Introduction Colgate Palmolive is the current leader in manufacturing and distribution of oral care and general hygiene products in the world (Crescendo Networks, 2011). Almost all households on the globe use a product of Colgate Palmolive. The success story of Colgate Palmolive started way back in 1873 when its founder, Mr. Colgate, started the company, and ever since, the company has been rising in the corporate world to achieve its current position. However, this does not mean that all has been well throughout. Each business environment has challenges that businesses have to overcome to remain competitive. This is mainly done by formulating and adopting effective strategies that will not only help to overcome the challenge but also to enhance creativity and innovation. At Colgate Palmolive, innovation is highly encouraged and practiced which explains its broad range of products. As part of its innovation strategy, Colgate Palmolive (CP) decided to manufacture a new product-toothbrush in the early 90s. This was after some extensive research was done to determine consumer purchase behavior and the extent of competitive rivalry in the industry. According to Allprojectsmba.com (2010), research can be done by using a number of methods to collect the data that are analyzed to draw conclusions. Such methods include interviews, focus group, questionnaires and online research. Interviews can be done either one on one or via the telephone where the researcher/interviewer selects a sample that is representative of the whole consumer population. The interviewer asks and interacts with each person in the sample to pick up the information he needs. Alternatively, questionnaires can be produced and mailed to respondents who fill them and ... ... middle of paper ... ...almolive-company-precision-toothbrush-case-hbs Gibbs, A. (1997). Focus Groups. Retrieved from: http://sru.soc.surrey.ac.uk/SRU19.html Lizbeth5, (2011). Colgate Palmolive. Retrieved from: http://www.antiessays.com/free- essays/106819.html Oppapers.Com, (2011). Colgate Palmolive Toothbrush case study. Retrieved from: http://www.oppapers.com/essays/Colgate-Palmolive-Toothbrush-Case-Study/553482 Priestley, M. (2011). Case Analysis: Colgate-Palmolive Precision Toothpaste. Retrieved from: http://mcdm.mepriestley.com/docs/mepriestley_colgate.pdf Stefano, (2009). Colgate Palmolive: Launching Toothbrush Precision. Retrieved from: http://www.slideshare.net/Stefano/colgate-palmolive-toothbrush-precision Vikram, R. (2010). Market Intelligence Systems (MIS). Retrieved from: http://www.saching.com/Articles/Marketing-Intelligence-System-MIS-1404.html
In some industries and for some products, the Consumer Decision process is a long and drawn out, filled with enormous data collection and evaluation prior to a decision being made. What happens with the development or discovery of a new product that perhaps the consumer doesn’t even know they have the need for it? Such was the case with Proctor & Gamble’s Febreeze.
P&G was founded in 1837 by William Procter and James Gamble as a maker of soaps and candles. P&G was known in Corporate America as a company to be admired and imitated. In addition, it was envied for its profitability as well as strong brand name. P&G has a long standing reputation as having life long employees. This dedication and loyalty by P&G's employees created the notion that outside sources were unwelcome and all products and ideas must come from within, however, this is not the way of the future.
Prior to the late 1970’s Colgate-Palmolive Canada supported their brands on a national basis, then changed strategy as CPC realized they were spreading their resources too thin. During the late 1970’s through the early 1980’s, CPC shifted to a regional strategy.
It’s interesting reading about large consumer brands and their various methodologies for consumer research as it relates to new product development. In the consumables business, P&G is the heavyweight and is the pinnacle of research with their expertise in identifying the products that resonate with consumers. They also have manufacturing and distribution dialed in which makes them the “ideal” that many manufacturing-driven organizations aspire to be like.
Primary marketing research is tailored to a company's particular needs. It is conducted by an individual or by an outsourced research firm. It gathers information directly from the source. “Primary sources of information is information you gather direct from the source. This information is more time consuming to gather but it does ensure that you have information that is directly relevant and timely” (Karen Paiyo). There are various research tools used when conducting primary research. These tools include interviews, focus groups, surveys, and observation. Each can be extremely effective. Interviews (one-on-one conversations with prospective purchasers) are excellent for testing of research hypotheses. They give tremendous insight regarding a product or service. Focus groups (groups meeting consisting of a ...
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.
Therefore, the only way in which the researcher will include the views of the whole group is through sampling of the wider population or the group. But the generalization should only be based on the level of involvement of the population. In addition, the level of generalizations depends a time on the people who are participating in the study (Will & Jan, 2002). Random samples are mostly used so that all the participants are given equal chances to participate. Most of the quantitative consumer research conforms to the statistical studies, but the qualitative research is less concern with control, but they are concern with the interpretation of the phenomena (Payne & Wansink, 2011,
Colgate was so anxious to expand their holdings that they neglected to consider the implications of the product and the ramifications of the acquisition. Colgate should have conducted an in-depth study to evaluate the positives and negatives that the product offered prior to completing the merger. When it formed the partnership with Hawley and Hazel, Colgate did not take into consideration what the views of home consumers would be regarding foreign products and markets. Unfortunately, the company neglected this aspect of business operations to the detriment of consumer loyalty at home.
Proctor & Gamble took time in deciding where to locate both their regional headquarters and the perfume plant in Singapore. P&G decided to place the perfume plant along the coastal part of the country in Tuas, Singapore (Moneycontrol.com, 2008). The plant operates on a just in time process. The plant receives raw materials only as they need it and send out supplies to the main manufacturing plants to be used in the products only as they need it. By being along the coast it is easy to have the ships and trucks pick up and deliver the products in as short of time as possible.
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).
The environment of L 'Oreal is very competitive and progressive. The trends of consummation force the company to be always more innovative in the production of products, but also in the sale of these products. To continue to be the leader and to compete on the market, L 'Oreal must adopt new strategy in the future in balance with his customers and his environment.
Colgate is a high ranked oral hygiene company that produces toothpastes, mouthwashes, toothbrushes and dental floss that was founded in 1807 by William Colgate in New York City. In 1820, Colgate built their first starch factory in New Jersey. Years later, in 1857, the founder William Colgate death resulted in the company being passed down to his son Samuel Colgate. In 1864, Colgate collaborated with B.J. Johnson who founded the Palmolive Company. The Colgate-Palmolive Company began having much success in the late 1800’s with all of their new products such as hand soaps and the many different appearances of toothpaste from glass jars to collapsible tubes. In 1900, Colgate won top honors in Paris at the World’s Fair for their soaps and perfumes. Colgate was very successful internationally that they came established in Europe, Canada, Asia, Latin America, and Africa. After so many accomplishments internationally and locally, “Colgate-Palmolive Company” was officially the company’s name in 1953. By the late 1900’s, Colgate sold over 1.6 million toothbrushes annually and was serving over 56 countries and hits the $5 billion mark in sales. The company began initiating an Oral Care program after collaborating up Kolynos in Latin America. The oral care program, which is called Bright Smiles, Bright Futures that is established to 50 countries and serves over 50 million children a year. Today, the CEO of Colgate is Ian M. Cook & Colgate’s focuses are Oral Care, Personal Care, Pet Nutrition, and Home Care and provides in over 200 countries and have numerous awards including 2013 World’s Most Ethical Companies from Ethisphere Magazine. In my research, based on preliminary information, I will find evidence that will attempt to pro...
The group usually consists of volunteers gathered to discuss a particular product or idea. They are asked a series of questions or are given statements to which they freely share their opinions, ideas and reactions. They may also be asked to try a new product or sometimes react to a particular show or film they have just viewed. All their responses are viewed and studied to measure the reaction of the larger market population. Focus groups are usually tools used by the advertising industry to measure the potential impact of a new product. Using survey software to administer survey research is a powerful tool that market researchers use to gather data. Advanced survey software providers have survey solutions for all modes of survey research, including: online surveys, paper surveys, phone surveys, to the more recent introduction of mobile surveys. Available survey solutions have led to widespread use of quantitative surveys, across all survey modes, to collect, analyze, and use data to formulate strategies for a more effective business model, create targeted marketing strategies, enhance customer service, and much more. Executed correctly, survey research can benefit market researchers with reliable and useable data, and improve research
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
This paper will outline the importance of marketing research and apply that importance to a communication to the management team at Johnson & Johnson’s Consumer Products group. The discussion with management will include the use of current marketing research tools by the company today and the application of each.