Marketing Strategy & Marketing Mix of Colgate

By,Anjana YadavAnkita Naydu

Anshita KothariAnup Kumar O K

Arnab PaulAshwini

Atma RamBhuvnesh Balki

Overview of Colgate Palmolive

History

• Company incorporated in 1806 by Willam Colgate, started with soap, and candle business on Dutch Street in New York.

• In 1817 first Colgate advertisement appeared in New York newspaper.

• Colgate established factory in 1820 in Jersey City, New Jersey.

• In 1873 Colgate introduced Toothpaste in Jars.

• In 1896 Colgate introduced in collapsible tube.

• Today with sales surpassing $15 billion, Colgate focuses on four core businesses. Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries and territories worldwide.

Marketing Strategy

• Target audience

• Consumer understanding

• Positioning

• Communication and creative strategy

• Media strategy

Product

• Brand Colgate deals in various products relating to oral hygiene care

• Colgate toothpowder and mouthwash is one of the very common products of this brand as they both relate to a different section of the customers

Place

• Colgate has always encouraged a strategy that is unique and different so that it stands out.

• The products are accessible at every part of the country including rural, semi urban and urban market.

Price

Promotion

• In order to meet the wants and needs of all its consumers successfully the brand Colgate has opted for innovative schemes and attractive packing strategies

• The standard color red is now being associated with Colgate and hence the brand capitalizes on this easy familiarity with its products.

People

• Training: Colgate-Palmolive India Ltd. being started in 1937, today has some 1130 employees working in it.

• Today it the most trusted brand in Oral Care segment, due to its loyalty and trust they have created in the people’s mind from past 83 years.

Process

• Process is one of the important element in customer service, it is also associated with no. Of processes involved in making the marketing effective in an organization, for eg: process of handling customer complaints, processes for identifying customer needs and requirements, process for handling order etc.

Physical Evidence

• The prices are constant but consumers receive added benefits like extra quantity of product or in some cases another Colgate product with the main product.

Thank You