Colgate-Palmolive: Product Positioning And Life Cycle

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Companies are not able to succeed without having a strong branding and pricing strategy. Colgate-Palmolive has managed to build a strong brand name and offer competitive prices. Innovation is a key factor in the Colgate strategy. This paper will take a look at Colgate-Palmolive’s product positioning and life cycle. This paper will also discuss the branding relationships and pricing methods.
Positioning and Life Cycle
According to Keller and Kotler (2009) “positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.” Colgate-Palmolive has remained a leader in the oral health care industry. The company has remained a leader by focusing on innovation. According …show more content…

Colgate toothbrushes and toothpaste occupy more shelf space than other brands. This has helped consumers recognize the brand and purchase the brand. Colgate also has products on displays in the store. These displays have various toothbrushes and toothpaste. The company has witnessed an increase in sales from stores with these displays (Colgate, 2011).
Pricing Methods
The company saw an overall increase in profits from last year. The company raised prices and had an increase in profits. Prices and price increases vary by region. The company increased prices by 2% globally (Datamonitor, 2011). The company prices their products to fit each geographical market. Colgate remains competitive with pricing in every geographic area. While the company saw an overall increase they did see a decrease in sales in the United States (Colgate, 2011).
The company does use promotional pricing. The company may offer two for the price of one. The company may also decrease the price from time to time to attract customers from purchasing other brands. Promotional pricing can help attract customers to the Colgate brand over others. By offering discounts and sales the company may gain future loyal

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