Marketing Analysis of Colgate Palmolive Pakistan
Essay Preview: Marketing Analysis of Colgate Palmolive Pakistan
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Submitted to
Ms. Sara Khan
Submitted by
Aliya Sajjad
Hasan Faraz
Sarah Parvaiz
Shan Abdullah
MBA II
April 28, 2000
Institute of Business Administration, Karachi
Table of Contents
TABLE OF CONTENTS
ACKNOWLEDGEMENTS
COLGATE PALMOLIVE
COLGATE PALMOLIVE (PAKISTAN)
COMPANY HIERARCHY
COLGATE PALMOLIVES MARKETING ENVIRONMENT
THE MACRO ENVIRONMENT:
Demographic Environment:
Social and Cultural Factors:
Economic Conditions:
Political and legal forces
Technology:
THE MICRO ENVIRONMENT
The External Environment
Internal Environment
SWOT ANALYSIS
Strengths:
Weaknesses:
Opportunities:
Threats:
STRATEGIC MARKETING PLANNING
HARD SURFACE CARE:
ORAL CARE PRODUCTS:
Colgate toothpaste:
Freshmint toothpaste:
Colgate classic toothbrush:
PERSONAL CARE PRODUCTS:
Palmolive:
Donge:
Protex:
FABRIC CARE:
Express:
Brite:
Bonus:
Texapol:
COMPETITION
MARKET RESEARCH ANALYSIS- COLGATE PALMOLIVE
WHY COLGATE PALMOLIVE INVESTS IN RESEARCH AND DEVELOPMENT?
HOW COLGATE PALMOLIVE COLLECTS DATA FOR MARKETING RESEARCH:
PRODUCT ANALYSIS
PRODUCT LEVELS
THE PRODUCT LIFE CYCLE
POSITIONING AND DIFFERENTIAL ADVANTAGE
Target market
Market demand
Brand equity
Packaging and labeling
PACKAGING ANALYSIS OF COLGATE PALMOLIVE TOOTH PASTE
PACKAGING STRATEGY OF COLGATE PALMOLIVE TOOTHPASTE
PRODUCT LINE STRATEGY
Labeling:
Brand Label:
Descriptive Label:
Stationary labeling requirement:
PRODUCT COMPETITION
PRICING STRATEGIES
DISTRIBUTION
Intensity of distribution
Changes in the distribution environment.
PROMOTION
THE CAMPAIGN OBJECTIVE:
THE PROMOTIONAL BUDGET
COLGATE PALMOLIVES PROMOTION MIX:
Advertising
SALES PROMOTION
1. Free sampling:
2. Distribution of souvenirs:
3. Contests:
Conferences:
PERSONAL SELLING:
PUBLIC RELATIONS AND PUBLICITY:
COLGATE PALMOLIVE: A GOOD CORPORATE CITIZEN:
CONCLUSION:
ACKNOWLEDGEMENTS
We would like to thank Mr. Shahid Iqbal, Mr. Hasan Waqar, Mr. Umar Qadri Ms. Humaira Asrar, and Mr. Ali Belgaumi for providing us with the necessary information, which we needed to formulate this report.
We would also like to thank our course instructor Ms. Sarah Khan for giving us the practical insight, which enabled us to analyze this company effectively.
COLGATE PALMOLIVE
Colgate was founded in the United States in 1806 and for the first 100 years, its business focus was only there. However, in the very early 1900s, the Company began a very aggressive expansion program that led to the establishment of Colgate operations throughout the world. Today, Colgate-Palmolive is a $9 billion company, marketing its products in over 200 countries and territories under such internationally recognized brand names as Colgate, Palmolive, Ajax, Fab, and Mennen as well as Hills Science Diet and Prescription Diet.
To meet the needs of this vast world, Colgate sets and attains the highest standards for our products and our company. Quality is the hallmark of everything we do. So, too, is consumer value. We continually work to understand consumers changing needs, and then meet those needs with innovative products that are affordable to the greatest number of people.
We are also sensitive to our environment, and work to fulfill our business mission in ways that will not be harmful to the delicate world in which we live.
By balancing all these elements, we try to live up to our vision of becoming the best truly global