Transcript Colgate - WordPress.com
Colgate: Marketing Strategy
By: Jordan Green Daniel Pierce Ricky Estrada Adrienne Yeoh
History
William Colgate
• • • • • 1806 Soap Business 6 Dutch Street, New York City.
Death in 1854 Samuel Colgate
Colgate and Co.
• • • • • • • Cashmere Bouquet Dental Cream and Powder 20 th century- about 800 products Oral Hygiene Palmolive-Peet Global Expansion Television
Colgate-Palmolive & Co.
• • • Wide Range of Products 4 areas they focus on Bright Smiles, Bright Future
Brand Equity
How are they doing?
How they changed? Why they changed?
Brand Value Over the Years
Year 2008
• • Ranked : 57 th Brand Value : 6,437 ( +7% from 2007) • • What they did Launch – Colgate Max White Improve Customer Relation
Year 2009
• • Ranked : 52 nd Brand Value : 6,550 ( +2% from 2008) • • • What they did Promoting their brand image Sponsorship for dental conventions Working closely with dental professionals
Year 2010
• • Ranked : 51 st Brand Value : 6,919 ( +6% from 2009) • • • What they did Increase advertising spending Further establish their presence Sought credibility for their tooth whitening products
Year 2011
• • Ranked : 51 st Brand Value : 7,127 ( +3% from 2010) • • • What they did Boost brand positioning in Asia and Africa “clinical whitening system only available in dental offices” – Interbrand Building Smiles Together program
Brand Equity
• • • Steadily increasing over the years. Maintained a profitable growth Focus on their fundamental core values : Caring, Global Teamwork and Continuous Improvement
BODY SOUL CONSCIENCE
Body
Body Focuses on mainly health and comfort of its products: 4 categories 1. Oral Care: trying to prevent any types of gum diseases, cavities, while maintaining fresh breath – Toothpaste: Colgate Total Advanced, Optic White – Toothpaste for kids: Dora the Explorer and Spongebob – Dentist products: Periogard (swollen gum remedy) Pervident(dental rinse) – Toothbrushes: Colgate 360, Max White
Body Continued
2. Personal Care: helping to clean your body, making you feel fresh and clean all through the day Men/Women Deodorant: Speed Stick, Irish Spring -Body Wash/Bar Soap: Softsoap and Irish Spring -Liquid Hand Soap: Softsoap brand -Toiletries for Men: Afta (aftershave for men)
Body Continued
3. Home Care: Products that help insure a clean household Dishwashing:Palmolive,AJAX, Dermassage Household Cleaners: Murphy Oil Soap,AJAX, Fabuloso Fabric Conditioner: Suavitel
Body Continued
4. Pet Nutrition: Nutrition products for your beloved pets giving them a long, happy, and healthy life Cat Care: adult hair ball control-dry,adult indoor/outdoor , Adult Optimal Care Gourmet -Dog Care:Adult Healthy Mobility, Adult Lamb meal and Rice, Adult Advanced Fitness Large breed/Small breed, Simple Essentials
Soul
Soul
The soul of this brand is geared toward comfort and happiness within a family home • For example, Colgate Kid’s toothpaste Parents know that it is very difficult to get children to brush their teeth correctly So creating a fun toothpaste for them that they recognize like Spongebob and creating a flavor that tastes good to them makes parents feel confident and proud that their children want to brush their teeth • Pets, most families have some type of pet mainly a dog or a cat Families love their pets and will pay to ensure that their pet is happy, healthy, and around for as long as possible -Hill’s Prescription Diet takes that same love that families have for their own pets and adds it to their products so families can have their pets around longer
Conscience
Conscience:
Colgate-Palmolive has a specific promise for each category of its company all geared toward promoting happiness and the well being of all family members within the homes The Colgate Promise: • Oral Care: We make the products that make your smile brighter and healthier • Personal Care: Quality personal care for the people you care about the most • Home Care: We make the brands that make a home • Pet Nutrition: We believe that all animals, from your pets to the companion animals we care for should be loved and cared for during their lifetime which is why we are proud that our pet food can make a difference in your pets life
Internet Marketing
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Facebook; “Smile” Contest -Tumblr; Your Favorite Smile and Toothpaste