The Marketing Plan for Colgate

8/18/2019 The Marketing Plan for Colgate

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Themarketing plan for Colgate-

Palmolive

BUS4005

BA124020-1AHo Ts !iCho" #ai $an

Ching %a !&Che&ng 'ar (o&n $i)hael

0*-12-2014


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The marketing plan for Colgate-Palmolive

Content

+ntro,&)tion2

./e)&tive S&mmar

Sit&ation Analsis4

S#T Analsis3

$arketing e)tives*

$arketing Strategies6

$arketing Ta)ti)s10

$arketing B&,get12

$arketing Control an, .val&ation $arketing Performan)e1

7eferen)e14

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+ntro,&)tion

Colgate Toothpaste has een fighting a, reath an, maintaining proper oral health for over

200 ears +n the eginning8 #illiam Colgate starts a star)h8 soap8 an, )an,le &siness in 9e" !ork Cit sin)e 1*03 #hen #illiam Colgate passe,8 his )ompan "as )onstantl tointro,&)e ne" the pro,&)t s&)h as perf&me, soap an, perf&me:essen)es As at 1*;8 Colgateintro,&)es first toothpastes in ars The toothpastes have een improve, over 100 ears

9o"a,as8 "e still &se Colgate toothpastes8 "hi)h is a famo&s ran, "ith tooth )are Colgateis )overe, aro&n, 200 )o&nties an, sales s&rpassing US


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Executive Summary

+n toothpaste market8 there is lots of )ompan to )ompetition #ith an arra of 40 ,ifferent

patente, toothpastes an, 1 )lassifi)ations of oral )are so that Colgate remains )ompetitive inthe market pla)e The Colgate is over one h&n,re, ears ol, Therefore8 it is imperative tokeep Colgate>s ran,s fresh &t maintain a ri)h histor of ?&alit pro,&)ts The target marketfor Colgate toothpaste is high-in)ome parties e)a&se the reall emphasie their health Thefollo"ing report looks at the Colgate@ Sensitive Pro-7elief an, "ill analses marketingsit&ation an, S#T of Colgate@ Sensitive Pro-7elief This report is a)hieving marketinggoals to map o&t strategies an, ta)ti)s +n a,,ition to this8 listing o&t the marketing &,get

oth is important in the marketing plan

#e intro,&)e the ran, for the histor an, past of the performan)e Also8 "e analsis themarketing sit&ation "ith information on )&stomer nee,s8 target market8 marketing offering

an, the like +n terms of the S#T analsis8 this is )larifing the )&rrent sit&ation in areas ofinternal strengths an, "eaknesses8 highlighting opport&nities an, threats $arketing strategis marketing mi/ elements an, e/plains ho" ea)h respon,s to the S#T Also8 the marketingta)ti)s is s&pport marketing strategies estalishing a set of a)tion programs on pro,&)t8

pri)ing8 ,istri&tion8 an, promotion The &,get is essentiall a proe)te,-an, loss-statementastl8 the marketing )ontrol an, eval&ation is o&tline the meas&res that "ill e &se, tomonitor progress an, eval&ate the marketing performan)e

This is the marketing plan for the Colgate@ Sensitive Pro-7elief The marketing plan isver signifi)ant of e/e)&tion "ill ring in a lot of &siness

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Sit&ation Analsis

or the Colgate8 the have man pro,&)ts s&)h as toothpaste8 mo&th"ashes8 an, toothr&sh8

&t the are spe)iall for)e, on the toothpaste an, &n,erstan, the )&stomers> nee,s an,"ants The are offering 25 ,ifferent patente, toothpastes in Hong %ong $an people haveello" teeth8 sensitive teeth or &st teeth "ith )avit prolem Also8 in or,er to attra)t an,more s&itale for )hil,ren8 the have een releasing some spe)ial toothpastes s&)h as,ifferent taste8 )artoon )hara)ters for )hil,ren The most of toothpastes ran,s have varie,

pro,&)t )an effe)tivel solve the )&stomer prolem8 &t the are not spe)ifi) to for)e the,etail of the prolem Colgate intro,&)es ,ifferent series toothpastes to mat)h the )&stomers>nee,s an, "ants s&)h as opti) "hite8 sensitive pro-relief

Spe)iall8 the sensitive pro-relief series )an for)e ,ifferent sensitive smptom8 "hi)h have 5toothpastes to ,ivi,e ,ifferent patient or )&stomers Those are e/)l&sive Pro-Arginform&la The series slogan is D o&r sensitive toothpaste makes o& eno the froen taste 14,as pro,&)t risk "ith o&r mone a)k g&aranteeE +t is e/press the &ni?&e effe)tiveness of

pro,&)ts an, target )ons&mer ps)holog +t is more than other toothpaste ran, e)a&se the&n,erstan, sensitive teeth is ver )ommon in Hong %ong The strengthen the pro,&)t to emore effe)tive mat)h the )&stomer nee,s The are &se, ,ifferentiate, marketing that a )oreof the pro,&)t asi)all the same8 &t the ,ifferen)e in performan)e an, ?&alit to meet the

asi) nee,s of the )&stomer to provi,e )&stomers "ith a &ni?&e pro,&)t

riginal toothpaste is asi) sensitive toothpaste for earl patient or )&stomer Sensitive toothsho&l, e )aref&l to &se a "hitening pro,&)t &t Colgate has een resear)h an, ,evelopmentthe toothpaste )omines "ith sensitive an, "hitening #hitening toothpaste is a lo" arasiveform&la gentl an, effe)tivel removes stains for "ho is a ello" an, sensitive tooth An,other three toothpastes are for)e, on ,ifferent )ommon smptoms .namel 7epair toothpasteis repairs sensitive teeth for long lasting prote)tion against sensitivit that has an enamel

prolem )&stomer $&lti-prote)tion toothpaste is more effe)tive to )lear the teeth an, thetaste more fresh '&ms-prote)tion toothpaste is more for)e prote)ts the g&ms to againstsensitivit +t is a pro,&)t a,vantage in similar pro,&)ts

n the other han,8 Colgate>s a,vantage is an e/)ellent ran, an, a high of ,iversifi)ation ofthe &siness

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This is the pri)e of the sensitive toothpastesF

The sensitive toothpastes pri)e is


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S!"T #naly$i$

Strengths

Strengths ,es)rie the internal )apailities8 reso&r)es8 an, positive sit&ational fa)tors of firm8that is the a,vantages for a)hieving its oe)tive Colgate -PalmoliveI is a m&ltinational8"hi)h o"ns the international &siness +ts &siness is r&nning ,iversifi)ation for estalishinga strong )ompetitive position an, in)reasing profit8 s&)h as Palmolive an, Softlan

Also8 Colgate is ver )on)ern ao&t the prolems of oral health8 so the ha, een resear)he,an, ,evelope, the pro,&)ts of hgiene an, prote)t Their pro,&)ts of oral )are are mostfamo&s an, spe)ialie,8 "hi)h )o&l, otain the igger market share

&rthermore8 Colgate is a time-honore, )ompan that )o-operate "ith the ,entists for manears The have a professional team of ,entists for improving the oral pro,&)ts8 so the)&stomers have )onfi,en)e an, faith in their ran,

Weaknesses

#eaknesses ,es)rie the internal limitations8 negative internal fa)tors an, negative sit&ationalfa)tors of a firm that is the arriers to meet its oe)tive A))or,ing to the report of thir,-?&arter earnings8 Colgate-PalmoliveJs net profit "as ,e)line,8 "hi)h fell 05 per)ent to <4;6 illion That is8 Colgate-Palmolive "ill la)k of )apital to operate in a short term8 an,the are going to reorganie the ,istri&tion of e/pen,it&res

As Colgate-Palmolive is a )ompan of The Unite, States8 the nee, to realie the lo)al

)&lt&re efore the tr to e/ten, their overseas market +n or,er to satisf the )&stomers>nee,s an, "ants8 Colgate-Palmolive "o&l, )onstit&te the )&stomie, ,epartment for st&,ingthe ,ifferen)e of )iviliation

n the other han,8 it is a large e/pense of hiring the professional teams8 "hose are the,entists an, resear)hers8 et) Colgate-Palmolive has een "orking "ith the ,entists an,resear)hers to improve an, ,evelop the oral pro,&)t that is the main lao&r )ost

Opportunities

pport&nities ,es)rie the favorale e/ternal fa)tors of the firm8 that ma trigger the path toa,vantage on its oe)tive .verone kno"s that Colgate-Palmolive is an ol, an, famo&s

ran,8 "hi)h has een otaining the goo,"ill an, )&stomer loalt The p&li) "ill )onfi,ein the other pro,&)t of Colgate-Palmolive8 so the )o&l, e/pen, their &siness on skin )are8

esi,es personal )are an, home )are

There is no ,o&t that people have more val&e on their personal )are as their health )ognition"as gro"n e,&)ation Therefore8 this is the a,vantage of rolling o&t the s&perior pro,&)tson ,ifferent lifestle of people

C) sho&l, also )onsi,er roa,ening their &siness>s s)ope that )o&l, e/ploit DateralSprea,ingE This is one of the "as to e/pan, the e/ternal &siness8 "hi)h ,evelops therelevant &siness &t ,oes not e/ists the )ompetitive relationship of ral Care8 or instan)e8

,ental )lini) organie, of Colgate-Palmolive

Threats

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Threats ,es)rie )&rrent &nfavorale e/ternal fa)tors that are the )hallenge of a )ompan>s performan)e rom the report of TH. (.7USA.$ PST8 the fake Colgate toothpaste "asimporte, from China an, Thailan, +t is a serio&s prolem that "ill affe)t the tr&st of)&stomers> p&r)hase an, the ,evelopment of overseas market

#hat is more serio&s is that Colgate-PalmoliveJs toothpaste "as ,is)overe, the ingre,ient isin)l&,ing the harmf&l material B&t8 the ha, alrea, )leare, this ,el&sion on me,iaHo"ever8 there are negative ne"s an, a, image form p&li)

+t is kno"n that ral-B is the maor )ompetitor for man ears or the aove reasons8 it "ill e the ,isa,vantage in the )ompetition et"een Colgate-Palmolive an, ral-B

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$arketing e)tives

#e are here to set &p oe)tives in)l&,e ran, &il,ing8 in)reasing sales t&rnover an,

satisfing )&stomer nee,s

The p&rpose of this marketing plan is &il,ing ran,s There is in)re,ile val&e for)ompanies an, )orporations for ran, &il,ing Bran,s )onve a &niform ?&alit8 )re,iilitan, e/perien)e The ran,s are more important to,a than in the past A lot of )ons&mer &

ran, even &s premi&m ran,s The est ran,ing is ase, on a strong i,ea to )reate ran,heat an, pro,&)t l&st #hen people have relationship "ith pro,&)ts8 the "ill loal to ran,sBran,s )an a)tivate a passionate gro&p of people to ,o something Pro,&)ts )an>t reall ,othat

Another p&rpose of this marketing plan is in)reasing 5G sales in 3 months +n &siness8amo&nt of sales t&rnover is ver important e)a&se t&rnover is ,ire)tl proportional to the

profit gaine, The igger the t&rnover of sales means greater profits

inall8 satisfing )&stomer nee,s is one that mostl fo)&ses on "hat the )&stomer nee,s asoppose, to &st his "ants an, ,esires This oe)tive often has more of a long-term positiveeffe)t on the )ompan in the )&stomer>s ees

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$arketing Strategies

Colgate-Palmolive nee,s to form&late the marketing strateg for lea,ing the pro)esses to

a)hieve its oe)tive #ith the analsis of the sit&ation an, S#T8 Colgate-Palmolive fo&n,the a,&stment an, improvement for )ontin&ing as follo"s

As for ran, &il,ing8 Colgate-Palmolive sho&l, e/ploit its strength that is the famo&s seriesof ral Care8 to in)rease the promotion of ran, +n or,er to enhan)e the ran, a"areness8Colgate-Palmolive )on,&)ts ,ifferent promotion8 for e/ample8 pla)e a,vertisement on so)ialme,ia8 "hi)h )o&l, in)rease the e/pos&re of ran,8 s&)h as a)eook an, internet

The main reason "h Colgate-Palmolive nee,s to reorganie the ,istri&tion of e/pen,it&resis that its reven&e "as ,e)line, So8 the pri)e of pro,&)t ma a,&st for in)reasing the salevol&me that )o&l, also in)rease the reso&r)es of operation +n a,,ition8 that "ill not ,ist&rthe ?&alit of pro,&)t as it "ill not ,e)rease the professional lao&r8 s&)h as ,entist an,resear)her

There is the opport&nities to improve the ?&alit an, roll o&t the ,ifferent tpe of pro,&)t"here goo,"ill an, )&stomers loalt of Colgate-Palmolive To rea)h the oe)tive forsatisfing the )&stomers> nee,s an, "ants8 Colgate-Palmolive sho&l, mat)h their lifestle to

provi,e the pro,&)t that aims to spe)ial prolem8 s&)h as "hitening8 ,eep )lean an, a, reath

f all the negative ne"s8 Colgate-Palmolive sho&l, ,efe)ate an, ill&strate the rea)tionimme,iatel that "ill e the threats to its rep&tation8 s&)h as an iss&e on ne"spaper an,)ompan>s "esite +t )o&l, avoi, the )&stomers "orr ao&t its pro,&)t an, )onsoli,ate the)ompetitive in the market &rthermore8 Colgate-Palmolive nee,s to in)rease the point of salethat )o&l, enhan)e the ran, a"areness of the )&stomer in ne" markets

Market Share- toothpaste

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$arketing Ta)ti)s

+n terms of pro,&)t8 Colgate@ Sensitive Pro-7elief that people &se ever ,a an, have to

repla)e fre?&entl There are three ,ifferent tpes of Colgate@ Sensitive Pro-7eliefToothpaste - "ith Pro Argin Te)hnolog ther variants in the range are Colgate SensitivePro-7elief #hitening Toothpaste8 Colgate Sensitive Pro-7elief .namel Prote)t Toothpastean, Colgate Sensitive Pro-7elief $&lti-Prote)tion Toothpaste The mo,e of a)tion ofColgate@ Sensitive Pro-7elief is the Pro-Argin te)hnolog pl&gs an, seals open ,entinet&&les "ith a )al)i&m-ri)h mineral laer B the "a8 Colgate@ Sensitive Pro-7elief life))le stages is mat&rit At this stage of the life))le the pro,&)t "ill e e/perien)ingin)rease, )ompetition an, "ill nee, pers&asive ta)ti)s to en)o&rage )ons&mers to )hoosetheir pro,&)t over their rivals An ,ifferential enefit "ill e essential to e )learl)omm&ni)ate, to the target a&,ien)e

PRODUCT CHARACTERISTICS PRODUCT BENEFITS

Uni?&e Pro-Argin te)hnolog ase,on nat&ral pro)ess of t&&le o))l&sion

Signifi)antl greater sensitivitre,&)tion "itht"i)e - ,ail r&shing)ompare, to )ontrol toothpaste "ith

potassi&m ions

Helps lo)k pain stim&li s&)h as ta)tile8 press&re an, )ol, air

+nstant relief "hen applie, ,ire)tl tothe sensitive tooth "ith the fingertip an,gentl massage, for 1 min&te

Clini)al st&,ies p&lishe, in peer-revie"e, o&rnal

Can e &se, after the Colgate@Sensitive Pro-7elief KesensitiingPaste

#ith 1450ppm fl&ori,e as so,i&mmonofl&orophosphate

Caries Prevention

+n terms of pri)ing8 a )ompan )an a,opt a n&mer of pri)ing strateg8 the pri)ing strateg"ill &s&all e ase, on )orporate oe)tives Pri)ing sho&l, take into a))o&nt the fa)torsinto a))o&nt )ontain )ompetition8 )ompan oe)tives8 target gro&p an, "illingness to pa

irstl8 Colgate- Palmolive e/ploits Competition Pri)ing to go into the market CompetitionPri)ing is setting a pri)e in )omparison "ith )ompetitors 7eall a firm has three options an,these are to pri)e lo"er8 pri)e the same or pri)e higher This pri)ing strateg "ill e ale toattra)t a n&mer of the )&stomers "ho &se the )ompetitors> pro,&)ts to )hange to emplo o&r

pro,&)ts

Another pri)ing strateg "e &se is Ps)hologi)al Pri)ing The seller here "ill )onsi,er the ps)holog of pri)e an, the positioning of pri)e "ithin the market pla)e Colgate- Palmolive"ill )harge


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)anufactur

er !hole$aler *etailer Con$umer

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+n terms of ,istri&tion8 Colgate- Palmolive sele)ts in,ire)t ,istri&tion +n,ire)t ,istri&tioninvolves ,istri&ting o&r pro,&)t the &se of an interme,iar for e/ample a man&fa)t&rerselling to a "holesaler an, then on to the retailer

At the same time8 Colgate- Palmolive makes &se of intensive ,istri&tion An intensive,istri&tion strateg is a plan that pla)es pro,&)ts in man ,ifferent lo)ations for ,istri&tionColgate@ Sensitive Pro-7elief ma e fo&n, in ,oens of ,ifferent retail o&tlets in angiven area The p&rpose of this tpe of strateg is to p&t so m&)h of a pro,&)t in so manlo)ations that a )&stomer "ill )ome a)ross Colgate@ Sensitive Pro-7elief fre?&entl8making it eas for them to rememer an, & the pro,&)t Colgate- Palmolive of toothpaste)an e fo&n, at the gro)er store8 the ,r&g store8 the )onvenien)e store8 or a retail store #iths&)h intensive ,istri&tion8 )&stomers are sel,om for)e, to )hoose another ran, +ntensive,istri&tion )an make o&r pro,&)t a ho&sehol, name

There are t"o maor promotional "as of Colgate@ Sensitive Pro-7elief A,vertising is amain promotion tool "hi)h is an non personal pai, form of )omm&ni)ation &sing an formof mass me,ia Colgate- Palmolive &tilies & marketing )reate opinion lea,ers to serve as

ran, amassa,ors8 "ho sprea, the "or, ao&t Colgate@ Sensitive Pro-7elief Colgate-Palmolive al"as fin,s the ,ental e/perts e)ome an opinion lea,er e)a&se ,ental e/pertsare a&thoritative The )&stomers are "illing to a,mit the s&ggestion of ,ental e/pertsA,vertising in)l&,e TL8 the internet an, the like Apart from a,vertising8 the +nternet$arketing is also ver important Promoting an, selling o&r servi)es online &sing vario&s

forms of online marketing te)hni?&es s&)h as anner a,vertisements8 vi,eos or so)ial me,iaColgate- Palmolive set &p the "esite for Colgate@ Sensitive Pro-7elief There are vi,eosan, me,i)al report to give the information ao&t the teeth The "esite not onl has &sershare their e/perien)e8 &t also a))or,s opport&nit visitor to appl the test of teeth Colgate-Palmolive also ,esigne, the slogan J#or, of Care> All in all8 )ons&mers )an otain instantinformation on o&r pro,&)ts to ai, them in their )r&)ial p&r)hase ,e)ision

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$arketing B&,get

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$arketing Control an, .val&ation$arketing Performan)e

+n the marketing )ontrol8 "e have three si,es to )ontrol an, improve or the sales )ontrol8"e nee, to in)rease the sales vol&me sin)e "e have to keep o&r market share in the ma/imieshare So "e )an rene" the monthl o&r )&stomer>s p&r)hase "hi)h )an keep on )o&nting o&r )&stomer flo" rate #e )an a,, &p the )ost of sales per)entage in total of sales8 "hi)h )an)ontrol o&r pri)es in market

or the a,vertising effi)ien) )ontrol8 in or,er to improve the effi)ien) of a,vertisingmanagers8 "e )an eval&ation of the )&stomer "ith o&r a,vertising )ontent an, effe)ts The

)&stomer )hanges attit&,es efore an, after the a,vertising that )an more &n,erstan, the)&stomers> nee,s an, "ants

Besi,es8 the promotion effi)ien) )ontrol )an analsis o&r promotion effe)tive or e/ample8"e )an analsis o&r promotion sales per)entage in total of sales to eval&ate o&r sales

promotion The )olle)t rate of )o&pon )an analsis o&r pro,&)t attra)tive for the )&stomers

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7eferen)e

Colgate professional

httpF::""")olgateprofessional)omhk:

#h ran, &il,ing is important httpF::"""fores)om:sites:marketshare:2012:05:2;:"h- ran,-&il,ing-is-important:

Ho" to +n)rease Sales T&rnover

httpF::ariasenalogspothk:2012:02:ho"-to-in)rease-sales-t&rnoverhtml

Colgate professional

httpF::""")olgateprofessional)omhk:

earnmarketingnet

httpF::"""learnmarketingnet

Kistri&tionstrategorg

httpF::""",istri&tionstrategorg:+ntensive-Kistri&tion-Strateghtml

高露潔棕欖營收下降

httpF::ne"ssingtao)a:toronto:2014-10-25:finan)e1414213335,526362html

ake Colgate toothpaste from ar .ast )a&ght Health $inistr

httpF::"""post)om:Breaking-9e"s:ake-Colgate-toothpaste-from-ar-.ast-)a&ght--Health-$inistr-*514

Ann&al 7eports

httpF::investor)olgate)om:ann&al)fm

Colgate-Palmolive Compan 200* Ann&al 7eport

httpF::""")olgate)om:app:Colgate:US:Corp:Ann&al-7eports:200*:Kear-Colgate-Sharehol,er)vsp

BA124020-1A
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Documents

The Marketing Plan for Colgate