Marketing Principles for Colgate Toothpaste

Running Head: MARKETING PRICIPLES FOR COLGATE TOOTHPASTE
Marketing Principles for Colgate Toothpaste
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1MARKETING PRINCIPLES
Executive Summary
The aim of the report is to analyze the marketing principles for Colgate company which is going
to launch its first herbal toothpaste in the market of Australia. In order to achieve the objectives,
the report first gives a brief overview of the company, its parent company and their position in
the Australian market. The report then goes on to examine the market segmentation of the
industry to which the product belongs to. The report further demonstrates the rationale for
introducing a new product and scrutinizes the target market of the product based on geographic,
demographic and psychographic factors. The report finally provides a marketing mix strategy for
the company and concludes by giving an overview of the entire report.

2MARKETING PRINCIPLES
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Company Summary.................................................................................................................3
Chosen Market Segment..........................................................................................................4
Rationale for introducing New product...................................................................................4
Target Customers.....................................................................................................................5
Marketing Mix Strategy...........................................................................................................6
Conclusion.......................................................................................................................................6
Reference.........................................................................................................................................8
Appendix........................................................................................................................................10

3MARKETING PRINCIPLES
Introduction
Colgate has been an umbrella brand since years to buy oral hygiene products such as
toothbrushes, toothpastes, mouthwash and dental creams. The American conglomerate Colgate –
Palmolive is the manufacturer of Colgate’s oral hygiene products. William Colgate was the
founder of the company which originally was a dealer of soaps. In the year 1873, the company
first started to sell oral hygiene products. It has been found that Colgate is the only brand that is
preferred by more than half of the households. The company has a global market share of more
than 56 %. Colgate - Palmolive established in Australia in the year 1921 and continuing to assist
the parent company to become a truly consumer products company (colgatepalmolive.com
2018). The present report analyses the marketing principles for a new herbal tooth care product
of Colgate to be launched in Australia. The report also covers topics like market segmentation,
target market and marketing mix strategies of the product and concludes by giving and overview
of the entire report.
Discussion
Company Summary
The Australian head office of Colgate company is situated in Sydney, and the
manufacturing sites of the company include New South Wales, Queensland, Villawood and
Labrador. More than 480 people work in Australia at this company(colgatepalmolive.com 2018).
The marketing strategy of Colgate focuses on people, performance and planet and aligns these
factors with the objectives of the company. The company has been attracting the customers
towards its oral care, fabric care, personal care and surface care products. The business