Assignment #1

Fundamentals of Marketing

Product: COLGATE TOOTHPASTE

Colgate Consumer Affairs:

Colgate-Palmolive operates a Consumer Affairs function whose responsibility it is to

respond to consumers who communicate with the company, in a manner designed to
sustain or regain consumer goodwill and future business.

There goals are to achieve and maintain consumer satisfaction and goodwill, and to
instruct consumers in the correct use of their products.

Core Benefits: Strengthens teeth, freshens breath

VISION AND MISSION OF COLGATE:

Colgate’s mission statement is:

As a Company that strives to be the best truly global consumer products company, we are
committed to doing business with integrity and respect for all people and for the world around us

Colgate’s vision statement is as we plan our strategies to sustain growth for the years to
come, our core values of Caring, Global Teamwork and Continuous Improvement will continue
to drive our future initiatives
 MARKETING MIX
PRODUCT:

Colgate was the first toothpaste in a collapsible tube, introduced in 1896 in New York City. It had
been sold in glass jars since 1873. Colgate is an umbrella brand mainly utilized for oral cleanliness
items, for example, toothpastes, toothbrushes, mouthwashes and dental floss. Made by the American
customer merchandise combination Colgate-Palmolive, Colgate oral cleanliness items were first sold by
the organization in 1873, sixteen years after the passing of the author, William Colgate. The organization
initially sold cleanser.
As indicated by a 2015 report by statistical surveying organization Kantar World panel, Colgate is the
main brand on the planet obtained by the greater part of all household. Colgate has a worldwide market
entrance of 67.7% and a worldwide piece of the overall industry of 45%. Despite this, it kept up the most
astounding development rate of all brands in the study, with 40 million new families acquiring Colgate-
marked items in 2014. Its worldwide market infiltration is about half; higher than the second-set brand in
the examination, Coca-Cola with 43.3% infiltration. It has been in Malaysia since the 1920s. It is
in Nepal and India, with manufacturing units based in India and exported to Nepal. While in the
Philippines, it was introduced in 1926 under The Palmolive Company Philippines before it changed
its name to Colgate-Palmolive Philippines in 1949.
In 1957,Colgate established its first factory in India to produce toothpaste for the domestic market,
and by 1999 became the highest selling brand in the world Colgate products are marketed in China
under its Chinese Brand name (Pinyin: Gāolùjié), which means "high-quality cleaning gel As of
2002, Colgate occupied 20% of the market share for toothpastes in China. As of 2015, it also
commanded approximately 70% of the oral care market in Brazil.
Presently, thirteen variants of the toothpaste are available in the market that provides protection
from cavities, prevention of gingivitis and plaque, longer duration are of fresh breath, controlling
of germs, and whitening of teeth, sensitivity relief. Some of the various Colgate toothpaste
products

 Colgate Total Advanced Whitening

 Colgate Total Advanced Clean
 Colgate Advanced Fresh Gel
 Colgate 2 in 1 Oxygen Whitening
 Colgate 2 in 1 Icy Blast
 Colgate 2 in 1 Kids Strawberry
 Colgate Regular
 Colgate Tartar Control Toothpaste
 Colgate Total
 Colgate Active Salt
 PLACE:
Colgate operates in more than 70 Nations and sells products in more than
200 countries. The group works in Asia, Africa, Europe, and North America.
Colgate has always focused a strategy that is unique and different so that it
stands out and deliver to the world. This helps in creating a new costumer
and maintaining the trust of old and trusted consumers. The
distribution channel of its products includes manufacturer and from there to
wholesalers and then the retailers and lastly to the consumers.

The marketing strategy focus on quick delivery and easy availability to the
consumer. The brand has had deals with even dental association that helps
in promoting its products. The dentists and the numerous medical stores
have become its chief suppliers along with the numerous departmental
stores, co-operative stores, kirana stores and retail shops. The products are
accessible at every part of the country including rural, semi urban and urban
market.

Nowadays, the online market has also helped the company to reach various
customers successfully. The company’s official website along with other
online shopping portals provides the products with a single click. Customers
do not have to waste their time by going to shopping centers.

Price:
Colgate has placed its Toothpaste as their targeted focused product and
promoted their other products around its circle. They have adopted a
competitive pricing techniques which means all of their products are either
similar to the price of other brands or a little higher which promotes the
uniqueness of the product. They play with the customer psychic and
infused into the customer mind that their brand is vital for their health and
life. Most of the well-known Dentists in the World are somehow affiliated
with Colgate, hence they highly recommend their toothpaste to the
costumers. To match its competitor price, Colgate has placed different
prices for different products.
For example, a Total Advance Whitening costs as much as Colgate Max
Fresh. Colgate toothpaste are available in various sizes such as 50gm,
100gm, 150gm, and 200gm and in combo packs just to attract the
customers.

PRODUCT PACKAGING PRICE IN PKR

100gm 75
COLGATE HERBAL
50gm 45
50gm 85
COLGATE HERBAL WHITE
100gm 55
150gm 145
COLGATE SPARKLE 70gm 85
45gm 55
160gm 130
COLGATE FRESH GEL
90gm 85
50gm 40
COLGATE WHITENING
100gm 75
150gm 110
100gm 85
COLGATE ANTI CAVITY
75gm 65
50gm 45
Colgate Max Fresh with
Cooling Crystals 125gm 120
Colgate Max Fresh Spicy Fresh
Toothpaste 75gm 75

Colgate Sensitive Original Pro

Relief Fluoride Toothpaste
150gm 170
Colgate Optic White Tooth
Paste 100gm 190

Colgate focuses onto make their prices constant and even if due to some
uncontrollable factors, they increase their cost however, they cover it by
giving some quantity or quality benefits, because consumers and
customers are always their first priority.

Note: The above figures are from different resources, hence may vary.
 PROMOTIONS
Colgate has always tried the most unique ways to keep and hold
the attention of their current customer and also engaging the new
ones. They always come up with brand new advertisements, ads
and different hoardings. As in today’s World, Colgate is highly
referred with the colour “RED”. Therefore, the company always
tries to stick with it. Social Media, which is now currently the best
way to market and promote one’s product, Colgate has
capitalized it in the best way by promoting their new toothpastes
with different packaging’s on different Television and YouTube
Channels. For promoting the sales of its products, the company
has encouraged various advertising policies showcased through
the digital media like television, radio and the print media like the
magazines, newspapers and through numerous billboards The
company has its own dynamic website titled “Colgate World of
Care” that helps in providing all the product related information to
the interested parties. The details also include the various offers
and discounts currently offered by the company. In order to
maintain a personal one to one relation with the consumers the
brand has a social networking media page
on MySpace, Twitter and Facebook where the consumers are
encouraged to share their experiences. Various discounted
coupons are available in different newspapers and at the official
Colgate website to increase its sale figures. The brand has roped
in numerous celebrities at various intervals to make its products
more visible. Its brand ambassadors include film stars like Lara
Dutta, Kareena Kapoor Khan, Sonam Kapoor and Priyanka
Chopra.
ADVERTISEMENTS:

In above ad, Colgate has used Ranbir Sigh (One of the most famous
Indian actor) to promote their brand.

In above click, you can see Ranbir with a staled face wakes up and
start using the new Colgate Max Fresh.
While, after using the Colgate Max Fresh. Ranbir becomes extremely
fresh and fit. The new Colgate suddenly transform his mood into a
happier one.

CONCLUSION:

In today’s World Colgate is one of the leading

Brand throughout the World and register its
name among the best grossers, however, the
Company is still trying to improve by
implementing different policies. Nevertheless,
they still focus their targets and revolve around
the Four Ps of marketing. Colgate Toothpaste
concentrate to satisfy its customers by proving
them the best product and improve their breath
and oral health. It is one of the limited brand,
which is available from a local general store to
the most elite marts and Superstores. Colgate
used the most modern way to promote their
 brand, from using the Celebrities on the screen
to the mall marketing. They are far ahead from its
competitor. The prices is quite economical as
well hence vary, quite less among different
products according to the costumer or
consumer standards. Above-mentioned data are
the reasons why Colgate market share is very
much high.