Preview

Colgate Palmolive Case Study

Better Essays
Open Document
Open Document
1120 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Colgate Palmolive Case Study
The CP Case Study
In the early 1990’s, the toothbrush industry was experiencing major growth; in fact, “in 1992 dollar sales increased by 21% in value and 18% in volume” (Quelch & Laidler, 2000, p. 48). The increase in sales was greatly due to a huge influx of new products, advertising, new technologies, and an increase in consumer concern for oral health. During this time, the Colgate-Palmolive (CP) company was not only a major player in the oral care industry, but also “CP was a global leader in household and personal care products” (Quelch & Laidler, 2000, p. 47). Management at CP understood consumer concerns and the need for advances in technology, and because of this, the Oral Care Division at CP was assigned for three years to develop a “technologically superior toothbrush” (Quelch & Laidler, 2000, p. 47). With the increase in toothbrush sales and technology, accompanied by a change in the behavior of a new generation of consumers, the toothbrush market segment also experienced changes. To understand the changes in the oral health care market, it is helpful to first be knowledgeable of some of the changes in the occurring in the toothbrush product category.
The toothbrush is an ever evolving object; however, the idea of the toothbrush is nothing new. There is evidence to support that in 3500 B.C., Egyptians were fraying the edges of twigs to create bristles used for brushing the teeth ("History of Toothbrushes," 2006). The modern toothbrush design was first seen around 1780; the nylon bristled toothbrush was introduced in 1938 and was quickly followed by an electric toothbrush in 1939 ("History of Toothbrushes," 2006). That is history, but more recently, three changes have occurred in the toothbrush product category that has changed the way toothbrushes come to market today.
Good marketing strategies greatly improve public awareness and public desire, to increase product sales. Kotler and Keller state “the job is not to find the right customers



References: History of Toothbrushes and Toothpastes. (2006). Retrieved from http://www.colgate.com/app/CP/US/EN/OC/Information/Articles/Oral-and-Dental-Health-Basics/Oral-Hygiene/Brushing-and-Flossing/article/History-of-Toothbrushes-and-Toothpastes.cvsp Kotler, P., & Keller, K. L. (2009). A Framework For Marketing Management (4th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Quelch, J., & Laidler, N. (2000). Pearson Custom Business Resources. Boston, MA: Pearson.

You May Also Find These Documents Helpful

  • Best Essays

    Mkt571 Week 6 Product Launch

    • 4265 Words
    • 18 Pages

    Kotler, P., & Keller, K. L. (2007).A Framework for marketing management (3rd ed.). Upper Saddle River, NJ: Prentice Hall.…

    • 4265 Words
    • 18 Pages
    Best Essays
  • Good Essays

    References: Kotler, P., & Keller, K. L. (2007). A Framework for Marketing Management (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.…

    • 662 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Colgate is a player in the $7.5 billion market of oral hygiene in the United States. This market includes products that cleanse, disinfect, freshens breath and whitens teeth and Colgate has a share of that market for all these products. The competition in this market makes being innovative practically a requirement since it is difficult to encroach upon your competitors. Knowing this information, companies must also ensure that they maintain a good balance of products in this industry.…

    • 378 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    i. Only been in market for 2 years, similar spending and air time as Listerine and Scope…

    • 1241 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Scope Case Analysis

    • 5127 Words
    • 21 Pages

    The current strategic efforts for the Scope brand are successful, but a competitive threat has brought about concerns as to whether Scope can continue to be profitable in the marketplace. An emerging segment of prebrush rinse users has created questions as to whether the Scope brand should consider this segment as a viable target. The Scope brand has consistently focused its efforts on the benefits of great taste and fresh breath, while the competition in the emerging segment currently is focused on a plaque-reducing benefit that has not been previously seen in the marketplace.…

    • 5127 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    Cottle Case Study

    • 681 Words
    • 3 Pages

    Q1. What factors determine demand for toothbrushes? Which of these factors are environmental? Do the marketers have control over them? Which factors could be influenced by marketing programs? If Cottle intends to develop primary market (primary demand) for toothbrushes, at which different levels should it influence the target market?…

    • 681 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Paper to Nono

    • 501 Words
    • 3 Pages

    Few of the above factors are influenced by economical and social environment. Factor (a) is economical innature and factors (b),(d) and (f) are influenced by social factors.Marketers have control on few of the factors mentioned above such as oral hygiene awareness, distributionand advertisement and promotion of the toothbrushes.Factors (b), (d), (f) can be influenced by marketing programs.Cottle can develop primary market in rural areas for toothbrushes by promoting low end toothbrushes topeople who do not brush , medium range toothbrushes to the people currently using low level brushes andfinally for primary market in urban area battery operated toothbrushes should be promoted…

    • 501 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Cottle Taylor Case Study

    • 434 Words
    • 2 Pages

    Its need, its usage( timely disposal) ,awareness regarding usage of toothbrushes, buying habits of consumers, demography ,promotion of the toothbrush, price of toothbrush, income of consumers, Government policies.…

    • 434 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Gillette - a case study

    • 532 Words
    • 3 Pages

    The Gillette Company has a long history of being 'the first to market...' in its own areas of operation. As well as being first to market, Gillette has also continuously produced products which feature improvements to existing technologies, including 3 bladed disposables and ergonomically superior handle developments, including Sensor, Venus Divine and M3Power. For as long as products remain the only one of their kind available, the 'first mover' can establish loyalty and reputation in its brands before potential competitors get going or catch up. A Brand is thus created. There are risks to being the innovator, however. To be successful, the innovation process has to be conducted thoroughly. This usually involves a great deal of research, and in more than one form.…

    • 532 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    In providing an analysis of the consumer behavior of Magic Toothpowder, the report's objectives are to explore the following areas:…

    • 5773 Words
    • 24 Pages
    Powerful Essays
  • Powerful Essays

    As early as 3000 B.C. Egyptians used toothbrushes fashioned from twigs. In the 20th century a major design advance occurred in 1938 with the launch of Dr. West’s Miracle Tuft toothbrush, the first nylon bristle brush. Until the late 1970’s toothbrushes were widely viewed by consumer as a commodity and were primarily purchases on price. The involvement remained low and the companies also treated their toothbrushes as an extension, to get their consumers to use their toothpastes. Typically in the Indian market the percentage of toothbrush users has slowly inched upwards. As it has always been associated by the non-users as a non-essential item more so because of their fierce loyalty to the margosa twigg(Datun) and the index finger. The market of late has been the entry of several foreign players and the marketing game has assumed a totally new dimension. Companies are trying to shift to “PULL” strategy of long term returns and the inclination of consumers to shell out a few rupees extra to ensure a more wholesome care of their teeth and gum. This has resulted in rapid growth in value terms. Added to this is the initiative of the companies to focus on expanding the market by bringing the over 65% non-users in their consumer fold. With such vast potential to be exploited, the entry of several new players with their innovative ideas and experience in similar developing markets, the industry is likely to see a lot of action in the immediate future.…

    • 3827 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    Kotler, P., & Keller, k. L. (2007). Framework for marketing management (3rd ed.). Upper saddler river, NJ:.…

    • 995 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    From Exhibit 6, Table 1, with respect to each of the habits and practices, a set of inferences can be derived about the involvement levels of consumer in the oral care category. Firstly, 36% of the respondents brushed twice daily, which indicates either low involvement in the category or that the respondents are not aware about the importance of brushing twice a day.…

    • 1498 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Colgate Case Study

    • 1003 Words
    • 4 Pages

    CP’s commitment in R&D also provides the Precision toothbrush with a strong innovative design suit. The product is also proven to be more effective in removing plaque than existing brands specially Reach and Oral-B. (John Quelch, 1993) CP could use the design aspects as strength to improve the existing “professional” toothbrush lines.…

    • 1003 Words
    • 4 Pages
    Powerful Essays
  • Powerful Essays

    References: Kotler, P., & Keller, K. L. (2007). A framework for marketing management (3rd ed.).…

    • 2499 Words
    • 10 Pages
    Powerful Essays

Related Topics