Colgate-Palmolive Company profile Essay

Colgate Palmolive is a s salubrious up-known filth that served much than a billion of large number either around the world in distinct country. This phoner is founded in 1806 and the conk out(p) is known as William Colgate. For now, Colgate is running in a multinational consumer wargons company that cerebrate on the merchandiseion, distribution and provision of ho roleh grey-haired, wellness and personal c are outputs. Meanwhile, the mission and goals of Colgate is by reducing total delivered cost, extending technology resources and developing excellence in purchasing, logistics and sourcing processes to countenance Colgate with a signifi passelt competitive advantage (Colgate existence of Care, 2014). result OverviewNowadays, Colgate provides oral care, personal care, billet care and pet nutrition crop under diametric trusted betrays wish well Colgate, Palmolive, Speed Stick, Protex, Ajax, Axion, GLO, Softlan and Lady Speed Stick. In our opinion, Colgate should eff out with a saucy proceedsion line acknowledgment for pip-squeaks toothpaste by adding much(prenominal) contrastive flavor. As what we know, nowadays around of the conjure up get out let their barbarians to choice their own toothpaste, so that they leave al unitary to a greater extent likely to clash their teething daily with using their favorite toothpaste. likewise, this untested product line lengthening result in any case provide Colgate to establish a more competitive advantage in the foodstuff.Competitor AnalysisThe major foe for this forward-looking product line extension is Kodomo Lion. This company is the leading company in Malaysia for claws toothpaste as they are the exceptionaliser in this region (Kodomo Lion, 2014). Next, the in effect(p)ness of this cockeyed competitor is they are specialist in producing s bugger offrs toothpaste for many years, their brand is well-known by a lot of customer that bring in children and the consumer wa re bigger confidence for Kodomo electric razors toothpaste against different competitors as the toothpaste that produce by Kodomo contain Xylitol, which is something that could reverse early makeup of tooth decay in teeth (Shen Li, 2014). But, there is also a weakness of this strong competitor. Kodomo Lion is not often to pick up an advertizement for their product, therefore, Colgate hasten a in truth big chance to increase their food market in this region by lineing more tender customer like naked mother and fatherthat just have their squirts.Target Market and stead dodgeBy using the bases for divideing consumer markets, demographic segment is the most suitable segment for this unexampled product line extension by dividing the market into collections based on variables much(prenominal) as family size, family life pass and age. On the other hand, the consumer in this buttocks market must have the lineament as the consumer household must have at least a kids and have the knowledge to avow the health of teeth for kids. Example, parent and guardian that both of them have the higher(prenominal)-pitchedest expenditure of the product as there are the one that decide to purchase which brand of kids toothpaste even though they are the non-user in the product category. Then, when come to the aligning strategy, this sunrise(prenominal) product could use the benefits, needs or solution positioning strategy. With adding more pertly flavor to this product that the competitor do not have, it go away give the product a typical edge and this leave behinding also assistant the product to differentiate from the competitor as there is wholly a one company is producing this kind of flavor for kids toothpaste.Core ProductThe mall product is the intangible product that fag endnot be touched (Cuccureddu, 2011). It is the benefits of the product that makes it valuable to the customers, which hold customers decision (Friesner, 2014). Therefore, wh en Colgate comes out with the kids toothpaste, it will emphasizes on the benefits that it enables sportsmanlike, strong, and healthy teeth as well as the prevention of tooth decay for kids. It will also point out in all Colgate kids toothpaste circulatement that the calcium contain in its kids toothpaste is able to lead to a stronger and healthier teeth since calcium has been commodiously believed to have strengthen the teeth.Actual ProductThe substantial product is the tangible and substantial physical of product (Cuccureddu, 2011). It take ons the level of quality, special product and service give births, branding, styling and case (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 overwhelm different color of packaging for different type of flavor in requestto persuade customer to secure the toothpaste. For example, pinko packaging for strawberry, orange packaging for orange, purplish packaging for grape, and red packaging for apple. The most importantly is the logo, Colgate, which color stub and be white to promote clean and healthy teeth.Augmented ProductThe increase product fuck be referred as the non-physical part of product (Cuccureddu, 2011). It usually consists of extra features or benefits and added value to the actual product (Friesner, 2014). For the Colgate kids toothpaste, the important increase features that it will have embroil is the flip-cap box so it will be more easier to use and also more at ease to store for the kids. Another augmented feature Colgate kids toothpaste has is that it offers a in truth lovely and likeable taste as well as fresher breath.stigmatisationColgate can develop a stronger branding for the kids toothpaste finished advertising. For example, Colgate can advertise their product through pickup ads, commercial ads and printed ads that can be move in billboards on roadsides, si des of buses and dentist offices. This can be done to promote the modern kids toothpaste and shape parents sensation at the same clock time as well as remind them of living products.PackagingAs for the packaging, Colgate kids toothpaste has to come in eye-catching and dinky colorful pack in rule 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 rate 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, aim, elbow room to use, warning and many more to provide necessary assertation for the parents.ProvisionIt is a wise idea for Colgate to market the kids toothpaste with user-friendly packaging such(prenominal) as flip-cap package to replace the old twistcap. It provides a more favorable and ease of use of the toothpaste not only for parents but also for the kids so they wint left the cap open. onward motion in the merchandise is like a tool, which helps a company to let the slew know close to the product. The main purpose of the progress is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, and Understanding. Adopting a sizable promotional strategy Colgate has succeeded to continue its customers and image. By this Colgate strongly guidancees on different promotional strategies i.e. pot selling, advertising, worldly concernity and deal promotion etc. Colgate has done in the past and still doing at the moment. advertisingAdvertising is the paid and non- personal communicating of a marketing message by an identified sponsor through mass media such as television, newspapers, magazines, Internet or radios (Levens, 2012, p. 228).Advertising is typically done to promote and depose co nsumers about the new products as well as build sentience among them. The tenableness we choose advertising as one of our promotional strategies is because it is a cost effective and creative way to communicate with group of customers, can effectively inform consumers about the features and benefits of the new product, it can help bring down and maintain a dialogue with a lay 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 draw consumers.Our target market for this new product is kids, so we have stubborn to advertise our product through mass media such as commercials on TV, magazines and reading materials. Almost all groups of bulk will spend their time on watching TV so commercials on TV are essential and necessary to build awareness and pass our target market, kids. For example, when kids saw something they are elicit in, decidedly they will request their parent s to buy it for them like every kids do. Of course, attracting kids only will not be enough to attract consumers. We have also decided advertise through magazines and reading materials to aware parents of the new product. Every parents are definitely involuntary to buy a product that will be best and benefits their kids. These will definitely stimulating the demand and hence get up the gross revenue of this new product.gross revenue advancementSales promotion is defined as short-term activities that encourage the gross gross revenue of a product or service. Sales promotion usually involved a wide assortment of tools such as coupons and premiums to attract customers. For examples makeups use sales promotion to create response in the market by adding urgency, and changing what the customers perceive value for money. In this assignment we put our main focus on customer promotions. We would set up few kiosks in healthcare discussion section of different shopping malls, and offer c onsumers 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 tried the new flavor Colgate toothpaste to make a absorb purchase. To get to that goal, we will offer them a value pack of our toothpaste in assign to get their attention and make nimble purchase. With all these efforts, the purchase time will be shorten and achieving high sales (Hose, 2014).The cost will be high at initial stage, but last this would boost up the sales with first gear profits. Most important is we whitethorn progress to repeated sales of our new product, and also increase the market shares. In foresightful term, if we putting more efforts on sales promotion, this will pull consumers away from our competitors such as Darlie, Sensodyne, Fresh & White and others. Lastly, the sales promotion can be utilize as a helpful marketing tool in order to achieve company promotional goal, as it may ben efit Colgate to attract more new potential consumer further produce the market share with their new flavor toothpaste (Boundless, 2014) general relationsPublic relations is a communication that is designed to improve and enhance mutual understanding and positively touch relationships between marketer and its internal and remote 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 otherpromotional tools, well-structured public relation conferences, events, campaigns and sponsorship can re veal and expose more particular information to target market.For example, we can dress up special events on holidays to interact with consumers case to face in a more crowded area such as shopping mall, provide a babble 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 smaller package to the consumers who have participated in the event to attract more consumers to attend the event. By this, consumers will have a chance to try our products gum olibanum we can get feedbacks from them. Besides, we can also organize Health and Care campaigns in primary schools to inform the kids about the immenseness of brushing teeth and taking good care of our tooth. Hence, demonstrate on how to brush our tooth correctly 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 contract their parents to buy for them.References ListBoundless (2014) Sales promotion. Available from https//www.boundless.com/definition/sales-promotion/ Accessed 10 whitethorn 2014 Colgate World of Care (2014), Global procurance Mission & 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 Impact On The tercet 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) merchandising 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