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.