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.