Chapter 12: Services and Non-Profit Organizations

Colgate-Palmolive partners up with Non-Profit Organizations to make strides in the world that benefit the less fortunate. They have different community service projects and give you the opportunity to introduce new community service projects on their website. One of the most popular projects Colgate is apart of is Give Kids A Smile. Colgate-Palmolive partners up with American Dental Association to provide education along with preventive and restorative care to children from low-income families who do not have access to dental care. The confidence that comes with a nice set of teeth is priceless. Colgate understands not everybody can achieve this confidence due to their personal circumstances. Speaking from experience, braces were the best investment I have ever made and every individual does not have the funds to that luxury.

On Colgate's website (Donate to Give Kids A SMILE), you may make donations to any cause you wish to support, every penny counts.

Chapter 11: Developing and Managing Products

Colgate-Palmolive Co. specializes in oral care, personal care, home care and pet nutrition. 

Colgate sells their products in over 200 countries and territories. Colgate-Palmolive Co. is the parent company of a lot of brands which consumers are not aware of. For instance Colgate-Palmolive Co. is the parent company of Ajax, a cleaning house product that was introduced in 1947. The Ajax name was successfully transferred to an entire line of household cleaning products and detergents; the line enjoyed its greatest success in the 1960s and early 70s. Ajax All-Purpose Cleaner with Ammonia, established in 1962, was the first major competitor to Mr.Clean.

Colgate Palmolive Co. is very innovative when it comes to producing new products and marketing them to consumers all over the world. They also have an area on their site open to the public to submit new ideas that can potentially be brought to life. Colgate values their customers.

Chapter 08: Segmenting and Targeting Markets

When it comes to market segmentation, Colgate carries five different brands of toothpaste which include: Colgate Total, Colgate Optic White, Colgate Enamel Health, MaxFresh, and Colgate Sensitive. All of the current toothpaste brands within Colgate have assorted benefits, flavors, and ingredients. There are only two main types of toothpaste products from Colgate which are gel/liqued gel and paste. Colgate provides a variety of products within oral care. 

Colgate takes pride in the fact they have a lot to offer different consumer needs. What one consumer may not like, another might love.

Chapter 15: Marketing Communications

Toothpaste is really a common product among consumers. However with the variety of brands now sold Colgate still has to do their best to promote their product as the best choice that can be made to benefit the buyer. When it comes to advertising, Colgate takes advantage of all possible outlets whether it be traditional media such as magazines or transit media such as bus stops. 

Traditional Media

Transit Media

The strides technology has made in the world has also allowed Colgate to advertise through social media using outlets such as websites, blogs, and social networks like facebook and twitter. Using these social channels as a way to engage with consumers, Colgate stays interactive to show that they care about their customers needs and concerns. 

Chapter 10: Product Concepts

Colgate Toothpaste is a excellent example of a consumer product. Consumer product being a merchandise of common or daily use, ordinarily bought by individuals or households for private consumption. "Brushing your teeth" is a part of an individual's daily routine which involves toothpaste. Colgate is a popular brand that gets chosen over other brands despite price or convenience. This is brand loyalty, consumers will walk in to a local store for toothpaste and come out with Colgate instead of competitors such as Crest.

Chapter 17: Personal Selling and Sales Management

When it comes to Colgate-Palmolive , they are more focused on advertising and sales promotion compared to personal selling. Relationship or Consultative selling is a multistage process that emphasizes personalization and empathy as key ingredients in identifying prospects and developing them as long-term, satisfied customers. Colgate toothpaste is a standardized product sold globally. Colgate has developed global commercial selling principles that apply to there relationships with customers, regardless of their size or location.

"In the United States, for example, Colgate learned that in stores with in-house pharmacies, nearly half of shoppers do not buy another product when filling their prescription. However, these shoppers want information on health-related products. As a result, messaging focused on Colgate Total toothpaste and the association between a healthy mouth and a healthy body is being communicated on prescription bags given directly to shoppers who purchase medications for diabetes and heart disease. Additionally, special displays for Colgate Total with similar health messaging are being placed adjacent to the pharmacy. Activities such as these not only build brand equity and sales for Colgate, but also help grow category sales for the retailers."

Chapter 14: Retail Visit

Colgate is marketed in other retail locations. They don't have their own specific store outlet yet they are still successful. Colgate products are sold in stores such as Rite Aid, Walgreens, CVS,  normally located in local communities. Taking a visit to my local Rite Aid store I noticed when I got to the toothpaste isle Colgate was the first brand that stood out to me. They were not only first but that bright red, you just can't miss them. Not to mention when they are on sale my Rite Aid tends to put them in the front for everybody to see. Product placement leaves Colgate Toothpaste at a great advantage. Other Colgate Oral Products are also displayed close by for the buyer who forgets what they actually need and also splurges on what they want, need recognition. 

Chapter 16: Advertising, Public Relations and Sales Promotion

2001

2013

Colgate used to advertise and target kids through their commercials. Recently they have used a  known celebrity, Kelly Ripa, to sell their toothpaste product. Kelly Ripa is on TV early in the morning, if you notice how white her teeth is, you begin to wonder what toothpaste brand she uses. As a result when you come across this commercial you are more influenced to go out and buy this brand of toothpaste. Colgate is targeting the adult audience through a familiar face they might watch every morning before a day of work. Colgate tends to have an advertising objective when marketing their products. 

Chapter 14: Marketing Channels and Retailing

Throughout all retail environments, whether small rural stores or large global chains, Colgate works closely with all retail partners to share expertise and provide shoppers with the best value and service. Colgate engages with customers  worldwide by sharing unique shopper insights, providing innovative in-store marketing communications and merchandising techniques, and developing and executing joint business planning initiatives. These activities ensure the right product assortment at each location and help to make shopping a consumer-friendly, enjoyable experience that drives increased sales for both Colgate and the retailer.

Joint business planning is just one way Colgate is strengthing relations with retail partners. For example, in Europe Colgate hosted oral care workshops with several major retailers. Colgate discussed specific plans by brand to address business opportunities and challenges.The retailers provided  feedback, and the teams worked together to develop action plans. As a result, Colgate's market shares in toothpaste and manual toothbrushes in Europe grew 80 basis points and 120 basis points, respectively, for the year. 

Colgate noticed how much of a difference this tactic made and decided to extend workshops to both the personal care and home care products.

Source: http://www.colgate.com/us/en/annual-reports/2014/growing/

Chapter 06: Consumer Decision Making

There are many reasons that can aid a future buyer when it comes to consumer decision making in light of toothpaste. Colgate has an upper advantage for being well-known for their brand name. Colgate also has standards to live up to with the health benefits provided with their toothpaste. Present and future buyers reach for Colgate in hopes of whiter teeth and fresh breath. However, Colgate has a lot to offer including the fact their toothpaste can help manage diabetes. In a world where diabetes is very common and more relevant this attracts potential buyers. 

When it comes to consumer decision making, Colgate  buyers tend to stem from the Limited Problem Solving and Routinized Response Behavior groups. They are either familiar with the product or the product is already apart of their daily necessities. Colgate keeps the consumer satisfied and returning faithfully. 

Chapter 05: Developing a Global Vision

Colgate-Palmolive Co. is a global consumer products company. Colgate-Palmolive Co. specializes in Oral Care, Personal Care, Home Care, and Pet Nutrition. The company sells its products under brand names around the world. The Oral Care department brings in a majority of their profit. One of the most popular oral care product being toothpaste. Even with other toothpaste brands available Colgate is still popular and successful due to the fact they understand that each global market has its own unique purchasing preferences and product needs. The U.S. Multicultural  Marketing Organization within Colgate is focused on driving growth in important consumer markets such as Hispanic-Americans, African-Americans, and Asian-Americans. These are the fastest growing consumer markets in both numbers and purchasing power. Colgate's overall objective is to know their consumers and develop products that fit their needs.  

Chapter 04: The Marketing Environment

Colgate's target market is not very specific. When it comes to oral care, toothpaste specifically, everybody needs to brush their teeth despite age or ethnicity. Colgate has a adversity of customers ranging from different ages and ethnic backgrounds. However Colgate has took note that Latin America contributed 27.6% of the company's total sales in 2014. 

Colgate aims to keep their current customers happy. As mentioned in the previous post they reach out to consumers through social media. Using social media platforms such as Twitter and Facebook to keep engaged with their present and future customers. Colgate also takes special care in children across the world. So far they have reached 800 million children in 80 countries through their program  Colgate Bright Smiles, Bright Futures. Through Colgate Bright Smiles, Bright Futures, children in need receive free dental screenings and education to help build healthy habits, self-esteem and a foundation for success.

Chapter 18: Social Media and Marketing

The most exciting thing to happen to marketing is SOCIAL MEDIA . 

Social Media being any tool or service that uses the internet to allow people to create, share or exchange information, ideas, and pictures/videos in virtual communities and networks. 

Colgate is widely known for their oral hygiene products across the world. Although they may not be popular when it comes to commercials on television they use other platforms to reach out to their consumers. Colgate's Facebook page has a vast amount of likes and a huge audience. Therefore whenever any new updates are posted people are receiving this information. Colgate also has an active twitter page where they tweet frequently keeping their followers interested. It's safe to say Colgate takes advantage of social media platforms as a marketing strategy to keep an open forum with consumers. 

Follow Colgate :)

Chapter 02: Strategic Planning for Competitive Advantage

Colgate-Palmolive strategic plan to promote long-term profitability and growth is a pretty simple concept. They focus on three main things, "People, Performance, and Planet". When it comes to their toothpaste product they promote oral health. They go above and beyond by partnering up with different programs, associations or places to make a difference. For example Colgate partnered with New York University College of Dentistry and the Henry Schein Cares Global Student Outreach Program on a two-and-a-half year program to improve the oral health of children across the country of Grenada. This program reached children in all Grenada schools and resulted in a 90% decrease in tooth decay.

Colgate is known as the #1 recommended toothpaste by most dentists because of the benefits.

Benefits of Colgate Toothpaste:

• STRENGTHENS ENAMEL
• FIGHTS CAVITIES
• REDUCES PLAQUE
• PROTECTS AGAINST TARTAR BUILD-UP
• HELPS PREVENT TENDER GUMS
• REDUCES GINGIVITIS
• WHITENS TEETH 
• REMOVES STAINS
• FIGHTS BAD BREATH

Why choose Colgate toothpaste? .. Why wouldn't you choose Colgate toothpaste? is the real question.

Chapter 1: Overview of Marketing (Brief History and Mission Statement)

Mission Statement 

"As a company that strives to be the best truly global consumer product company, we are committed to doing business with integrity and respect for all people and for the world around us."

Brief History

The Colgate-Palmolive Company is an American multinational consumer products company focused on the production, distribution and provision of household, health care and personal products (including toothpaste and toothbrushes). In 1806, William Colgate, an English soap and candle maker, established a starch, soap and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". In 1833, he suffered a severe heart attack, stopping his business' sales. After convalescence he continued with his business. In the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857 Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son, who did not want to continue the business but thought it would be the right thing to do.In 1896, the company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream (invented by dentist Washington Sheffield). Also in 1896, Colgate hired Martin Ittner  and under his direction founded one of the first applied research labs. By 1908 they initiated mass sales of toothpaste in tubes. 

In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely of palm oil and olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was popular enough to rename their company after it - "Palmolive". Around the start of the 20th century Palmolive, which contained both palm and olive oils, was the world's best-selling soap.A Missouri-based soap manufacturer known as Peet Brothers merged with Palmolive to become Palmolive-Peet. In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name.