Colgate - Palmolive

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A Marketing Management Project Presented to the

Faculty of Bachelor of Science in Business Administration
major in Marketing Management
Pamantasan ng Lungsod ng Marikina
Marikina City

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In partial fulfillment of the requirements

for the course Marketing Management

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Presented to:
Prof. Archy Figueroa Palanggoy, MBA
Professor Marketing Management Class

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By:

Tiamzon, Renzo Karl G.

Isaac, Angela Marissa
Lerona, Angelyn L.
Segundo, Jerico R.
Vibar, Jessa T.
1BAM2C
History:
Colgate-Palmolive
Colgate-Palmolive Company, American diversified company that manufactures Page | 2
and distributes household and commercial cleaning products, dental and other
personal-care products, and pet foods in the United States and in more than 200 other
countries and territories worldwide. Headquarters are in New York City. In 1806, William
Colgate starts a starch, soap and candle business on Dutch Street in New York City.
1817, First Colgate advertisement appears in a New York newspaper. 1820, Colgate
establishes a starch factory in Jersey City, New Jersey. 1857, Upon the death of founder
William Colgate, the company is reorganized as Colgate & Company under the
management of Samuel Colgate, his son. 1864, B.J. Johnson opens a soap factory in
Milwaukee, WI, which later becomes the Palmolive Compan. 1866, Colgate introduces
perfumed soap and perfumes/essence. 1872, Peet brothers establish soap company in
Kansas City, Kansas where they make Crystal White soap Cashmere Bouquet, the first
milled perfumed toilet soap, is registered as a Colgate trademark. 1873, Colgate
aromatic toothpaste in jars. 1879, Gerhard Mennen establishes a pharmacy in Newark,
NJ, later becoming the Mennen Company. 1896, Colgate introduces toothpaste in a
collapsible tube. 1898, BJ Johnson Soap Co. introduces Palmolive Soap. Today, the
Palmolive equity is sold in over 88 countries in 54 variants 1900, Colgate wins top
honors for its fine soaps and perfumes at the World’s Fair in Paris. Colgate-Palmolive’s
history traces back to the early 19th century when William Colgate, a soap and candle
maker, began selling his wares in New York City under the name William Colgate &
Company. After his death in 1857, the company was run by his son, Samuel Colgate,
under the new name Colgate & Company. In 1890 Madison University in Hamilton, N.Y.,
was renamed Colgate University in recognition of the Colgate family’s longtime financial
support. The current corporate name was adopted in 1953. In 1955 Colgate-Palmolive
lost its number-one ranking in the toothpaste market when the rival consumer-goods
manufacturer Procter & Gamble Co. began selling Crest, the first toothpaste with
fluoride. Colgate-Palmolive added MFP fluoride (sodium monofluorophosphate), an
enamel strengthener and cavity reducer, to its toothpaste in 1968. Colgate Total, a line
of toothpaste designed to protect against a number of conditions including gingivitis, Page | 3
was introduced in Europe in 1992 and in the United States in 1997.

In addition to toothpaste, Colgate-Palmolive manufactured a number of

successful personal-care and household products in the United States and other
countries, including Palmolive dishwashing liquid and Irish Spring bar soap. The firm’s
acquisition of a variety of companies from the 1960s onward enabled it to expand both
its market share and its product lines in the United States, Latin America, Europe, and
East Asia. In 1976 Colgate-Palmolive acquired Hill’s Pet Nutrition, a worldwide leader in
veterinary and pet-nutrition products, and in 1987 it purchased Softsoap liquid soap.
From the 1990s Colgate-Palmolive was a major producer of all-purpose cleaners, wipes,
and sprays.

After years of criticism and boycotts by animal-rights groups, Colgate-Palmolive

established a moratorium on animal testing for its adult personal-care products in 1999.
Major product categories remain toothpastes and mouthwashes, toothbrushes,
deodorants, bar soaps and liquid soaps, dish soaps and dishwasher detergents, floor-
and surface-cleaning products, and pet food.

https://www.colgatepalmolive.com/en-us/about/history

https://www.britannica.com/topic/Colgate-Palmolive-Company
Logo with explanation

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Shape of the Colgate Logo

The current version of the Colgate logo was adapted in 2001. It comprises of a
rectangular box which contains the brand name in slightly italic, lowercase letters.

Colors of the Colgate Logo

The use of red color in the Colgate logo represents health, lively activity, acceptance and
dynamism, whereas the white color stands for purity, charm and elegance of the brand.

Font of the Colgate Logo

The Colgate logo incorporates a slight modification of the FreeSet font family which was
developed by Tagir Safayev and Manvel Shmavonyan in 1992.
Evolution of logo (Palmolive)

1948 - 1970 1970 – 1990

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1990 – 1995 1995 – 2016

2016 – Present

https://www.famouslogos.net/colgate-logo/
https://logos.fandom.com/wiki/Palmolive
https://www.brandsoftheworld.com/logo/colgate-palmolive-0
Products :

1. Colgate Dental Cream

2. Colgate Sensitive Page | 6
3. Colgate Cibaca
4. Colgate Plax
5. Colgate Total 12
6. Colgate Max Fresh
7. Colgate Active salt
8. Colgate 360
9. Colgate Zigzag
10. Colgate Toothpowder
11. Halo Shampoo
12. Palmolive Naturals
13. Palmolive Aroma
14. Palmolive Thermal Spa
15. Aroma Hand Wash
16. Palmolive Shave Cream
17. Palmolive Charmis

https://www.mbaskool.com/brandguide/fmcg/1516-colgate-palmolive.html
I. Analyzing Consumer markets and buyer behavior

Consumer preferences, behavior, product evaluation, and a reason in buying Colgate

toothpaste brushes factors influence consumer’s decision. Great influence from dental
professionals for people with concerns about gum diseases, plaque and gingivitis is Page | 7
much accelerating the markets segments growth. Their examine the consumer
awareness of toothpaste. And their examine how the product attributes influencing the
consumer buying toothpaste. They focus if what the behavior of consumption of
toothpaste in twins city. If how much people are getting attached with toothpaste brand
by seeing the advertisement. If they switch to brand what’s the reason beyond it. They
continually set the highest standards of customer satisfaction in our country. Secure the
strongest competitive position in our markets. And they should be recognized as an
employer of first choice.

Colgate-Palmolive Company it has factors influencing consumer behavior which is

cultural factor it is the set of basic values perceptions, wants, and behaviors learned by
a member of society from family and other important institutions. Culture is the most
basic cause of a person's wants and behavior. Every group or society has a culture, and
culturalinfluences on buying behavior may vary greatly from country to country. And A
consumer's behavior also is influenced by social factors, such as the Groups, Family,
Roles and status. This research is only focus about Colgate toothpaste because Colgate
toothpaste is one of the famous product in Colgate-Palmolive Company.

CULTURAL, SOCIAL AND PERSONAL:

· Culture which impact a person’s wants and behavior. From beginning a child
acquires a set of values, perception and preferences through his family or specifically
from his parent.

· Social factor affects during grown-up and growth stages. So, youths are more
affected by social factors.
· Some of the factors that affect personally and change the buying decision
individually.

Colgate is not targeting child but targeting their parents to use Colgate regularly
Page | 8
as it is approved by dentists and contains fluoride for better and stronger teeth. Here
Colgate is influencing a cultural factor that may change habit of kids to use Colgate,
regularly advised by their parents . Colgate is targeting youths and tries to influence
them by showing how freshness affects personality. In first case for sensitive pro it tried
to convince general public that if you have sensitive problem in your teeth this product
is definitely for you .they are using different individuals in their add to make believe
yourself that if you have a problem like them you can follow what they do and feel
better.

Psychological Process

Even Colgate is a oral care product .some amount of process involved in “what to
buy” in consumer mind thus affecting psychological process of buying. This is where
MASLOW’S hierarchy of need plays an important role.

PROBLEM RECOGNITION

In Colgate case the need to use toothpaste as a oral care product or medicine
.This is where the customer will recognize the problem.

INFORMATION SEARCH
Colgate is a premium toothpaste brand and well known among Indians. But with
growing market competition it needs to update customer everything that happens with
its product like “why-how-who-which-what”.
EVALUATION OF ALTERNATIVES
In competitive market Colgate is doing good practice by regularly introducing
variety of sub-categorized product to give its consumer a multidimensional platform to
choose different sub-categorized product.
PURCHASE DECISION
In above stage the consumer has already made perception about various brands
and has an intention of buying the most preferred brand. With customer friendly pricing
and options of buying in various quantities along with brand image will help the Page | 9
customer in finally choose COLGATE toothpaste as a solution to his problem recognition.
POST PURCHASE BEHAVIOR
After consumer has bought Colgate toothpaste, the marketer needs to look at
customer’s post purchase satisfaction. so that consumer buy their toothpaste again and
again. If the customer happy with the product then need to maintain that product
quality with some additional value to make customer slightly more happy and if
customer is not satisfied company should try to find out the problem and solve them as
soon as possible. They should try to maintain a relation with customer so that every
development in both sides can be visible to each other thus may make customer loyalty.
http://www.valueline.com/Stocks/Highlights/Colgate_Palmolive_Company__A_Quick_S
WOT_Analysis.aspx#.XI789Mkza1s

https://www.slideshare.net/rose4samad/consumer-buying-behaviour-towards-
toothpaste?next_slideshow=1

https://www.scribd.com/doc/24861348/Factors-Influencing-Consumer-Behavior-
Specially-Focus-on-COLGATE

Reflection:

Chapter 6 is all about analyzing consumer markets and buyer behavior. So that
we conduct the research if how colgate-palmolive company influencing buyer behavior.
Colgate-Palmolive Company influencing buyer behavior by the broader objective may be
broken down into further specific objectives enlisted as follows, first is to know the
using time of Colgate tooth paste. Second is to find the people opinion about the
advertisement of Colgate up tooth paste. Lastly is to identify the situation of Colgate up
Crystal. And after that Colgate-Palmolive’s business and performing an easy-to-follow
SWOT analysis of the consumer products heavyweight, evaluating its Strengths,
Weaknesses, Opportunities, and Threats. We’ll also try to determine whether the
current entry point is still attractive for investors seeking a safe haven in these volatile
times.
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II. Deals in Competition

Market Analysis :

A significant reason why Colgate benefits from the highest market share in the
oral care category is due to it high level of product development. They constantly launch
new and innovative products, which gives them a competitive advantage in the market,
and this is a big part of the company’s strategy driving profitable growth. For example,
in 2009 the company introduced the Colgate Wisp which was the first disposable mini-
toothbrush with a breath freshening bead that allows the user to have a clean, fresh
mouth with no water or rinsing. Due to their strong product development capability and
focus on innovation, Colgate-Palmolive is in a position to continuously upgrade its
product line regularly, thereby increasing customer loyalty and revenues. Another
reason why Colgate has been able to acquire such a high market share is because of its
high focus on marketing, leading to strong brand equity. Their marketing strategies
involve offering products based on consumers needs and communicating the benefits
though methods like free sampling as well as the Internet. Using this approach
worldwide has been successful in increasing sales but also in acquiring a larger size of
the overall category of the market. A further reason why the market share is high is
because the brand enjoys a strong level of consumer recognition. Therefore, they have
the possibility of gaining leverage in new markets and maintaining loyalty of existing
customers. It is important to note that although the Colgate brand is experiencing
growth year after year, the oral care is a mature category with limited room for
innovation. Even though there are some growth opportunities, because oral care
accounts for around 63% of Colgate-Palmolive’s beauty and personal care revenue, it is
highly exposed to a slump in this category. In addition to being a mature category, the
oral care products are facing a higher level of competition from private labels, which
again hinders the profitability of the category. With the threat of private label, Colgate
increased their effort towards innovation and branding by promoting the fact that they Page | 11
are the most recommended brand by dentists. This has helped Colgate fight the
competitive pressures they are facing in the market. Not only does Colgate face
increased competition from low-market brands but also from their major competitors
such as Procter & Gamble oral care products, who are also looking to expand globally in
more perspective markets. Therefore, it is primordial for Colgate to continue investing in
product development catering to customer needs, in order to face their increasing
competition.

Competitive Analysis

When looking at P&G, Colgate’s main competitor, their portfolio of brands in

oral care category is highly diversified with Crest toothpastes and toothbrushes,
whitening strips; Oral-B toothbrushes, and Scope mouthwashes/dental rinses. Also, like
Colgate-Palmolive, P&G continuously invest in strong marketing and advertising in order
to maintain excellent brand image and brand awareness.

Strategy / Product

With over 20 different toothpastes, 11 different toothbrushes, 5 different

children’s products, 10 different tooth whitening, and 10 different oral care specialties
available in Canada, Colgate has successfully gained customer loyalty (see Appendix 1.1).
This variety of products illustrates that Colgate has used a needs based segment
strategy to attract every customer with different tastes. To list a few examples, Colgate
Sensitive Pro-Relief’s feature of plugging and sealing “open dentin tubules” intends to
gain interest from adults and elders whose sensitivity levels are much higher than other
consumers. Moreover, Colgate Max Fresh mainly targets young adults with their
different flavors and protection from bad breath. it is obvious to note that Colgate is
recognizing and understanding clients’ needs by providing the right products for each
age group, which is a key factor when trying to increase loyalty and retain customers. Page | 12

Promotion

In order for Colgate to maintain its value in this competitive market, Colgate
spent a total of $1,534 million in 2009. This expenditure was largely involved with the
promotion of new, growing, and maturing products. When launching a new product,
such as Colgate 360 toothbrush, their advertising objective was to be informative and
persuasive. They used advertising, sales promotion, as well as the publicity approach,
including advertising through cable T.V., consumer magazines, providing product
samples, and utilizing point of purchase. Furthermore, they used lead user strategy,
which helped create great word-of-mouth. (dentist recommended brand)

Even though promoting new products is important, Colgate believes that it is

also crucial to continue advertising the existing products in the maturity stage. Rather
than promoting in order to be informative, objective for products in this stage involve
successfully reminding the consumers in order to create greater retention. Reminding
the consumers is essential since this helps consumers acknowledge Colgate products’
existence and availability, while preventing them from switching to their competitors.
Through using the pull strategy, Colgate has invested a great deal of their revenue to
sales promotion, personal selling, and direct marketing. By using extensive mass
marketing, consumer promotion at point of purchase, and organizing special events
where they aim to build one-on-one relationship and increase net marketing
contribution.

https://www.ukessays.com/essays/marketing/industry-and-market-analysis-of-the-colgate-
company-marketing-essay.php?vref=1
Reflection :

Chapter 7 is all about on how you deal to your competitors what strategy you
use nad how you promote your product . I learned to be more professional in the
business industry because business is no joke you have to take risk on everything and Page | 13
there always 50 – 50 chance on success and failed business. Colgate – Palmolive take
the risk on spending more in promoting or advertise their product so that their main
competitor P&G cannot caught up. Colgate – Palmolive know how to communicate to
their customer what they want, what they need also, they innovate their product well
so that the consumer stay loyal to them.

III. Positioning and Differentiating the market offering through the product life cycle

Colgate-Palmolive’s positioning strategy for its toothbrush line in food stores has
aided in capturing their current dominant market share. Its in-store displays, combining
toothbrushes with toothpaste packs and locating the Colgate-Palmolive line of
toothbrushes in the middle of the stores’ shelves have contributed to this dominance.
This strategy has been successful, as sales through food stores, drug stores and mass
merchandising channels have produced the greatest volume and dollar sales
historically.

Colgate-Palmolive has a large number of stock keeping units for their toothbrush
line. Multitudes of SKUs indicate that Colgate-Palmolive is targeting a broad spectrum of
market segments in the toothbrush market, which spreads the risk inherent to carrying
any product. Diversification of product types within the toothbrush market is another
strength factor Colgate-Palmolive holds. Colgate-Palmolive’s secret weapon in the war
for supremacy in the super-premium market, Colgate Precision, is proven to be very
effective in removing plaque – 35% more effective than existing brands – and in
preventing gum disease. This advantage can be attributed to the innovative design,
high-tech research using CAD and infrared scanning, consumer research and extensive
product testing. Although this technology is a strong argument for positioning Precision
in the “super-premium” category, Colgate-Palmolive could also use its design aspects to
improve Colgate-Palmolive’s existing “professional” and “value” toothbrush lines to Page | 14
increase their respective market shares. Colgate-Palmolive’s patented innovation for
Precision also stands as a strength upon which Colgate-Palmolive can lean for other
market differentiating advancements.

Colgate-Palmolive’s recent infusion of new capital into its manufacturing

facilities will bode well as it prepares to battle for market share in the new “super-
premium” market segment. Colgate-Palmolive will be able to leverage its existing
relationship with its manufacturing partner, Anchor toothbrush, to quickly and cost-
effectively product its newest product.

A company's positioning and differentiation strategy must change as the

product, market and competitors vary over the Product Life Cycle. to say that a product
has a life cycle consist of four things:
1. Products have limited life
2. Product sale passes through different stages, each posing a different challenge and
opportunity to seller.
3. Profits rise and fall at different stages of life cycle.
4. Products need different strategies in different life cycles.
The product life cycles:

1. Introduction: A period of slow growth, because the product is just introduced in the
market, the profits here are nonexistent due high cost of advertising and other product
introduction strategies.
For Colgate:

1873 Colgate toothpaste introduced in jars to market.

1986 Colgate toothpaste sold in tubes called as Colgate ribbon. Page | 15

1937 Colgate entered Indian market.

1949 it touched a new height in India.

1976 it tried to growth it's sales in India by launching YOUNG INDIA PROGRAM -"bright
smile becomes brighter"

2. Growth: A period of rapid market acceptance and substantial profit improvement.

For Colgate-

1990 to 2003 Colgate reaches out to every rural customer and strengthen it's supply
chain.

Colgate herbal white toothpaste launched.

2003-2007 Colgate awarded no.1 toothpaste brand for 7 consecutive years.

Colgate acquired 51% market share during this period.

launched many initiatives and promotions to further increase it's sale

as it's initiative it started oral care weak and targeted schools and anganwadis.

3. Maturity: A slowdown in sales growth, because the product has achieved acceptance
by most potential buyers. I believe this to be more of a stable stage for the product,
where the graph is almost flat.

For Colgate-

HUL and P&G emerged as major competitors for Colgate.

With some other niche player Colgate facing tough competition in toothpaste market.

they roped SRK as their brand ambassador in 2009

oral health month launched in 2010. Page | 16

Colgate with IDA worked to develop toothpastes for different needs of customer.

2011-2013many variants of Colgate toothpaste launched.

4. Decline: Here the sales show a downward drift and profits decrease. This is where the
company has to really think of ways to get its product back in business. It may try hard
at advertising, or may be add new features, but basically come with a new marketing
strategy to increase its falling profits.

Sometime there are some variation due to product and policies by companies.
They are :

Growth - Slump - Maturity Pattern: Here the sales rapidly grow as the product is
introduced, and the fall with the same rapid rate.It is then sustained by late adopters.
Cycle - Recycle Pattern: Here the sales grow rapidly and fall too. But then the company
gives a promotional push and again the sales grow or again the first cycle is repeated.
This second cycle is usually of a shorter duration.
Page | 17

For Colgate

Colgate is using this strategy to re-introduce it's sales growth.

now-a-days Colgate is doing promotions and activation events in most of the malls and
housing communities to turn some potential customers into customers.

they are rigorously doing advertisements on television ,radio and print media. They have
hiked spending rate on advertisements.

in India they are focusing youth and launching youth eccentric toothpaste. They are also
taking sonakshi sinha and sonam kapoor as their brand ambassador to woo new
customers.

https://www.ukessays.com/essays/marketing/colgate-palmolive-company-the-
precision-toothbrush-marketing-essay.php

http://abhigyanchoudhury.blogspot.com/2013/09/product-life-cycleplc-life-
cycleilc.html

Reflection :

Chapter 8 is all about “Positioning and differentiating the market offering

through the product life cycle. There are four stages in the product life cycle
introduction, growth, maturity and decline. I learned that in business at first your
product will not be noticeable because iti s the introduction of your product in order to
notice your product you have to spend more for advertisement so that the consumer
notice it just like what the Colgate – Palmolive do they spent a lot of money to advertise
their product. Second is the growth stage in this stage I learned that after you
introduced your product the consume started to notice it and at the sometime you earn
a lot of profit. Third is the maturity stage this is the stage where your product is matured
the consumer accept the fact that your product is notice by many consumer. Lastly the Page | 18
decline stage this is the stage where you have to do something on your product because
sometimes your competitor create a new product that has more quality than yours, you
have to do something on your product in order to fight the competitor you have find
ways and innovate more your product.

IV. Setting the product and branding strategies

Colgate-Palmolive pledges to all our consumers that they can use our products
secure in the knowledge that these products are safe. We have a responsibility to
assure that every product we sell has been evaluated thoroughly for both its intended
use as well as for instances of accidental misuse. We also believe that our consumers
expect that Colgate-Palmolive will subject its products to rigorous safety evaluations
before we bring them to the marketplace. At the same time, we are committed to
work toward the elimination of laboratory safety testing using animals. In fact, in 1999
we declared a voluntary moratorium on all animal testing of Colgate's adult Personal
Care Products and the ingredients used in these products. (See facing page for details.)
Since then, our commitment to this moratorium has continued to drive significant
progress in this area. Currently, over 99 percent of internal requests for safety
assessments of our products are addressed by using available databases and non-
animal alternatives. We are also committing more than a million dollars annually
toward the development, validation, and scientific and regulatory acceptance of
alternative non-animal methods of product safety research.
 Colgate has developed a powerful Branding Strategy which has significantly
helped the Brand in acquiring substantial amount of share in the oral care market of
India. In order to strengthen its’ Brand Identity, Colgate is still restructuring its Branding
Strategy. Colgate Branding Strategy was strong enough to position the company as a Page | 19
major brand in the oral care market of India. The Brand Colgate emerged as a market
leader as it bagged considerable amount of market share in all the segments of oral care
market like toothpaste segment, tooth powder segment and toothbrush segment.

Colgate has succeeded in establishing its Brand Image and gaining substantial market
share in spite of facing tough competition from the brands like Hindusthan Liver, Babool
and Anchor. Still the Brand Colgate is continuously updating and improving its’ branding
strategy in order to strengthen its’ Brand Name and Brand Identity.

The future Branding Strategy of Colgate may comprise the following steps and actions :
For maintaining the Brand Equity in the market, every company requires a system of
continuous growth and upgradation . So, in order to develop new products, Colgate may
give emphasis on Research and Development Projects. The Brand Strategy of Colgate
also aims at reaching to the rich and consuming customers of rural India by introducing
some Ayurvedic Oral Care Products. In order to strengthen its’ Brand Image in the urban
market of India, Colgate may launch some oral care products specifically targeting the
urban youth and the urban rich class. Colgate Branding Strategy aims at introducing
some special oral care products which will focus on functional benefits. The Brand can
launch specific oral care products for different age groups. The Branding Strategy of
Colgate also plans to customize its packaging techniques, based on price points. This, in
a way will establish a new pricing strategy. Colgate Branding Strategy has a objective
strengthening its’ business promotion network. The company is undertaking advertising
strategies and campaigning programs with the objective of reaching to the customers of
India across income classes.
Product

Colgate primarily deals in the oral hygiene care which serves customers globally.
Colgate is famous for its toothpaste, toothpowder, mouthwash and even toothbrushes
Page | 20
as a part of its marketing mix product portfolio. Colgate offers over 13 variants in the
toothpaste segment with an addition in the children’s segment as well. The toothpaste
is offered in various sizes ranging from 20 gms to 300 gms. Colgate also provides
toothpowder catering to the semi urban area and it also has mouthwash which helps in
keeping the mouth fresh. Various kinds of toothbrushes are available which are suited
to children, adults and old people. Colgate toothbrushes range from the small brittle
brushes to the ones for sensitive teeth to the zig zag brushes. Colgate’s main focus is on
fighting bacteria and having strong teeth and therefore it focuses on fluoride content.
Its major competitors are Pepsodent, Closeup and Patanjali.

Price

Colgate is a market leader especially when it comes to India. Colgate has over
50% of the market share and has been able to establish itself as a generic brand. The
prices of Colgate are generally a little higher than its competitors. This is primarily
because of the perception of superior products offered by Colgate. The price is not a
concern as the company maintains a watch with the help of advisors who give a
feedback and revise the prices accordingly. Its prices vary from 5 rupees for small
sachets to 90 rupees for 300 gm packs.

Place

Colgate is a company which has adopted the fats way of distributional channel.
The manufacturers directly dispatch the products to the wholesalers who in turn pass
on to the retailers. These retailers provide the products to the consumers/customers.
Moreover, Colgate provides the option of online shopping as well where the products
are available and can be bought over the website. Colgate products are available
everywhere be it rural, semi urban or urban areas. All supermarkets, retail stores,
grocery stores keep Colgate products. There is generally no sale offered on the product
however Colgate does indulge in combo offers. The strong distribution network strategy
shows its marketing mix place strategy, which ensures good product availability across Page | 21
the world.

Promotion

Colgate has always had a strong focus towards marketing and advertising.
Variety of media has been used for promotion by Colgate. It focuses primarily on
television advertisements where the focus has been towards humorous or
qualitative/cognitive aspects. Colgate has also used radio, magazines, newspapers,
billboards for promotion. It is actively involved over various social media sites like
Facebook, Twitter and also has an up to date website which offers discounts to products
bought online. Moreover, campaigns revolving around children have also been
introduced by Colgate to increase the brand awareness. The red packaging that Colgate
has adopted has become a key identifier of the brand.

https://www.colgatepalmolive.com/en-us/core-values/our-policies/product-safety-
research-policy

http://www.eiiff.com/brand/value/colgate.html

https://www.mbaskool.com/marketing-mix/products/17266-colgate.html

Reflection

Chapter 9 is about setting the product and branding strategies. In this chapter it
shows how they came up with the product and all about the product also in this chapter
it shows the branding strategies how they come with that strategy because brand is
your promise to your customer it tells them what to expect to your product and
services. I learned that defining a brand is a self discovery and also a journey because it’s
very difficult and it shows that if you have an effective brand strategy it will direct
connected to customer therefore is not about logo is not about the product it’s all about
the brand.
Page | 22

V. Managing the integrated marketing communication

IMC stands for Integrated Marketing Communications. It ensures that all forms
of communications and messages are carefully linked together. At its most basic
level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating
all the promotional tools, so that they work together in harmony. IMC involves
coordinating the various promotional elements and other marketing activities that
communicate with the firm’s customers. The basic tools used to accomplish an
organization’s communication objectives are referred to as the promotional mix.
Presented here is the IMC campaign for Colgate Sensitive Pro-Relief – which spanned
across at least three years from 2011 – 2013. There are several forms of communication
that companies use to sell and brand their product. The company has relied heavily on
broadcast advertisements. Commercials have been their main source of advertisement
and where most of the advertising budget is used. The company also uses print
advertisements in magazines and newspapers. In store displays and point of purchase
displays are an advertising tool that the company has used too. The company found that
point of purchase displays produced a higher percentage of sales. Consumers are not
aware of what organizations the company is involved with and the many ways the
company gives back to the community. More and more consumers want to purchase
items from a company that is a friend to the environment and gives back to the
community. The company does not only focus on innovative products, but also look for
innovative ways to advertise. The company has used traditional methods of advertising
such as television commercials and magazine advertisements. The company also uses
coupons to give customers incentives to buy their product. The company’s advertising
has been very successful, but could use a little improvement. Not many consumers are
aware of all that the company does and offers in the community. By spreading the word
on the different charities and organizations the company could gain more recognition.
Page | 23
The backdrop for the IMC

Tooth sensitivity also known as dentin hypersensitivity — affects the tooth or

exposed root surfaces. This occurs when the enamel that protects our teeth gets
thinner, or when gum recession occurs, exposing the underlying surface, the dentin,
thus, reducing the protection the enamel and gums provide to the tooth and root. Tooth
sensitivity affects up to 57% of the population worldwide. In a country where people
love eating, sacrificing one’s favourite food can be a traumatic experience. 17% of
Indians suffer from acute tooth sensitivity and do nothing about it. They simply choose
to alter their eating and drinking habits, to avoid the pain.

While the overall toothpaste market (around Rs. 2700 crores in 2011) was growing at 8
per cent, the dentist recommended ‘sensitive toothpaste’ segment was estimated to be
around Rs 209 crore and was growing at around 18 per cent per year. Colgate
dominated the overall toothpaste market with a market share of 53%. It’s market share
in the sensitive toothpaste market was around 15%.

The execution of IMC

Colgate Sensitive Pro Relief was launched in 2011. The IMC campaign flagged off with a
TVC featuring real-life consumers sharing their tooth sensitivity problems. The TVC
captured their positive reactions after the use of the toothpaste on the spot, thereby
highlighting the instant relief providing property of the toothpaste. A PR ad was carried
out on Independence Day in 2011, in association with Times of India. On that day, the
exactly same newspaper that was published on August 15, 1947 was recreated, with
simple Colgate Sensitive Pro-Relief ads which communicated independence from
pain. The CSPR Independence Day issue was reprinted and released across 6 key brand
markets – Mumbai, Delhi, Bangalore, Kolkata, Pune and Ahmedabad. The
communication reached 3.2 million households. Colgate’s share of the sensitivity share
jumped from 19% to 26%.
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http://www.ravivaidya.com/imc-colgate-sensitive-pro-relief.html

http://www.researchomatic.com/marketing-communication-colgate-palmolive-
company-196384.html#buytopicstep

https://www.123helpme.com/colgate-palmolive--preview.asp?id=221946

Reflection :

In this chapter, I learned about the Integrated marketing communication. It is the

integration of all marketing communication tools and sources from within a company
put in conjunction in order to create a campaign that maximizes the impact on
consumers with minimal cost. I've also learned that the marketing communication
involves sharing of meaning, information and concepts by the source and the receiver
about the products and services and also about the firm selling through the devices of
promotion via advertising, publicity, salesmanship and sales promotion.

And also the marketing communications process, I’ve learned that it consist of
integrated activities in which the targeted audience is identified and a well coordinated
promotional program is prepared to generate the desired response from the audience.
Most problems of preferences, image and immediate awareness in the target customers
is focused by the marketing communication. But there are certain limitations associated
with the concept of communication. These limitations include high cost and short term
duration that cannot generate the desired results from the targeted customers.

In this chapter, I’ve also learned about the element of marketing communication
process. it has nine elements which is sender, encoding, message, media, decoding,
receiver, response, feedback and noise. We also learned about the steps in developing
effective communication. First is identifying the target audience, second is determining
communication objectives, third is determining the message, fourth is budget decisions,
and last is communication tools Page | 25
Group Presentation Report:

He is the type of leader that motivate every

member to finish the assign work on time. He Page | 26
is very responsible and he didn’t pressured us
to submit quickly he gives us a lot of time to
finish it but, also as a member of the group we
should be responsible too. He do everything
confidently to ensure that we follow his
commands. He can handle the worst situation and as leader he stay calm. He is very
optimistic and a good communicator.

I highly appreciate all the effort that she puts in

Also, every time I ask for suggestion she is always
active and also she respond quickly to my
question. She passed the assign work on her in
time and also she is very responsible.

She is the type of person that listen very

well. She share her ideas about a certain
topic. She is very responsible, She passed
the assign work given to her and also I highly
appreciate it.
 I highly appreciate all the effort that he puts in.
Page | 27
All the hard work I really appreciate it. He’s the
first one to pass the given work on him he
responds quickly and very active. I couldn’t ask
for more I highly appreciate his cooperation.

She is the type of person that is very

responsible. She passed the assign work
on her in time. She is very active and
responds quickly to my question. I highly
appreciate her cooperation and also her
hard work to finish the task given to her
Photo Documentation :

Page | 28

First we discuss about the topic that given to us and how we are going to do on
it. We divide each topic so that we can finish it as soon as possible. Each member has
their own topic that is assign to them, after we divide it we share thoughts and ideas on
each other. We come up to this idea on dividing each work so that everyone has their
own work.