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.