The Marketing Of Colgate Palmolive Essay

1550 Words Feb 17th, 2015 7 Pages
4. Colgate’s Positioning
To better understand our customer needs and evaluate the possible business opportunity, we need to review on the different elements that influence the macro-environment of Colgate. Define problem recognition and a solution to consumers’ problems would maintain Colgate at the top of mind of consumers and stand out as the market leader in the toothpaste division.
4.1 Colgate’s Positioning Statement
Colgate-Palmolive prides themselves as a top company in the Personal and Household Products industry. They are specialised in producing and manufacturing health care, personal and household goods including toothpaste (what Colgate is best known for), body washes and detergents.
Business Industry – Personal Care and Household Products
The general business activity and primary products of the distributional channels of Colgate-Palmolive are being classified as part of the Personal Care and Household Products industry.
4.2 Colgate’s Positioning Strategy
Product Colgate is a global brand that is known for its Oral Care, Personal Care, Household Care and Pet Nutrition products. Colgate has multiple products available but they mainly market Fast Moving Consumer Goods (FMCG), primarily in the following four categories:
- Oral Care Products: Toothpaste, toothbrush, mouthwash.
- Personal Care Products: Deodorant and soap.
- Household Care Products: Dishwashing liquids, household cleaners and fabric conditioner.
- Pet Care Products: Cats and dogs food etc.

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