Colgate Toothpaste

Situational Analysis

“Stronger Say Bhe Strong Mera COLGATE”

Presented to: Ms Fagiha Ahmad

Presented By __ Farooq Iqbal

MKTE0509

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Table of Contents

Introduction 4

Product: 6

Colgate Product Mix: 7

Colgate Fresh Energy Gel 8

Distribution 9

Promotion 12

Packaging 14

Price 14

Strategies 15

Market Dominance 15

Porter Generic Strategies 15

Product Differentiation 15

Brand Image & Personality 17

Recommendation 18

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Introduction

Marketing strategies serve as the fundamental underpinning of marketing plans designed to

reach marketing objectives. It is important that these objectives have measurable results.

Marketing strategies are partially derived from broader corporate strategies, corporate

missions, and corporate goals. They should flow from the firm's mission statement. They are

also influenced by a range of microenvironmental factors. Marketing strategies are dynamic

and interactive. They are partially planned and partially unplanned.

In our point of view Colgate management is using very good strategies regarding its product,

place price & promotion.

Colgate is very good product for the protection of teeth are very important part of the human

body so they need more protection for this Colgate is very good toothpaste and its company is

trying to improve its quality with the association of doctors.

Where as the price of Colgate is concerned. It is very much affordable for every consumer.

Anyone can buy it from anywhere and any kind of departmental store. The strategy made for

the pricing is very good. The company keeps in view the purchasing power of the customers.

Colgate is promoted on all & every kind of media. The strategy being followed by the

management is to make the people aware of its product. So, Colgate-Palmolive has promoted

it on TV and print media as well.

The distribution of Colgate is very intensive and it uses the channels which are very quick

and sale intensive. So, every one can buy it from nearest stores.

Where as the of the Colgate are concerned it provides greater protection against germs. Its

one product Colgate Gel makes the teeth well look shining & white.

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Colgate positions its product in the eyes of customers comparing with the other competitors’

products, that it is very useful for the teeth as well as for gums. Its positioning is very strong

as many customers get attracted towards it.

In a nut shell Colgate is a very profitable company. And the graph of its popularity is

increasing day by day. And it may get in the near future by introducing some new in the

product line of the toothpastes of Colgate-Palmolive.

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Product:

A product is a set of tangible and intangible attributes which may include packaging,

color, price, quality and brand.

A tangible product that the consumer feels comfortable purchasing without gathering

additional information and then actually buys with a minimum of effort is termed a

convenience product.

A product that is use for business is called business product. Like if a producer

produces and sell products and earn money or profit , so that product is a business

product for the producer. If the middleman buys a product from producer and sell it to

the end customer, so that product ll’ be a business product for the middle man and vise

versa .

Consumer products are the products which customer buys to satisfy his/her personal

needs & wants. Like the products of our daily use i.e. toothpastes, soup etc. A lot of

customer purchases the Colgate product for their own consumption to satisfy their

daily personal needs.

From the marketing point of view Colgate Toothpaste is an excellent business

product. Whole sellers & retailers purchase the Colgate toothpastes from its

manufacturer (Colgate-Palmolive) and sell it to the end customer or consumers and

earn a good business from it.

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Colgate Product Mix:

A product mix is the set of products offered by a company. The structure of the

product mix has both the number of product lines and number of product mix in that

line. Colgate-Palmolive is having different product line. Like they are having product

line consists of personal care, bathroom care, household care and many more.

Some of the Colgate-Palmolive’s products lines are given below.

Toothpastes Anti-per spirant & Dish-wash Liquid

Detergent Science Diet Toothbrushes

Deodorant Household Cleaners Fabric Softener

Prescription Diet Kid’s Products Bar Soap

Scourer Pet Food Whitening Products

Body Wash Bleach Floss

Liquid Hand Soap Automatic Dish-Wash Oral First Aid

Shave Preps Liquid From the Dentist

Toiletries for Men Hair Care

Under each product line there are is a list of products which shows the depth of Colgate-

Palmolive’s product line. Colgate-Palmolive is looking for expanding its products lines by

producing & introducing more and more products. In the Oral Care line they have further

categories the products

Brand Slogan

Oral Care

Colgate Dental Cream Trusted by Generations to make Teeth Stronger

Colgate Total 12 Fight 12 teeth and Gum Problems (the Complete

Toothpaste)

Colgate Max Fresh For a whole new dimension of freshness

Colgate Kids toothpaste makes fighting cavities Fun

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Colgate Fresh Energy Gel Fresher Breath Stronger Teeth

Colgate Herbal Strong Teeth, Healthy gums, Naturally

Colgate Herbal White Pearly White Teeth……..Naturally

Colgate Cibaca Top Now Strong Teeth Fresh Breath for Your Family

Colgate Advance Whitening Whiter Teeth in 14 Days

Colgate Active Salt fight germs for Healthy Teeth and Gums

Colgate Fresh Energy Gel

Colgate Fresh Energy Gel has been launched in two variants: Ice Blue and Sparkling Red.

The refreshing gel of Colgate Fresh Energy fights germs and give long lasting fresh breath

energy all day long. This launch has further strengthened the Colgate equity in Pakistan and

has reaffirmed Colgate’s commitment to provide oral care products for its consumers.

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Distribution

Colgate toothpastes are available at every convenience place to facilitate its

customers. So, customer purchases it with a very little shopping effort.

Colgate use different channel (retailers and wholesalers) to search and delivers the

prospective customers. Colgate use the distribution channel which is very efficient, effective

and which is not only meets customer needs but also provide them the valuable services.

It uses the different method to design a channel of distribution. First of all Colgate specify the

role of its channel of distribution. It usually adopts the offensive kind of distribution which is

fast enough to sell its products rapidly throughout the country. Here Colgate keeps in mind

the marketing objectives and all the marketing mix.

It then specifies the role of product, price and promotion. It decides that what type of

middlemen should be used either retain whole seller an agents. Colgate set the intensity of the

distribution, it uses the very intensive kind of distribution, and it means that its sale volume is

very large.

The channel of distribution which Colgate-Palmolive is using is :

Producer

Agent

Retailer

Consumer

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It shows that the services of different agents which provide Colgate-Palmolive’s product line

to different retails and then retailer further provide them to the ultimate consumers.

In Pakistan, Colgate provide its products to agents who may or may not take the title of the

products, in the big cities like Lahore, Karachi and Islamabad where there are retailers who

are running large stores, the agents provide them the products. The (retailers) may also get

directly from company outlets. But in smaller cities where the traditional retailing system,

agent took the owner’s ship of products and sell them further to the traditional retailers. The

reason behind is that the traditional retailers in the smaller areas usually make the payments

late. But the traditional retailers can collect the payments from them after sometime because

they had to pay the company. Another reason is that they have good relation with the

traditional retailers.

Colgate also use multiple distribution channels to hit different target markets. For example

for large retail store in the area where people are of upper class, they can acquire the products

directly through the company office but for other markets it has hired the services of some

agents.

Colgate as it is a product which is included in the convience products. So, it has to be

distributed on a large volume of scale, so that the consumers can get the products from the

nearly and easily available outlets or stores.

There are large number of retailers which usually get the Colgate-Palmolive’s products

directly. In these retailing departmental stores comes first. They keep breath and depth of

products assortments. These stores are settled on a large scale so they play an important part

in the increasing the volume of sale of Colgate-Palmolive products.

There are many factors which effect the choice of the distribution channels. These channels

include the type of market, geographic location and order size. Colgate may use different

channel of distribution for both business and consumer markets.

Geographic location also effect the distribution channel. For example if it is a very remote

location companies may chose to take the help of the agents where as in the developed

market it may directly deal with the retailers.

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Similarly the order size also affects the distribution channel. If the total volume of order is

big it is useful for the company to directly sell to the retailers otherwise it uses agents and

then retailers for the sale of product.

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Promotion

Promotion is one of the most important “P” of marketing mix. 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, Emotion, Brand Loyalty, Understanding, etc. Colgate-Palmolive informs its

customers about its new products as well as the product that is being used by the customers.

Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its

new product.

Adopting a good promotional strategy Colgate has succeeded to retain its customers and

image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling,

advertising, publicity and sale promotion etc.

Colgate-Palmolive has proved itself as a keen observer of the market and the culture all

around itself. Colgate has done in the past and still doing at the moment. It is producing &

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 labeling the cartoon Characters like Looney tunes,

Barbie, Barney and many more which are being loved by the children. It also educating

Children by slogan “Stronger say bhe Strong, Mera Colgate”

Colgate-Palmolive has list of products for the children like:

Oral health for children.

Toothpastes.

Toothbrushes.

Great Flavor.

Games,

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Track for Brushing.

Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly

successful to capture the mass market. So, we can say that the Colgate is the 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 i.e. internet etc. Because a large number of people

are using the internet. So, 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 also promotes its product by sales Promotion to attract its customers to use the

product. Some times, Colgate introduces the product at low prices according to the quantity

and to facilitate its customer. Which effect positively on the Colgate’s end customer or

consumer.

Colgate’s positive Promotion effect on the product as well as company. Which helps a lot to

establish the product image as well as company image in the minds of customers.

By using the idea of AIDA and IMC, Colgate’s promotional activity not only became strong

but also helps to convincing the customers to adopt the product for using. So, we can say that

the Colgate’s proper promotion makes new room in the market for establishment.

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Packaging

The packaging and labels can be used by marketers to encourage potential buyers to purchase

the product. Package design has been an important and constantly evolving phenomenon for

dozens of years.

Colgate uses attractive packaging which visible it from competitor’s brand. They have used

following colours

White: Classic color, Accurate background, Sophistication & agility of company,

Natural colour

Red: Strength, energy, love, excitement, leadership, power, Active, exciting, good

luck, Young Generation

Blue: Research process, Calmness and peace, Innovation, Freshness

Yellow: Sunlight, joy, happiness, wealth (gold), hope,

Green: Nature, spring, fertility, youth, environment, wealth, money (US), good luck,

vigor, generosity, go, grass , Green also symbolizes go because of its use in traffic

signals

Price

Colgate products are easily available on the smallest and largest retail stores. The price of its

products may slightly different.

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Strategies

The following strategies are used by Colgate

Market Dominance

In this scheme Colgate is classified as Leader on its market share or dominance in Oral Care.

Colgate is catering all segments carefully by its long product line and through massive

advertising and awareness especially in children segment.

Porter Generic Strategies

Strategic scope refers to the breadth of market penetration while strategic strength refers to

the Colgate sustainable competitive advantage by using product differentiation and market

segmentation strategies.

Product Differentiation

Colgate is the modification of a product to make it more attractive to the target market. This

involves differentiating it from competitors' products as well as its own product offering. It

has different packaging for its all product line and changing its packaging acording to product

innovation.

The differentiation of Colgate is it massive promotion in different channels, that create a

different image in the eyes of consumers.

The objective of these strategies is to develop position that potential customers will see as

unique. That’s why the target market sees the product as different from competitors' which

helps to have more flexibility in developing marketing mix.

Innovation Strategy

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Colgate through its new product development and business model innovation have Pioneer in

its category. Colgate have cutting edge on its innovation strategy.

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Brand Image & Personality

Innovation is a process in which a company always tries to produce and introduce a

new and unique product in the market. Colgate-Palmolive has a such kind of nature. It

is in a habit of introducing stunning products in the market and try to have an edge

from its competitors.

Colgate always tries to create its images as innovators. By introducing new products

in a product line Colgate try to defend its market & create its image as innovators.

The adoption is a set of successive decisions an individual person or an organization

make before accepting a new product. Here we are talking about Colgate

(toothpastes). As we all know that people are well informed about the brand of

Colgate. Colgate-Palmolive always introduces toothpastes which are new as quality

but it use to have a flavor which is easily adaptable. Customer never compromises on

quality. Due to this behavior of customers, it is easy for Colgate customers to adopt

any new product without any fear or hesitation.

For the customer, Colgate is a reliable brand. That’s why when ever Colgate

introduces any new product (toothpastes) it easily spread throughout the social system

in a short period of time.

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Recommendation

1. The company should introduce new medicated toothpaste for the people who the

problem of bleeding gums and other teeth problems. Although it has introduced the

product which can give teeth natural shine but most of the people are suffering from

gums diseases which cause bad smell.

2. Another change which they should bring is to use baking soda as an ingredient of

their product. Because it is very help full in making the teeth white.

3. They should cut down the prices of the products or at least should make a product

which is effective and easily affordable for the low in cost. People, like in Pakistan

their is a majority of people who can spent the money buying this toothpaste.

4. Colgate should introduce the sachet packs of its product, it may help in increasing the

sale of its products and it is very cheaper so people having low income can afford it.

5. On the part of their research side they should the services of dentists. So that they may

help in increasing the efficiency of the product.

6. In our point of view Colgate is a successful company but still it needs some changes

to increase its success graph.

7. The disadvantage of this repositioning is that it usually requires large advertising and

production expenditures.

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