...colgate Meg Carey Max Jayapaul Julie Longmuir Kate Lynch Rani Marom Liz Sansone Marketing 9703 Dr. Chattalas Colgate-Palmolive Case Analysis April 10, 2002 COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH SWOT Strengths ColgateColgate-Palmolive is recognized as the world’s leader in personal care sales which included oral hygiene products like toothbrushes and toothpastes. In 1991, its sales topped at $6 billion and profits at $2.76 billionand as it cornered 43% of the world’s toothpaste market and 16% of the world’s toothbrush market. In the United States, the world’s largest market, ColgateColgate-Palmolive holds the number one spot in toothbrush sales with a market share of 23%. From these statistics, one of Colgate-Palmolive’s main strengths is being the market leader inpersonal oral care products. is one of Colgate ColgateColgate-Palmolive’s extensive overseas reach is another main strength. Based on the data in the case study, ColgateColgate-Palmolivehas introduced 275 new products worldwide and setup manufacturing facilities in China and Eastern Europe, breaching the new emerging economies inof the 21st century. On top of that, international sales accounted for 64% of total sales andand profits from international operations account for 67% of the total profits for ColgateColgate-Palmolive.-Palmolive ColgateColgate-Palmolive hasa very large an...
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...seen as an overseas career track where seventy-five percent of Colgate-Palmolive’s $9.5 billion annual sales come from outside North America according to Human Resource Management International Digest. Colgate-Palmolive has a global expatriate population of around 300. The market for different toothbrushes and toothpaste seem to have remained steady throughout the years. Consumers are becoming more aware of dental health. They are starting to pay more attention to the products they buy for oral hygiene. According to the Colgate-Palmolive Precision Toothbrush case analysis Colgate-Palmolive has positioned itself as the number one retailer of toothbrush products in the United States utilizing its cutting-edge infrared motion analysis and technique to measure exact levels of plaque removed by its products in consumer test. The study also states that the Triple action head (of the toothbrush) removes 35% more surface plague and 100% more gum line and in-between teeth plaque than its competitors. Colgate-Palmolive has put in expensive research into developing a product that would provide its consumers with an overall total package of cleanness, safety, durability and affordable oral hygiene product. The Colgate-Palmolive precession toothbrush has proved to be top of its class of products made by Colgate. Psychographic The US toothbrush and toothpaste market is around $4 billion according to Market Feasibility Study web site. Within this site it states that Colgate’s share of...
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...Promotional Strategies of Colgate - Scribd www.scribd.com/doc/37244756/Promotional-Strategies-of-Colgate Sep 11, 2010 - Promotional Strategies of Colgate - Download as Word Doc (.doc / .docx), Text file (.txt), PDF File (.pdf) or read online. Colgate palmolive case study - promotion strategy - SlideShare www.slideshare.net/.../colgate-palmolive-case-study-promotion-strategy-... May 7, 2013 - Virtual-Dissertation.com =- We provide writing help to develop quality Essays, Term Papers, Course work, Thesis and Dissertation, etc. for ... Promotional Strategy by Colgate - ManagementParadise.com Forums ... www.managementparadise.com › ... › Marketing Management Oct 1, 2010 - The packaging strategy too over the years has made the penetration of its product that much easy for Colgate. The company has followed the ... Marketing Strategy of Colgate-Palmolive Company ... 15 Dec 2010 COLGATE SALES PROMOTION - ManagementParadise.com ... 12 Oct 2010 Marketing Strategy by COlgate 1 Oct 2010 More results from www.managementparadise.com Colgate Palmolive Promotion Strategy - Research Paper - Rmthom www.termpaperwarehouse.com › Business and Management Apr 7, 2011 - Read this essay on Colgate Palmolive Promotion Strategy . Come browse our large digital warehouse of free sample essays. Get the ... [PDF] Colgate: Global Strategies, Local Strength www.colgate.com/Colgate/.../ColgatePalmolive2010AnnualReport...
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...strategies 11 Negotiation strategies 11 Few tips 12 Conclusion 13 Bibliography 14 Introduction « I consider ethics, as well as religion, as supplements to law in the government of man. “ Thomas Jefferson Colgate-Palmolive Company is an American diversified multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). In 1985, they build a partnership with Hawley and Hazel, a Taiwanese company specialized in healthcare such as Colgate. One of their best product was the Darkie, a toothpaste, with a Black man with ultra white teeth as image. This product was the core of one of the most disaster for the brand Colgate. In order to understand how this product hit significantly the brand image of Colgate, we will first try to analyze what was the major strategic and ethical issues that Colgate had to face with its partnership with Hawley and Hazel, then how Colgate should have managed this situation, and finally what are the main issues when you are doing business with Asian people, especially with Taiwanese and Chinese. Colgate’s distateful toothpaste Overview of the company Colgate-Palmolive Company is an American diversified multinational corporation focused on the production,...
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...“Activity 4, Colgate-Palmolive Case Study-Promotion Strategy.” Ryan M. Thompson (2078701) Indiana Wesleyan University MGT-541, Applied Marketing Management Dr. Janice McFaul March 27, 2011 “Activity 4, Colgate-Palmolive Case Study-Promotion Strategy.” Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others choose to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. Colgate’s products are sold to millions of people worldwide. Their Marketing Team develops and implements marketing plans that are geared to “establish and maintain current and long-range vision for the brands and to increase sales, margin and profitability for the brand Marketers in general often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a "position" in the market that appeals to their target customers. Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. After successful implementation of/for market position, Colgate-Palmolive then...
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...Running head: Colgate-Palmolive Case Study – Product and Pricing Strategy 1 Colgate-Palmolive Case Study – Product and Pricing Strategy Paper Lydia Hines Indiana Wesleyan University August 25th 2013 2 Colgate-Palmolive Case Study – Product and Pricing Strategy Introduction Colgate – Palmolive is a multinational company based in United States. It is a consumer product organization which focuses mainly on the health care and personal products. The products are widely available in many countries and are popular among the general consumers. The company has been able to position itself in the market as a major company in the industry. In the year 1991, the sales of the company were recorded as $ 6.06 billion. With this success, the company was considered as a global leader in the industry. In 1992, the company launched a new toothbrush in the United States.The division of the company, Oral Core Division, developed the toothbrush which was at the time of launch a unique product. Evaluation of the Current Product positioning and product Life Cycle The product, Precision toothbrush was introduced as a unique product in the market and hence ...
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...CASE STUDY COLGATE PALMOLIVE COMPANY THE PRECISION TOOTHBRUSH REPORT Submitted By Group-2, Section-D Abhishek Chowdhary, PGP2011507 Baljinder Singh, PGP2011587 Jubin Mahajan, PGP2011668 Rishabh Ratna, PGP2011825 Roopak Bhartee, PGP2011833 Vasanth C, PGP2011930 Vineeta Singh, PGP2011940 Executive Summary 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. The marketing strategies include proposed strategies involving product, price, place, and promotion. Included in the marketing plan are pro-forma income statements for Colgate Palmolive if they were to launch the product, and also if they were to choose not the launch the product. Also included is an advertising budget. Situation Analysis Colgate Palmolive, having sales of $6.06 billion and a gross profit of $2.76 billion, was poised to launch a new toothbrush “Colgate Precision” in the United States. From early 1990s, therapeutic toothbrushes were gaining acceptance among common people. As a result, the toothbrush industry experienced a massive influx of competitors and formation of a niche market. In order to gain an edge each competitor worked on developing new toothbrush technology and offering promotions...
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...WS5 Case Study Paper Christina M. Barden Indiana Wesleyan University WS5 Case Study Paper The initiatives and promotional strategies of organizations and corporate substructures differ greatly depending on each particular entities goals, interests, and objectives. While many choose to implement specific strategies to open up and increase their consumer market, some utilize techniques that are limited to maintaining current standings, as well as the groups that focus more on corporate agendas. The primary consideration is often times and more often than not intended to pinpoint a select group or favor a reserved population. In most cases, it is the ambition of those involved to identify exactly what these needs are and define it in a manner in which is easily introduced to those who need the information. It is best done by clearly establishing what the product is and how it is in fact different from the rest of the market, creatively introducing ways to increase and grow sales, stabilize sales, and showoff the value of what is already on the market (Kotler, 2009). Colgate is not new to the world of marketing; in fact, they have been marketing to the populations worldwide for decades (www.colgate.com). The marketing team in place for Colgate is responsible for the development and implementation of plans that are directed at the “establishment and maintenance of current and long range...
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...WS5 Paper This paper will evaluation the distribution strategy for Colgate-Palmolive Oral Care market. According to the case study, Colgate-Palmolive (CP) held forty-three percent of the world’s toothpaste market and sixteen percent of the toothbrush market in 1991. That same year the worldwide sales of CP oral care products increased by twelve percent by 1.3 billion (twenty-two percent of total sales). $243 million was invested to upgrade 25 of CP’s 91 manufacturing plants; introduce 275 new products and begin manufacturing in China and Eastern Europe the same year while introducing Colgate Baking Soda to the North American toothpaste market. The manufacturing plants help provide efficient logistics and efficiency of shipping products worldwide to the various suppliers. In evaluation of CP logistics, CP has done a very good job on the logistics side of the marketing aspect. Without the proper company investment(s) in logistics, products cannot be effectively distributed worldwide. The company makes each of its oral care products readily available to multiple suppliers (including retail, dental and pharmacy stores) in various countries throughout the world. The popularity of the Oral B brand has also benefited the company globally to spread the company products into areas unfamiliar with Colgate toothbrush brand. CP’s investment in adding manufacturing plants in China and Eastern Europe is beneficial to increase and greatly enhance the logistical side of business within the...
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...Colgate-Palmolive CreatiNg a glObal SuPPly CHaiN the Colgate-Palmolive Company sells oral care, personal care, home care, and pet nutrition products in over 200 countries and territories. Since implementing its first SaP® solution in 1994, Colgate has significantly improved global visibility for its supply chain management processes, automated many of these processes, improved supply chain decision making, increased the speed to market for its products, and reduced costs. SAP Business Transformation Study Consumer Products Oral, Personal, and Home Care and Pet Nutrition CONteNt 3 4 7 9 10 11 13 14 Colgate-Palmolive Creating a Global Supply Chain Supporting an International Enterprise Helping Ensure Supply Chain Success Reducing Total Cost of Ownership Transforming Business Processes Future Road Map Building a Firm Foundation Colgate-Palmolive better Data Quality, timeliNeSS, aND aCCeSSibility QuiCk faCtS Industry Consumer products – oral, personal, and home care and pet nutrition Revenue uS$15.3 billion Employees 36,000 Headquarters New york City Web Site www.colgate.com SAP® Solutions and Services SaP® Supply Chain management application Implementation Partner SaP Consulting organization Implementation Best Practices • involved global cross-functional business and it teams • appointed a global owner to drive process standardization across subsidiaries • tested real-life scenarios and used pilots in significant markets before global rollouts • Worked closely...
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...------------------------------------------------- Colgate-Palmolive ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Colgate-Palmolive Prepared for: Bill Waxman Organizational Behavior Edison Community College Prepared by: Catalina De Fex Jenny Smith James Tobias October 28, 2013 October 28, 2013 Mr. Bill Waxman Instructor Organizational Behavior Edison Community College 1973 Edison Drive Piqua, Ohio 45356 Dear Mr. Waxman: Here is our strategic plan for our organizational behavior class. Throughout this report we will explain our plan intended to increase financial satisfaction for Colgate- Palmolive. We included a complete analysis of internal and environmental factors that will benefit our understanding of this company’s internal and external culture. We sincerely hope that this report will fulfill your expectations, and we assure you that the oral presentation will be a great complement in order to influence the implementation of our ideas. Thank you for your time and consideration, and we look forward to finally present our ideas to you and to our audience. Sincerely, Colgate-Palmolive StudyGroup Table of Contents Executive summary v Introduction 6 Objectives of the Research 6 Colgate Palmolive Company 6 ...
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...Supply Chain Strategy of Colgate Palmolive Toothpaste Objective : 1. To know the supply chain strategies used by the Colgate Palmolive ltd. 2. To know the distribution channels of the Colgate Palmolive toothpaste. 3. To study the supply process of Colgate Palmolive from supply of raw materials till supply to retailers. Introduction: The distribution strategy is concerned with the product or service placement. Broadly speaking, there are two categories of issues and decisions which need to be handled while designing the distribution strategy as part of marketing mix. These are: (a) management of marketing channels and (b) the management of physical supplies. In this unit we will discuss these two areas of distribution decisions. IMPORTANCE OF CHANNELS OF DISTRIBUTION Channel decisions refer to the managerial decisions on the selection of best routes or paths for moving goods from the producer to the consumer. Channels of distribution are concerned not only with the physical movement of goods but also with their promotion, selling and marketing control. The term channels of distribution is used to refer to the various intermediaries who help in moving the product from the producer to the consumer, There area variety of middlemen and merchants who act as intermediaries between the producers and consumers. Channels of distribution are the most powerful element among marketing mix elements. Many products which were intrinsically sound died in...
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...CSR practices: An Accor Hotel Group and Colgate-Palmolive Company review Student name: Lior David ZOLDAN YAHALOMI Student number: 302413 Class: G2 CSR practices: An Accor Hotel Group and Colgate-Palmolive Company review Student name: Lior David ZOLDAN YAHALOMI Student number: 302413 Class: G2 Statement of authorship I certify that this dissertation is my own work and contains no material, which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed _________________________________________________ Date ___________________________________________________ Table of content 1. INTRODUCTION 3 2. CSR 4 2.1. Definition 4 3. History of the selected businesses 5 3.1. Accor Hotel Group 5 3.2. Colgate – Palmolive Company 5 4. CSR Practices 6 4.1. Accor Hotel Group 6 4.2. Colgate – Palmolive Company 7 5. Discussion 9 5.1. Accor Hotel Group 9 5.2. Colgate – Palmolive Company 12 6. Conclusion 15 7. REFERENCE LIST 16 INTRODUCTION Corporate social responsibility (CSR) is a management initiative in which companies incorporate environmental and social issues into the relationships with stakeholders and also in their business processes. By implementing CSR practices, a...
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...The four P’s: The two companies could only became successful and therefore could reach global recognition by the efficient use of the four P’s. Let’s see what the four P’s 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...
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...You'll handle an independent sales territory for 6 months, with a focus on accountability and meeting targets and executing customer marketing projects. You will play the role of a team leader, leading a group of stockists and a large number of Stockists Salesmen and Pilot Salesmen. You will be responsible for a zone with a business of around 4-6 crores per annum. Post this, you will undertake a shadow District Manager stint for a fortnight which will provide you an opportunity to learn the art and science of Sales in Colgate-Palmolive from an experienced District Manager. Learning : You will learn about the Colgate-Palmolive Sales systems - Distribution network, Stockist management, Sales force management, In-store execution, Customer marketing programs and gain in-depth knowledge of how to leverage technology in sales. back to top MARKETING Duration: 3 months Nature of Project: To give exposure to different disciplines within marketing as practised by Colgate-Palmolive and help appreciate the role marketing performs in delivering business goals. Projects which have a business impact, are given to management trainees. It could either be a live project which would entail planning and implementation of a product launch or a relaunch. Or it could be a project to address specific brand or business issues. For example, developing a focused geography plan to attack competition and gain market share. Learning : As a MT you will develop an understanding of Consumer Marketing Planning. Learn...
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