Colgate Brand: Consumer Behavior and Marketing Psychology Report

This report analyzes the marketing strategies and consumer behavior of the Colgate brand. It begins with an overview of the product and its market performance, highlighting its global presence and revenue trends, as well as discussing the company's challenges. The report then delves into Colgate's current marketing communication mix, examining target consumer attitudes, cultural influences, consumer learning processes, and buying decisions. A detailed analysis of the marketing mix, including product, place, price, and promotion, is provided. The findings from the communication mix are discussed, including the effectiveness of online marketing and social media strategies. The report concludes with strategic recommendations for improving marketing efforts, such as increased campaigning, competitive pricing strategies, and a focus on consumer needs, offering insights into how Colgate can enhance its market share and brand reputation. The report also includes references to academic sources.

Running Head: Marketing
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Colgate brand
MBA consumer Behavior and Marketing Psychology
2/15/2020

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Contents
Overview of the product and its market performance.....................................................................2
Company’s current marketing communication mix........................................................................2
Findings from the communication mix............................................................................................4
Strategic recommendations..............................................................................................................5
References........................................................................................................................................7

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Overview of the product and its market performance
Colgate is the consumer good product which was founded in the 1806 by the William Colgate.
The product of the Colgate Company are served world widely as their product are specialized in
the health care, veterinary products and the personal care. The company has the headquartered in
the Park Avenue in Midtown, New York. The company deals in the several products and
provides several facilities. The major product used by the company US manufacturing
companies and to the warehouse facilities as they provide the care segment of the teeth (Davari
and Strutton, 2014).
The major product in which the company deals is in the Colgate maxfresh red gel toothpaste
which gives the max fresh cooling for the long period of time and contains cooling crystals. It
takes care of the cavities and provides the intense cooling which keeps the person refreshing and
healthy. By using this product the consumers can feel the blast of the flavor and can maintains
the hygiene too. The teeth of the person also get white with this red gel so whenever the person
smile, they can contain smile with the confidence. Colgate is the biggest brand which takes care
of the mouth and the teeth of the person and prevents the cavities and freshen the mouth.
The market performance of the company is very good as they have attained the good market
share by providing the effective product. The revenues of the product are continuously increasing
due to their high quality of the product (Payne, et al., 2017). But the company has incurred the
loss as their cost of making the product is high in comparison to the attaining the profits. The
expenses of eh company is increasing so their net income is declining although their revenues are
continuously increasing. The share of the global market is increased and their volume has been
grown up with the 1.5% and the prices of the product have also increased by the 3%.
Company’s current marketing communication mix
Target consumer’s attitudes: It was observed that major problems of the sensitivity have been
seen in the age group of 20-40 age groups. The major target of the Colgate Company is all the
age groups but the people who are suffering from the cavities generally the old people or the age
group of 20-40 are the major group. The consumer attitude is targeted by the Colgate Company
by relevant content and providing the Colgate which helps them in preventing the cavities. The

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brand image of the Colgate product in the market is good which helps the company in targeting
and influencing the consumer attitude and helps in developing the set of beliefs.
Culture: The marketing culture of the Colgate Company is effective as they give the value or the
people needs and wants also promote the effective environment (Davari and Strutton, 2014).
They continuously focus on improving the quality of the products and provide the effective
services to the customers. The market competition is very high in the market especially in the
toothpaste market but due to the corporate effective culture to respond to the competitors in the
market is become easy. The culture creates the value in the market which helps the company to
grow and also bolstered their competition.
Consumer learning process: The buying behavior and the consumption patter can be evaluated
by the Colgate Company through the process of the consumer learning. The consumer behavior
is analyzed by the company so that future demand can be predicted (Smedescu, et al., 2016). In
the market to predict the consumer taste is quite difficult so company use the process of
consumer behavior to evaluate the information regarding the product and services. Motivation is
the basic element of the consumer learning which is applied in the Colgate Company to evaluate
the perception of the consumers.
Buying decisions: The Company Colgate fulfills the needs and wants of the consumers so that
they can make the decision to buy the products. The company convinces the buyers by adopting
the rigorous marketing technique that the product which is provided by the company is of the
good quality and also prevents them from the cavities (Gunter and Furnham, 2014). The
ingredients contain in the products and whole information regarding the product makes the
buyers to make certain decision regarding the product.
The marketing mix strategy of the Colgate Company is stated below:
Product: The Company Colgate offers the huge variety of the products and one of the major
products of the company is Colgate max fresh gel which prevents the cavities and helps in giving
the mouth freshening feeling (Khan, 2014). It not only makes the person fresh for a day but also
gives them the confidence by providing white teeth. The company deals in many other products
too such as toothbrushes, toothpastes, toothpowder, mouth washes the shower gel is the main
product of the company.

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Place: The Company provides their products world widely as they have the robust distribution
system. In the remote areas of the country also the product reaches which helps in attracting
many customers. The company has done their marketing by reaching through the medical stores
as well as the dentist so that they can reach to the maximum consumers. The company is the
trusted brand in the market as their availability of the product is at the wide manner.
Price: The marketing mix of the Colgate is they uses the competitive pricing policy as the
competition in the consumer goods is high in the market so to prices are set by the company as
per the competitor prices (Lane Keller, 2011). The prices of the company are slightly high
comparison to competitor products so company generally targets the niche category people only.
Although the company have provided the product at the different price ranges but the higher
prices products satisfies the needs of the customers.
Promotion: It is the main element of the marketing communication mix as with the help of the
advertising, personal selling, social media, etc. The promotion of the product of the Colgate has
done. The company uses the various channels such as internet marketing to target many
customers.
Findings from the communication mix
It was found that Colgate Company has strong communication mix alignment which helps the
company in grabbing the large number of customers. The company has used the online
marketing for the promotion of their products so that it can be come on the eyes of the
customers. There are several other brands of the company Colgate so every time when the new
product is introduced the company uses the direct selling method and the internet marketing. The
use of Social media has helped the company in communicating with the customers as they get all
the information about the product through the internet only.
Facebook, Instagram, Twitter, etc. are using more by people nowadays so the company has done
communication with the customers through these sites only. They even give online offers and
organize the online games and give the winners free Colgate for the year. Even the dentist
promotes the Colgate products so communication mix strategy of the company is different. They
not only advertise the product but also use the celebrity face to communicate the details of the

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products and their ingredient and uses to the consumers. The company Colgate has also created
the marketing campaign to attract the customers so they the strong alignment and brand
reputation in the market (Smedescu, et al., 2016).
It was founded from the communication marketing mix, that the buying behavior of the
consumer’s changes as the competition is very high in the market. So the company needs to be
updated regarding the product and should offer the new products at the fixed period of time. The
rising technology is the major issue which has been seen in the marketing communication mix.
As the people are get the new information of the product through the technology but it also
influences the downturn of the economy.
It was seen that major products are not delivered by the company at the high quality which is
major issue for the consumer. It is the behavior of the consumer to try new and to shift towards
the best product but reliable products can only be last longing (Cisek, et al., 2014). The consumer
focuses on high quality so the company should use the increments which are needed by the
consumers.
The company should put the major focus on the wants and needs of the customers instead of the
creating the innovation. The major problem which was founded in the marketing mix is that the
company is making new products but they are fully satisfying the needs of the customers. The
prices are high which the major issue in the Colgate Company is. They want to mainly target the
niche people and they are not putting the focus on the spending habits of the consumer (Khan,
2014).
It was found that with the help of the internet marketing the company has increased their market
share. The people do not only use the cell phones to make call and texts but they also uses to buy
the things online. With the online marketing also the sales of the company enhanced marketing
communication mix is helpful in strengthening the alignment.
Strategic recommendations
 The company Colgate should use more campaigning to promote their products which will
helps in more strengthening their alignment. Campaigning not helps the Colgate
Company to earn more one and profits but also helps them in expanding their market

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(Finne and Grönroos, 2017). The company has the good market share but they can fight
against their competitor by using such kind of advertising as this will helps in enhancing
the good will in the market. The customers not only get to know about the product but
will also create the value and make them influence to buy the product. The sales of the
company get enhanced and it helps in attaining more market.
 The company should offer the discounts or lower their prices to grab more customers in
the market. The prices offered by the company are higher as comparison to its competitor
so it is the major issue in the company (Mihart, 2012). The company should give the
offers and discounts to their customers at the festive time or should brought some offer so
that people get to know about the quality of the product and instead of going for some
other products they focus more on the products offered by the company. It is
recommended that they can provide the combo offers so that consumer get influence and
change their buying perception.
 The company should make the products which focuses on the needs and the wants of the
consumer and with the same time the quality should be higher so that the customers
retains at the product for the longer period of time (Wikström, et al., 2014). It was
recommended by the company that they should consider the needs of the consumers so
that buying behavior of consumer get increased. The company gives the quality products
but they focus on the issues like sensitivity, cavities but they need to forget the product
which provides all the qualities in one and at the reasonable price. The consumer needs
can be satisfied by analyzing their perception also so company should so the consumer
learning process to evaluate the behavior of the consumers.


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