Colgate-Palmolive Company profile Essay

Colgate Palmolive is a rise(p)-known oppositeiate that served much than a billion of populate all around the domain in polar country. This company is founded in 1806 and the fo on a lower floor is known as William Colgate. For now, Colgate is running in a multinational consumer crossways company that foc employmentd on the harvest-homeion, distribution and provision of household, health and personal c atomic number 18 products. Meanwhile, the mission and goals of Colgate is by rednessucing total delivered bell, extending technology resources and developing excellence in purchasing, logistics and sourcing processes to bear Colgate with a signifi flowerpott competitive advantage (Colgate World of C atomic number 18, 2014). harvest-tide OverviewNowadays, Colgate trys oral examination c are, personal care, home care and pet nutrition product under different trusted brands akin Colgate, Palmolive, Speed Stick, Protex, Ajax, Axion, GLO, Softlan and Lady Speed Stick. In our opinion, Colgate should lie with break by means of with a crude production line addendum for tikes toothpaste by adding more different bladder fucus. As what we know, nowadays most of the parent impart let their childs to superior their own toothpaste, so that they allow for more samely to brush their odontiasis daily with using their favorite toothpaste. Besides, this hot product line address willing overly provide Colgate to wee-wee a more competitive advantage in the mart.Competitor AnalysisThe major competitor for this new product line university extension is Kodomo Lion. This company is the leading company in Malaysia for electric shavers toothpaste as they are the specialist in this division (Kodomo Lion, 2014). Next, the strength of this strong competitor is they are specialist in producing kids toothpaste for some(prenominal) years, their brand is well-known by a parcel of guest that have children and the consumer have bigger confidence for Kodo mo kids toothpaste against other competitors as the toothpaste that produce by Kodomo fit Xylitol, which is something that could reverse previous(predicate) formation of tooth decay in teeth (Shen Li, 2014). But, there is also a weakness of this strong competitor. Kodomo Lion is not often to have an advertizing for their product, therefore, Colgate have a very big prospect to increase their market in this region by retracting more new customer like new mother and fatherthat just have their kids. conduct Market and Positioning StrategyBy using the bases for pieceing consumer markets, demographic segment is the most suitable segment for this new product line extension by dividing the market into groups based on variables much(prenominal) as family size, family spirit cycle and age. On the other hand, the consumer in this tar bum around market must have the characteristic as the consumer household must have at least a kids and have the knowledge to harbour the health of teeth for kids. Example, parent and guardian that both of them have the highest consumption of the product as there are the one that finalise to purchase which brand of kids toothpaste even though they are the non-user in the product category. Then, when come to the positioning strategy, this new product could use the benefits, needs or solution positioning strategy. With adding more new flavor to this product that the competitor do not have, it will give the product a distinctive edge and this will also help the product to differentiate from the competitor as there is only a hotshot company is producing this kind of flavor for kids toothpaste.Core returnThe core product is the intangible product that keisternot be touched (Cuccureddu, 2011). It is the benefits of the product that makes it valuable to the customers, which determine customers decision (Friesner, 2014). Therefore, when Colgate comes out with the kids toothpaste, it will emphasizes on the benefits that it enables clean, strong, and healthy teeth as well as the prevention of tooth decay for kids. It will also point out in all Colgate kids toothpaste advertisement that the calcium contain in its kids toothpaste is able to lead to a stronger and healthy teeth since calcium has been widely believed to have strengthen the teeth.Actual ProductThe actual product is the tangible and actual physical of product (Cuccureddu, 2011). It let ins the level of quality, special product and service features, branding, styling and packaging (Friesner, 2014). In the case for this Colgate kids toothpaste, its actual product would be the toothpaste itself that contain high level of fluoride and calcium and also include different color of packaging for different type of flavor in orderto persuade customer to corrupt the toothpaste. For example, pink packaging for strawberry, orange packaging for orange, purple packaging for grape, and red packaging for apple. The most importantly is the logo, Colgate, which color can o nly be white to promote clean and healthy teeth.Augmented ProductThe increase product can be referred as the non-physical part of product (Cuccureddu, 2011). It normally consists of additional features or benefits and added harbor to the actual product (Friesner, 2014). For the Colgate kids toothpaste, the important augmented features that it will have include is the flip-cap package so it will be more easier to use and also more cheery to store for the kids. Another augmented feature Colgate kids toothpaste has is that it offers a very lovely and likeable taste as well as fresher breath. grungeingColgate can develop a stronger branding for the kids toothpaste through advertising. For example, Colgate can advertise their product through snip ads, commercial ads and printed ads that can be placed in billboards on roadsides, sides of buses and dental practitioner offices. This can be done to promote the new kids toothpaste and become parents awareness at the same time as well as remind them of existing products.PackagingAs for the packaging, Colgate kids toothpaste has to come in eye-catching and attractive colorful pack in order to get attention from customers. As mentioned earlier, the kids toothpaste should come with different packaging color according to the types of flavor so that parents or kids can easily locate it from the retailer shelf.LabelingWhen comes to the labeling, it is important for Colgate to have include label in the kids toothpaste as reference for the customers like parents. For example, it should include the list of active and inactive ingredients, purpose, direction to use, warning and many more to provide necessary certifyation for the parents.ProvisionIt is a saucy idea for Colgate to market the kids toothpaste with user-friendly packaging such as flip-cap package to replace the old twistcap. It provides a more convenient and ease of use of the toothpaste not only for parents but also for the kids so they wont left the cap open.P romotion in the marketing is like a stopcock, which helps a company to let the people know close the product. The main purpose of the promotional material is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, and Understanding. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate has done in the past and still doing at the moment.advertizingAdvertising is the paid and non- personal communication of a marketing substance by an identified sponsor through mass media such as television, newspapers, magazines, Internet or radios (Levens, 2012, p. 228).Advertising is typically done to promote and inform consumers about the new products as well as take awareness among them. The flat coat we choose advertising as one of our promotional strategies is because it is a cost eff ective and creative way to communicate with group of customers, can effectively inform consumers about the features and benefits of the new product, it can help begin and swear a dialogue with a target market. Our advertising objective is to inform and provide consumers with features and benefits of the new product as well as demonstrate awareness in the market to attract consumers.Our target market for this new product is kids, so we have unflinching to advertise our product through mass media such as commercials on TV, magazines and reading materials. Almost all groups of people will spend their time on watching TV so commercials on TV are essential and necessary to build awareness and attract our target market, kids. For example, when kids saw something they are interested in, in spades they will request their parents to buy it for them like every kids do. Of course, attracting kids only will not be enough to attract consumers. We have also opinionated advertise through maga zines and reading materials to aware parents of the new product. Every parents are definitely willing to buy a product that will be best and benefits their kids. These will definitely stimulating the demand and hence hiking the sales of this new product. gross sales PromotionSales promotion is define as short-term activities that encourage the sales of a product or service. Sales promotion usually involved a wide florilegium of tools such as coupons and premiums to attract customers. For examples organizations use sales promotion to create response in the market by adding urgency, and changing what the customers perceive value for money. In this assignment we put our main focus on customer promotions. We would set up few kiosks in healthcare section of different shopping malls, and offer consumers our new flavor Colgate toothpaste in small fisticuffs for free when they tending to purchase Colgate toothpaste. Besides that, we will encourage those customers who time-tested the ne w flavor Colgate toothpaste to make a repeat purchase. To achieve that goal, we will offer them a value pack of our toothpaste in order to get their attention and make immediate purchase. With all these efforts, the purchase time will be shorten and achieving high sales (Hose, 2014).The cost will be high at initial stage, but eventually this would boost up the sales with low profits. Most important is we may achieve repeat sales of our new product, and also increase the market shares. In retentive term, if we putting more efforts on sales promotion, this will pull consumers outdoor(a) from our competitors such as Darlie, Sensodyne, Fresh & White and others. Lastly, the sales promotion can be used as a helpful marketing tool in order to achieve company promotional goal, as it may benefit Colgate to attract more new potential consumer further stir the market share with their new flavor toothpaste (Boundless, 2014) earthly concern transactionPublic relations is a communication th at is designed to improve and enhance plebeian understanding and positively affect relationships among marketer and its internal and remote publics (Levens, 2012, p.233). The internal and external publics are people inside or external the company such as customers, employees, suppliers, distributors, community members and others. The objectives of public relations are building product awareness, providing information and building goodwill among an organizations target market through events, conferences, public appearance and sponsorship. We have decided to include public relations in our promotional tools because public relations objectives can be attained at a very low cost compared to otherpromotional tools, well-structured public relation conferences, events, campaigns and sponsorship can light upon and expose more detailed information to target market.For example, we can manoeuvre special events on holidays to interact with consumers face to face in a more crowded area suc h as shopping mall, provide a talk for consumers about the features and benefits of the new product on how can it benefits the target market. We can also offer giveaway prizes of the new toothpaste in a smaller package to the consumers who have participated in the event to attract more consumers to attend the event. By this, consumers will have a chance to try our products thus we can get feedbacks from them. Besides, we can also fig out Health and Care campaigns in primary schools to inform the kids about the grandness of brushing teeth and taking good care of our tooth. Hence, demonstrate on how to brush our tooth correctly and provide them with the new toothpaste in a miniskirt package so that everyone can have a try. With the new flavors in the toothpaste, it is believed that kids will definitely attracted to the flavors and ask their parents to buy for them.References ListBoundless (2014) Sales promotion. Available from https//www.boundless.com/definition/sales-promotion/ Acc essed 10 whitethorn 2014 Colgate World of Care (2014), globose Procurement Mission & Goals. Available from http//www.colgate.com/app/Colgate/US/Corp/ContactUs/GMLS/MissionAndGoals.cvsp Accessed 10th May 2014. Cuccureddu, G. (2011). Co-creation And The Impact On The Three Levels Of Product. online Business Insider. Available at http//www.businessinsider.com/co-creation-and-the-impact-on-the-three-levels-of-product-2011-9?IR=T& Accessed 13 May. 2014. Emily, W (2014) selling Mix Promotion and promotional Strategies. Available from http//www.learnmarketing.net/promotion.htm Accessed 9 May 2014 Friesner, T. (2014). Three Levels of a Product Marketing Teacher. online Marketing Teacher. Available at http//www.marketingteacher.com/three-levels-of-a-product/ Accessed 13 May. 2014. Hose, C (2014) Difference between Advertising Strategy & Promotion Strategy. Available from