MKT 101 Principles of Marketing

Running Head: MARKETING 0
MARKETING

MARKETING 1
Table of Contents
Colgate.......................................................................................................................................2
Product category in Colgate...................................................................................................2
Positioning of Colgate............................................................................................................3
Marketing Communication of Colgate.......................................................................................3
Social Media and Advertising................................................................................................5
Distribution of Colgate...............................................................................................................6
Competitors of Colgate..............................................................................................................6
SWOT of Colgate.......................................................................................................................7
Conclusion..................................................................................................................................9
Recommendations......................................................................................................................9
References................................................................................................................................10

MARKETING 2
Colgate
Colgate is a 145 years old brand delivering various oral hygiene products such as
toothpaste, mouthwashes and dental floss. In New York City, the first toothpaste of Colgate
was introduced in a collapsible tube in 1896. In 1911, around two million tubes of toothpaste
and toothbrushes were distributed by Colgate (Ayad, Ayad, Zhang, DeVizio, Cummins &
Mateo, 2009). Colgate-Palmolive brought Colgate in 1928 and constantly focusing on
bringing new innovative products according to the needs of various markets segments.
Colgate-Palmolive headquartered in New York City was headed in 1956. In 1968,
Colgate toothpaste adds MFP Fluoride that helps people in reducing the cavities (Cachon &
Kok, 2010). The company also involves in making out various personal care products and
household cleaners. In today scenario, the company operates in over 75 countries and also
sell their products in more than 200 countries. However, it is publicly listed in only two
countries, i.e. United States and India.
Product category in Colgate
Brand Colgate introduced various numbers of products relating to oral hygiene care.
The company also introduced their product variants especially for kids including toothbrush.
The major products of this brand are Colgate toothpaste comprises of abrasive
materials like fluoride. It helps to reduce gingivitis, control plaque and protect against caries.
Some of the famous and popular Colgate toothbrushes are – Colgate Active Salt, Colgate
Advanced Fresh Gel, Colgate Total Advanced Whitening and Colgate Regular (Drisko,
2007).
The major attributes included in this toothpaste are related to the health and practical
benefit. The health benefits include various aspects such as plaque reduction, whitening of
teeth, removing bad smell from mouth and providing long-lasting antibacterial protection. In
addition, the practical benefits are related to the packaging and structure of the outside box.
The toothpaste is packed in a soft tube, which includes various attributes such as easy to open

MARKETING 3
cap-lid, reusability of the box, different types of flavours in the box, and characterised by
safety for kids (Davies, Scully & Preston, 2010).
The packaging used by brand Colgate is eco-friendly, which follows circular economy
approach of sustainability i.e. reduce, reuse and recycle. This makes them unique from the
competitors and thus allows the brand to gain more market share in the industry. In addition,
Colgate is making various innovations in the flavours of their toothpaste such as bringing
ayurvedic toothpaste and also connecting these new products with the innovative
advertisement.
Positioning of Colgate
Creating a positioning strategy can be proved to be a difficult task for many
businesses but Colgate brand made them positioned in the minds of the customers with the
using of various advertising strategies as well as other innovative operational strategies.
In Earlville, it has been observed that some of the segments consisting people
including adults, parents, women in their mid-late fifties and retirees. Also, most of these
sections were not interested in spending much time or selecting the product. They just come,
buy or leave the product from the respective outlet. Moreover, these just spend few seconds
only and not compare products of Colgate toothpaste with any other brand products such as
Pepsodent or Oral-B (Benzian, Holmgren, Buijs, van Loveren, van der, & van Palenstein
Helderman, 2012).
Colgate made itself positioned as the brand itself which delivers high-quality products
with a premium price among its competitors. Their positioning is well reflected in their
advertisements and packaging of the products. For this purpose, the company believes in
holistic marketing (Akabogu, 2013).
Marketing Communication of Colgate
To reach to their customer in an effective manner, Colgate uses integrated marketing
communications that are a combination of traditional and new media. They also focus on