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Colgate-Palmolive Product Portfolio Analysis

   

Added on  2020-02-03

18 Pages4570 Words568 Views
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PRODUCT PORTFOLIOMANAGEMENT
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Table of ContentsINTRODUCTION...........................................................................................................................................4Product portfolio management (PPM)....................................................................................................4Analysis of Colgate-Palmolive’s current performance.............................................................................6Pricing decisions in the context of PPM & PLC........................................................................................7Impact of competition on PPM and PLC..................................................................................................7Macro-level, external effects on the industry & its relations to PPM & PLC............................................8Influence of PPM & PLC in product development....................................................................................8BCG matrix...............................................................................................................................................9Length of the PLC at Colgate-Palmolive.................................................................................................11Marketing to specific customer segments of PLC..................................................................................14RECOMMENDATIONS................................................................................................................................15CONCLUSION.............................................................................................................................................16REFERENCES..............................................................................................................................................18
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Table of FiguresFigure 1 Colgate Palmolive's product portfolio...........................................................................................5Figure 2 Colgate Palmolive quarterly sales V/s Estimates...........................................................................6Figure 3 BCG matrix of Colgate-Palmolive................................................................................................9Figure 4 Stages of product life cycle (PLC) and its characteristics............................................................11Figure 5 Colgate-Palmolive's product life cycle stages..............................................................................12Figure 6 Linkage between PLC and BCG matrix for the product portfolio management..........................13Figure 7 Innovation adoption lifecycle......................................................................................................14Figure 8 Marketing mix strategies in different PLC stages........................................................................15
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INTRODUCTIONProduct portfolio is regarded as the collection of number of products and services that isprovided by the company to its consumers. Now-a-days, with the internationalization of thebusinesses, establishments started opreating at the multinational countries which rosecompetition in the corporate sector. It becomes essential for the coroprations to offer muiltiplerange of products to the consumers so that they can attract milennial audience base from allaround the globe and maximize their competitiveness to reach their organizational targetssuccessfully. For every business regardless their sizes, it becomes essential for them toeffectively and efficiently manage their product portfolio so as to reach global market andcompete succsfully with their rivalry organizations. The current project report emphasizes on thedevelopment & management of product portfolio in consumer goods industry based on Colgate-Palmolive. It is an American establishment listed on NYSE and headquartered in NewYork, US.It had developed an excellent portfolio comprising househld goods, health care items & otherhygiene goods i.e. toothpaste, toothbrushes, colgate, bathing soaps, detergents and many others.For the current assignment, toothpaste has been selected which position will be examined in thecurrent market. Moreover, different tools and techniques like product life cycle (PLC), productportfolio management (PPM), Boston Matrix and others will be applied. With this, convincingjudgemental decisions will be made to recommend the enterprise to implement changes anddrive progress. Product portfolio management (PPM)PPM is regarded as a process of managing the goods portfolio of a business entity byallocating resources optimally to all the goods and services that creates the portfolio (Jugend andda Silva, 2014). In the global corporate scenario, it is highly important for the decision-makers toallocate their resources optimally for ensuring the smooth functioning. Recent years witnessedand tracked heightened interest of the establishments in the portfolio management so as to gainbrand popularity (Hair and Lukas, 2014).The main target of the PPM is value maxmization,having a balanced product portfolio assists business to manage a right balance between risk &return across different market areas and leads to bring high success. Colgate-Palmolive is one ofthe leading organization operating in the consumer goods industry and serve their offerings all
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