Colgate and Palmolive
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The document provides an overview of Colgate-Palmolive, including its history, products, financial information, marketing strategies, and SWOT analysis. Founded in 1806, Colgate-Palmolive is an American consumer goods company that operates in over 200 countries. It generates over $16 billion in annual revenue from oral care, personal care, home care, and pet nutrition products. The summary outlines Colgate's strengths in brand recognition, international presence, and financial performance, as well as opportunities to expand into new markets and product categories through innovation. It also notes challenges from industry competition and increasing raw material costs.
Colgate and Palmolive
- 2. THE BRAND LOGO MARKETING INTERNSHIP
- 3. The COLGATE PALMOLIVE is an American diversified multinational corporation which operates in 1.INNOVATION 2. PRODUCTION 3.DISTRIBUTION of household, healthcare, and personal products COMPANY OVERVIEW MARKETING INTERNSHIP
- 4. FOUNDED: 1806 FOUNDER: WILLIAM COLGATE HEADQUARTERS: 300 PARK AVENUE, NYC, NEW YORK PRODUCTS: CLEANING AND PERSONAL PRODUCTS REVENUE: 16.034 BILLION DOLLARS (2015) NO. OF EMPLOYES: 37,900 WEBSITE: http://www.colgatepalmolive.com/ COMPANY OVERVIEW MARKETING INTERNSHIP
- 5. COMPANY HISTORY In 1806, William Colgate introduced starch, soap and candle factory on Dutch Street in New York City under the name of William Colgate & Company. In 1857, William Colgate died and the company was reorganized as Colgate & Company; under the management of Samuel Colgate, & his son. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars. In 1896, His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream In 1928, "PalmolivePeet" bought the Colgate Company to create the ColgatePalmolivePeet Company. In 1953, "Peet" was dropped from the title, leaving only "ColgatePalmolive Company", the current name. Today Colgate has numerous subsidiary organizations spanning 200 countries, but it is publicly listed in only two, the United States and India. MARKETING INTERNSHIP
- 6. FUTURE STRATEGIES ON 4P'S Colgate tries to position some innovative toothpaste with a brand name other than Colgate but under the name of Colgate-Palmolive. Colgate came up with the idea of producing the products in sachets and distributing in rural areas who buy in small amounts. Developing the ayurvedic tooth powder keeping in mind of the rural people and rural consumers. 1. PRODUCT MARKETING INTERNSHIP
- 7. Colgate pricing is done based on the production costs including the warehousing and transport costs. One main concern about the Colgate Precision was if it was treated as mainstream toothbrush then it would lead to cannibalization of the Colgate Plus. FUTURE STRATEGIES ON 4P'S 2. PRICE MARKETING INTERNSHIP
- 8. Advertising through T.V Media and Newspaper Media. FM Radios and other Radios. Hoardings on the Highways and National Highways. Use Dentists to sample consumers and make them buy Colgate Products. FUTURE STRATEGIES ON 4P'S 3. PROMOTION MARKETING INTERNSHIP
- 9. Colgate would try to increase product penetration in the rural population. Colgate would try to increase the number of wholesalers in the rural areas. FUTURE STRATEGIES ON 4P'S 4. PLACE MARKETING INTERNSHIP
- 11. STRENGTHS It has high brand recall & visibility, excellent advertising and brand visibility of products with a strong customer loyalty. It offers a wide variety of oral care and personal care products. It is operating in more than 200 countries and has a strong financial performance. It has achieved to penetrate into the market and hold its shares. MARKETING INTERNSHIP
- 12. WEAKNESS With large number of companies fighting in personal & oral care segment, the market has become saturated & there is little scope for growth. The majority of its properties are on rent basis hence high operation costs and hence low profits. Colgate has limited brands under a particular product category and they have limited offerings under different segments. MARKETING INTERNSHIP
- 13. OPPORTUNITIES Stretching their product line can create offerings and hence increase their values. Tapping the rural market in developing countries can reap profits for the company. Strengthening the company by mergers or acquisitions. People need to be made aware of the optimum usage rate for these products so that the market utilizes the product as forecasted by the company. This can happen only through advertising /word of mouth /doctor prescription. MARKETING INTERNSHIP
- 14. THREATS Since there is high competition the margins are dropping and companies have to give more discount on the products to sustain the market. Increase in the price of raw material in one factor that would increase the price of the product. Colgate had to face Ethical issues as an Organisation stated that Colgate was using animal testing which affected the market. MARKETING INTERNSHIP
- 15. PROMOTION TOOLS Increasing in the circumference of the tube. Free Dental checkups in mobile vans. Free dental check-ups whenever wherever needed. Offers like Learn and Earn were introduced. MARKETING INTERNSHIP
- 16. CONCEPT OF ADVERTISEMENTS The Colgate Company used Slogan was "It cleans your breath while it cleans your teeth". The 1960s onwards, the slogan was "The Colgate ring of confidence“. In the late 1950's and early 1960's, Colgate stressed the fact their "Dental Cream contained Gardol", a formula that helped protect teeth from cavities and tooth decay. MARKETING INTERNSHIP
- 19. The Colgate-Palmolive case involves the Precision toothbrush, which was entered into the market in 1993 by Colgate-Palmolive. This marketing plan summarizes the company’s situation at the time the Precision toothbrush was introduced, and the different marketing strategies that we believe would be best for Colgate-Palmolive and their new toothbrush SUMMARY- SITUATION MARKETING INTERNSHIP
- 20. The marketing strategies include proposed strategies involving product, price, place, and promotion. Colgate toothbrush is the leader within the product category holding 36.2% of the market or $1,114,137,768 in sales. Colgate has a vast product line of toothbrush and many are less than a decade old. While others date back over thirty years and the original is over one hundred years old. Therefore, it is imperative to keep Colgate’s brands fresh but maintain a rich history of quality products. SUMMARY- MARKETING MARKETING INTERNSHIP
- 21. The target market for Colgate toothbrush is Black and Hispanic individuals age 18-35, with several children aged 7 and younger. Colgate commits millions of dollars to community programs and the ADA’s “Give A Kid A Smile” Program. It has established Colgate Smile a social network, an interactive iPhone app, Facebook page, Twitter account and MySpace page. Colgate is committed to Reducing Environmental Impacts (REI) around the world. Colgate is not the leader with regard to technological advancement within category. SUMMARY- MARKETING MARKETING INTERNSHIP