Colgate Palmolive: Marketing Strategies and Programs Essay
Marketing Strategies and Programs
Colgate Palmolive Company is a $17.1 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. This American diversified multinational corporation focuses on strong global brands in its core businesses – Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate follows a tightly defined strategy to grow market shares for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.("Colgate Palmolive Annual Report 2012,")
Colgate-Palmolive Company's …show more content…
Colgate Palmolive company’s target markets are middle income and upper income families (Singh, Mishra, Ranjan, Parvez, & Raghvendra, 2010) in more than 200 countries all over the world.
c. Current Distribution Channels
The distribution channels are spread worldwide mainly targeting grocery, drug, convenience, and large retail stores (Pauszek, 2011), such as hypermarkets, supermarkets, minimarkets, provision shops and Chinese medicine halls. Aside from convenience stores and large retail stores, many food stores play a key role in the distribution of oral health care products. “Mass merchandisers gained share due to increased in-store promotional support” (Harvard).
d. Current Competitors
The table below lists the competitors of Colgate and Palmolive products, especially in Malaysia. Products | Competitors | Toothpaste | Darle, Sensodyne, Safi, Fresh & White etc. | Toothbrush | Oral B, Systema etc. | Mouthwash | Listerine, Oral B etc. | Bar soap | Dettol, Antabax, Lifebuoy, Lux, May, etc. | Shower liquid | Dettol, Antabax, Lifebuoy, Lux, Shokubutsu, etc. | Liquid hand soap | Dettol, Lifebuoy, Shokubutsu, etc. | Fabric softener | Downy, Daia, Comfort etc. |