Colgate Palmolive: Marketing Strategies and Programs

In: Business and Management

Submitted By lillysk
Words 5256
Pages 22
Marketing Strategies and Programs

Colgate Palmolive Company is a $17.1 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. This American diversified multinational corporation focuses on strong global brands in its core businesses – Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate follows a tightly defined strategy to grow market shares for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.("Colgate Palmolive Annual Report 2012,")
Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed ("Colgate-Palmolive Company History,").

a. Current Products
The company is organized around four core segments: oral care, personal care, home care, and pet nutrition.
i. Oral care products are such as: * toothpastes: colgate total, CDC, optic white, sensitive, CSPR, kids, advavced whitening, kayu sugi etc. * Toothbrushes: colgate 360, Twister, Zig Zag, Slim Soft, Classic, Kids * Mouthwash : Plax ii. Personal care products are such as: * bar soap: Protex, Palmolive * shower liquid: Protex, Palmolive * Liquid hand soap : Protex, Palmolive iii. Home care products are such as: * Fabric wash: Dynamo * Fabric softener: Softlan * Dish wash: Axion, Glo * Liquid cleaners: Ajax, Fabuloso iv. Pet nutrition products:
Under its "Hill's"…...

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