Comprehensive Analysis: Colgate's Marketing and Communication in UK

This report provides a comprehensive situation analysis of Colgate's marketing and communications environment in the UK. It includes a PESTLE analysis, a comparison of Colgate's marketing mix against three competitors (Sensodyne, Aquafresh, and Kingfisher), an assessment of Colgate's competitive positioning, and an overview of its current marketing communications campaigns. The report also evaluates customer motivations and the buyer decision-making process, presents a customer journey map, and conducts a SWOT analysis of Colgate. The analysis concludes that Colgate is a leading company in the toothpaste industry worldwide, with a strong brand presence and effective marketing strategies in the UK market.

Situation analysis of the
marketing and
communications
environment

Contents
 Introduction
 Pestle analysis of Colgate
 Marketing mix of Colgate against three competitors
 Current competitive positioning of Colgate and its three competitors
 Present marketing communications campaigns of Colgate
 Identification and evaluation of the above marketing strategies
 Evaluation of customer motivations and the buyer decision making process
 Presentation and assessment of a customer journey map
 SWOT analysis of Colgate
 Conclusion
 References

Introduction
Colgate is a multinational company of
health care, household and personal care
products. The most sale of subsidiary
product of the Colgate in UK is its
toothpaste(Dawett and et. al., 2021). In
comparison with the competitors of
Colgate in UK such as Sensodyne and
Aqua fresh, its market size is much
higher than these firms. In this
presentation, advertising campaign of
Colgate in UK market is fully explained.

Pestle analysis of Colgate
 It is a tool used by the organization management team to monitor
the external environmental factors such as political,
economic,social,technological,environmental,and legal factors
that have an impact on the industry.
 Political factors :- Due to political instability, In UK
Colgate toothpaste has to face some political issues such as
Social issues, Domestic policy pool etc. This may affect the sale
of the firm.
 Economic factors :- Due to increase or decrease in
GST the price of the products differs which has directly impact
on the buying behaviour of the consumer. This factor can increase
or decrease the profit according to the situation arises in the
country.
 Social factors :- Colgate toothpaste research about the
customer's opinions and preferences in UK about product which
helps them to improvise the product and make it more hygienic
and healthy for the consumers(Shetty and Shivani., 2020).

Marketing mix of Colgate against
three competitors
Basis Colgate Sensodyne Aquafresh Kingfisher toothpaste
Product It has added around 13 different types
of toothpaste that covers a wide range
of market.
The main products this firm provides
are mouthwash and toothpaste.
It has its reach in global market and is
available on various sizes.
It provides a wide range of herbal
products.
Price It follows a discrimination of price
that refers to set a different price for
variety of product.
It kept the price in premium range. It keeps its products price affordable. It uses penetration pricing strategy.
Place It is ranked as number 1 selling
toothpaste in UK due to its massive
distribution network.
It uses the distribution network of its
parent company which has a global
network(Stewart., 2019).
It has a global chain of network to
deliver its product in the worldwide.
It is most leading natural toothpaste in
the UK marketplace.
Promotion It focuses on advertising its products
through media channels like
sponsorships, televisions etc.
The firm provides free checkup for
the sensational problems in teeth
which attracts a lot of customers.
This company focuses on stating that
its product provide freshness to the
consumers.
It focuses on advertising about the
herbal products and its benfits.
People It has highest number of consumers in
this specific toothpaste criteria.
It is ranked as the second most usage
toothpaste in UK.
It has half number of consumers as
compare to Colgate in UK
marketplace.
It is considered as the leading
producer in the category of herbal
products in UK market.
Process It delivers its products to its
consumers majorly through the
wholesale shops and supermarkets.
It also delivers its products in the
same way as Colgate does.
It also conducts the same delivery
process(Siddiqui and Saxena., 2019).
It has wide range of distribution
place.
Physical Evidence It reflects its product effectiveness
and the elements from which it is
made in its packaging.
It reflects that its toothpaste is best for
sensational problem in teeth.
It shows that its toothpaste is best for
getting freshness.
It provides the benefits of using its
toothpaste in its packaging.
Partnership It has a done a partnership with
TerraCycle to enable the consumers to
recycle the oral care products.
It does not have any partners. The
operations are run by its parent
company that is GSK.
It too does not have any partners and
its parent company is GSK.
It's operations are mainly run by the
parent company of kingfisher.

Current competitive positioning of
Colgate and its three competitors
 Colgate target almost every aspect by offering
different types of products that helps them to cover a
large base of customer in the whole UK marketplace.
It creates a brand image in the eyes of its target
customer by using various strategies of marketing.
Their major consumers are lower and middle class
people.
 Sensodyne position itself in the marketplace by
promoting that its toothpaste is best for the
sensational problems in teeth. The major consumers
are using this toothpaste to get rid of the problem of
sensation.

Present marketing
communications campaigns of
Colgate
Colgate conducts various market campaigns to promote its
products are discussed below :-
 Attractive packaging :- It helps the Colgate to convey a
appropriate message about the product and its specifications
to the customers of UK. It is purposely designed to make an
effective connection with the consumers.
 The Smile Show :- Colgate has started the campaign to
highlight the importance of brushing and bringing the
people attention towards the teeth on the faces.
 Colgate collaboration with Celebrities :- Colgate has
done a collaboration with many celebrities to create brand
awareness and showing the impact of its product to the
public.

Identification and evaluation of the
above marketing strategies
The approach of attractive packaging was very
much effective because it enables the company
to make an effective connection to their UK
customers by making an effective design. The
design must be very relatable to the purpose of
why should consumer buy this product.
Attractive packaging makes it able to attract the
customers to try at least a single time to the
product.

Evaluation of customer
motivations and the buyer decision
making process
The procedure of consumer buying decisions are the steps while making a decision for
purchasing a product that fits the best with their needs. The following steps are discussed
below :-
 Problem recognition :- It is the first step of consumer decision making process in which
the customers of UK has to find out the need for the product or service.
 Information search :- After recognizing the need, the customer now search about the
information of product and its reliability in the marketplace. They want to gather more
information about the products and analyse that the product is satisfying their need.
 Evaluation of alternatives :- After determining that which product will satisfy the
customer's need, they now will begin to find out the best option available in varieties of
items. The conduction of evaluation is mainly based on the price, quality and some other
related factors(Ndubisi and Nataraajan., 2018).

Presentation and assessment of a
customer journey map
Customer journey helps the companies to
turn the business into very much profitability
and to make a strategies for the long term
improvement. It basically gives the firms a
notion about how the customers of UK feel
about the particular products and helps them
to take an effective decision regarding the
same matter. The creation of a journey map
enables the organisation to directly get into
the minds of UK customers and helps them to
acknowledge about their needs and
perceptions(Chen and et. al., 2018).

SWOT analysis of Colgate
 It is a model used by the firms to analyse its competitive position in the marketplace. This model helps the company
to determine its strengths, weakness, opportunities and threats and enables them to take an effective decision in
order to convert the weakness into strengths and the threats into opportunities.
Strengths:-
 Brand recall and visibility :- Colgate UK has done a brilliant brand advertising of its products which
helps them to create a strong customer loyalty and competing with the rivalry companies.
 Efficient Supply chain :- The UK market of Colgate has established an efficient supply chain network in
urban as well as rural markets. It always make ensure that their product reaches to each of the customers by making
a wide distribution system(Majumder., Bera, and Maiti., 2020).
 Product line :- It offers a lot of varieties of product such as personal care, oral care, fabric care etc. A
research states that the more depth is the product line of a company, the more chances of success increases.
 Market Share :- Colgate hold the high market share due to an effective branding and managed to create
a monopoly for some products in a particular regions.

Conclusion
From this presentation, it has been concluded that Colgate is a leading company
in the toothpaste industry in the worldwide. It has also been analysed about the
impact of external factors in the marketplace of UK Colgate as well as SWOT
analysis of the Colgate company. Through this presentation, the consumer
buying process and its effects has also been acknowledged by this study.

References
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