Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Colgate vs procter and gamble CASE STUDY
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Colgate vs procter and gamble CASE STUDY
Colgate versus Crest is one of the marketing industries most famous battles. While Colgate has enjoyed the lead around the world with sales in over 170 countries and over 2 billion dollars, the United States has been their fiercest battle ground and one that Procter and Gamble’s Crest dominated for thirty years as America’s favorite toothpaste. That came to an end when Colgate Total was launched in 1998, Colgate took the lead in the United States. Procter and Gamble to compete began expanding their family brand into other oral health products, which included whitening, toothbrushes, mouthwashes and floss. Finally in 2007 Crest once again regained its top ranked position. (adbrands.net, 2013) We will begin to delve deeper into both companies brand equity, the elements of their Points of Differences, what their past and current brand positioning is, what is included in their brand portfolio, future targets, any segmentation and the marketing mix which makes up each company’s current marketing strategy.
Procter and Gamble’s, Crest from here on out, represented as Crest, has since 1955 been building its brand equity as a product that is constantly striving to improve oral health. Crest, as it states on its website is considered one of the most trusted household brands and is accepted and validated by the American Dental Association, ADA. Crest states that it is their dream to lead the way in the passionate pursuit of perfect oral health so that everyone can have a healthy, beautiful smile for life. (Crest Corporate, n.d.)
Crest began in the early 1940’s when Procter & Gamble (P&G) began their research to find ingredients to add to toothpaste to lesson tooth decay. Dental disease was one of the most prevalent hea...
... middle of paper ...
...population to truly distinguish the true differences between the two brands at present Colgate holds the lead in toothpaste while Crest holds the lead in teeth whitening and oral hygiene products.
References
adbrands.net. (2013, Nov). Retrieved from http://www.adbrands.net/us/crest_us.htm
Alexandra DeFonce, M. P. (2013). Strategic Marketing Plan - 2013 . Retrieved from http://eportfolios.ithaca.edu/gpresor1/docs/essays/mktgplan.pdf
Colgate Corporate. (n.d.). Retrieved from http://www.colgate.com/app/Colgate/US/Corp/History/1901.cvsp
Crest Corporate. (n.d.). Retrieved from http://www.crest.com/: http://www.crest.com/about-crest/crest-heritage.aspx
Kantar, UK Brandz. (n.d.). Retrieved from http://www.uk.kantar.com/business/brands/brandz/
Kramer, L. (2007, Jan 17). New York Times. Retrieved from http://www.nytimes.com/2007/01/17/business/media/17adco.html?fta=y&_r=0
Jones, D. J., Munro, C. L., & Grap, M. J. (2011). Natural history of dental plaque accumulation
However, in 1970 Scope became the market leader in Canada, but it was not the only brand in the mouthwash market, it had many competitors, such as Listermint mouthwash that was launched by Warner Lambert in 1977 and it was a direct competitor to Scope, it had nearly the same characteristics as Scope with a 12% of the market share.
Coke continuously out-stands Pepsi, even though they share a very similar taste and colour, however Coke should not be the drink that receives all the love and attention for what it offers. Despite their similar soda colour, the drinks actually contain some different ingredients, which produce a different taste, and affect the body differently. Furthermore, the way the companies markets their drinks makes a huge contribution to how successful their products will become. The major element for success however stems from their impact on society and how the companies utilize their social power to evolve. The two major soda companies are constantly head to head with one another, yet it is what they do that sets them apart.
During 1911, Proctor and Gamble introduced Crisco, the first all-vegetable shortening, beginning what would be the first in a long line of different unrelated products the company would develop in the future. Such products include Tide washing detergent, Crest toothpaste, Charmin toilet paper, Pampers baby diapers, Folgers coffee, Bounce fabric softener, Pert Plus shampoo, and Bounty paper towels, just to name a few. With these products, and the more than thousand others, Proctor and Gamble leads the world in sales in almost all categories of household products. Sales hit the one million mark by 1859, roughly 22 years after the company was formed.
Listerine created a market for mouthwash in the 1920’s when they marketed it as a solution to chronic halitosis. However, in 1983, a new feature was added in which Listerine also fights plaque making it more desirable for consumers concerned with dental hygiene. Today, it continues to fight bad breath, and plaque having 70% of the total market share. According to Johnson & Johnson’s 2012 Annual Report one of the positive contributors to operational results was international sales of Listerine oral care products.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Wiener, R. Constance, Richard J. Crout, and Michael A. Wiener. "Toothpaste use by children, oral
Procter and Gamble (P&G) and Colgate-Palmolive (C-P) are two of the largest consumer goods company in the world and have been in the industry since the 80s. The companies manufacture and market fast moving consumer goods (FMCG) such as household products, personal care and hygiene, targeting at various segments of consumers. Among the brands carried by P&G are Downy, Olay, Tide, Clairol and Bounty. Popular brands under C-P are Palmolive, Kleenex, and Colgate.
In the Dental Hygiene field, many challenges come about every day and during different situations. Every day there are new challenges and unusual situations that occur in the dental field, but one challenge that continues to come about and has been a big dispute over the years is the ability to provide beneficial information about oral health care for the underprivileged. For the individuals that are not fortunate enough to pay to have services done in the dental office, lack the knowledge of how important good oral health care is. They do not receive the one on one conversations explaining the significance of taking care of your teeth and gums that the patients who can afford to make appointments and receive essential services do. That
All water sources, whether fresh or salt, have varying levels of fluoride (Awofeso, 2012). Around 1945 it was discovered that communities with higher rates of naturally occurring fluoride had lower rates of tooth decay (Dean, 1938) which resulted in the addition of artificial fluoride to public water supplies. The incidence of tooth decay fell drastically in fluoridated communities as a result, leading to widespread adoption of public water fluoridation as a public health strategy.
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 on what the customer's needs are.
Although it started out as a candle and soap manufacturer, today it offers a wide range of products in fabric and home care, health and grooming, beauty and baby, feminine and family care. Currently, P&G has 47 brands in its portfolio, 23 of which are worth a billion dollars and more and 14 which are worth about half a billion to a billion. Its slogan “Touching lives, improving life” is a testament to its continued dedication to serve its customers with quality products which has ensured that most if not all of its products are market leaders or runner ups. By translating these characteristics into continuously improving efficiency and productivity, P&G can give the best brand value to the Indian market by building relationships with consumers,businesses and retailers, making Oral B the toothbrush household name in India. COMPETITORS IN THE INDIAN ORAL CARE INDUSTRY
Once America’s most innovative consumer products company, Procter and Gamble (P&G) started by selling soaps and candles in a small Cincinnati storefront in 1837 (Procter and Gamble, 2008). After a hundred and seventy-one years P&G has grown to over one hundred household brands in over eighty countries (Markels 2006). Their products range from air fresheners to prescription drugs. However, as P&G headed into the twenty-first century they announced that they would not be meeting their 1st quarter earnings forecast [Lafley, 2003]. Revenue margins were dropping and P&G was quickly losing market share to Kimberly Clark and Johnson & Johnson. After missed earnings P&G’s stock price fell from $59.18 to $26.50 between January 2000 and March 2000 (PG). Upset, the board of directors pressured then CEO Durk Jager to resign after a lack luster attempt at turning P&G around and replaced him A.G Lafley, an unproven CEO, whom analysts felt lacked the experience to give P&G a much needed clean up (Lafley, 2003).
Unilever has more than 400 brands, 14 of which create sales in additional of 1 billion pounds a year. Almost all those brands have time-honored, strong collective operations, which includes Lifebuoy’s drive to promote hygiene through hand washing with soap, and Dove’s crusade for existent beauty. (Unilever, 2014)
P&G is an international and famous consumer goods founded in United States by Williams Procter and James Gamble both from the United Kingdom since 1837 about 177 years ago. P&G manufactures diversified range of product such as personal care, cleaning items, beauty product, pets food, drugs, & other beverages. Their products are sold in more than 180 countries around the world through grocery and departmental stores and retailers. They are also among the world’s most profitable consumer product company, with highest amount of sales. Their products are recognized in most part of the world. Their company have an organizational strategy to touch the live of its employees which is the major strength and competitive advantage of the company.