertising bleed for their products. The company had 1713 direct stores as of may 2010. The spontaneous examination care distribution network isdistribution network is open up across 90 cities in India. The company products are availableacross 4.3 mn retail outlets. Flag ship mark off Colgate Dental Cream is the largest distributed product in the Tooth bypaste market available in 4.1 MM stores.1.1.1.Political1.1.2.EconomicCharging higher premium which think on consuming and lower income classes. Pricing done on the initiation of price points Packaging would be customized on the basis of price points. In June, 2012, Colgate-Palmolive announcedcapacity exp ansion plans in India by opening its fifth production installation in the commonwealth with an investment of $20 million. With Procter & Gamble likely to give birth postponed its decision to enter into the Indian toothpaste market yet again, Colgate has more live to continue building its market share in the fast-expanding Indian oral care market. Colgate currently occupies half of the Indian oral care market and competes with Unilever and local player Dabur. Colgate has continued to grow its market share in Indian oral care market despite stiff emulation from Unilever and other low-cost competitors. Its market share in terms of quite a little annexd to 54%last quarter, two percentage points higher than the front year period.The Colgate brand is almost synonymous with oral care products in India thanks to its deep distribution network and effective marketing strategies, along with focused market activity to increase toothpaste use. Colgate also occupies a 26% share (by volume ) of the nascent but fast-growing mouthwash category. The strategy is to phase-out vain toothpastes in the baking pa/ jelly varieties specifically Colgate Baking soda ash & Peroxide atomic number 8 whitening Frosty Mint Striped Gel, Colgate 2in1 Oxygen washragning and Cavity tax shelter Winterfresh Gel. The product packaging leave alone be advertising other Colgate products in an attempt to retain brand truehearted users. By October 2011, these varieties of Colgate volition no longer be produced for the United States market. In effect, this provide generate more cash flow that can be diverted into the creation of new brands and new marketing campaigns thereby lessen stress upon margin levels.The strategy is to phase-out unproductive toothpastes in the baking soda/gel varieties specifically Colgate Baking Soda & Peroxide Oxygen Whitening Frosty Mint Striped Gel, Colgate 2in1 Oxygen Whitening and Cavity Protection Winterfresh Gel. The product packaging will be advertising other Colgate products in an attempt to retain brand loyal users. . Keys to success can be determined humbled upon Colgate and its competitions past and current market share, trends, strengths and weaknesses. Over the past sixty years there has been a power struggle between Colgate, Aquafresh and Crest to acquire market share. As a category attractor it is imperative to follow and predict trends within the United Statestoothpaste industry. Based on the MRI data, regular pasteoutsells beyond all other types of toothpaste and has the highest percentage of users.1.1.3.Social2.Geographic- It depends on region, population, factor, urban conditions etc. On this basis for example, Colgate introduces a sun screenland ingredients which protect from sun rays. 3.Demographic- It comprise age, gender, income , life cycle of family and education. For example preteen tidy sum do not go for hair color treatment. 4.Psychographic- it depends on persons thinking and what are the 5.Personality cha racteristic of him. It is a difficult marketing sectionalization to implement because sometimes market may not aware of there life style of there people. 6. Behavioral- It consists two things a) The benefits desired from the product. b)The rate at which customer is victimisation product. 7.It can be applied on Colgate, the benefits from there toothpaste product are no organisation, no cavities, fresh breath, precise low price , good quality and white teeth.Product ruffle Product Focusing toward rural rich and consuming class by endorsing the development of Colgate Ayurvedic Toothpowder . For Urban population, they would come up with the products suiting to fresh generation, for kids in the age group from 4-10 years. alone(predicate) Product and able to commemorate from all other products existing in the market e.g. Colgate Herbal White which promises a unique formula. Packaging-green colour ensures the herbal ness. Target foodstuff Kids Brushing -more effective and fun fo r kids Sparkling gel comes in 2 exciting variants Bright Pink gel , and Bright Blue gel ,yummy Bubble Fruit flavour Tweety and bugs bunny are favourites with kids The fruity smatter gum flavour kids brush longer developing good oral care habits Family Strong teeth and fresh breath Developed using Colgates international expertise in oral care Unique formula protects teeth from decay Refreshing minty flavour makes breath extremely fresh Youth Icy wave of minty coolness Cooling crystals and tenseness on taazgi.In order to gain favorable PR and adjudge Colgate in the light of the media, this plan suggests a campaign that will give a 1% of redundantly marked packages to a jack ladder of ones choice. Partnering with www. bountynavigator.org to bring on a micro list of charities and their information. Purchasers will be able to subscribe to and track the donations via the Colgate website by answering several demographic questions and entryway a unique code. Facebook will featu re a separate rapscallion that will promote Colgate, describe the donation campaign and charities offered by charitynavigator.org. similarly, a downloadable iphone application will be take a shitd to track contributions. This marketing maneuver will further a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest demographic customer information, curl up added consumers to the Colgate website and more of a presence on Facebook. In order to gain favorable PR and keep Colgate in the light of the media, this plan suggests a campaign that will donate a 1% of specially marked packages to a charity of ones choice.Partnering with www.charitynavigator.org to create a micro list of charities and their information. Purchasers will be able to choose and track the donations via the Colgate website by answering several demographic questions and entering a unique code. Facebook will feature a separate page that will promote Colgate, describe thedonation campaign and charities offered by charitynavigator.org. Also, a downloadable iphone application will be created to track contributions. This marketing tactic will harbor a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest demographic customer information, draw added consumers to the Colgate website and more of a presence on Facebook. This idea will be retrofitted to print ads as well by using the same twenty images with the smiling, foamy submit and underneath the images will appear the Colgate slogan, Colgate A World of Care. This marketing campaign has the ability to touch a vast consumer base. There is universality to the idea. The apprehension relates and is identifiable with people because everyone brushes their teeth in the pajamas.Maslows hierarchy of of necessity dictates that the identifiably social component of the commercial will apostrophize to the subconscious mind of viewers creating the added value necessary to enhance th e image of Colgate and gain added market share. Choosing actors specifically by gender and racial profile can appeal to start-up and young bustling families. This commercial will attract potential users and affirm current consumers. The investment in a revitalizing campaign to make better the image of Colgate will inevitably increase market share by 1.00% or $11,141,377 at a minimum. Colgate donates millions of dollars annually to the adenosine deaminases name a Kid A Smile.Colgate is a direct partner with this ADA program. Colgate can position a positive image by presenting itself as a proactive, helpful productthat is good for teeth, but also for community and country as a whole. In order to gain favorable PR and keep Colgate in the light of the media, this plan suggests a campaign that will donate a 1% of specially marked packages to a charity of ones choice. Donations will grow parallel to product sales by partnering with www.charitynavigator.org to create a micro list of cha rities and their information. Purchasers will be able to choose and track the donations via the Colgate website by answering several demographic questions and entering a unique code.7.1.1.TechnologicalMarketing Strategies Market Dominance Market leader restraint in Oral Care Catering to all the segments -long product line Massive advertising, awareness ,especially in child segment Product eminence Different packaging for all its product line Changes packaging agree to product innovation Differentiation due to massive promotion on channels Create a different image in the eyeball of consumers Innovation Strategy Pioneered in new product development and business model innovation Cutting edge technology- innovation strategy. Positioning and creating Brand Equity Consumer- more health and hygiene conscious Vast consumer base in India Sectoral opportunity in other oral products Smaller packs to acquire growth Direct media promotions Operation Jagruti program Educate villagers about oral hygiene Its benefits vis--vis traditional products like Neem Conducted by giving product trials and free samples The steps Colgate took were to redesign its distribution network, improve its transportation circumspection system, update its logistics efficiency program, and develop customer cost-to-serve data.The use of integrated logistics systems encompasses reals management, material flow systems, and physical distribution aided by information technology. done this use of ILS, Colgate has been able to shorten the order cycle time, reduce clerical labor, reduce error rate in documents and provide improved chair of operations. It is made possible finished the use of following activities by Colgate through ILS a) Sales Forecasting on the basis of which company schedules distribution, production and stock list levels. Colgate has a dynamic website with the title, Colgate World of Care,that details products, oral care, company history, e-newsletter and special offers. The we bsite also has a social networking page called Colgate Smile to engage the consumer to get involved with their oral health and the Colgate-Palmolive Company. Colgate also has social media pages on Facebook, peep and Myspace.Technology is changing daily life within the world markets from the way people create and use a shopping list to the cars people purchase. Toothpaste has a direct correlation with the toothbrush. Every year new toothbrush models come outclaiming superior plaque removal using such sell points as super sonic technology to blast away plaque build up or crisscrossing bristles to lift and brush plaque away. Also under the heading of technology are cameras and Facebook. Today people fill camerasat all times. Any event is now a potential movie shoot.The ease of access and spontaneous nature of camera usage requires the consumer to be aware of their smile at all times. Facebook will feature a separate page that will promote Colgate, describe thedonation campaign and charities offered by charitynavigator.org. Also, a downloadable iphone application will be created to track contributions. This marketing tactic will foster a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest demographic customer information, draw added consumers to the Colgate website and more of a presence on Facebook.