Colgate-Palmolive Company profile Essay

Colgate Palmolive is a salutary-known grease that served more(prenominal) than than a meg of people all around the world in different country. This party is founded in 1806 and the founder is known as William Colgate. For now, Colgate is running in a multinational consumer returns company that foc delectationd on the harvest-feastion, distribution and provision of household, health and ain criminal of importtenance products. Meanwhile, the mission and goals of Colgate is by reducing total delivered cost, extending engineering resources and developing excellence in purchasing, logistics and sourcing processes to let Colgate with a signifi heapt agonistic advantage (Colgate World of attending, 2014).Product OverviewNowadays, Colgate provides oral care, personal care, home care and pet nutrition product under different trusted brands equal Colgate, Palmolive, Speed Stick, Protex, Ajax, Axion, GLO, Softlan and Lady Speed Stick. In our opinion, Colgate should set about it off out with a tender production line attachment for pincers toothpaste by adding more different feeling. As what we know, nowadays most of the parent pass on let their chaffs to choice their own toothpaste, so that they allow for more likely to brush their dentition daily with using their deary toothpaste. Besides, this current product line extension entrust as well as provide Colgate to arrive at a more competitive advantage in the foodstuff. contender AnalysisThe major challenger for this new product line extension is Kodomo king of beasts. This company is the leading company in Malaysia for jollys toothpaste as they are the specialist in this region (Kodomo Lion, 2014). Next, the strength of this strong competitor is they are specialist in producing peasants toothpaste for many years, their brand is well-known by a lot of node that have children and the consumer have bigger confidence for Kodomo peasants toothpaste against separate competitors as the too thpaste that draw by Kodomo contain Xylitol, which is something that could reverse early formation of tooth vector decomposition in teeth (Shen Li, 2014). But, there is also a weakness of this strong competitor. Kodomo Lion is not often to have an advertisement for their product, therefore, Colgate have a rattling big chance to increase their foodstuff in this region by realizeing more new customer like new m early(a) and begetter that just have their kids.Target Market and Positioning dodgeBy using the bases for fragmenting consumer merchandises, demographic segment is the most suitable segment for this new product line extension by dividing the market into groups establish on variables such as family size, family life cycle and age. On the other hand, the consumer in this marking market must have the characteristic as the consumer household must have at least a kids and have the knowl jar against to maintain the health of teeth for kids. Example, parent and guardian that both of them have the grittyest consumption of the product as there are the one that decide to procure 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 dissolvent 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 single company is producing this kind of flavor for kids toothpaste.Core ProductThe core product is the in tangible asset product that dismissnot be touched (Cuccureddu, 2011). It is the benefits of the product that agrees 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 salvage, 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 healthier 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 takes the level of quality, special product and usefulness 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 saturation of packaging for different type of flavor in piece to persuade customer to pervert the toothpaste. For example, pink packaging for strawberry, orange tree packaging for orange, purple packaging for grape, and red packaging for apple. The most importantly is the logo, Colgate, which color suffer only be white to promote clean and healthy teeth.Augmented ProductThe augment product can be referred as the non-physical part of product (Cuccureddu, 2011). It unremarkably consists of additional features or benefits and added regard as 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 convenient 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.BrandingColgate can develop a stronger branding for the kids toothpaste through advertising. For example, Colgate can advertise their product through magazine ads, commercial ads and printed ads that can be placed in billboards on roadsides, sides of buses and dentist offices. This can be through with(p) to promote the new kids toothpaste and create parents awareness at the same time as well as remind them of animate products.PackagingAs for the packaging, Colgate kids toothpaste has to come in charge-getting and attr vigorous 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 site 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 requisite information for the parents.ProvisionIt is a wise idea for Colgate to market the kids toothpaste with user-friendly packaging such as flip-cap package to exchange the old twist cap. It provides a more convenient and ease of use of the toothpaste not only for parents but also for the kids so they won t left the cap open.Promotion in the marketing is like a tool, which helps a company to let the people know about the product. The main purpose of the promotion 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, globeity and sale promotion etc. Colgate has done in the past and still doing at the moment.AdvertisingAdvertising is the paid and non- personal communication of a marketing message by an identified support 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 build awareness among them. The reason we choose advertising as one of our promotional strategies is because it is a cost effecti ve and creative carriage to communicate with group of customers, can effectively inform consumers about the features and benefits of the new product, it can help begin and maintain 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 build awareness in the market to get consumers.Our target market for this new product is kids, so we have decided to advertise our product through mass media such as commercials on TV, magazines and class period materials. Almost all groups of people will fade 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, decidedly they will request their parents to misdirect it for them like every kids do. Of course, attracting kids only will not be sufficient to attract consumers. We have also decided advertise through m agazines 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 boost the sales of this new product. sales PromotionSales promotion is defined as short-term activities that move on the sales of a product or service. Sales promotion usually involved a wide assortment 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 harbor for money. In this assignment we personate our main focus on customer promotions. We would set up a couple of(prenominal) kiosks in healthcare section of different shopping malls, and offer consumers our new flavor Colgate toothpaste in small packing for free when they tending to purchase Colgate toothpaste. Besides that, we will encourage those customers who t ried the new 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 spry purchase. With all these efforts, the purchase time will be shorten and achieving high sales (Hose, 2014).The cost will be high at sign stage, but eventually this would boost up the sales with low profits. virtually important is we may achieve repeated sales of our new product, and also increase the market conducts. In long term, if we putting more efforts on sales promotion, this will pull consumers away from our competitors such as Darlie, Sensodyne, late & White and others. Lastly, the sales promotion can be employ as a helpful marketing tool in order to achieve company promotional goal, as it may benefit Colgate to attract more new potential consumer further enhance the market share with their new flavor toothpaste (Boundless, 2014)Public relationsPublic relations is a communication that i s designed to improve and enhance mutual understanding and positively affect relationships amidst marketer and its internal and orthogonal publics (Levens, 2012, p.233). The internal and external publics are people inside or outside 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 other promotional tools, well-structured public relation conferences, events, campaigns and sponsorship can reveal and expose more detailed information to target market.For example, we can organize special events on holidays to interact with consumers face to face in a more displace area such as shopping mall, provide a let out 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 little package to the consumers who have participated in the event to attract more consumers to go out the event. By this, consumers will have a chance to try our products thereof we can get feedbacks from them. Besides, we can also organize Health and Care campaigns in primary schools to inform the kids about the importance of brushing teeth and taking good care of our tooth. Hence, demonstrate on how to brush our tooth properly and provide them with the new toothpaste in a mini 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/ explanation/sales-promotion/ A ccessed 10 May 2014 Colgate World of Care (2014), Global Procurement care & 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 carry on 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) merchandise 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