Colgate - Palmolive

Canada: Fighting For A

Share Of The Toothpaste
Market

G R O U P 1: JA NA RT H , JU LI E, JO R D AN & M AH N O O R
D ATE : D EC 9, 201 6
C O U R S E: M KT G 3 100 1D
PR O F ESS O R : C AR O L BU R EA U
 AGENDA
1. FACTS
2. KEY ISSUES
3. EVALUTION OF ALTERNATIVES
4. RECOMMENDATIONS
5. IMPLEMENTATION PLAN
FACTS
Who: Colgate vice president of customer relationships and Colgate- Palmolive Canada
decision maker Richard Werner.

What (problem statement): Already being a successful company their priority is too widen
their customer base and get consumers with other brands to switch. They need to invest in
marketing activities that will make this goal successful.

Why: They already hold most of the market share within the industry
They want to develop ways to take control of the industry by getting consumers over to
their brand.

When:
- 2013 fiscal year they want to implement these things in order to have them go into
immediate effect.
 KEY ISSUES
Probability of Occurrence

Level LOW MED HIGH

of
impac
t
LOW

MED

HIGH
 EVALUTION OF ALTERNATIVES
PROS
Alternative #1: Deploy - The Colgate brand is doing
the same budget mix as well with what is currently
2012 and not request an being implemented
increase Although the revenue growth
targets for 2013 have not
been finalized, the targets
are expected to increase by
4.5%
Alternative #2: Increase - The company already
the advertising budget by holds the highest market
$3 million, which would share because of their
allow an increased online advertisements.
presence or and - Previous 75 percent of
increased television ad budget towards advertising
frequency has proven to be successful
for the business
- Current campaign is
extremely successful and is
grabbing the consumer's
attention.
CONS
- Doing nothing for future
growth rarely does well. If
the company were to decide
to do nothing, there may be
an increase in sales but it
will likely be extremely slow
-Too many advertisements in
the consumers face can
cause a dislike towards the
company
- Too many advertisements
in the consumers face can
cause a dislike towards the
company
- An increased online
presence may not be as
useful as according to the
research most non-loyalists
make purchase decision in
Evaluation of alternatives cont
Increase the trade promotion budget by $3 million to focus on building
volume with all the major retailers.

Pros : More shelf space in store, A lot of consumers check weekly flyers

Cons: Too many advertisements could cause dislike, More money is an

unnecessary focus on current consumers, likely wont get consumers to switch.

Increase the consumer promotion budget by $3 million to focus on consumer

promotions such as sampling and coupons to encourage product trial

Pros: Many customers are brand loyal to them, will bring old and new
customers all together.

Cons: wont focus on old customers enough, 3 million is a giant expense if

unsuccessful.
Evaluation of alternatives cont
Make major market push with an even larger increase in marketing
budget to fund multiple options.

Pros: All the alternatives listed will bring success to the company. By
investing a portion of the $3 million to each type of promotion, there
will likely be an increase in market share, sales and brand loyalty.

Cons: Focusing on too many promotions and advertising campaigns

can cause the company to lose focus , By investing all around there
will likely be an increase in market share, sales and brand loyalty but
the rate at which they increase will likely not be as significant when
compared to specializing on one specific promotion/campaign.
RECOMMENDATIONS
Alternative #4: Increase the consumer promotion
budget by $3 million to focus on consumer promotions
such as sampling and coupons to encourage product trial
and build better relationships with customers through
rewards.
IMPLEMENTATION PLAN
THANKS FOR LISTENING!!