Colgate Case Study

1. Introduction

1.1. Colgate-Palmolive Company Colgate-Palmolive Company is one of the largest multinational consumer products company, it is a global company worth $15.6 billion. The founder, William Colgate was an English manufacturer; he established the business in 1806 under the name of "William Colgate & Company". - 1806, Colgate on Dutch Street, New York city.
Thereby, the company has more than 200 years of history by serving the world, and are offering their products to more than 200 countries and territories. The core products of its business are majority in low-involvement products, such as toothpaste, toothbrushes, soaps, detergents, household cleaner and so on. - Products of Colgate-Palmolive.

1.2. Colgate – The oral care
The Tagline and Value of Colgate Colgate has produced a lot of types of toothpaste, each of the toothpaste has its own tagline to as specialization and outline its function as marketing. But all the toothpastes of Colgate are aiming the same slogan, “World of Care”; the world of happiness and care, and keep the world smiling. Beside caring people from inside to outside, Colgate did care the environment. What value Colgate created to pursue its slogan? Colgate has three fundamental values which is “Caring”, “Global Teamwork” and “Continuous Improvement”.
“Caring” is about cares for people, such as its employees, consumers, shareholders and business partners; they committed to act in high ethics in all situations as well as the global environment protection. Approximately 40% of Colgate packaging materials by weight globally come from recycles sources; and compare from 2005 to 2014, Colgate has 33% reduction in water use per ton of product manufactured.
The employees all around the work are the Colgate global team, Colgate committed to work together with all the people around the world to form “Global Teamwork”; Colgate thought through the sharing of ideas and talents is the best way to achieve and sustain its objective. Colgate has been recognized as “World’s Most Admired Companies” by Fortune magazine in 2015, and “Best Employers in America” by Business Insider in 2014; Colgate has many recognition which certified as good company, good
Its trustworthy name was the big advantage to its product, which certainly consisting its loyal customer. Colgate toothpaste is the first brand that comes to people’s minds at the mention of toothpaste. Colgate has variety types and ranges of toothpaste for selections, up to 44 choices. Different choices come with different prices, it choices help its customers able to pick the particular toothpaste that they desired from the plenty choices. Furthermore, its 200 years of experience and practice certainly signifying its product was carried quality. Colgate is good in marketing strategies and consumer engagement, it using a combination of traditional media outlets, in-store communications and newer digital outlets, including social media. Colgate has run a lot of programs in a year, which majority in charity and education; however its non-profit program but it able to bring the impact and rising in its reputation, it is powerful marketing strategy bring awareness. Colgate staff has well trained and workforce skilled, staff been concerned because Colgate know employees are one of the key to