Product Life Cycle Of Colgate Toothpaste Essay

Marketing Strategies of Four Leading Brands of Toothpaste Essay

2344 WordsFeb 1st, 201310 Pages

Running head: MARKETING STRATEGIES OF TOOTHPASTES

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Marketing Strategies of Four Leading Brands of Toothpaste Jennifer Glascock Averett University BSA 310 Principles of Marketing Dr. John Guarino October 19, 2010

Workshop #5

MARKETING STRATEGIES OF TOOTHPASTES

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Table of Contents Abstract…………………………………………………………………………………4 Marketing Strategies of Toothpastes…………………………………………………...5 Crest…………………………………………………………………………………….5 History………………………………………………………………………………5 Types………………………………………………………………………………..6 Pricing………………………………………………………………………………6 Target Markets……………………………………………………………………...6 Advertising………………………………………………………………………….7 Colgate………………………………………………………………………………….7 History………………………………………………………………………………7…show more content…

Crest was increasing in popularity after the American Dental Association declared in 1960 that Crest toothpaste effectively reduced tooth

MARKETING STRATEGIES OF TOOTHPASTES

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decay. Soon after in 1962, Crest was the best-selling toothpaste in the country. Crest has been recognized several times since it has been available to consumers. These recognitions assist in providing a more effective market strategy. Types Crest offers many different types of people to draw the consumers to buy their products. These different types concentrate on needs or concerns that may be want the consumer needs. They offer types such as whitening, tarter control, cavity protection, gum protection, enamel shield, sensitive, pro-health, and types containing mouthwash. Having so many different choices is a marketing strategy that Crest has chosen to make their brand successful. Currently according to Crest website, they offer 41 different products (Crest, 2010b). Pricing Crest’s basic products can be found at an average price of $2.00. This product would include basic cavity protection and breathe freshening. The more expensive Crest toothpastes that offer whitening, extra whitening, and sensitivity control average around $5.00-$6.00. These prices are comparable to the other four brands in this report. Target Markets Crest offers products for children and adults. Their target market however tends to be

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Colgate is an umbrella brand principally used to sell oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by the American consumer-goods conglomerate Colgate-Palmolive, Colgate oral hygiene products were first sold by the company in 1873, sixteen years after the death of the founder, William Colgate. The company originally sold soap.

According to a 2015 report by market research company Kantar Worldpanel, Colgate is the only brand in the world purchased by more than half of all households.[1] Colgate has a global market penetration of 67.7% and a global market share of 45%.[2] Despite this, it maintained the highest growth rate of all brands in the survey, with 40 million new households purchasing Colgate-branded products in 2014.[3] Its global market penetration is nearly 50%; higher than the second-placed brand in the study, Coca-Cola with 43.3% penetration.

History[edit]

Colgate was the first toothpaste in a collapsible tube, introduced in 1896 in New York City. It had been sold in glass jars since 1873.[4]

It has been in Singapore since the 1920s. It is in Nepal and India, with manufacturing units based in India and exported to Nepal. While in the Philippines, it was introduced in 1940's.[citation needed]

In 1992, Colgate established its first factory in India to produce toothpaste for the domestic market, and by 1999 became the highest selling brand in the world.[citation needed] Colgate products are marketed in China using the transcription 高露洁 (Pinyin: Gāolùjié), which means "high-quality cleaning gel".[citation needed] As of 2002, Colgate occupied 20% of the market share for toothpastes in China.[5] As of 2015[update], it also commanded approximately 70% of the oral care market in Brazil.[3]

In 2007, the Advertising Standards Authority in the UK told Colgate that it could no longer make the claim that 4 out of 5 dentists recommended Colgate. Investigation had showed that the study had telephone surveyed dentists to list toothpastes they recommended, and their competitors were recommended at similar rates. The claim was deemed deceptive.[6]

As of 2015[update], oral care products (principally produced under the Colgate brand) were the Colgate-Palmolive company's largest source of income, making up around US$7.5 billion, or 47% of net sales globally (with personal care products such as shampoos making up 20%, home care products such as laundry detergents 19% and pet nutrition products making up the remaining 14%).[2]

See also[edit]

References[edit]

External links[edit]

Colgate Dental Cream (Toothpaste) With Gardol - ca. 1950s

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