Term paper of marketing management
Colgate cold cream
WASEEM RAJA J&K BANDIPORA
LEC. IN LSB R315B35
LOVELY PROFESSIONAL UNIVERSITY
I would like to express my gratitude for the helpful comment and Suggestions by my teacher.
Most importantly I would like to thank my PROF. MR.PARVEEN SINGH KALSI, for her days of supervision. Her critical commentary on work has played a major role in both the content and presentation of our discussion and arguments and I would thank my friends for their help in making of this term paper.
I have extended ...view middle of the document...
The Colgate case involves the CHARMIS, which was relaunched into the market in 2000 by Colgate-Palmolive. This marketing plan summarizes the company’s situation at the time the Charmis was introduced, and the different marketing strategies that we believe would be best for colgate and their new cold cream.
The marketing strategies include proposed strategies involving product, price, place, and promotion. Included in the marketing plan are pro-forma income statements and balance sheet of colgate if they were to launch the product, and also if they were to choose not the launch the product. Also included is an advertising budget.
Marketing plan of colgate-palmolive
1. Definition of industry
The purpose and main focus of the oral health care industry is to prevent
teeth and gum diseases and to deliver cosmetic benefits. Examples of
products in this industry include toothbrushes, toothpaste, dental floss, and
2 . History of industry
Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed. The company is organized around four core segments--oral care, personal care, home care, and pet nutrition--that market such well-known brands as Colgate toothpaste, Irish Spring soap, Softsoap liquid soap, Mennen deodorant, Palmolive and Ajax dishwashing liquid, Ajax cleanser, Murphy's oil soap, Fab laundry detergent, Soupline and Suavitel fabric softeners, and Hill's Science Diet and Hill's Prescription Diet pet foods. Colgate-Palmolive has operations in more than 200 countries and generates about 70 percent of its revenue outside the United States
3. Growth Patterns
Consumers first purchased cold creams without much knowledge or
information concerning the product’s benefits. As new product development
increased, and consumers became better informed about the benefits of
cold creams, they began to focus their interest not only as cleansing cream,
but also on the health of their skin, and their cosmetic appearance. Because consumer interest and creams purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class. The superpremium product class was a “sub-category of cold cream partly offset by
downward pressure on average retail prices in mass-merchandiser channels. Consumers began to purchase cold creams based on the specific benefits each cold cream and company had to offer.
B. The Company
1. Brief History
Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result...