Colgate: Two Biggest Toothpaste In Canada

Colgate is a company synonymous with oral health, and is one of the two largest toothpaste companies in Canada, alongside Crest. Many people do not realize just how old this company is, with Colgate being founded in 1806 by William Colgate (Colgate, 2009). He started a business in New York City that sold things like starch and soap (Colgate, 2009). He died in 1857, and management of the company passed to his son, Samuel (Colgate, 2009). They didn’t introduce toothpaste until 1873, when it was sold in jars. (Colgate, 2009). The company continued to grow and expand, adding new products until we get to Optic White. Optic White was launched in 2011 and has grown to this day (Prophet, para 3). Optic White currently has three toothpastes, four toothbrushes, …show more content…
In keeping with this business philosophy, these are our three recommendations. First, we suggest having a trial size kit avalbile. This would include a small tube of Optic White toothpaste, a small container of mouthwash, and a Colgate approved toothbrush. These small samples would be TSA approved, so it would be easy to buy before a vacation and fit in a carry-on. This could also be an excellent gift for the holidays, which would help advertize the product more during the holiday months. The kit could also contain coupons to encourage repurchasing. Next, our suggestion is to explore more niche markets, specifically teens and pre-teens. Colgate has excellent children’s toothpastes, and excellent adult toothpastes, but the 9-16 year olds are ignored. Many children this age find the strong mint flavour overwhelming, but feel too mature to use a bubblegum flavoured children’s toothpaste. By making a like specifcally for this age group, with milder mind flavours, and “fun” flavours, and by repackaging them into cool, teen-friendly boxes, Colgate could open up it’s market to new ages, and help form lifelong customers. Finally ,we suggest keeping up with current trends. Currently, organic and natural toothpastes are very in, and many people would like to buy an all-natural whiteing toothpaste. This is doable, as evidicenced by Lush’s Toothy Tabs. Their Sparkle toothpaste uses natural products like baking soda and lemon peel to whiten teeth (Lush, 2016). While the whitening effects may take longer, and be less dramatic than the regular toothpaste, many people who want to buy natural will be willing to use this as a trade off. No other big name brands, such as Crest or Arm and Hammer, offer a natural whitening toothpaste so Colgate would have