Marketing Essentials: A Comprehensive Report on Colgate-Palmolive

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Marketing Essentials
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Table of Contents
1 Explain the role of marketing and how it interrelates with other functional units of an
organisation......................................................................................................................................3
2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives..............................................................................................................5
3 Develop and evaluate a basic marketing plan...............................................................................8
Reference List................................................................................................................................16
Appendix........................................................................................................................................20
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1 Explain the role of marketing and how it interrelates with other functional units of an
organisation.
There are some roles of the marketing department of the Colgate-Palmolive organisation. They
are:
 Marketing has the role of meeting the requirements of the consumers by conducting
market research (Kotler et al., 2015).
 The marketing manager has the duty of increasing the market share through meeting the
objectives of the business by developing strategies to have competitive advantage.
 Marketing has the function of promoting the products.
 The role of marketing is to determine the price of the products that would be justifiable as
per the view of the customers.
There are some responsibilities of marketing department of Colgate such as:
 The marketing manager has the responsibility of setting marketing strategies that will
induce sales.
 The marketing department has the task of assessing the preference of the consumers.
 The manager of the marketing department has the role of supporting the sales team in
influencing the quality of their service to attract the customers.
 The marketing department has the duty of planning for the promotional materials such as
use of internet, banners, leaflets and others to promote the goods.
The marketing department of Colgate has connection with the departments of finance,
manufacturing, human resource, IT, supply chain, and other departments of the firm
(theofficialboard.com, 2019).
Finance
The finance department has the role of investing in the marketing activities of the marketing
section of the company (Chang et al., 2018). The marketing department on the other hand meet
the objectives set by the finance department by functioning as per the budget framed by the
finance department.
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Manufacturing
The manufacturing department produces the products that are later sold by the marketing
department (Haider et al., 2019). The marketing section on the other hand fulfils the objective of
the manufacturing department by selling the manufactured goods to the consumers.
Human resource
The HR department recruits and provides training to the members of the marketing department.
Thus, enhances the potential of the members of the latter in influencing the customers’ decision
(Olson et al., 2018). The marketing department when able to perform the duties efficiently fulfil
the objective of the HR department.
Information technology
The IT department has the function of enhancing the marketing activities of Colgate to increase
its appearance around the world through promotional activities such as advertising by using
broadband channels, website advertising, and other techniques of promotion. The marketing
department on the other hand uses the assistance of IT department thus, enhance the image of the
firm through revealing the advancement of the company technologically (Rowley, 2017).
Supply chain
The department of supply chain manages the supply and transportation of the goods
manufactured in the firm. It transports the goods that are to be traded by the marketing
department of the organisation. The section of marketing has the role of communicating with the
suppliers so that the need of the customers is met. Through regular communication, the
marketing members are able to get supplies of the raw materials from the suppliers that would be
needed for producing the final goods. Thus, the marketing department has the function of
connecting the suppliers with the organisation and ensure that the customers demand are met by
the materials that are supplied by the suppliers.
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2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives.
One of the competitors of Colgate-Palmolive is Oral-B that is owned by Procter and Gamble.
Both the companies achieve their business objectives by using the marketing mix’s elements.
The objectives of Colgate-Palmolive are:
 To support the customers for their welfare
 To strengthen the performance of the organisation
 To act responsibly towards the mother nature
The objectives of Oral-B are:
 To provide the customers with efficient products
 To improve the lives of the people with the goods
 To create innovative products to appeal the customers
Figure 1: 7P's of marketing mix
(Source: JAIN, 2017)
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Elements Colgate Oral-B
Products The oral hygiene products of the
company include toothbrushes,
toothpastes, dental floss, and
mouthwashes
(colgatepalmolive.com, 2019). This
assists in fulfilling the objective of
supporting the consumers for their
well-being.
The products include toothpastes,
mouthwashes, toothbrushes, and
electric toothbrushes (oralb.com.hk,
2019). This has assisted the firm in
meeting objective of providing
customers with innovative and
effective products to improve their
lives.
Price The pricing strategy of the company
is competitive as the firm determine
the price of goods as per the
competitive market (forbes.com,
2019).
The organisation has skimming
pricing strategy, as the targeted
customers are middle and upper
middle class people
(telegraph.co.uk, 2019).
Place The company has locations in India,
Japan, Philippines, Malaysia, Nepal,
Brazil, China, and other countries
(investor.colgatepalmolive.com,
2018). This has made the firm me
the objective of strengthening the
financial performance of the
organisation.
The products are marketed
worldwide though is headquartered
in United States (oralb.co.u, 2019).
Promotion The promotional techniques include
radio program, advertisement in
television, magazines, and
promotional campaigns (Tadena,
2015). This strengthens the
marketing performance of the firm
and assists it in meeting objectives.
The organisation promotes the
products through billboards, print
media, television, and online pages
such as Facebook (oralb.co.u,
2019). This method let the firm
appeal the consumers and met
business objectives.
Physical evidence The package of the product is
distinguished from the competitors,
The logo of the company has
changed since 1980 to give it a
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being recyclable. This factor enables
the firm to retain its identity and
meet objective of strengthening its
performance
(sustainablebrands.com, 2014).
standard appeal (logos.fandom.com,
2019). This has let the company
appeal the customers and meet
objective of firm.
People The people of the organisation are
trained on ethical policies such as
avoidance of testing products on
animals (humaneresearch.org.au,
2014). This made the firm in
meeting objective of acting
responsibly towards the
environment.
The people of the firm are
motivated to put innovative practice
in manufacturing to attract the
consumers (oralb.com, 2019). This
factor has let the company meet
objective of creating innovative
products such as electric
toothbrush.
Process The process of marketing of
products includes using dentists for
branding of the goods in
advertisements (Ramesh, 2019).
This strengthens performance of
marketing and assist in meeting
objective.
The process of the company
involves using innovative
marketing procedures to attract the
consumers (eyeka.pr.co, 2014).
This appeals the consumers and hep
the company in meeting the firm’s
objectives.
Table 1: Marketing mix of Colgate and Oral-B
(Source: Created by the learner)
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3 Develop and evaluate a basic marketing plan.
Executive Summary
A market plan has been produced of the Colgate in the following study by using the SOSTAC
model. The different elements have been used of this model such as analysis of external and
internal environment, strategy of marketing mix, marketing objectives, sales analysis, and other
elements.
Introduction
The following task will provide marketing plan of Colgate that will include situational analysis,
marketing mix, budget and different elements of SOSTAC model.
Figure 2: SOSTAC model
(Source: Chaffey, 2016)
Situational Analysis
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SWOT analysis
Strengths
The organisation serves countries worldwide,
this factor assist in increasing the revenue
trough generating more sales.
The brand is extended into oral care products
such as toothpowder, toothbrushes, toothpaste
as well as into specialty product range and kids
products (colgate.com, 2019).
Weaknesses
The Total brand of Colgate toothpastes contain
triclosan that has a negative effect on water
bodies after dissolving into them. This can
damage the reputation of firm as well as
disrupt trust of people (theaustin.com, 2019).
Opportunities
The organisation has opportunity of enhancing
its operations by using herbal products in
manufacturing goods (Nahar, 2016).
Colgate has the opportunity of extending its
sales through providing products at discount
ranges.
Threats
The regulation of the countries where it has
manufacturing unit can affect the functions of
the firm (Xiong and Beghin, 2017).
Inflation in economy in the countries where the
business is extended into can reduce the sales
of the products.
Table 2: SWOT analysis of Colgate
(Source: Created by the learner)
PESTLE analysis
Elements Factors Analysis
Political Brexit has affected the labour
market of UK by controlling
movement of labour force
from EU nation (Partington,
2019).
The political factor can affect
the Colgate company as due to
shortages of human force, the
production will be reduced
that will limit the profit
generation.
Economic There has been reduction in
the growth rate of UK’s
economy from 0.5% in June to
The economic power
reduction of country will
affect the economy of the
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-0.2% in August 2019
(tradingeconomics.com,
2019).
company as well as there will
be low investment in the
marketing and IT department
that will affect the sales f the
firm.
Social People preferences are
changing with the innovation
of electric toothbrush (Han,
2019).
The change in the preference
will have positive influence
over Colgate as it has electric
toothbrush in its brand
collection.
Technological Social media has positive
influence over the companies
in marketing the products
(Sajid, 2016).
Colgate will be influenced
positively with the use of
social media such as Facebook
for promoting various goods
produced in the organisation.
Legal According to the “National
Minimum Wage Act 1998”,
the organisations of the united
Kingdom has to provide
sufficient remuneration to the
labour force
(legislation.gov.uk, 2019).
In order to avoid legal issue,
Colgate has to adhere by the
law of the UK’s government
in its business operations in
this country. Therefore, it
would be affected negatively.
Environmental As per the “Control of
Pollution Act 1974”, the
organisations should not
dispose polluting matter into
stream that can harm the flora
and fauna
(ukmarinesac.org.uk¸ 2019).
Colgate will be affected by the
legislation as it has to reduce
water pollution in the
manufacturing process as well
as determine the materials of
products carefully that would
not harm the aquatic life.
Table 3: PESTLE analysis of Colgate
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(Source: Created by the learner)
Objectives
 Sell- To increase the sales by acquisition of more customers
 Serve- To satisfy the customers by providing valuable products
 Sizzle- To provide value services added to the goods
 Speak- To engage the customers by communicating
 Save- To make profit of business
Strategy
Segmentation
Colgate should segment the market based on the demographic factors such as age, income, and
such factors. It should manufacture products for every age group as well as determine the price
that would be affordable by every income group (Dibb, 2017). It can also incorporate
psychographic factor in segmenting the market by manufacturing the products that would be
valuable for the lifestyle of high-income group by providing electric toothbrushes.
Targeting
Colgate should target the low as well as high-income group in manufacturing goods that will
increase its sale as well as reach in the market. It should develop products that will be preferred
by people of various age groups.
Positioning
Colgate should position its products as low price and high quality range to influence the
customers’ decision of purchasing. It can develop innovative products as well for high-range
buyers. This will increase its growth in numerous countries of different economic condition.
Tactics
Marketing mix
Elements Analysis on Colgate
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Products Colgate should increase the products range to increase the market share
and profitability of the company. It should improve the quality of the
products as well to increase the number of purchasers
Price The organisation should determine the price of goods as per the average
income group of the countries where it has made expansion (Curtis and
Allen, 2018). This will influence the decision of purchasing of people
of every income group.
Place The business of Colgate should be expanded globally that will induce
the sales and profit generated by the organisation. It should also extend
through internet by increasing its presence in online website as well as
by staying active in social media pages.
Promotion Colgate should promote the varied range of products through social
media, online website and broadband channels to enhance the prospect
of sales of the products. It can also promote through brochures, discount
offers, and such promotional techniques to increase its sales within a
specific time.
Physical
evidence
The company should develop its package and logo with unique colour
coordination and appealing designs. This will increase the value of the
products as well as through innovation in packages; the customers’
buying decision will be affected positively (Krishna et al., 2017).
Process The marketing process of Colgate should be improved by provision of
training facility to the customer service and sales executives. This will
make the customers loyal to the organisation’s products.
People The company should increase benefits to the employees by providing
rewards on their performance. This will motivate them in performing in
a better way in the future that will enhance the customer service and
influence the buyers positively.
Table 4: Marketing mix on Colgate
(Source: Created by the learner)
SEO
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