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.…
Do you desire the elimination of bad breath, cavities and diseases? Possessing the right toothpaste can help an individual obtain the confidence they need to smile and associate with others. Hygiene has become an important aspect in one’s health especially when the mouth is the main focus. People gain the feeling of shyness and rudeness around others when they show their rotten teeth and/or the odor of their breath. Nobody wants to be treated in a harmful way for reasons that can easily be fixed. Get Colgate, a type of paste or gel that helps prevent bacteria, plaque and unhealthy gums from occurring. The 1924 Colgate ad, “Hit The Line Hard,” formulates a convincing advertisement that can be assessed using three rhetorical strategies which include appeal to appeal to logic, appeal to credibility and appeal to emotions.…
I will be analyzing a commercial about Colgate total where dental patients tell how and why their dentist advised them to switch to Colgate Total toothpaste.…
Consumers awareness of oral health is increasing which can translate into more future sales - the oral hygiene market had an compound annual growth rate of 4.2% in 4 years…
Choose an individual brand or product line from either the producer and/or brand owner, who are involved in the marketing of an oral hygiene product or products. Investigate and evaluate their marketing strategy using contemporary marketing tools and techniques however this may be illuminated using examples from other companies/ organizations.…
s Gwen Hearst looked at the year-end report, she was pleased to see that Scope held a 32 percent share of the mouthwash market for 1990. She had been concerned about the inroads that Plax, a prebrushing rinse, had made in the market. Since its introduction in 1988, Plax had gained a 10 percent share of the product category and posed a threat to Scope. As brand manager, Hearst planned, developed, and directed the total marketing effort for Scope, Procter & Gamble’s (P&G) brand in the mouthwash market. She was responsible for maximizing the market share, volume, and profitability of the brand. Until the entry of Plax, brands in the mouthwash market were positioned around two major benefits: fresh breath and killing germs. Plax was positioned around a new benefit—as a “plaque fighter”—and indications were that other brands, such as Listerine, were going to promote this benefit. The challenge for Hearst was to develop a strategy that would ensure the continued profitability of Scope in the face of these competitive threats. Her specific task was to prepare a marketing plan for P&G’s mouthwash business for the next three years. It was early February 1991 and she would be presenting the plan to senior management in March. COMPANY BACKGROUND Based on the philosophy of providing products of superior quality and value that best fill the needs of consumers, Procter & Gamble is one of the most successful consumer goods companies in the world. The company marketed its brands in more than 140 countries and had net earnings of $1.6 billion in 1990. The Canadian subsidiary contributed $1.4 billion in sales and $100 million in net earnings in 1990. It is recognized as a leader in the Canadian…
Colgate-Precision (CP) held the number one position in the US retail toothbrush with 23.3% volume share in 1991; they are a global leader in household and personal care products. They currently have 2 toothbrush products in the market, but have been working on a three-year project in developing a technologically superior toothbrush into the market. This product, tentatively named Colgate Precision will be ready to be released into the market in late 1992. However, the toothbrush market has been evolving quickly and Precision product manager Susan Steinberg needed to establish the appropriate positioning, branding and communication strategy in light of all internal and external factors that will potentially affect the business. One of the big questions Susan had to answer was: Should Precision be positioned as a niche product or mainstream product? (See Exhibit 1 for a comparison between launching the product in the niche /mainstream market)…
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.…
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?…
Proctor and Gamble-Scope is faced with a very important decision, they need to prepare a marketing plan for P&G’s mouthwash business for the next three years. They want to know how they are going to be able to capitalize on the emerging market segment within the rinse category that focused more on “health-related benefits” than the traditional breath strategy of Scope. If the company does pursue this there are several concerns that they have.…
Aquawhite is planning on launching its teeth whitening and oral care products in Thailand. This marketing plan will offer basic research on the Thailand market including topics of demographics, target markets, product analysis, and recommended marketing strategies. We have analyzed the current market situation based on the limited public access research offered in Thailand. Our consultation also includes Aquawhite 's current company profile, marketing mix, competition, distribution channels and positioning in Thailand. Our recommendations are based on research about the general dental hygiene sector in Thailand and theories that we have learned in marketing management. Our marketing team presents our findings in a marketing plan, which is based on the different marketing theories covered in the book Marketing Management by Philip Kotler and Kevin Lane Keller.…
2) CP is already no.1 volume in the tooth brush market so the Precision should avoid the cannibalization for their existing main-stream products in both the value segment and the professional segment and should compete with Oral-B for their weakest segment, super-premium (high profit margin) to be also no.1 revenue in the market (refer to Exhibit 2).…
The problem to delineate in this case is to prepare a 3 year business plan for the Procter & Gamble mouthwash business (Scope brand) that will address the new competitive threats while simultaneously managing its brand that customers have come to recognize and prefer. The three-year plan should be prepared to create a strategy that will enforce a continued profitability for Scope. Emerging threats, in addition to similar mouthwash products, include the new pre-rinse, Plax, that claims to reduce plaque by rinsing before…
Colgate trying to once again be ahead of the competition and inventive decided to develop a new product, a one of a kind in the disposable toothbrush market, the Wisp. This new Wisp would make cleaning teeth and freshening breath while on the go a simple as 1-2-3. The Wisp is a toothbrush that is small and contains bead that is a breath freshener that dissolves while brushing and no need for rinsing. In Colgate’s opinion it could not fail and would be an easy hit, no need for water, rinsing or even toothpaste. Plus marketing for this new product in thought should be very simple. However this product needs to gross sales over $62 million in the beginning this is the major problem facing Colgate.…
In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate- Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new tooth paste that had helped drive Colgate to a record 34.8% value share in the important US market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plan for CMF in China and Mexico. Each plan sought to maximize business potential in the local market. Burton needed to assess these plans from a global standpoint, and he wondered if the benefits of adapting the marketing programs in each country outweighed the costs.…