Colgate Palmolive Toothbrush
The mouth is used for a great mission: eating but the act of cleaning our teeth after use has fallen way behind schedule such that most young people begin experiencing problems with their teeth. The reason behind the drastic intensification in the use of toothbrushes is due to the increased apprehension for mouth health which includes prevention of teeth and gum diseases and for splendor.
Products to support this move are toothbrushes, mouth wash, toothpaste and dental floss. As a way of oral hygiene, the development of Colgate Palmolive Toothbrush took first priority in Colgate Company. To provide the mouth with a nice aftermath breath, the development of the Colgate toothpaste followed suite. This paper is concerned with the Colgate-Palmolive toothbrush and toothpaste market evaluation or distribution strategies.
Abstract
In 1993, Colgate Palmolive entered a precision tooth brush in the market and this paper will therefore discuss the twist of events from the time of the introduction and the marketing strategies which if embraced would be the best for both Colgate Palmolive toothpaste and the new toothbrush. The proposed marketing strategies cut across products, place, price, and promotion.
Colgate Palmolive Toothbrush
The production of this toothbrush started in the late 1980s. At this time, the company identified a team that was to test the toothbrush design, test the company’s marketing of the product, and test the conquering of the market niche. At first, the toothbrush used infrared motion to keep track of consumers’ movements in teeth cleaning hence technical innovation. The design incorporated design of three bristles different in length each to clean different parts of the teeth. This came at a very low price under the name Precision. With the need for oral healthcare being world wide, so is the market for the Colgate Palmolive toothbrush despite competition from other producers like Oral B: indicator among others.
Marketing strategies
The marketing strategies fall under two strategies mainly the general marketing strategies and the market. In the general market strategies, Niche location strategy, Product differentiation strategy, price and quality differentiation strategy, and mission market strategies as well as target markets will be discussed Colgate Palmolive Company (2007).
Niche identification strategy
For the market gap, only consumers with the intention of preventing gum diseases are targeted. With this market niche identified, it is easy to control the market by charging finest prices. This also leaves room for the differentiation of the Colgate Precision toothbrush from all others in the market using its superior traits. Niche identification is also important in times of price decrease since this would enable Colgate Palmolive to reduce the losses incase of failure.
The drawbacks of these identifications include decrease in sales for mass merchandisers and less retail sales. To correct this, it is better then if the company mainstreams the product a move tat would emphasis the product as being the most attractive which would contribute in the increased recognition for the product and make it he most superior product. Despite all this these products price and the competitors’ price would be uniform.
Product delineation strategy
This means that the Colgate Palmolive would need to create differences in its products to make it outstanding from the rest and target certain market sections. In the production, the company must ensure that certain sections of customers are satisfied a method that will result to increase in profits. The proposed strategy is the use unique packaging of product from the others intended to draw customers’ attraction from similar products.
Price and/or quality delineation strategy
This calls for the production of toothbrush with more qualities than all others at nearly the same price as the competitors. This will prompt the consumers to buy Colgate tooth paste at no extra coin but with additional qualities. This will lead to increased demand, hence increased profit and at this point in time, the slight increase in price is a good choice.
Marketing company mission strategy
Here the mission is to remain victorious over in the toothbrush industry, and anticipate no failure in the product. The company must therefore strive to win over the competition and make profits while satisfying consumer needs and wants and add value to their lives.
Distribution strategies
The major distribution strategies involve the use of dentists, chemists or pharmacies, large retail stores, grocery stores and convenience stores Colgate Palmolive Company (2007). With the increased demand for oral care products, most consumer stalls have shelves only for oral products which in return widened the product’s supply in the stores. Other distributors include the dentists whose works can’t go unnoticed.
Recommendations for distribution strategies
In the case of consumers emphasizing on oral health matters or hygienic health, the dentist is the most promising distribution strategy. The use of grocery can be dropped as not many people buy high price products from such outlets. The dentist is recommended because they will be consulted for dental care hence distributing the product and selling its benefits to the patients.
References
Colgate Palmolive Company (2007). Portions of Proxy Statement for the 2007 Annual Meeting. New York. Retrieved on 28-03-2011 from http://docs.google.com/viewer?a=v&q=cache:SQFvsXJPwScJ:cl360.client.shareholder.com/common/download/download.cfm%3Fcompanyid%3DCL%26fileid%3D236916%26filekey%3D04b36181-3cf3-46d3-bacb-9ed0897c187a%26filename%3D2006Form10K.pdf+t+Colgate-Palmolive+toothbrush+and+toothpaste+current+logistics,+production+and+shipping+strategies.&hl=en&gl=ke&pid=bl&srcid=ADGEESgw86prGxHwRZmLdg4bFHUphYx2zoE7xoDoAeUZ-SJpoW-oerZkeqLmrgMG5KzCDZT0YfpxAFrN0SwpRVlOJODrq-6qlkFp7_Lmg6gnUU3IZXEbsEI5l6CYCcH2eDwCa8vqulgG&sig=AHIEtbRh9h-kcXCgHOQI40UF0BJVQNUgzA last updated January 31, 2007
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