Colgate Marketing Essay

Colgate is celebrated for having a long history of strong relationship with its retail trade partners. This Company delights consumers more or less thither world with a an array of Oral C atomic number 18, Home Care, Personal Care, and Pet Nutrition crossroads. Small stores around the world are just important to Colgate as large ones. Behind the success of Colgates imperfections are carefully developed business and merchandiseing strategies. Based on consumer and shopper insights, the Company works closely with topical anaesthetic merchandisers and shop owners to offer a relevant assortment of results and merchandising services to nominate high visibleness in each store. With a view to promoting their spontaneous examination products to their target market, the company has been able to use various trade strategies approaches. In line with above the line promotions, the company uses television, radio and newspaper advertisements and many more. In addition, the company al so stirs their products in famous magazines and internet banner ads as well. It can also be said that Colgate-Palmolive also uses via-the-line promotion approach. This is done by considering a via the line communication approach. The company does this by hiring an advertising agency which helps them to make a better advertising campaign for their products. The company had 1713 direct stores as of may 2010. The literal care distribution network isdistribution network is spread across 90 cities in India. The company products are availableacross 4.3 mn retail outlets. Flag ship Brand Colgate Dental Cream is the largest distributed product in the Tooth prehistorice market available in 4.1 MM stores.1.1.1.Political1.1.2.EconomicCharging higher premium which focus on overpowering and lower income classes. Pricing done on the al-Qaida of outlay points Packaging would be customized on the basis of price points. In June, 2012, Colgate-Palmolive announcedcapacity expansion plans in Ind ia by opening its fifth production facility in the country with an investment of $20 million. With Procter & Gamble likely to have postponed its decision to enter into the Indian toothpaste market yet a overhear, Colgate has more room to continue building its market share in the fast-expanding Indian oral care market. Colgate reliablely occupies half of the Indian oral care market and competes with Unilever and local player Dabur. Colgate has proceed to grow its market share in Indian oral care market despite steadfast competition from Unilever and some another(prenominal) low-cost competitors. Its market share in terms of volume ontogenesisd to 54%last quarter, two percentage points higher than the prior year period.The Colgate brand is almost synonymous with oral care products in India thanks to its deep distribution network and effective market strategies, along with focused market activity to increase toothpaste use. Colgate also occupies a 26% share (by volume) of the na scent but fast-growing(prenominal) mouthwash category. The strategy is to phase-out unproductive toothpastes in the baking soda/ gel varieties unique(predicate)ally Colgate Baking seltzer & Peroxide type O Whitening Frosty Mint Striped Gel, Colgate 2in1 Oxygen Whitening and Cavity safeguard Winter hot Gel. The product encase ordain be advertising other Colgate products in an attempt to retain brand loyal users. By October 2011, these varieties of Colgate give no longer be produced for the United States market. In effect, this depart consecrate more cash flow that can be diverted into the creation of new brands and new marketing campaigns in that respectby decreasing stress upon margin levels.The strategy is to phase-out unproductive toothpastes in the baking soda/gel varieties specialally Colgate Baking Soda & Peroxide Oxygen Whitening Frosty Mint Striped Gel, Colgate 2in1 Oxygen Whitening and Cavity Protection Winterfresh Gel. The product packaging will be advertising ot her Colgate products in an attempt to retain brand loyal users. . Keys to success can be determined based upon Colgate and its competitions past and current market share, trends, strengths and weaknesses. Over the past sixty years there has been a power fence between Colgate, Aquafresh and Crest to acquire market share. As a category leader it is imperative to hunt and predict trends within the United Statestoothpaste industry. Based on the MRI data, regular pasteoutsells beyond all other types of toothpaste and has the highest percentage of users.1.1.3.Social2.Geographic- It depends on region, population, factor, urban conditions etc. On this basis for example, Colgate introduces a sun screen ingredients which foster from sun rays. 3.Demographic- It comprise age, gender, income , life cycle of family and education. For example young people do not go for hair color treatment. 4.Psychographic- it depends on persons thinking and what are the 5.Personality characteristic of him. It is a difficult marketing cleavage to implement because sometimes market may not aware of there life style of there people. 6. Behavioral- It consists two things a) The benefits desired from the product. b)The rate at which customer is using product. 7.It can be employ on Colgate, the benefits from there toothpaste product are no plaque, no cavities, fresh breath, very low price , good quality and white teeth.Product Mix Product Focusing toward rural rich and overpowering class by endorsing the development of Colgate Ayurvedic Toothpowder . For Urban population, they would come up with the products suiting to young generation, for kids in the age group from 4-10 years. Unique Product and able to differentiate from all other products existing in the market e.g. Colgate Herbal White which promises a unique formula. Packaging-green colour ensures the herbal ness. Target merchandise Kids Brushing -more effective and fun for kids Sparkling gel comes in 2 exciting variants Bright ti p gel , and Bright Blue gel ,yummy Bubble Fruit flavour Tweety and bugs bunny are favourites with kids The haywire bubble gum flavour kids brush longer developing good oral care habits Family vigorous teeth and fresh breath Developed using Colgates international expertise in oral care Unique formula protects teeth from decay Refreshing minty flavour makes breath super fresh Youth Icy wave of minty coolness Cooling crystals and emphasis on taazgi.In hunting lodge to gain favorable PR and keep Colgate in the light of the media, this plan suggests a campaign that will present a 1% of specially attach packages to a charity of ones choice. Partnering with www.charitynavigator.org to create a micro lean of charities and their information. Purchasers will be able to choose and track the donations via the Colgate website by answering some(prenominal) demographic questions and first appearance a unique code. Facebook will feature a separate page that will promote Colgate, refer the donation campaign and charities offered by charitynavigator.org. Also, a downloadable iphone application will be created to track contributions. This marketing maneuver will foster a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest demographic customer information, draw added consumers to the Colgate website and more of a presence on Facebook. In order to gain favorable PR and keep Colgate in the light of the media, this plan suggests a campaign that will donate a 1% of specially marked packages to a charity of ones choice.Partnering with www.charitynavigator.org to create a micro propensity of charities and their information. Purchasers will be able to choose and track the donations via the Colgate website by answering several demographic questions and entering a unique code. Facebook will feature a separate page that will promote Colgate, describe thedonation campaign and charities offered by charitynavigator.org. Also, a downloadable i phone application will be created to track contributions. This marketing tactical manoeuvre will foster a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest demographic customer information, draw added consumers to the Colgate website and more of a presence on Facebook. This idea will be retrofitted to print ads as well by using the same twenty images with the smiling, foamy feel and chthonicneath the images will appear the Colgate slogan, Colgate A World of Care. This marketing campaign has the ability to touch a vast consumer base. There is universality to the idea. The concept relates and is identifiable with people because everyone brushes their teeth in the pajamas.Maslows pecking order of needs dictates that the identifiably social component of the commercial will appeal to the subconscious of viewers creating the added take to be necessary to enhance the image of Colgate and gain added market share. Choosing actors specifically by gender and racial profile can appeal to start-up and young bustling families. This commercial will attract potential users and reaffirm current consumers. The investment in a revitalizing campaign to improve the image of Colgate will inevitably increase market share by 1.00% or $11,141,377 at a minimum. Colgate donates millions of dollars annually to the ADAs circulate a Kid A Smile.Colgate is a direct partner with this ADA program. Colgate can position a positive image by presenting itself as a proactive, helpful productthat is good for teeth, but also for familiarity and country as a whole. In order to gain favorable PR and keep Colgate in the light of the media, this plan suggests a campaign that will donate a 1% of specially marked packages to a charity of ones choice. Donations will grow parallel to product sales by partnering with www.charitynavigator.org to create a micro list of charities and their information. Purchasers will be able to choose and track the donations via the Colgate website by answering several demographic questions and entering a unique code.7.1.1.TechnologicalMarketing Strategies Market Dominance Market leader handedness in Oral Care Catering to all the segments -long product line Massive advertising, awareness ,especially in child segment Product Differentiation Different packaging for all its product line Changes packaging according to product innovation Differentiation due to massive promotion on channels constitute a different image in the eyes of consumers Innovation Strategy Pioneered in new product development and business model innovation Cutting edge technology- innovation strategy. Positioning and creating Brand impartiality Consumer- more health and hygiene conscious Vast consumer base in India Sectoral opportunity in other oral products Smaller packs to drive growth Direct media promotions Operation Jagruti program Educate villagers about oral hygiene Its benefits vis--vis traditional products like Neem Conducted by giving product trials and free samples The steps Colgate took were to design its distribution network, improve its transportation management system, update its logistics efficiency program, and develop customer cost-to-serve data.The use of incorporate logistics systems encompasses materials management, material flow systems, and physical distribution aided by information technology. Through this use of ILS, Colgate has been able to shorten the order cycle time, reduce clerical labor, reduce error rate in documents and pop the question improved control of operations. It is made possible through the use of following activities by Colgate through ILS a) sales Forecasting on the basis of which company schedules distribution, production and inventory levels. Colgate has a dynamic website with the title, Colgate World of Care,that expound products, oral care, company history, e-newsletter and special offers. The website also has a social networking page called Colgate Smile to en gage the consumer to get involved with their oral health and the Colgate-Palmolive Company. Colgate also has social media pages on Facebook, Twitter and Myspace.Technology is changing fooling life within the world markets from the way people create and use a shopping list to the cars people purchase. Toothpaste has a direct correlation with the toothbrush. Every year new toothbrush models come outclaiming first-rate plaque removal using such selling points as super sonic technology to bankrupt away plaque build up or crisscrossing bristles to lift and brush plaque away. Also under the heading of technology are cameras and Facebook. Today people carry camerasat all times. Any event is right off a potential photo shoot.The ease of access and spontaneous nature of camera usage requires the consumer to be aware of their smile at all times. Facebook will feature a separate page that will promote Colgate, describe thedonation campaign and charities offered by charitynavigator.org. Als o, a downloadable iphone application will be created to track contributions. This marketing tactic will foster a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest demographic customer information, draw added consumers to the Colgate website and more of a presence on Facebook.