Marketing Coursework About: Colgate-Palmolive Company (Coursework Sample)
Homework is case analysis, mainly analyzing the case in deep, referencing the case with case questions (every questions should be covered and answered), you can create a simple swot chart, the attachments has the knowledge part for referencing and as ppt.source..
Business and Marketing (Colgate-Palmolive Company)
According to Stroller (2017), Colgate-Palmolive is an international company worth $15.6 billion and is currently operating in more than 200 countries across the world. The company has mainly focused on the strong global brands in its core businesses such as oral care, Pet Nutrition and Home Care. It is important to remember that Colagate-Palmolive of about $6.06 billion and also a gross profit of $2.76 billion in 1991.
This essay examines changes that are occurring in the toothbrush category, and it will also answer a question on a case study about Colgate Palmolive.
Changes that are Occurring in the Toothbrush Category, and also Assessment of Colgate-Palmolive's Competitive Position
The manufacturers of toothbrush have been able to inject millions of dollars and a lot of hours, so as to mix form and function in the oral health care products that would enable their customers to brush frequently, properly, and above all comfortably. Moving forward, they have been able to build the United States oral care market to estimated $2.9 billion market. The new toothbrush has been able to change the brushing habits of millions and turned the idea of brushing teeth a trendy habit among its clients across the world. Since the consumers are increasingly becoming concerned about how their teeth can be healthy; the tooth brush company has responded by working on ways that would enable this desire come true and also to help them have an optimal dental health by offering numerous kinds of toothbrush. For these companies to do this comfortably they have been able to focus their energy on the customers' needs. Due to high demand for good toothbrushes, different companies have been able to make several aesthetic and functional changes to the bodies and the heads of their products. It is important to remember that there are some toothbrushes that have specifically been made to inform the consumers who to change the toothbrush; the handles have been thickened for a more comfortable grip, and also to extend the reach of the bristles. The other change that has also taken place in the toothbrush is on the shaft materials, this has incorporated translucent and more flexible plastics that are there in the handle as well as the rubber components that are specifically tailor made into thumb ridges so as to prevent the slippage. The other thing that ought to be noted is that toothbrush market has become very competitive. Due to the competition in the toothbrush market, the Colgate-Palmolive is facing quite strong competition from other existing companies like Oral-B, Johnson & Johnson, and also other new companies like the Procter & Gamble and also the Smith Kline Beecham that strategically positioned their product lunches in the segment of super-premium toothbrush. In the year 1991, the Colgate-Palmolive successfully launched new products in the United States market, and is in control of 43% of the global toothpaste market, and also sixteen percent of 16% of the world's toothbrush market. Some other oral care products include mouth rinses and dental floss. In this same year 1991, the worldwide sales of the Colgate-Palmolive's oral care products actually increased from 12% to 22% that accounted for $1.3 billion sales (Quelch & Laidler, 2006).
Segmentation of the Toothbrush Market
The Colgate-Palmolive has got its market segmented for its toothbrushes into three categories such as Value, Professional and Super-Premium. By the year 1992, the super-premium segment was expanded to include other brands like the Oral-B indicator, Crest Complete, Oral-B Regular, R
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