and equipment for threshold furnishing segment acquired a small company with toothpaste manufacturing facility and decided to enter the low-end toothpaste segment. The lower end segment of this extension is the fluoride-based market‚ where Hindustan Lever Limited‚ Procter and Gamble‚ and Colgate Palmolive are the active player.Business of toothpaste was new to Anchor so top management developed plans to enter toothpaste market.The new acquisition had a set of salespeople who were merged with the
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000 (e) Above 40‚000 4. What do you use to clean your teeth? (a) Toothpaste (b) Toothpowder (c) Any other ________________________ 5. How many times do you brush your teeth in a day? (a) Once (b) Twice (c) Thrice 6. Which brand of toothpaste do you use? (a) Close-up (b)
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CMF was launched in the U.S in the year 2004. It contributed to Colgate’s record share of 34.8% in 2004. At that time U.S toothpaste market was split into therapeutic and cosmetic benefits. This was the ideal time for CMF to enter into US markets. CMF was positioned as a premium brand. The concept promised consumers freshness with a whitening reassurance‚ using mini breath strips as the distinctive reason to believe. The US CMF product line consisted of two product forms a liquid bottle and a gel
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protecting‚ and enhancing brands. There are four stages in life of any product i.e. Introduction‚ Growth‚ Maturity and Decline. The same stages also faced by COLGATE Toothpaste brand. This research is an endeavor in the direction to find out what business strategies did Colgate adopted and how has it reached and maintained its brand name and market share till date. For the study secondary data has been used which was collected by other researchers and data collecting firms and from company itself.
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Their professional brush market has increased. They are now trying to introduce a new toothbrush to the market which should be in a segment of its own. This toothbrush should get them in the super premium segment. 2. How is the toothbrush market segmented..? The market is segmented in value‚ professional and super premium ‚ represented by the price of each segment. We could argue the positioning of type of brushes divided by theirs design ‚ and we can divide the market according to the knowledge
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high margin core businesses. Case Facts: Colgate Max Fresh Colgate Max Fresh (CMF) launched in 2004 Less cannibalization than expected More trading up than expected USA China Mexico May 2005 launch recommended Effective launch plan vs. speed to market seen as more critical. August 2005 launch recommended Addressing communication challenges is key (naming‚ breath strips concept) Television Ad (US) Colgate Max Fresh Situational Analysis Enviroment Industry Organization Marketing Strategy Macro-Environment
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Consumer Goods (FMCG) producers in the world. The company markets its products in over 200 countries and territories which consist of four core global businesses: Oral Care‚ Personal Care‚ Home Care and Pet Nutrition. In 2011‚ the company has hit net sales of US$ 16.7b in worldwide which consistently rose at 7.5% to an all-time record level. (source: Colgate 2011 financial report) By focusing in Oral Care‚ the world’s largest toothpaste maker has always been the popular brand among the competitors
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EXECUTIVE SUMMARY The objective of this report is to analyse the main economic factors on Colgate-Palmolive Company. Upon analysing the business’ operating market‚ demand and supply‚ the report focus on the company’s main sector‚ which is a wide range of toothpaste products. By gathering information in a logic structure‚ the report states the previous and current impact of external factors and the way in which internal factors take place in the company. Using several figures from reliable sources
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can have the same ideologies or require a similar product.Target Marketing refers to a concept in marketing which helps the marketers to divide the market into small units comprising of likeminded people. Such segmentation helps the marketers to design specific strategies and techniques to promote a product amongst its target market. A target market refers to a group of individuals who are inclined towards similar products and respond to similar marketing techniques and promotional schemes. | |
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product launches and entry into new geographic markets and a continuing focus on core consumer products. Although international sales remained CP’s strong suit‚ accounting for 64% of sales and 67% of profits in 1991‚ the company faced tough competition in international markets from P&G‚ Unilever‚ Nestle’s L’Oreal Division‚ Henkel of Germany and Kao of Japan. Situation In 1991‚ CP held 43% of the world toothpaste market and 16% of the world toothbrush market. Other oral care products included dental
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