Colgate-Palmolive Company

Résumé du document

In 1950 Procter & Gamble launched the first fluoride toothpaste and they patented their technology to prevent competitors from launching fluoride toothpaste until 1967. As a result, Colgate had to give way to P&G in the therapeutic market and focused on the cosmetic market instead. Colgate concentrated on developing its business internationally and quickly established dominance in most global markets while P&G continued to dominate in the U.S. P&G bases all its strategies on the consumers and always asks their opinions and recommendations when the brand is going to launch a new product or new versions of the old products. Another strategy that seems to be working for P&G is to run weeks of focus groups and controlled market tests before launching products. They do this to get reliable feedback from consumers. With limited distribution and promotion, the information gathered influences the product development and the marketing decisions before a large launch. This technique is called "Soft Launch".

Extraits

[...] In fact, a lot of dentist offices sell whitestrips. The major competitor of this product is “Colgate Simply White”. P&G bases all its strategies on the consumers and always asks their opinions and recommendations when the brand is going to launch a new product or new versions of the old products. Another strategy that seems to be working for P&G is to run weeks of focus groups and controlled market tests before launching products. They do this to get a reliable feedback from consumers. [...]

[...] Colgate's European Division uses SAP business systems in order to achieve what they call "One Colgate Europe". This example shows Colgate's willingness to standardize its marketing actions throughout Europe, while trying to make slight and cheap adaptations at the same time. European countries' cultures are not as different as U.S., China and Mexico's, so this strategy can be used, and it proved itself cost efficient and relatively coherent from a marketing point of view. Both strategies (Standardization and Adaptation) are necessary to make sure that products will meet success in the market. [...]

[...] So Colgate might not launch the same products in these different countries. Let's now see how the company adapted the marketing mix of the product Colgate Max Fresh (CMF). So we can see the necessity of adapting the marketing mix when required, when the markets are too different, we are allowed to think a similar marketing mix for these three countries would have failed. Of course, this strategy is complex and is time and money consuming, but from our point of view, it is the best thing to do, and the results highlightened by the research are very good or not so bad for Mexico. [...]

[...] Colgate-Palmolive Company Colgate vs Procter & Gamble Procter & Gamble is Colgate's biggest competitor in oral care products. In 1950 Procter & Gamble launched the first fluoride toothpaste and they patented this technology to prevent competitors from launching fluoride toothpaste until 1967. As a result, Colgate had to give P&G the therapeutic market away and instead focused on the cosmetic market. Colgate centered his attention on developing its business internationally and quickly established dominance in most global markets while P&G continued to dominate in the U.S. [...]

[...] We speak about: French operations The prevention in Africa And the promotion in Latin Amercia 7 France There are 3 main actions to promote the Colgate brand: ( National exchange of toothbrush during the health month. This action takes place in 5 counties in France. You can go to Colgate Collect Center or to the stores that participate to this operation. The goal is to give your old toothbrush to get a new Colgate one. ( Kid's game online “attack of bacteria”. This is a game for teenagers for the prevention of the cavities. http://ohm.colgate.fr/game.aspx ( Smile contest. The duration of the action is 3 months. [...]