...Tabla de contenido Escribir el título del capítulo (nivel 1) 1 Escribir el título del capítulo (nivel 2) 2 Escribir el título del capítulo (nivel 3) 3 Escribir el título del capítulo (nivel 1) 4 Escribir el título del capítulo (nivel 2) 5 Escribir el título del capítulo (nivel 3) 6 INTRODUCTION Nowadays Henkel provides a full range of products covering many types of markets, from their website, they offer three main branches of activity which are Laundry & Home Care (from which the first Henkel success came) and Adhesives Technologies (world leader in this sector) and Cosmetics & Toiletries. In this sector, Henkel remains the world leader where his brands continue to expand. For this reason, it is a difficult decision of choosing a field to develop our product, but seeing the continued expansion of cosmetic products, we decided to focus on creating a new product that will meet the future needs of consumers. Within the field of Cosmetics & Toiletries, we decided to locate our product in Oral Hygiene. This choice is because in this branch of business products there is a low level of development in the recent years, unlike other products in this sector, such as hair colorant, hair care and hair styling foam, toiletries, skin care and fragrances. Everyday we know a new product innovation and in the field of cosmetics and Health care, such as creams and shampoos, but in the field of dental hygiene, product development is not as pointer as in other sectors...
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...Colgate users live and work. It is also committed to Be compliant with government laws and regulations. Global Teamwork: Colgate is part of a global team that is committed to working Together across countries and throughout the world. By sharing ideas, technologies and Talents, the company can achieve and sustain profitable growth. Continuous Improvement: Colgate is committed to improving every day in all it Does, as individuals and as teams. By better understanding consumers' expectations and Continuously working to innovate and improve products, services and processes, Colgate Will "become the best." Marketing Objectives: Company planning for Increase website traffic by 10% and Facebook friends’ by10%. Brand Reduction: To insure that the three goals are met and maintained, a series of strategies are to be Implemented. Keys to success can be determined based upon Colgate and its Competitions’ past and current market share, trends, strengths and weaknesses. Over the...
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...Introduction: In this phase we have to arrange the data for three different stores which we have selected for our final project of retail. We have to analyze all those factors which are important to understand while we as marketers visits to any store for any purchase purpose and to determine the availability of all those things which works as the eye catching view and leads customer to purchase from that particular store. Saddique departmental store Saddique department store is located in Zahid Colony near dhula chunk. This is one of the oldest shops which started its business in 1999. Then they expand in 2010 into a large retail store have the 2 shops and various warehouse near the store where they store all that martial which consume more space like the bags of flour and rice. Their target consumers for that particular store are all those households near there shop which include the Kashmir road, colony, calimaxabad and its surroundings. They started their business with the purpose to reduce the efforts of the households by providing their products near to them and they are tended to charge the minimum margin on their products while they are serving both types of customers. One who purchase on the bulk and the 2nd category is for those individuals who purchase for in minimum quantity. Selected Product: A We have selected two products in FMCG’s sector which Colgate and Close-up. We have going to do a complete audit of these two products on the mentioned shops on the prescribed...
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...I. Introduction Cecillio Kwok Pedro recognized an opportunity in producing aluminum toothpaste tubes for Colgate and Unilever and by 1977; he invested and opened Aluminum Container Inc. It was the start of his battle against entrenched giants to becoming the number one toothpaste producer in the Philippines. However, in 1986, a new packaging arrived and the two multinational companies (MNC) decided to switch to plastic tubing. Instead of closing down, Pedro decided to use his machinery and make and offer his own toothpaste. Knowing little about toothpaste, he had technical tie-up with a Japanese company and Lamoiyan Corporation was formally launched in 1988 and produced the first tube of Hapee. Sales have been thwarted by three significant barriers: consumer fears that locally produced goods were inferior, their preference for Colgate’s taste and the lack of awareness of the Hapee brand. Pedro and Lamoiyan Corporation counteracted these obstacles by capitalizing on their tie-up with a Japanese company, imitating Colgate’s taste and doing aggressive promotional strategies like sponsoring the Philippine Olympic team. Pedro also signed an exclusive contract with Sesame Street and featured the characters. Hapee created a niche in the kids market. Hapee toothpaste entered the market at a 50% discount and the multinationals made no move to combat the band. Hapee then dropped to 30% discount and soon, captured 20% market share. The entry of Hapee to the market didn’t...
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...Palmolive Company is a $17.1 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. This American diversified multinational corporation focuses on strong global brands in its core businesses – Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate follows a tightly defined strategy to grow market shares for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.("Colgate Palmolive Annual Report 2012,") Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed ("Colgate-Palmolive Company History,"). 1. CURRENT SITUATIONAL ANALYSIS a. Current Products The company is organized around four core segments: oral care, personal care, home care, and pet nutrition. i. Oral care products are such as: * toothpastes: colgate total, CDC, optic white, sensitive, CSPR, kids, advavced whitening, kayu sugi etc. * Toothbrushes: colgate 360, Twister, Zig Zag, Slim Soft, Classic, Kids * Mouthwash : Plax ii. Personal care products are such as: * bar soap: Protex...
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...Elixir 2011 Sustainable Success to futuristic approach MR. HARISH BIJOOR: Marketing Approach Sustainability is a movement. Sustainable marketing is all about needs, desires and wants. Marketing is all about practice. It is a communication between you and your customers. Consumer is a morph. There is an impact of recession on the market. Be like the consumer and plan accordingly. Marketers don’t know their customers any more. Brand managers are depending on intermediaries for information, they are focusing on branding and advertising. In such they are building walls between themselves and target segments. Some of the theories suggested by Mr. Harish Bijoor are as follows 1. Get off the script: According to him modern retail store does not occupy less then 5.5% of market it is the Kirana stores that accommodate around 92%. So sustainable marketing is all about focusing in unorganized sector. Let the product speak and not the marketing. Eg: Pizza Hut (Keep the smile going), Jet Flight 2. Trysumers: It means a new consumer. Such consumers try everything before they buy. 3. Demand generation has taken a back seat: “Why buy when you can borrow”. – Proscmer Movement. People nowadays have started considering installments (emi) as an option to try a product and if it suits the consumer needs it will buy. So marketers have to create a demand in order to sustain with the competition. 4. Marketing the sublime and the ridiculous: Marketing hype is distributing real...
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...Colgate-Palmolive Company: The Precision Toothbrush Company Background As of 1981, Colgate-Palmolive (CP) was an international leader in household and personal care products with sales of approx. $6 billion. An area of focus for CP in 1991 was their manufacturing and distributing plants along with their products. They spent $243 million on upgrading a handful of their manufacturing plants while introducing 275 products worldwide. These efforts were the results of Reuben Mark, CEO of CP who was credited with turning a “sleepy and inefficient” company into a much more profitable one. The main competitors for CP in international markets included Procter & Gamble, Unilever and Kao, along with others. Products and Industry Profile The current toothbrush market has been growing at an average of 9.3% annually since 1987. It increased further by an additional 21% in volume in 1992 due to the introduction of nearly 50 new products. The toothbrush industry was divided essentially into 2 segments: value and professional. What set these two categories apart was the type of bristles and the head size. It was clear that soft and extra-soft bristles were the way to go as they experienced the greatest year over year growth although they had relatively low market shares. Soon after, super-premium brushes were introduced into the toothbrush market to try and gain greater market shares than professional toothbrushes. Value brushes were priced at around $1.29, professional brushes started...
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...sense it is important to draw a distinction between CSR, which can be a strategic business management concept, and charity, sponsorships or philanthropy. Even though the latter can also make a valuable contribution to poverty reduction, will directly enhance the reputation of a company and strengthen its brand, the concept of CSR clearly goes beyond that. Promoting the uptake of CSR amongst SMEs requires approaches that fit the respective needs and capacities of these businesses, and do not adversely affect their economic viability. UNIDO based its CSR programme on the Triple Bottom Line (TBL) Approach, which has proven to be a successful tool for SMEs in the developing countries to assist them in meeting social and environmental standards without compromising their competitiveness. The TBL approach is used as a framework for measuring and reporting corporate performance against economic, social and environmental performance. It is an attempt to align private enterprises to the goal of sustainable global development by providing them with a more comprehensive set of working objectives than just profit alone. The perspective taken is that for an organization to be sustainable, it must be financially secure, minimize (or ideally eliminate) its negative environmental impacts and act in conformity with societal expectations. A properly implemented CSR concept can bring along a variety of competitive...
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...The Role of Situation Analysis in Marketing Plan Facing to more complex business environment, systematically marketing plans are important to organizations in terms of maintaining a high level of operating efficiency and achieving goals fully. According to Sally and John (1996:3), marketing plans are “the written document or blueprint for implementing and controlling an organization’s marketing activities related to a particular marketing strategy” (Sally, D., Lyndon S., & John, B., 1996: 3). A successful marketing plan is able to improve organizations’ profits and growth, uses in objective setting and monitors results (Subash Jain, Michael D. Clemes, Gregory Brush, 2008: 5) In order to gain a successfully marketing plan, it is important to marketing decision makers to understand the current situation comprehensively and trends affecting the future of the organization. There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments is a crucial way for organizations to identify their customers and understand their needs. As Peter(1998: 23) said, “The successes of any marketing...
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...summer of 1888, when crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it began an era of marketing branded Fast Moving Consumer Goods (FMCG).[4] Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and its products are available in over 6.4 million outlets in the country. As per Nielsen market research data, two out of three Indians use HUL products.[5] ------------------------------------------------- Brands HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products. Seventeen of HUL’s brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2011). The company also happens to have the highest number of brands in this list, with six brands featuring in the top 15 list.[6] The company has a distribution channel of 6.3 million outlets and owns 35 major Indian...
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...Case Questions 09/26/2013 Question 1: Competition in the North American wholesale club industry is high, with Costco being its leader at 56% of the market share. Main ways to compete are lower prices, more efficient operations, and reduced labor and overhead costs as well. Some of the clubs do the bare minimum in advertising while others, like BJ’s, spend more money on it (special Christmas radio advertisement and such). Out of the five competitive forces, the strongest is the rivalry between the competitors, because all of the players in this market attempt to offer high-quality products at lower prices. According to Figure 3.3, one of the reasons for rivalry amongst competitors to be strong is a relatively low cost to buyers to switch brands, and also if buyer demand is growing slowly, both of which are true in this case. All competitors in this industry are focusing on low margins on the products and high volumes of sales. Suppliers do have some power and influence on the wholesale club members, especially in the case with Costco, which buys some of its goods on the gray market and is known to sell some big-ticket items, but with globalization happening and more and more of suppliers being available around the world, they do not present a reason for concern as high as the rivalry between market players. Customers are always looking for lower prices and higher quality of merchandise, which Costco has been excellent at providing. BJ’s strategy is to give a better customer service...
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...As the two leading consumer goods companies in the world, both P&G and Unilever have been extremely successful in building highly recognized brands that meet consumer needs and drive sustainable value to its shareholders. Currently, P&G operates in two unique segments: Beauty/Grooming and Household Care. It has completely exited the foods segment with the latest divestiture of Pringles. In comparison, Unilever operates in three different segments: Personal Care, Foods, and Homecare. In the past five years, Unilever has re-aligned its foods portfolio (with the divestitures of Lawry’s & Bertolli) while making major acquisitions in the Personal Care space (TIGI & Alberto Culver). For both companies, growth is the name of the game. P&G has committed to growing organics sales 1%-2% faster than the market while Unilever set a goal to double the size of its business in 10 years while reducing its environmental impact. To achieve their ambitions, both companies have articulated their corporate strategy within their annual reports (P&G Shareholder Report 2011, Unilever 2010 Annual Report). Today P&G’s strategy revolves around market development through innovation. Their process starts at identifying a consumer need and developing a product that solves the problem. Once the product and design are finalized, they leverage their complimentary assets such as marketing and distribution to launch. (Anthony, Video) Although a CPG’s value chain is more complicated and involved, P&G is extremely...
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...behind a billion 1, smiles... DABUR INDIA LIMITED ANNUAL REPORT 2011-12 behind a billion 1, , Dabur - a name, a brand, a way of life for billions of people across the globe. From its humble beginnings in the bylanes of Kolkata way back in 1884, Dabur has today emerged as a true Indian Transnational with a portfolio of products that has not just won the trust of consumers in over 60 countries but has become an inseparable part of their daily routine. Dabur has been in the business for over 127 years, yet it behaves as a young company that appeals and remains relevant to the youth, not just in India but in every part of the world. And it’s their support and trust that has helped Dabur surpass the Rs 50 billion ($1 billion) turnover mark in 2011-12. Over the years, we have learnt that to cross such far-reaching milestones, one needs not just great products, but excellence, nimble-footedness and committed channel support. But most importantly, one must establish a deep connect with both mature and young consumers - by understanding them first and then by delivering them world-class products that they can appreciate. INDEED, WE BELIEVE THAT OUR $1-BN MILESTONE IS THE RESULT OF THE BILLION PLUS SMILES OUR PRODUCTS HAVE BROUGHT TO THE FACES OF OUR CUSTOMERS. As the leading Ayurveda and Nature-based Consumer Products Company in the world, we continue to be resolved in the pursuit of excellence for delivering sustained success and continuing leadership...
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...mean in the case of these firms. Product: Although toothpaste, shower gel, detergents are convenience goods, (these products are usually bought with little planning) Colgate-Palmolive and Unilever maintain a high level of quality. “Companies choose a quality level that matches target market needs and the quality levels of competing products”(Kotler, Armstrong, Saunders, Wong 1996, p. 551). Quality is not just a feature, but also a core philosophy and all members of the firm, even top management have to be dedicated to quality. Quality refers not only to products but also refers to the manufacturing, which is done without defaults. Quality also means the fact that the firm is involved in improving customer value and maintains the satisfaction of customers and participates in constant R&D (research and development). In the case of Colgate, it is easier to keep the level of quality because the firm’s products are deemed suitable for use and consumers have not complained much about the quality. Unilever also struggles to maintain quality but is always tarnished by the constant criticism of the Greenpeace. Unilever, which makes the famous Dove product buys palm oil from suppliers who destroy Indonesia’s rainforests. This will result in forest destruction, extinct animals, and climate change. In Unilever’s “sustainable development report index, Unilever is promising to purchase all their palm oil from certified sustainable sources by 2015. By 2015, maybe there will not be any rainforests...
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...competition in the minds of consumers; it gives companies enormous amount of benefits such as; It helps to build good working atmosphere among its existing staff, Brand differentiations through CSR projects are also used to persuade governments and the wider public, that company is taking current issues like health and safety, diversity or the environment seriously and so avoid intervention. CSR programs also draw attention away from companies' perceived negative impacts e.g. the petroleum giant BP has run campaign to clean oil spill and also installed very visible wind-turbines on the roofs of some petrol stations in the UK. The Procter & Gamble Company P&G is one of the world largest consumer goods manufacturing companies with US $78.9 billion revenue (2010) employing over 127000 people. It is 6th most admired company in Fortune magazine 2010 list. Company is 172 years old and has grown through enormous amount of challenges and Depression. Through all this volatility, the one factor above all others that has enabled P&G to grow responsibly, which is the clarity and constancy of P&G's Purpose - to touch and improve consumers' lives with branded products and services. Out of more than 300 brands, some of the famous brands owned by P&G are as follows; Ariel laundry detergent, Braun a small-appliances, Crest toothpaste, Duracell batteries and flashlights, Gillette variety of razors for men and women, Head & Shoulders, Rejoice shampoo,...
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