Colgate: Marketing StrategyBy:

Jordan GreenDaniel PierceRicky Estrada

Adrienne Yeoh

History

William Colgate

• 1806• Soap Business• 6 Dutch Street, New York City.• Death in 1854• Samuel Colgate

Colgate and Co.

• Cashmere Bouquet • Dental Cream and Powder• 20th century- about 800 products• Oral Hygiene • Palmolive-Peet • Global Expansion• Television

Colgate-Palmolive & Co.

• Wide Range of Products• 4 areas they focus on• Bright Smiles, Bright Future

Brand Equity

How are they doing?How they changed? Why they changed?

Brand ValueOver the Years

Year 2008

• Ranked : 57th

• Brand Value : 6,437 ( +7% from 2007)

What they did• Launch – Colgate Max White• Improve Customer Relation

Year 2009

• Ranked : 52nd

• Brand Value : 6,550 ( +2% from 2008)

What they did• Promoting their brand image• Sponsorship for dental conventions• Working closely with dental professionals

Year 2010

• Ranked : 51st

• Brand Value : 6,919 ( +6% from 2009)

What they did• Increase advertising spending• Further establish their presence• Sought credibility for their tooth whitening

products

Year 2011

• Ranked : 51st

• Brand Value : 7,127 ( +3% from 2010) What they did• Boost brand positioning in Asia and Africa• “clinical whitening system only available in

dental offices” – Interbrand• Building Smiles Together program

Brand Equity

• Steadily increasing over the years. • Maintained a profitable growth•Focus on their fundamental core values : Caring, Global Teamwork and Continuous Improvement

BODY

SOUL

CONSCIENCE

Body

BodyFocuses on mainly health and comfort of its products:

4 categories1.Oral Care: trying to prevent any types of gum diseases, cavities, while maintaining fresh breath– Toothpaste: Colgate Total Advanced, Optic White– Toothpaste for kids: Dora the Explorer and Spongebob– Dentist products: Periogard (swollen gum remedy)

Pervident(dental rinse)– Toothbrushes: Colgate 360, Max White

Body Continued

2. Personal Care: helping to clean your body, making you feel fresh

and clean all through the day- Men/Women Deodorant: Speed Stick, Irish Spring-Body Wash/Bar Soap: Softsoap and Irish Spring-Liquid Hand Soap: Softsoap brand-Toiletries for Men: Afta (aftershave for men)

Body Continued

3. Home Care: Products that help insure a clean household-Dishwashing:Palmolive,AJAX, Dermassage

-Household Cleaners: Murphy Oil Soap,AJAX, Fabuloso

-Fabric Conditioner: Suavitel

Body Continued

4. Pet Nutrition: Nutrition products for your beloved pets giving them a long, happy, and healthy life-Cat Care: adult hair ball control-dry,adult indoor/outdoor , Adult Optimal Care Gourmet

-Dog Care:Adult Healthy Mobility, Adult Lamb meal and Rice, Adult Advanced Fitness Large breed/Small

breed, Simple Essentials

Soul

Soul- The soul of this brand is geared toward comfort and happiness within a family home • For example, Colgate Kid’s toothpaste-Parents know that it is very difficult to get children to brush their teeth correctly

-So creating a fun toothpaste for them that they recognize like Spongebob and creating a flavor that tastes good to them makes parents feel confident and proud that their children want to brush their teeth

•Pets, most families have some type of pet mainly a dog or a cat-Families love their pets and will pay to ensure that their pet is happy, healthy, and around for as long as possible-Hill’s Prescription Diet takes that same love that families have for their own pets and adds it to their products so families can have their pets around longer

ConscienceConscience:Colgate-Palmolive has a specific promise for each category of its company all geared toward promoting happiness and the well being of all family members within the homesThe Colgate Promise:•Oral Care: We make the products that make your smile brighter and healthier•Personal Care: Quality personal care for the people you care about the most•Home Care: We make the brands that make a home•Pet Nutrition: We believe that all animals, from your pets to the companion animals we care for should be loved and cared for during their lifetime which is why we are proud that our pet food can make a difference in your pets life

Internet Marketing

-Facebook; “Smile” Contest

-Tumblr; Your Favorite Smile and Toothpaste

Facebook Presents “SMILE” Contest

Colgate and Tumblr collaboration