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Contents Situation Analysis Promotional Goal Promotional Strategy Coordinated Communication Mix Implementation Control Evaluation Conclusion Situation Analysis 1Company Profile Colgate-Palmolive Company is a truly global company doing business in over 200 countries over the world The companys core businesses are oral care products personal care products household care products fabric care products and pet nutrition Colgate-Palmolive is global No 1 in oral care products business particularly in oral chemical products such as toothpaste 2 in 1 toothpaste mouthwash and whitening products etc holding 20 of the global oral care market share in 2002 However the sales turnover of the oral care products is only 32 of the companys total sales 2Brand Awareness Colgate is a well-known brand in oral care products the brand awareness is 99 heading Darlie by 4 and BraunOral-B by 6 Apart from oral chemical products Colgate is also a well-known brand name for manual toothbrush segment Colgate is in the 2nd place next to the market leader BraunOral-B in the toothbrush market holding 10 of global toothbrush market share 3Market Overview Colgate identified that there is a big price gap between the manual toothbrush and the electrical rechargeable toothbrush in Hong Kong market The price range for the manual toothbrush is from HK600 HK2990 and the price range for the electrical rechargeable toothbrush is from HK29900 HK139900 The price gap is from HK2990 HK29900 Colgate also identified that there is no battery-operated toothbrush in Hong Kong market the market leader of the power toothbrush BraunOral-B is only offering rechargeable toothbrush Based on the gap analysis there is a big market gap for the battery-operated toothbrush at the price range from HK2990 HK29900 4The Product Actibrush is developed and marketed by Colgate-Palmolive under Colgate brand-name with following product specifications -Battery driven oscillating toothbrush -Low oscillation angle of 25 -High oscillation frequency of 4500 -Waterproof -Hard plastic casing
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