8/13/2019 142162153 Colgate

1/22

Title:

MARKETING PLAN OF COLGATE

Submitted By

Name: Nowrin Hoque

ID: 6034

Batc: 6th

Submitted T!

Prof Dr. Md. Kamal Uddin

Course Name: lo!al Mar"etin#

De"a#tme$t !% I$te#$ati!$al Bu&i$e&&

'$i(e#&ity !% Da)a

8/13/2019 142162153 Colgate

2/22

Colgate Marketing Plan

Table of Contents Page NumberExecutive Summary. .4-7Colgate Toothpaste Aalysis..!-"#

Compay $vervie%......... !-&Pro'uct $vervie% ... &Pro'uct Aalysis. &-()*ar+et... ()-(4Target.... (4-(,Price... (,Promotio... (7Place... (!Tre's...(!-(&Stregths ea+ess $pportuities a' Threats.(&-"#Competition

A/ua0resh."(-"4Pro'uct Aalysis.."(-""*ar+et...""Target""-")Price..")Place1promotio")Stregths a' ea+ess..")-"4*ar+etig PlaCrest.."4-"7Pro'uct.."4-"2Target........ "2-",*ar+et Share..",Price.......",Promotio...",Place..."7Stregths a' ea+ess Aalysis."7Colgate *issio."!*ar+et 3esearch ata.."&-)"5eys to success a' Critical 6ssues..))-)4oals..)4Strategy )4-)!Cotrol...)!8u'get..)!-)&Pro9ectios..)&or+ Cite'.4#*ar+etig Pla

E*ecuti(e Summa#y

Pa#e $ %

8/13/2019 142162153 Colgate

3/22

The Colgate-Palmolive compay is ac+o%le'ge' as the %orl':s lea'er i persoal care. Thisreport aalyse the Colgate:s curret situatio i or'er to give recomme'atios o their actualtoothpaste pro'uct lie.

The report is 'ivi'e' ito t%o parts. The 0irst parts %ill aalysis the curret situatio o0 Colgate.

$ the basis o0 a S$T aalyse the stregths %ea+esses opportuities a' threats o0 thecompay as %ell as o0 Colgate:s toothpaste pro'uct lie %ill be aalyse'. ;urthermore a''itioali0ormatio o the compay:s curret mar+et share pro0itability sales a' the exteraleviromet o0 Colgate %ithi the scope o0 the PEST aalysis %ill be presete'. At the e' o0the 0irst part the competitive a'vatage o0 Colgate %ill be metioe'. The seco' part iclu'es asuggeste' mar+etig strategy o0 the author usig mar+etig tools such as segmetatio targetig< positioig S*A3T ob9ectives as %ell as the mar+etig mix. To better recomme'improvemets the actual state o0 Colgate re0errig to their pro'ucts ob9ectives etc. is i someparts shortly metioe'. At the e' a coclusio is 'ra% cocerig the curret situatio o0Colgate a' suggeste' improvemets 0or the 0uture.

Pe#ce"ti!$ !% b#a$d a$d cate+!#y

Current status: Colgate Toothpaste has bee 0ightig ba' breath a' maitaiig proper oralhealth 0or over "## years. ith a array o0 4# 'i00eret patete' toothpastes a' ()

Pa#e $ 3

8/13/2019 142162153 Colgate

4/22

classi0icatios o0 oral care Colgate remais competitive i the mar+et place. The toothpastecategory sales are estimate' at =) billio or )> o0 the oral health care i'ustry. The curretColgate mar+et share is ),.">. Crest is at )#> a' A/ua0resh is at !.()> o0 the toothpastemar+et. Colgate is a strog earer a' its mar+et share re0lects this. Strog competitio 0romCrest has cost Colgate valuable mar+et share over the last 0ive years.

Keys To Success:

Colgate toothpaste is the lea'er %ithi the pro'uct category hol'ig ),."> o0 the mar+et

or =(((4()77,! i sales.

Colgate has a vast pro'uct lie o0 toothpaste a' may are less tha a 'eca'e ol'. hile

others 'ate bac+ over thirty years a' the origial is over oe hu're' years ol'.There0ore it is imperative to +eep Colgate:s bra's 0resh but maitai a rich history o0/uality pro'ucts.

The highest sellig tre' %ithi toothpaste is the toothpaste a' ot toothpaste-gel.

The target mar+et 0or Colgate toothpaste is 8lac+ a' ?ispaic i'ivi'uals age (!-)2

%ith several chil're age' 7 a' youger. Colgate commits millios o0 'ollars to commuity programs a' the AA @ive A 5i'

A Smile Program.

Colgate has establishe' Colgate Smile a social et%or+ a iteractive iphoe applicatio

;aceboo+ page T%itter accout a' *y space page.

Colgate is committe' to 3e'ucig Evirometal 6mpacts B3E6 arou' the %orl'.

Colgate is ot the lea'er %ith regar' to techological a'vacemet %ithi the category.

Colgate:s success is li+e' to its culture %hich ecourages all Colgate people to

'emostrate persoal lea'ership every 'ay. Persoal lea'ership also iclu'e three

0u'ametal global values o0 the compayD Carig Cotiuous 6mprovemet a' lobalTeam%or+.

Goals

The mai goals o0 Colgate are to better u'ersta' cosumers behaviour lauchig e%pro'ucts through iovatio icreasig e00ectiveess a' e00iciecy as %ell as stregtheig thelea'ership %orl'%i'e B Colgate-Palmolive Aual 3eport "##& p.4 6 or'er to remai a lea'eri the category 0our goals must be achieve'D

6crease Colgate mar+et share by (.7> or =()",24,#&!

6crease %ebsite tra00ic a' ;aceboo+ 0rie's by (#>. Carry over curret "#(# margi at (!> o0 Colgate sales ito "#(( expe'iture.

Introduction

Colgate is the %orl' mar+et lea'er i oral hygiee pro'ucts. The toothpaste pro'uct lie cosistso0 strog bra's. This is 'ue to a very success0ul mar+etig strategy o0 the compay i the past.8ut especially i a competitive eviromet li+e the persoal care i'ustry it is essetial 0or

Pa#e $ 4

8/13/2019 142162153 Colgate

5/22

Colgate that it upgra'es its orgaisatioal as %ell as mar+etig strategies i or'er to meet thecustomer:s ee's a' stregtheig the lea'ership. ;urthermore o%a'ays a %i'e rage o0'i00eret toothpaste pro'ucts is o00ere' to the customers. This i particular meas 0or Colgatethat they must 'i00eretiate their pro'ucts 0rom the competitor:s pro'ucts by beig iovativea' ui/ue. *oreover the toothpaste mar+et is gro%ig costatly %hich meas that more

'i00eret ee's a' expectatios o0 the customer %ill arise. There0ore Colgate must ma+e use o0mar+etig tools such as mar+et segmetatio to better i'eti0y their ee's i or'er to supplythem %ith the right pro'ucts.

Company Profile

Colgate 0ou'e' i (!#, by illiam Colgate is ac+o%le'ge' as the %orl':s lea'er i persoalcare sales iclu'ig oral hygiee pro'ucts such as toothbrushes a' toothpastes. Colgate hasmay subsi'iary orgaisatio locate' i more tha "## coutries but it is publicly i oly t%othe ite' States a' 6'ia. Colgate Toothpaste has bee 0ightig ba' breath a' maitaiigproper oral health 0or over "## years.

Company TimelineF (!#,-illiam Colgate starts a starch soap a' ca'le busiess o utch Street i Ne% Gor+City.F (!27-po the 'eath o0 0ou'er illiam Colgate the compay is reorgaiHe' as Colgate over "##!. At preset Colgate has a mar+et share o0 44 4> i the %orl':s toothpastemar+et operatig i more tha "## coutries a' territories. 6 the ite' States oe o0 the

Pa#e $ &

8/13/2019 142162153 Colgate

6/22

%orl' largest cosumer mar+ets Colgate is the mar+et lea'er i toothpaste sales %ith a mar+etshare at ),." > BColgate-Palmolive Aual 3eport "##& p."-4. $peratig i more tha "##coutries the compay is ot 'epe'ig o oe sigle mar+et. Sigi0icatly 0or the globalpresece is that over !"> o0 the compayIs "##& reveues came 0rom outsi'e the ite' States.The mar+ets i i'ustrialise' coutries are largely saturate'. 8ecause o0 the strog presece

especially i emergig coutries such as 6'ia a' 8raHil Colgate ta+es a'vatage o0 the positivecosumer tre's i these coutries a' ca compesate the sluggish ecoomic gro%th ii'ustrialise' coutries. Please see appe'ix to 0i' 0urther 0iacial i0ormatio o Colgate.

Product !er!iewToothpaste %or+s %ith tooth brushig to clea teeth a' 0ight pla/ue a' bacteria.Speci0icallyDF Toothpaste cotais abrasive materials that physically scrub a%ay pla/ue. 6 a''itiotoothpaste abrasives help remove 0oo' stais 0rom teeth a' polish tooth sur0aces.F Toothpaste 'elivers 0luori'e to the teeth. ;luori'e icorporates itsel0 ito tooth eamel

%ea+ee' by aci' attac+ ma+ig it more resistat to 0uture aci' attac+ 0rom pla/ue bacteria a'0oo'.F Techological improvemets i some toothpaste cotai igre'iets that chemically hi'er thegro%th o0 pla/ue.Colgate:s bra's cosists o0 a multitu'e o0 ui/ue toothpastes lies specialiHig i thempreservatio a' treatmet o0 oral hygiee. Colgate has create' a array o0 4# 'i00eret patete'toothpastes +eepig Colgate competitive i the mar+et place. There are () 'i00eretclassi0icatios a' varieties o0 Colgate toothpastes. Colgate:s toothpastes 0eatureK cavityprotectio pla/ue < gigivitis prevetio log lastig 0resh breath tartar cotrol toothpastestooth %hiteig ba+ig so'a a' peroxi'e eamel stregtheig sesitivity relie0 a'toothpaste 'esige' 0or chil're.

Product line analysis

The Colgate has a 0airly %i'e pro'uct mix cosistig o0 'oHes o0 bra's that you ca Ltrust tocare 0or yoursel0 your home a' the oes you loveM. This mix is orgaise' ito 0ive ma9orpro'uct liesD oral care persoal care househol' care 0abric care a' pet utritio BAmstrog. B"##& *ar+etigD a itro'uctio p."4). The most recogiHable pro'uct lie is oral careiclu'ig )( 'i00eret toothpaste pro'ucts. Please see appe'ix to 0i' all toothpaste pro'ucts o0Colgate.

Product "nalysis

Colgate Cavity Protectio reat 3egular ;lavor Colgate Cavity Protectio iter0resh el Colgate Tartar Cotrol hiteig Cool *it el Colgate Tartar Cotrol hiteig Crisp *it Paste Colgate Total A'vace' hiteig

Pa#e $ 6

8/13/2019 142162153 Colgate

7/22

Colgate Total A'vace' Clea Colgate Total A'vace' ;resh el Colgate Total Clea *it Colgate Total hiteig Paste Colgate Total hiteig el

Colgate Total Eamel Stregth$xyge 8ubbles hiteig 8ris+ *itO Paste Colgate "i( $xyge hiteig Colgate "i( hiteig Colgate "i( 5i's Stra%berry Colgate "i( 5i's atermelo Colgate *ax ;resh %1 *ii 8reath Strips Colgate *ax ;resh %1 *outh%ash 8ea's Colgate *ax hite %1 *ii 8right Strips Colgate Spar+lig hite Ciamo*it Colgate Spar+lig hite *it ig

Colgate Spar+lig hite Caribbea Cool 8a+ig So'a < Peroxi'e $xyge hiteig Colgate 8a+ig So'a < Peroxi'e hiteig Colgate Sesitive *ulti Protectio Colgate Sesitive Eamel Protect Colgate Sesitive *aximum Stregth hiteig Colgate Pro Cliical aily hiteig Colgate Pro Cliical aily Cleaig Colgate Pro Cliical aily 3ee%al 0or Eamel Colgate ora the Explorer *il' 8ubble ;ruit Colgate *y ;irst Toothpaste Colgate Jumious Crystal CleaColgate #egular:6 over (7) years Colgate:s origial 0lavore' mit toothpaste has chage'very little. 6t cleas stregthes protects teeth a' breath. Colgate:s $rigial 0ormula usesactive 0luori'e to +eep teeth a' gums healthy. Colgate 3egular is AA approve' a' 'octorrecomme'e'.Colgate Tartar Control Toothpaste:$e o0 the top sellers i the Colgate tooth paste lie a'0or goo' reaso. Colgate Tartar Protectio 0ights tartar buil' up a' removes stais to %hiteteeth a' 0ight cavities.Colgate Total: is the most popular toothpaste u'er the Colgate bra'. 6t has eight pro'ucts a'0lavors %ithi the lie that all promote ("-hour protectio 0romD gigivitis stais pla/ue%hiteig cavities tartar %ea+ eamel te'er gums a' ba' breath. Colgate Total:s pro'uctsall protect agaist these u%ate' oral issues but some target speci0ic i'ivi'ual problems i avariety o0 toothpastes a' gels. 6clu'ig Colgate Total Eamel Stregth Stripe' paste protects0rom aci' %ear 0or (" hours. Colgate Total A'vace' hiteig uses ual-Silica Techology toremove tooth stai a' helps to prevet e% stais 0rom 0ormig.Colgate Total "d!anced CleanD is available i both a gel a' paste 0orm a' cotais silica%hich is similar to %hat 'etists use to maitai a pro0essioal cleaig 0eel.

Pa#e $ '

8/13/2019 142162153 Colgate

8/22

Colgate Total "d!anced $resh GelD cotais a a''e' 0lavor booster to +eep breath ultra 0resh0or up to (" hours. Colgate Total Clea *it Paste has a 'elight0ul mit taste. Colgate Total*it Stripe el is a mity ble' o0 gel a' paste that leave the users mouth 0resh a' clea.Colgate %ygen &ubbles Toothpaste:he activate' the pro'uct 0oams to get i bet%eeteeth to 0ight cavities a' +ill germs that cause ba' breath. $xyge hiteig %or+s to getly

remove sur0ace stais to reveal the atural %hiteess o0 teeth.Colgate 'in( Toothpastes:is a mix o0 t%o 'istict 0eatures i oe gel toothpaste. hiteig0oamig that gets bet%ee teeth to 0ight cavities a' +ill germs that cause ba' breath a' $xygehiteig %or+s to getly remove sur0ace stais to reveal the atural %hiteess o0 teethColgate Sparkling )hite Toothpaste is cliically prove to protectio teeth 0rom %ear a' tearstaiig. The 0ormula is a patete' creatio 0or spar+lig healthy %hite teeth accompaie' by aui/ue 0lavor experiece. 6t is available i the 0ollo%ig 0lavorsD Colgate Spar+lig *it igColgate Spar+lig hite Cia*it a' Colgate Spar+lig hite Caribbea Cool.Colgate Sensiti!e Multi Protection 0ights tartar removes pla/ue promotes healthy gums a'%hites teeth 0or a healthier smile. The sesitive elemet i the three Colgate SesitiveToothpastes protects 0rom pai0ul oral sesatio.

Colgate Sensiti!e*namel Protect helps protect tooth eamel 0rom aci' attac+s.Colgate Sensiti!e)hitening helps restore the atural %hiteess o0 teeth.Colgate Pro Clinical is relatively e% to the mar+et. 6t comes i three varieties ispire' by'etists to create a high /uality a' satis0actio guaratee' pro'uct. Colgate *ax Jieestablishe' i "##7 cosists o0 three varieties.Colgate Ma% )hite with Mini &right Strips 0reshes breath a' helps to brig bac+ theatural %hiteess o0 a persos smile. Colgate *ax ;resh %ith *ii 8reath Stripsis pac+e'%ith hu're's o0 mii breath strips. These breath strips uleash a po%er0ul rush o0 0reshess a'are 0ormulate' to %hite teeth. Colgate *ax ;resh %ith *outh%ash 8ea's cotais cocetrate'mouth%ash bea's that leaves the users mouth ultra clea a' 0resh. Colgate has several lies o0toothpaste targetig chil're i regar' to pac+agig 0lavor a' theme. 6clu'ig Colgate orathe Explorer *il' 8ubble ;ruit Colgate Spoge8ob *il' 8ubble ;ruit Colgate *y ;irstToothpaste a' Colgate Pop Stars.Colgate +uminousis Colgate:s e%est bra' lauche' i early "##&. 6t is mau0acture' i t%o0lavors Crystal Clea *it a' Para'ise ;resh Colgate. Jumious is a speci0ic 0ormula thatsa0ely li0ts o00 yello%ig sur0ace stais to restore the atural %hiteess to teeth. sig 0luori'emieral 0ormulatio Colgate Jumious stregthes %ea+ee' teeth eamel. Colgate Jumious3ei0orces eamel layers by rebuil'ig the %ea+ spots o teeth protectig agaist stais a'yello%ig that occurs over time.

Colgate Products Percentage &reakdown

Market Informationral ,eath Industry

Americas brush their teeth %ith toothpaste "## billio times a year. The oral health i'ustry is avibrat sector o0 the curret ecoomy e/ual to =(#, billio aually o0 %hich )> %ill be speto toothpaste pro'ucts.The toothpaste mar+et itsel0 is icreasig up a !> i "#(# to "##! a'

Pa#e $ (

8/13/2019 142162153 Colgate

9/22

(">0rom "##2.There0ore it ca be assume' that the mar+et %ill cotiue to icrease over theext 2 0ive year.

Toothpaste Market

Toothpaste i the ite' States is a massive mar+et. Sales are estimate' =)()) millio total

mar+et sales cosumig a average o0 !&2)7&7(4 tubes per year. Colgate-Palmolive Bstoc+symbol BCJ is publicly tra'e' o the Ne% Gor+ Stoc+ Exchage at =72 a share a' is %orth aestimate' =(2)"7######. Colgate Toothpaste cotributes (#> or =(.2 billio to the total valueo0 Colgate-Palmolive. Q)R ith a peetratio o0 7,.)2> almost )14 o0 the 0amilies i the ite'States have trie' Colgate toothpaste at least oce. 8ase' upo past a' curret Colgatetoothpaste mar+et share percetages 0uture mar+et share ca be expecte' to gro% to recor'highs. At the curret rate o0 icrease mar+et share ca be pre'icte' to surpass the 0ive-yearbechmar+ high o0 )7.)> to a e% recor' o0 )7.2> i "#((. Colgate must maitai that lea'igpositio to esure 0uture gro%th over the ext several years. ips i mar+et share have occurre'i the recet past such as i "##!-"##&. 6 or'er to maitai curret cosumers a' attract e%potetial users it is imperative that Colgate vitaliHes e% or existig appreciatio amog

cosumers 0or their toothpaste bra's.

Colgate Toothpaste Target Consumer Profile

The over all target cosumer 0or Colgate:s may toothpastes are 8lac+ a' ?ispaic me1%omeage' (!-)4 %ith a college e'ucatio employe' as pro0essioals earig =72### or more. Thetarget cosumer is curretly marrie' %ith chil're six years ol' or youger livig i homes%orth ="#####-=4# i the top 0ive me'ia mar+ets i the ite' States.

Customer

The sellig o0 Colgate:s pro'ucts 'epe's o chai reactios. 60 there is a gro%ig populatio

rate %orl'%i'e or i local mar+ets the ee' 0or oral hygiee pro'ucts icreases. To'ay the %orl'populatio is approximately ,.!2 8illio pre'ictig a %orl' %ith &." people by mi'cetury.8ecause o0 the globally presece o0 Colgate there %ill be ".)2 billio e% potetial customersutil "#2# Bite' Natios %orl' populatio prospects "##!. ?ere is to poit out that theaverage age o0 the populatio is ot essetial because all people have a ee' 0or oral hygieepro'ucts. ;urthermore Colgate o00ers premium pro'ucts %hich mea the cosumer is %illig topay a high price 0or the pro'uct i or'er to receive high /uality pro'ucts.

Colgate Toothpaste !erall Target Market

Colgate has so may pro'ucts it becomes ecessary to aim strategies at a limite' targetcosumer. 8ase' upo 'emographics supplie' by *36 a' Spectra the target cosumer o0Colgate is categoriHe' as @youger bustlig 0amily livig %ithi the mi'-scale suburba mixcommuity. The target:s li0e is cetere' o his1her 0amily. The target ears 0or their househol'%hile balacig iterests a' pursuits. *e'ia selectio out'oor activities a' eighborhoo'selectio all mirror a 0amily cetric target.The cosumer lives i the mi'scale suburba mix

Pa#e $ )

8/13/2019 142162153 Colgate

10/22

placig the target i the mi''le o0 the socioecoomic la''er. The mi'scale suburba mix ca becharacteriHe' by resi'ets that earig a livig i blue-collar 9obs a' live i ol'er mo'esthomes i ethically 'iversity areas.

Price

Colgate 0eatures pro'ucts i the oral health isle o0 almost all stores carryig oral health pro'ucts.Colgate has a large spa o0 shel0 space o ie ro%s totalig )2 items per store that illustratesthe %ealth o0 variety Colgate o00ers. 6t is importat to ote that Colgate is the 0irst pro'uct o'isplay i the toothpaste sectio o0 the oral health isle. The subtotal o0 all o0 Colgate:s pro'uctsper ouce is "!.2! e/ualig =#.!( per ouce ma+ig it the most expesive bra' o0 the threetoothpaste category lea'ers. The most expesive toothpaste per ouce is the Colgate Pro Cliical%hich is 0eature' at eye level o the top shel0. The least expesive toothpaste per ouce is theColgate 3egular super tube %hich is locate' o the seco' shel0 0rom the store 0loor or shilevel o0 the cosumer.

Promotion

The Colgate Toothpaste promotios ca be 0ou' throughout the mar+etig mix i a variety o0me'iums. The a'vertisemets a' promotios are locate' i a targete' me'ia selectio thatappeals to the target cosumer.F ebsiteD Colgate has a 'yamic %ebsite %ith the title @Colgate orl' o0 Carethat 'etailspro'ucts oral care compay history e-e%sletter a' special o00ers.The %ebsite also has asocial et%or+ig page calle' Colgate Smile to egage the cosumer to get ivolve' %ith theiroral health a' the Colgate-Palmolive Compay. Colgate also has social me'ia pages o;aceboo+ T%itter a' *yspace.

F CouposD Colgate Toothpastes has pritable %ee+ly coupos olie i the special o00ers sectioo0 the %ebsite. Colgate coupos ca also be 0ou' as cutouts i the %ee+e' coupo sectios o02## e%spapers arou' the coutry.

F TelevisioD Colgate a' its a'vertisig agecy pro'uce several televisio a'vertisemets a yearusig humor a' pseu'o scieti0ic 'isplays to appeal to cosumers.

F *agaHies1$ut'oorD Colgate:s mar+etig campaigs have bee +o% to use historical sexualcultural a' social i0ereces i their a'vertisemets.

F oatiosD Colgate 'oates millios o0 'ollars aually to the AA:s @ive a 5i' A Smile.Colgate is a 'irect parter %ith this AA program.Place

Colgate:s pro'uct 'istributio is immese. Almost all super mar+ets 'iscout chais a'pharmacies such as al-*art Albertsos Target algrees a' CS carry ColgateToothpaste. Colgate toothpaste is physically locate' i the oral health isle o0 stores. Colgatetoothpaste ca sometimes be 0ou' i more promiet locatios %he o sale or lauchig e%pro'ucts ito the mar+et.

Trends

Pa#e $ *0

8/13/2019 142162153 Colgate

11/22

?ealth Tre'D 6t is prove through scieti0ic stu'y that a healthy li0estyle %hich iclu'esexercise eatig a' 'ri+ig %ith health i mi'. As society gro%s more a%are o0 the bee0its o0a healthy li0estyle mar+eters have create' a abu'ace o0 pro'ucts to cater to this gro%igtre'. These iclu'e tes o0 thousa's o0 pro'ucts such as gyms i a' outsi'e the home health'ri+s a' 0oo's high i 0iber lo% i 0at a' rich i vitamis. A healthy li0estyle exte's ito

oral health a%areess also.

-ietary and ,abits:Some 0oo's have a strog resi'ue such as garlic oio cheeses alcohola' co00ee %hich causes a a'verse e00ect o oral 0reshess. Tobacco is a popular stimulat imay cultures arou' the %orl' a' is a accompaimet be0ore a0ter a' 'urig meals %ithco00ee or alcohol. Tobacco is o% illegal to use i'oors i most ma9or cities throughout the .S.Tobacco is 'amagig to proper physical1oral health a' is li+e' to causig cacer ba' breatha' staie' teeth.Technology:Techology is chagig 'aily li0e %ithi the %orl' mar+ets 0rom the %ay peoplecreate a' use a shoppig list to the cars people purchase. Toothpaste has a 'irect correlatio%ith the toothbrush. Every year e% toothbrush mo'els come out claimig superior pla/ue

removal usig such sellig poits as super soic techology to blast a%ay pla/ue buil' up orcrisscrossig bristles to li0t a' brush pla/ue a%ay. Also u'er the hea'ig o0 techology arecameras a' ;aceboo+. To'ay people carry cameras at all times. Ay evet is o% a potetialphoto shoot. The ease o0 access a' spotaeous ature o0 camera usage re/uires the cosumerto be a%are o0 their smile at all times.Social.Cultural: ?umas are social beigs a' 0ace-to-0ace iteractio is commoplace ibusiess relatioships school 0amily a' %ith 0rie's. ?alitosis creates a stress0ul socialiteractio ma+ig it 'i00icult to be close to someoe su00erig 0rom ba' breath. The me'ia hasma'e 0resh breath the orm a' aythig cotrary is uacceptable puttig emphasis otoothpastes to s%eete breath eve hours a0ter brushig.

Traditions:ithi our ever-chagig %orl' cosumers e9oy pro'ucts a' services that they0eel a coectio to or have a history %ith. A perso +o%s they ca trust a pro'uct they sa%their parets use. There is somethig itimate a' potetially ostalgic about bathroom pro'ucts.This helps Colgate to maitai its status as a mature trust%orthy pro'uct a' symbol o0 theColgate-Palmolive Compay.

Colgate Toothpaste !erall Positioning

Positioning Strategy:

Pa#e $ **

8/13/2019 142162153 Colgate

12/22

All mar+etig strategy is built o STPD Segmetatio Targetig a' Positioig. A compay

'iscovers 'i00eret ee's a' groups i the mar+etplace targets those ee's a' groups that it ca

satis0y i a superior %ay a' the positios its o00erig so that the target mar+et recogiHes the

compayIs 'istictive o00erig a' image. 60 a compay 'oes a poor 9ob o0 positioig the

mar+et %ill be co0use' as to %hat to expect. 60 a compay 'oes a excellet 9ob o0 positioig

the it ca %or+ out the rest o0 its mar+etig plaig a' 'i00eretiatio 0rom its positioigstrategy.

Positioig is the act o0 'esigig the compayIs o00erig a' image to occupy a 'istictive place

i the mi' o0 the target mar+et. The e' result o0 positioig is the success0ul creatio o0 a

customer-0ocuse' value propositio a coget reaso %hy the target mar+et shoul' buy the

pro'uct. ?ertH is thought o0 as the %orl'Is largest auto-retal agecy Coca-Cola as the %orl'Is

largest so0t-'ri+ compay a' Porsche as oe o0 the %orl'Is best sports cars. These bra's o%

these positios a' it %oul' be har' 0or a competitor to claim them.

As compaies icrease the umber o0 claime' bee0its 0or their bra' they ris+ 'isbelieve a' a

loss o0 clear positioig. 6 geeral a compay must avoi' 0our ma9or errorsD

(. 'erpositioigD Some compaies 'iscover that buyers have oly a vague i'ea o0 the bra'.

The bra' is see as 9ust aother etry i a cro%'e' mar+etplace. he Pepsi itro'uce' its

clear Crystal Pepsi i (&&) customers %ere 'istictly uimpresse'. They 'i'It see UclarityU as

a importat bee0it i a so0t 'ri+.

". $verpositioigD 8uyers may have too arro% a image o0 the bra'. Thus a cosumer might

thi+ that 'iamo' rigs at Ti00ay start at =2### %he i 0act Ti00ay o% o00ers a00or'able

'iamo' rigs startig at =(###.

). Co0use' positioigD 8uyers might have a co0use' image o0 the bra' resultig 0rom the

compayIs ma+ig too may claims or chagig the bra'Is positioig too 0re/uetly. This %as

the case %ith Stephe VobsIs slee+ a' po%er0ul NeWT 'es+top computer %hich %as positioe'

0irst 0or stu'ets the 0or egieers a' the 0or busiesspeople all usuccess0ully.

4. oubt0ul positioigD 8uyers may 0i' it har' to believe the bra' claims i vie% o0 the

pro'uctIs 0eatures price or mau0acturer. he *Is Ca'illac 'ivisio itro'uce' the

Cimarro it positioe' the car as a luxury competitor %ith 8* *erce'es a' Au'i.

Although the car 0eature' leather seats a luggage rac+ lots o0 chrome a' a Ca'illac logo

stampe' o the chassis customers sa% it as a 'olle'-up versio o0 ChevyIs Cavalier a'$l'smobileIs ;ireHa. The car %as positioe' as Umore 0or moreUD customers sa% it as Uless 0or

more.U

Strengths/ )eakness/ pportunity and Threat 0S)T1 "nalysis:

Pa#e $ *%

8/13/2019 142162153 Colgate

13/22

Strengths: Colgate has a history o0 pro'ucig /uality pro'ucts a' a stellar reputatio 0or oralhealth pro'ucts. Colgate has strog chaels o0 'istributio ot oly o a atioal scale but alsoglobally. Thereby Colgate is the umber oe sellig toothpaste i the %orl'. Colgate is accepte'by the AA as e00ectively helpig to prevet a' re'uce tooth 'ecay. ithi Colgate:s %ebsiteis a social et%or+ that as+s cosumers to get ivolve' %ith the bra' calle' @Colgate Smile.

Colgate has 4# pro'uct 0acigs i stores %hich is the most out o0 ay toothpaste bra'. Colgatehas &)> pro'uct peetratio.)eakness: ithi the pro'uct li0e cycle most o0 Colgate pro'ucts are either mature or'ecliig creatig the ee' 0or Colgate to +eep itro'ucig e% pro'ucts. Colgate:s pro'uct lieis broa' %ith over 4# 'i00eret pro'ucts varyig i tube siHe /uatity 0lavor a' 'esire' e00ect.Toothpaste promotio is cut throat. Pro'ucts are 0re/uetly o sale %hich appeals to pricebuyers a' potetial bra' s%itchers. This may also cost the compay pro0its 'ue to regular usersta+ig a'vatage o0 the 'iscoute' price.pportunities: Colgate comma's )7> o0 the toothpaste mar+et share opeig the 'oor tobra' gro%th through mar+etig ac/uisitios a' mergers. Colgate:s bra' image is a ever-revolvig 'oor opeig the opportuity 0or rebra'ig a' e% promotio1mar+etig tactics to

be explore'.Threats: A/ua0resh:s pro'ucts use iovative techology i pac+agig a' 'evelopmet.ithi the last several years Colgate has lost its lea'ership positio to Crest. hile the lostmar+et share %as regaie' Colgate must remai a%are o0 the competitio. 8oth Crest a'A/ua0resh pro'ucts are cheaper per ouce tha Colgate:s.

Swot2"nalysis of the company

A S%ot aalysis is a techi/ue specially 'esige' to help i'eti0y suitable mar+etig strategies0or a compay to 0ollo%. 6t ecompasses both the iteral a' exteral eviromets o0 the 0irmB?ollese S. B"##) *ar+etig *aagemetD a relatioship approach p.",2.

Pa#e $ *3

8/13/2019 142162153 Colgate

14/22

Climate

A compay exists %ithi a exteral eviromet cosistig o0 the actios o0 other players suchas the govermet a' competitors %ho are outsi'e the busiess. A PEST aalysis is a use0ultool 0or u'ersta'ig the Xbig picture: o0 the eviromet i %hich a orgaiHatio is operatig.Colgate is a00ecte' by all exteral eviromet 0actors liste' i the 0ollo%ig table

Pa#e $ *4

http://www.grin.com/object/document.173671/c6ad70cbc4890599d44958a82f86037e_LARGE.png

8/13/2019 142162153 Colgate

15/22

Competitors

The mai competitors are ilever Procter < amble a' the Clorox Compay. The persoalcare i'ustry is mostly cotrolle' by these compaies. $ the oe ha' i or'er to gai moremar+et share %ithi this i'ustry the oly %ay is to ta+e it a%ay 0rom oe o0 these competitors.$ the other ha' Colgate must also be a%are o0 losig mar+et shares to their competitors.

Competition Situation "nalysis

"3uafresh

Products

A/ua0resh %as establishe' i (&7) a' is curretly o%e' by laxoSmith5lie Bstoc+ symbolBS5. A/ua0resh is origially +o% 0or its tri-colore' re' %hite a' tur/uoise stripes. TheA/ua0resh pro'uct lie has expa'e' ito some ui/ue 0eatures ot o00ere' by other toothpastebra's. The A/ua0resh Extreme lie uses micro-active 0oam to clea a' smooth teeth over timecreatig a 'eeper clea 0eelig amog cosumers. The A/ua0resh 6S$-Active pro'ucts start asgel 0rom a ui/ue pressuriHe' caister that turs ito a @active 0oam similar to shavig creambut retro0itte' 0or toothpaste.A'vace' hite pro'ucts are a'vertise' to sa0ely peetrate the tooth eamel to create greater

%hiteig rather tha potetially harm0ul a' abrasive techi/ues to polish teeth. AlsoA/ua0resh a'vertises ui/ue 0lavore' toothpastes such as citrus mit a' icy mit i A/ua0reshA'vace' as %ell as a chil're:s 0lavor bubblegum-mit. All o0 these 0eatures ma+e A/ua0resh amo'er a' competitive toothpaste bra'.

Products

Pa#e $ *&

http://www.grin.com/object/document.173671/f1abd4005fc7b5d29285e9487612a94d_LARGE.png

8/13/2019 142162153 Colgate

16/22

"3uafresh IS2"cti!e

A/ua0resh 6S$-Active hiteig ;resh 6mpactA/ua0resh 6S$-Active hiteig eep 6mpactA/ua0resh 6S$-Active hiteig Jastig 6mpact

"3uafresh "d!ancedA/ua0resh A'vace' ProtectioA/ua0resh Extreme Clea"3uafresh *%treme

A/ua0resh Extreme Clea hiteig ActioA/ua0resh Extreme Clea ;resheig ActioA/ua0resh Extreme Clea Polishig ActioXs)hitening

A/ua0resh hite a' Shie $rigialA/ua0resh ltimate hite"3uafresh riginal

A/ua0resh Cavity ProtectioA/ua0resh Extra ;reshA/ua0resh Tartar Cotrol hiteigA/ua0resh *aximum Stregth Kids A/ua0resh 8ubble *it Paste

Market

A/ua0resh o%e' by global giat laxoSmith5lie PJC BStoc+ symbolD S5 ha' total aualsales 0or "#(# e/uate to ="!),! millio. A/ua0resh:s mar+et share o0 !.()> traslates to=&(!&)7),7 or ).")> o0 the S5 et sales. A/ua0resh:s mar+et peetratio is approximately(!.((>.

Target

The target mar+et cosumer 0or A/ua0resh toothpaste is me a' %ome age (!-)2. The target iscollage e'ucate' a' ears a icome o0 =2####-=72### i o00ice occupatios. They aremarrie' a' mar+et pro0iles are most similar to youger bustlig 0amilies. The Gouger 8ustlig;amilies behavior stage is pre'omiatly hite a' ?ispaic. ,#> are o-?ispaic hites%ith ".7 chil're age' ,-(7. At this behavior stage chil're 'evelop their o% tastes a' ee'sa' begi to rebel agaist their parets. They are see+ig to 'e0ie their bou'aries a' this %illmai0est itsel0 i %hat they eat 0ashios music movies a' televisio programs. This busy0amily lives i a house they o% i eighborhoo's classi0ie' as Cosmopolita Ceters. TheseCosmopolita Ceters are typically 0ou' i the most 'esely populate' urba cores o0 ourma9or metropolita ceters. The target cosumer resi'es i a mix o0 multi a' sigle uithousig ragig 0rom high rise apartmet buil'igs to smart to%houses a' other sigle 0amilyhousig. They are socially a' politically liberal. ithi these eighborhoo' classi0icatiositerests iclu'e the arts eviromet a' huma rights. They believe i ta+ig care o0themselves as %ell a' are receptive to a health a' 'iet issues. Televisio ca be a poor choice0or reachig this group %hich has 0airly lo% levels o0 vie%ig. *agaHies e%spapers a' theiteret are more li+ely to gui'e their choices. Cosmopolita ceters resi'ets are above averagerea'ers as measure' by Spectra.

Pa#e $ *6

8/13/2019 142162153 Colgate

17/22

Price

A/ua0resh ha' oly ie pro'uct 0acigs oe o0 %hich %ere eye level %ith the cosumer. Thesubtotal o0 the pro'uct per ouce is =#.72 ra+ig i the mi''le bet%ee Crest Blo% a' ColgateBhigh.

Place.Promotion

A/ua0resh ca be 0ou' i the oral health islet at the 0ollo%ig storesK Targetalgreesalmart Costco CS Pharmacy a' egmas. A/ua0resh ca also be 0ou' olieat these %ebsitesD Costcocom rugstore.com a' AmaHo.com. A/ua0resh has a comprehesivepromotios campaig usig out'oor prit a' televisio create' by *e'ia Com. The olie'esig o0 the A/ua0resh %ebsite is mo'er a' easily avigable.

Strengths and )eakness "nalysis

StregthsD A/ua0resh uses iovative oral health techologies to appeal to a youger au'iece.

The pac+agig o0 A/ua0resh Extreme Clea is a shimmerig glittery box that appears hip a'curret. This alog %ith lo% pro'uct 0acigs is a mar+etig ploy to appeal to chil're %hose eyelevel is lo%er tha a'ults. A/ua0resh is price' i the mi''le o0 the toothpaste mar+et i or'er toappeal to cosumers.ea+essD A/ua0resh is a strog bra' o%e' by the %orl'Is thir' largest pharmaceuticalcompay. hile the A/ua0resh origial is istatly recogiHable by its 'istict re' %hite a'blue ribbo other e%er pro'ucts are ot as +o%. A/ua0resh shel0 0acigs are %ea+.A/ua0resh pro'ucts are usually 'isplaye' o the shel0 belo% the cosumers:%aistlie. Compare'%ith Crest a' Colgate A/ua0resh has 0e%er 0acigs i stores. A/ua0resh appeals to a youger'emographic leavig out ol'er higher spe'ig cosumers.

Crest Toothpaste

Products

Crest Nature:s Expressios el Toothpaste Y Pure Peppermit ;reshCrest 8a+ig So'a < Peroxi'e hiteig %ith Tartar Protectio Stripe' Toothpaste Y ;resh*itCrest 5i':s 8arbie 8ursti: 8ubblegum el ToothpasteCrest 5i':s Cavity Protectio el Toothpaste Y Spar+le ;uCrest 5i':s Spi'er-*a Ji/ui' el Toothpaste Y Super Actio *itCrest Plus Scope < Extra hiteig Toothpaste - *it SplashCrest Plus Scope Ji/ui' el Toothpaste Y *ity ;reshCrest Plus Scope Ji/ui' el Toothpaste Y PeppermitCrest Sesitivity Cliical Sesitivity 3elie0 hiteig Plus Scope ToothpasteCrest Sesitivity Cliical Sesitivity 3elie0 Extra hiteig ToothpasteCrest Tartar Protectio el Toothpaste Y ;resh *itCrest Tartar Protectio Toothpaste Y 3egularCrest Tartar Protectio hiteig Toothpaste Y Cool *itCrest Cavity Protectio el Toothpaste Y Cool *itCrest Cavity Protectio Toothpaste Y 3egularCrest Extra hiteig %ith Tartar Protectio el Toothpaste Y Clea *it

Pa#e $ *'

8/13/2019 142162153 Colgate

18/22

Crest Extra hite Plus Scope $utlast Toothpaste Y Jog Jastig *itCrest *ulticare hiteig el Toothpaste Y ;resh *itCrest Pro-?ealth Eamel Shiel' Toothpaste Y ;resh Clea *itCrest Pro-?ealth Night Toothpaste Y Clea Night *itCrest Pro-?ealth Cliical um Protectio Toothpaste Y Clea *it

Crest Pro-?ealth el Toothpaste Y Clea *itCrest Pro-?ealth hiteig el Toothpaste Y ;resh Clea *itCrest Sesitivity Cliical Sesitivity 3elie0 Extra hiteig ToothpasteCrest ivi' hite Stripe' Toothpaste Y 3e0reshig *itCrest ivi' hite Night Stripe' Toothpaste Y *oolight *itCrest ivi' hite Night Stripe' Toothpaste Y 3evitaliHig *itCrest hiteig Plus Scope Stripe' Toothpaste Y Cool PeppermitCrest hiteig Expressios Stripe' Toothpaste Y 3e0reshig ailla *itCrest hiteig Expressios Stripe' Toothpaste Y Extreme ?erbal *it Crest appeare' o themar+et i (&2# %ith a revolutioary cavity prevetative pro'uct create' by Proctor a' amble.

The classic Crest pro'uct lie cosists o0 a classic mit 0lavor i both gel a' paste 0orm. Thistoothpaste a''resses the issue o0 0resh breath a' cavity prevetio i %ea+ areas. 8eyo' theclassic lie Crest has expa'e' to 4# plus i'ivi'ual toothpastes. This allo%s Crest to appeal toa broa'er mar+et tha most other toothpastes. Crest create' may iovatios over the past ,#years iclu'ig a vast amout o0 creative 0lavorigs i both gel a' paste 0orm such asDCiamo 3ush 3e0reshig ailla *it 8ursti: 8ubblegum Scope *ity ;resh ?erbal mita' Citrus Splash. Crest also has the %i'est variety o0 chil're:s toothpaste. These +i':stoothpastes come i gel 0orm a' 0eature 0amous chil're:s characters. ;or istace 8arbietoothpaste come i 8ursti: 8ubblegum 0lavor a' Crest 5i':s Spi'er-*a Ji/ui' %ith SuperActio *it 0lavor. 6 "##4 Crest itro'uce' a higher /uality 'etist-ispire' toothpastepro'uct lie calle' Crest Pro-?ealth. Crest Pro-?ealth is the oly toothpaste accepte' by theAmerica etal Associatio 0or six 'i00eret areasD cavities gigivitis pla/ue %hiteigsesitivity a' ba' breath.

Target

The Crest target cosumers are %hite me a' %ome age' )2-24. These capable me a'%ome are college gra'uates earig =2####-(#####. These i'ivi'uals are marrie' %ithchil're age' ,-(7 years ol'.The Crest li0estyle a' behavior is that o0 ol'er bustlig 0amilies establishe' couples a' emptyesters that all live i their o% homes i cosmopolita ceters. These urbaites are ivolve' itheir commuity:s civic happeigs a' also politically. These 'ual icome 0amilies are %ell o00a' te' to splurge o persoal items but are also mi'0ul o0 the 0iacial bur'e o0 theirchil're:s 0uture college price tag.

Market

Proctor < amble Bstoc+ symbol P has bee pro'ucig househol' goo's health a' %ellbeig as %ell as beauty a' groomig pro'ucts 0or over (7& years. P

8/13/2019 142162153 Colgate

19/22

="#&)2 millio. Speci0ically the mar+et share 0or Crest i "#(# is )"> %hich is e/ual to=(#"&7277## i Net Sales. That is !.&2> o0 the P o0 the mar+et place.

Colgate Mission

8ase' upo Colgate a' its competitor:s situatio aalysis a comprehesive strategic pla has

bee compile' %ith goals ratioal isights a' iitiative. These elemets are i accor'ace %iththe three 0u'ametal values state' i the Colgate *issio statemet. The three 0u'ametalvalues o0 Carig lobal Team%or+ a' Cotiuous 6mprovemet are the 0ou'atios 0orColgate:s busiess strategy a' are re0lecte' i every aspect o0 %or+ li0e.

Caring: The compay cares about peopleK Colgate employees customers sharehol'ers a'busiess parters. Colgate is committe' to per0orm %ith compassio itegrity hoesty a' highethics i all situatios a' to liste %ith respect to others a' to value 'i00ereces. The compay

Pa#e $ *)

8/13/2019 142162153 Colgate

20/22

is also 'e'icate' to protect the global eviromet a' to ehace the commuities %hereColgate users live a' %or+. 6t is also committe' to be compliat %ith govermet la%s a'regulatios.Global Teamwork:Colgate is part o0 a global team that is committe' to %or+ig togetheracross coutries a' throughout the %orl'. 8y sharig i'eas techologies a' talets the

compay ca achieve a' sustai pro0itable gro%th.Cotiuous 6mprovemetD Colgate is committe' to improvig every 'ay i all it 'oes asi'ivi'uals a' as teams. 8y better u'ersta'ig cosumersI expectatios a' cotiuously%or+ig to iovate a' improve pro'ucts services a' processes Colgate %ill Ubecome thebest.U

Market #esearch #esults

Survey 0i'igs 0rom multiple toothpaste /uestioaires she' light upo cosumer mi's a'behaviors. The research has 'etermie' toothpaste traits the cosumer 0i's importat %hema+ig purchase 'ecisios.

&uy Process Percentages:The survey aalyHe' the ra+ o0 importat characteristics %he buyig toothpaste. This chartbrea+s 'o% the importace o0 each /uality i to percetages. The toothpaste composite o0criteria isD 0lavor "#> price "#> availability (&> past usage (2> pac+agig (4> a' tubesiHe ((>. The research speci0ically highlights the almost e/ual importace o0 price 0lavor a'/uality o0 toothpaste. These three elemets ma+e up ,#> o0 the 'ecisio ma+ig process.(&>ube Si4ePreferred Toothpaste 5ualities:

The survey also reveale' %hat attracts i'ivi'uals to speci0ic bra'sD Colgate Crest a'A/ua0resh toothpaste. The 'ata agree' that cosumers use toothpaste pro'ucts base' upo 0lavorprice a' availability. This 'ata co0irme' that cosumers pre0erre' the 0lavor o0 Cresttoothpaste over the other bra's. The survey also sho%e' that the pac+agig o0 Colgatetoothpaste the %ea+est elemet 'iscusse' i the survey.

Implementation

Strategy:

&rand #eduction

The strategy is to phase-out upro'uctive toothpastes i the ba+ig so'a1gel varieties speci0icallyColgate 8a+ig So'a < Peroxi'e $xyge hiteig ;rosty *it Stripe' el Colgate "i($xyge hiteig a' Cavity Protectio iter 0resh el. The pro'uct pac+agig %ill be

a'vertisig other Colgate pro'ucts i a attempt to retai bra' loyal users. 8y $ctober "#((these varieties o0 Colgate %ill o loger be pro'uce' 0or the ite' States mar+et. 6 e00ect this%ill geerate more cash 0lo% that ca be 'iverte' ito the creatio o0 e% bra's a' e%mar+etig campaigs thereby 'ecreasig stress upo margi levels.

$ostering Positi!e Colgate Image

6 or'er to gai 0avorable P3 a' +eep Colgate i the light o0 the me'ia this pla suggests acampaig that %ill 'oate a (> o0 specially mar+e' pac+ages to a charity o0 oes choice.

Pa#e $ %0

8/13/2019 142162153 Colgate

21/22

Parterig %ith %%%.charityavigator.org to create a micro list o0 charities a' theiri0ormatio. Purchasers %ill be able to choose a' trac+ the 'oatios via the Colgate %ebsite byas%erig several 'emographic /uestios a' eterig a ui/ue co'e. ;aceboo+ %ill 0eature aseparate page that %ill promote Colgate 'escribe the 'oatio campaig a' charities o00ere' bycharityavigator.org. Also a 'o%loa'able iphoe applicatio %ill be create' to trac+

cotributios. This mar+etig tactic %ill 0oster a positive image o0 Colgate create a icrease o0sales i speci0ic Colgate bra's harvest 'emographic customer i0ormatio 'ra% a''e'cosumers to the Colgate %ebsite a' more o0 a presece o ;aceboo+.

Increase &rand Share

Colgate is oe o0 the most recogiHe' bra's i the ite' States a' the %orl'. Colgate ispopular amog the cosumer target a' beyo'. 6t has a amaHig &)> peetratio %hile olyretaiig )2> o0 the mar+et. 6 terms o0 the pro'uct li0e cycle Colgate toothpaste is beyo' themature stage. Some bra's have 'eclie' %ith regar' to sales pro0its customer iterest a'mar+et share. This i'ea %ill be retro0itte' to prit a's as %ell by usig the same t%ety images%ith the smilig 0oamy 0ace a' u'ereath the images %ill appear the Colgate sloga@Colgate

A orl' o0 Care. This mar+etig campaig has the ability to touch a vast cosumer base. Thereis uiversality to the i'ea. The cocept relates a' is i'eti0iable %ith people because @everyoebrushes their teeth i the their pa9amas. *aslo%:s hierarchy o0 ee's 'ictates that thei'eti0iably social compoet o0 the commercial %ill appeal to the subcoscious o0 vie%erscreatig the a''e' value ecessary to ehace the image o0 Colgate a' gai a''e' mar+et share.Choosig actors speci0ically by ge'er a' racial pro0ile ca appeal to start-up a' yougbustlig 0amilies. This commercial %ill attract potetial users a' rea00irm curret cosumers.The ivestmet i a revitaliHig campaig to improve the image o0 Colgate %ill ievitablyicrease mar+et share by (.##> or =(((4()77 at a miimum.

Colgate Control Plan

To isure the goals o0 this pla a' easy access o0 cotiuity a set o0 cotrols are to beestablishe'. This pla suggests ree%ig the compay subscriptio to Spectra Systems a' toassess Colgate:s peetratio %ithi the ite' States cosumer mar+et as %ell as other parts o0the %orl'.This pla also suggests pre0erre' car' services 0rom all retails eviromets to bereporte' to the mar+etig 'epartmet i or'er to 0urther appraise Colgate:s peetratio.Theaccoutig 'epartmet is to report /uarterly total Bexclu'ig e% bra's Colgate toothpasteearigs to the mar+etig 'epartmet i or'er to 'etermie compay statistics compare' to yearspast. The accoutig 'epartmet is also to report all toothpaste coupo usage by retail chai a'regio. Tech support a' %ebsite aalytics 'epartmets are to report mothly Colgatetoothpastes %ebpage visit couter.

#eferences:

(. "#(( 8y. UAmericas to Spe' =(#, 8illio o etal Care.U TopNe%s ite' States.

". UA/ua0resh Pro'ucts.U A/ua0reshD A Ji0etime o0 Protectio. laxoSmith5lie.

). Colgate A orl' $0 Care. Colgate-Palmolive Co. Colgate Zuarterly reports

4. UCrest Toothpastes.U Crest ?ealthy 8eauti0ul Smiles 0or Ji0e. Proctor < amble.

Pa#e $ %*

8/13/2019 142162153 Colgate

22/22