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What is colgate palmolive competitive position
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Colgate-Palmolive has a massive distribution range as soap and toothpaste are needed everywhere. Almost all Super Markets, Discount chains and Pharmacies such as Walmart, Target, and Walgreens, carry Colgate-Palmolive products (Assignment Point, 2013). There is little restriction on who can carry their product as people need soap and toothpaste and will purchase it regardless of which store sells it. Colgate-Palmolive promotes their brands in a variety of ways using the internet (social media and company website), weekly coupons, magazines, television advertisements, and donations to earn a positive reputation (Assignment Point, 2013).
To recognize its external environmental sector, Colgate-Palmolive sells its products to more than 70% (200)
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There is a “Colgate-Palmolive Company” YouTube channel, where they advertise their product with different strategies. To mention a few, they have a program targeted at kids called “Bright Smiles, Bright Futures” and also one for sustainability where they raised the awareness of less wasting of water while brushing (YouTube.com). This “Bright Smiles, Bright Futures” program reaches millions of children around the world (Morgan, 2015). It has been said that Colgate has added the greatest number of shoppers worldwide (Morgan, 2015)
SWOT ANALYSIS
Strengths
• Publicly traded company with various shareholders and branch managers.
• Multiple brands that are dominating the marketplace.
• Brand recognition: Colgate is one of the most recognised toothpaste brands in the world.
• They have a global market, selling products in over 200 countries.
• Are one of the most ethical companies in 2014 and 2015.
• Large capital makes advancement possible.
• Product assistance availability through customer support on their website and through telecommunication. Weaknesses
• High cost for product marketing due to large array of brands.
• Increased labour demand due to occupancy within over 75
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.
An industry analysis has shown Procter & Gamble’s top competitors; in the personal product industry are Kimberly Clark, Elizabeth Arden, Colgate Palmolive and Avon. PG is a mature saturated company and finds it difficult to expand market share, for a company of its size. To deal with market share expansion and competition PG focuses on cost reduction through a decrease in promotions, coupons and plans to advertise heavily. PG recently teamed with Coke, Wrigley, and Gillett and has the available cash flow to make several businesses investments such as acquisitions and merger, and is not afraid of this business venture. Procter and Gamble has been around for a long time and their methods appeared to work for the company. The earnings growth in the past year has accelerated moderately, compared to growth in the past three years.
The aim of marketing is to develop customer relationship which evaluates and satisfies need of customers. Marketing also covers aspect of pricing, channels through which products are placed, its distribution, promotion and communication programs to create brand awareness. Over the years, Hershey’s company used considerable ways that enhanced their rela...
Colgate-Palmolive Canada uses a product management system in which product managers are assigned specific responsibility for a specific brand such as Arctic Power. Their overall goals are to increase sales and profitability of their brands. The project manager is responsible for all the marketing functions, including planning, advertising, selling, promotion, and market research. An assistant product manager is assigned to work with the product manager.
Procter and Gamble (P&G), which was formed on October 31, 1987, is one of the leading fast moving consumer good (FMCG) companies in the world. The portfolio of the company consists of several well-known brands such as “Pantene,” “Rejoice,” “Gillette,” “Pampers,” “Ariel,” “Ambi Pur,” and “Duracell,” among others (Procter and Gamble, 2013). The development of these brands is possible only due to sound and carefully planned marketing management strategies.
3. Is it possible for Colgate and Hawley and Hazel to change the toothpaste’s advertising without sacrificing consumer brand loyalty? Is that a possible reason for Colgate’s not responding quickly to domestic complaints?
L’Oreal business got four important factors. The first one is universal; L’Oreal organization operating model and sales promotion are support universalization. While the organization not only keeping the global brand across the world but also L’Oreal are able to improve local economic and development. The second one is innovation, which is key development of organization, the organization itself to develop innovate. The third one is nimble; obviously, beauty is fast changed business in the industry. L’Oreal always find new chance in different field; such as markets and e-business. The last one is entrepreneurial; the unique aspect of L’Oreal is each business has independent sales distribution; business model and profitability logic. (Who we
The company that we will discussed in this paper is Unilever Indonesia.Unilever Indonesia was founded on 1933. It has grown to become one of the leading companies for personal care products and foods and ice cream in Indonesia. The series covers the products of Unilever Indonesia famous brands in the world such as Pepsodent, Lux, Lifebouy, Dove, Sunsilk, Clear, Rexona, Vaseline, Rinso, Molto, Sunlight, Walls, Blue Band, Royco, Bango, and others.
In demographics, they can promote their products to a wide range of population and can use product loyalty that is there from generations. They can use automated manufacturing mechanism. They can make use of the current economic crisis where small companies have to liquidate their business as they go into a loss, to increase their sales. As consumers are aware of healthy products, Unilever can boost their sales by launching the product in this sector.
Over the years Colgate-Palmolive has had to take a look at the number of plants the company had and where those plants were located. The company sells products in over two hundred countries and has plants located in different regions around the world. Since 2004 Colgate reduced the number of plants they operated worldwide (Colgate, 2011). The company started to use contract manufacturing rather than doing its own manufacturing (Trunick, 2011). By making these changes the company has been able to control costs more and become more profitable.
Colgate with its new product Visible White has targeted to reach out to urban Indian men and women in the age group of 18-35 years. The main strategy behind segmenting this target group for its product is that people consume carious cosmetics and personal care items to look beautiful/handsome. Colgate, with its brand Visible White, wants to include teeth in this category. This particular age group is commonly called Generation Y or Gen-Y, which captures 30% of the total internet using population in India. In order to reach out to this TG, Colgate has effectively adopted a digital marketing campaign and extensively used social media channels.
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)
The transnational corporation Nestle Company founded in 1886 based in Vevey, Switzerland, sells its products in 189 countries and has manufacturing plants in 89 countries around the world, boasting an unmatched geographic presence. The company started off as an alternative to breastmilk and initially looked into other countries for an increase in global opportunities. It founded its first out of country offices in London in 1868, and due to the small size and inability of Switzerland to compensate growth manufacturing plants were built in both Britain and the United states in the late nineteenth century. A large portion of Nestlé’s globalization came in the 1900s which was when it first moved into the chocolate business after
This study aimed to compare the antibacterial quality as well as the effectiveness of different brands of toothpastes marketed in the world, were aimed for reducing the oral bacterial amount. One brand contained triclosan and sodium fluoride as antibacterial while the several of them contained sodium fluoride only and two were herbal. The percentage bacterial reduction or increases was calculated from the differences in bacterial counts before and after brushing. There was an increase in mouth bacterial counts after the use of six brands of the toothpastes, in saliva bacterial counts after use five brands of the toothpastes and in teeth has no bacterial counts after use after using different brands of toothpastes. Teeth achieved the highest
Having looked back at old strategies, it is interesting to see how the strategies that worked have lasted over time. Since the April 5, 1937 edition of LIFE magazine, Colgate's advertisements have evolved to appeal to different audiences as seen in another ad in the January 1985 edition of LIFE. Though targeting different audiences over the past fifty years, Colgate has kept many of their original advertising strategies, but has changed their approach by introducing children as subject matter, leading parents to respond to the ad with their children in mind. A sort of sex appeal is visible in the 1950's commercial, mainly focusing on the fun that a man and a woman can have if they both were to have nice breath. The Colgate advertisement in the fifties is focused towards an adult audience who are single and looking for ways of attracting the opposite sex.