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Research Report of Colgate Palmolive Company

   

Added on  2019-10-18

15 Pages4316 Words349 Views
An in-depth research report of Colgate-Palmolive Company.

1. Abstract Colgate Palmolive, the American manufacturer and distributer of consumer goods in personal hygiene, healthcare, household cleaning and very recently veterinary care is one of the largest companies globally and has its presence in the majority of nations. The more than 2 centuries old company has their core values based on three main pillars – global teamwork, care for the customers community and environment and continuous improvement. Global strategies and local strength is the basic business strategy followed by the iconic company. This report analyzed the intricate strategic marketing aspects of the company in terms of communication mix, marketing strategies, logistics, organizational structure, market dynamics, corporate social responsibility etc. Sustainability and commitment towards improved quality, and innovation are the strategies which will protect the competitive advantage of the company, and as has happened in the last 2 centuries, the company is likely to retain its profitability and market dominance in the future by keeping their focus on their innovative and multi domestic business strategies.

2. Table of Contents1. Abstract..................................................................................................................................23. Introduction............................................................................................................................44. Analysis..................................................................................................................................44.1. Importance of the company.............................................................................................44.2. Organizational Structure..................................................................................................54. 2.1. Neoclassical Organization Structure........................................................................54. 2.2. Coordinating System................................................................................................64. 2.3. Control System........................................................................................................64.3. Communication mix........................................................................................................64.4. Marketing Mix.................................................................................................................74.4.1. Product......................................................................................................................74.4.2. Price..........................................................................................................................74.4.3. Place..........................................................................................................................84.4.4. Promotion..................................................................................................................84.5. Distribution & Production...............................................................................................84.6. Logistics..........................................................................................................................94.7. Quality Management.......................................................................................................94.8. Service Aspects.............................................................................................................104.9. Porters Five Forces Model for Colgate Palmolive........................................................104.10. Multi-domestic business strategy................................................................................114.11. Corporate Social Responsibility of Colgate Palmolive...............................................125. Conclusions..........................................................................................................................126. Recommendations................................................................................................................137. Bibliography.........................................................................................................................14

3. IntroductionColgate-Palmolive Company is a United States based global company for consumer products. Founded in 1806, by William Colgate, this more than 200 year old company is iconic to say the least in personal care, healthcare and cleaning agents. Headquartered in ParkAvenue, New York, the company that employs over 35,900 employees as per December 2017had very humble beginnings. In 1806, a devout immigrant from England, William Colgate started a candle, starch and soap factory under the name of William Colgate & Company. Though the company underwent drastic changes in the subsequent years, what remained constant was their undeterred commitment towards quality and performance. In 1896 the company launched the first toothpaste and in 1898, Palmolive soap was introduced [ CITATIONCol181 \l 16393 ]. The twentieth century witnessed the meteoric rise of the company in productvariety, innovative product lines and its focus on quality.As of December 2017, the operating income of the company was US $ 3.589 billion and the net income was US $ 2.024 billion [ CITATION Sec17 \l 16393 ]. The revenue generated was US $ 15.454 billion. The company in its last 212 years of operation is a storehouse of a large number of iconic brands namely, Colgate, Palmolive Soap, Protex, Brite, Sanex and others. In total, the company has more than 40 brands in its own kitty. The future seems bright for the company as Colgate – Palmolive understands its responsibility towards the market, its consumers and its dedication to quality. The company iscontinuously working to innovate and improve the production, and is also committed to creating products which will improve health and will leave a minimal impact on the world around [ CITATION Col18 \l 16393 ]. The future strategy of the company is to bring about safe, ethical, environmentally conscious high quality products to the stores to retain and attract more loyal customers in their midst. 4. Analysis4.1. Importance of the company Colgate Palmolive is a very important company globally due to its host of high qualityproducts in personal hygiene, home cleaning, healthcare and recently its venture into the veterinary products. The company for the past 2 centuries have delivered products which have promoted cleanliness, hygiene and good health worldwide and this is where the

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