Principles of Marketing: An In-Depth Analysis of the Colgate Brand

This report provides a comprehensive analysis of Colgate's marketing strategies, covering various aspects of its brand identity and market positioning. The introduction highlights the importance of marketing principles and introduces Colgate as a case study. The main body delves into Colgate's existing brand values using the Kapferer Brand Identity Prism, describes the target market through demographic and psychographic segmentation, and performs a PESTLE analysis to assess external factors. The Ansoff matrix is applied to explore growth strategies, followed by an examination of brand extension options. The report concludes with a summary of findings and includes a list of references. The analysis covers key marketing concepts such as market segmentation, brand positioning, and the impact of political, economic, social, technological, legal, and environmental factors. It provides insights into Colgate's approach to market penetration, market development, product development, and diversification, offering a detailed understanding of its marketing activities.

Principles of
Marketing
Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3

Existing brand and brand values..............................................................................................................3
Description of target market....................................................................................................................4
PESTLE Analysis....................................................................................................................................5
Ansoff matrix of Colgate.........................................................................................................................5
Tauber brand extension options...............................................................................................................6
CONCLUSION...........................................................................................................................................6
REFERENCES............................................................................................................................................7

INTRODUCTION
The term principles of marketing depend upon various marketing ideas which is used to
effective marketing strategy (Anabestani and Tolabi Nejad, 2019). The principle of marketing
strategy is making some decisions to fall various categories such as product, price, place and
promotion. Selected chosen brand is Colgate is an American brand which is used for hygiene
products which are named as toothpaste, dental floss and many more and it was manufactured by
1873. In this report, various topics are covered such as PESTLE Analysis, Ansoff matrix, STP
and model of Kapferer brand identity prism.
MAIN BODY
Existing brand and brand values
The term brand extension is used when firm are should be established new brand names
for their new product or services strategy. This latest brand product strategy is different from
well identified original product and it helps to increase their brand positioning and brand equity
to existing famous market.
Kapferer Brand Identity Prism model:
Physique: This aspect represent that there is some qualities that will be seen by consumer
in nay product that’s why they should purchase this product. It includes, size, shape, taste, color
and many more other symbols are considered (Beirman, 2020). For Colgate, it is important that
they should create a brand physique which will be recognized by consumers as well as unique
enough too different from other brands.
Personality: This model of phrase consist of character which makes up their personality
which is fashionable and adventurous product, the way brand establishes communicate through
customers in every marketing campaign. In case of Colgate, firm needs to be think of specific
person who have use of Colgate brand that how person react, talk and what attitudes they would
embrace.

Culture: Culture represents a deeper understanding what should brand stands for value,
principles, morals and their behaviors (Upadhaya, 2018). Firm can inspire their values into
brand by associating with their message.
Relationship: this relationship shows about how brand fit according to their customer
whether customer happy or not with this brand of product (De Mooij, 2019). It provides various
services for customers and it associates their relationship with customers present in human
relationships. With relation to Colgate, it is important to maintain their relationship with
customer so more and more customer are attract towards their brand and it makes an easier to
buying experience and more convenient for consumers.
Reflection: It refers to show demographics or some feature about their product and it
deals how brand should be perceived by consumer. It is useful for firm because it provides
insights into various target customers.
Self image: It shows how audience of brand are recognizing themselves and understands
their relation to other aspects of brand identify prism.
Description of target market
Market segmentation is a practice that will be dividing some potential customers based in
their characteristics and preferences. It helps to create more efficient and cost effective marketing
strategy (Goldberg, Fishbein and Middlestadt, 2018). The target customers of Colgate are
described from demographic and psychographic segmentation. Demographic considers such
variable of age, gender, income and education systems are should be included. This group
includes both male and female member’s age 20-39 age group. Psychographic segmentation
considers lifestyle, social class and personality because they should be identifying features
covers all social class members. Personal care - oral hygiene - toothpaste.
Positioning: It considers that Colgate should be positioned with quality high products as
well as premium price of rivals and Colgate sensitive as a toothpaste is best effectiveness as
compare to other toothpaste.

PESTLE Analysis
It is a tool which is used by macro environmental factors which may be directly impact of
certain industry (Kaser and Oelkers, 2021). Changes in macro environmental factors that may
have directly impact but also impact other players in personal products. This will include
political, economic, social, technological, legal and environmental.
Political: In case of Colgate, some political factors affect sales and income of firm which
is quite diverse. For instance, taxation affects challenges for growth and development of this firm
and high taxation reaching to their profit maximization.
Economic: These factors economic condition of this firm which may affect business such
as the rate of GDP growth will impacted of Colgate and rate of currency exchange will impact on
its profitability.
Social: It should always reflect on society like consumers which Colgate operates their
culture values, beliefs, customs and help to understand their market.
Technological: These changes rapidly increase such as product range, price structure and
competitors in a very short span of time (Levytskyi, 2020). Colgate has constantly updates new
changes in their product and analyze how will affect their market situation.
Legal: With context to Colgate, it has set its own policies and regulations in various
nations and takes legal framework like data protection laws which will be implanted by
government to protect new ideas and new innovation of this firm would impact competitive
edge.
Environmental: These factors consist of environmental condition of economy which
may affect availability of product. Type of climate changes which occur due to their main
predicts should be changes and use of energy in ecosystem.
Ansoff matrix of Colgate
Market penetration: To increase production capacity will allow Colgate to reach more
customers within same market (Muratova, 2021). This will lead to increase more efficiency and
effectiveness of product.

Market development: It should include invest in research and development to identify
new markets and consumer segment for its products (Nguyen, 2020).
Product development: This will include modification of existing products that Colgate
should introduce some modifications and improvement in existing products to offer consumers
and new increase offerings.
Diversification: It is important for Colgate firms that remain competitive, innovative
and competent and diversification means looking for growth of firms by introducing new
products under existing product lines (Sahaf, 2019).
Tauber brand extension options
 Same product change of form
 It contain brand distinctive taste, ingredient or any component
 Companion products
 Product relevant to franchise of brand
Product packaging: It should be include quantity of product, methods to be manufacture, place
and manufacturing date, product fitness and some endorsements by people or firms (Tuten,
2020).
Brand positioning: It is defined conceptual place that they want its own consumer mind and
it will maximize customer relevancy and some competitive advantage.
CONCLUSION
As per above information, it has been concluded that marketing is an activity to promote
buying and selling of particular product or service. In this report, several topics are covered such
as brand extension and model of Kapferer brand Identity prism, description of target market,
PESTLE Analysis, ansoff matrix and explanation of new product which included their
packaging, choice of brand name.

REFERENCES
Books and Journals
Anabestani, A. A. and Tolabi Nejad, M., 2019. Assessment and prioritization of agricultural
marketing challenges using Fuzzy Analytical Network Process (case study: the central
rural city Poldokhtar). Geographical Planning of Space. 8(30). pp.59-78.
Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach.
Routledge.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Goldberg, M. E., Fishbein, M. and Middlestadt, S. E. eds., 2018. Social marketing: Theoretical
and practical perspectives. Psychology Press.
Kaser, K. and Oelkers, D. B., 2021. Sports and entertainment marketing. Cengage Learning.
Levytskyi, V., 2020. MARKETING CONCEPT OF THE MANAGEMENT STRATEGIC
PLANNING ENTERPRISE ACTIVITY. Economic journal of Lesia Ukrainka Eastern
European National University. 3(23). pp.84-91.
Muratova, S. N., 2021. Marketing as a tool for Managing Economic and Environmental Safety of
the Consumer Market. Annals of the Romanian Society for Cell Biology, pp.4749-4762.
Nguyen, C., 2020. Sustainability marketing concept: Case Starbucks.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
Tuten, T. L., 2020. Social media marketing. Sage.
Upadhaya, B. P., 2018. Milk Production and Marketing in Assam: Problems and Prospects, with
special reference to Mayong Block of Morigaon District in Assam (Doctoral dissertation).