Colgate

By

Connor Morrison

&

Pei Zhang

About Colgate

Core Values

- caring

- global teamwork

- continuous improvement Founded in 1806 Colgate-Palmolive (China) Co. was founded in 1992

and is based in Guanghou, China

- operates as a subsidiary of Colgate-Palmolive

Toothpaste is seen as a more of a convenience good.

Parents bought a brand, passed it down to kids

Ads are based more on product features

-whitening

-tarter control

US Market

US Market

Try to influence kids to brush their teeth through a mascot.

- Dr. Rabbit

- used to teach kids about dental health # 52 on America's biggest ad spenders Offer “new” toothpastes every year that does

something different than before.

US Advertisement

Ads in US are based on features of the product When advertising to adults they use something

like “recommend by dentists” Not many toothpaste commercials aimed at

children

-if the parent buys a certain brand, their children will most likely use that brand

History in China

Started in 1992, in Guangzhou

Between 1992 and 1995 they had 2% of the market

In 1996 it grew to 10% After 2002 the market occupancy is about 30%

every year

Chinese Market

To gain market share they had to try different strategies

- before they access in Chinese market, they did a lot of research about Chinese market.

- most Chinese companies focus on adults - because of one child policy, Colgate focus on

children

-

Chinese Market

In 1995, Colgate signed the first five year plan with relevant department of Chinese government and carried out the “sweet smile, bright future” plan in China

- education about how to protect tooth

- went to schools and gave out free samples

- students would go home and show parents

Chinese Market

Aim market: families have high income

Changed consumer behavior in 1995

- wanted Chinese children to grow up with using their products

- when children became adults, they had loyalty Now that they are adults they can influence the

younger generation New product (360 degrees)

- before that, all products focused on one feature

Advertisement in China

China Central Television (most watched)

- can be seen throughout the country

Very expensive to advertise on it (about 2 million dollars to publish one TV commercial)

http://www.tudou.com/programs/view/yNfnu2-b04M/

Advertisements focus on two segments

- young adults

- http://www.youtube.com/watch?v=Azc1GxYIe_U

- http://www.youtube.com/watch?v=Pgx-EhLkrDc

- children ( their parents)

- http://v.youku.com/v_show/id_XNzYzNTAzMzI=.html

Advertisement in China

Colgate advertisements are everywhere (Our aim is no decayed tooth!)

- bus stops

-newspaper

-magazines

Questions

Do you think that advertising to children to get them growing up using the product is ethical?

Do you think it is smart for them to spend so much money on advertising?

References

http://www.youtube.com/

http://www.adage.com/

http://www.tudou.com/programs/view/yNfnu2-b04M/

http://www.youtube.com/watch?v=Azc1GxYIe_U

http://www.youtube.com/watch?v=Pgx-EhLkrDc

http://v.youku.com/v_show/id_XNzYzNTAzMzI=.html

http://www.colgate.com.cn/app/Colgate/CN/HomePage.cvsp