Colgate Toothpaste - Consumer Behaviour for Competitor Brand

December 13, 2015

To: Sajid Salaat, Brand Manager MacLean’s Toothpaste, GSK

From: S.M.Zubair, Sales Executive, GSK

Subject: Consumer behaviour for competitor brand

INTRODUCTION:

This report is based on the project undertaken to study how the Colgate Toothpaste is still competitive in the market place.

The details of the report are discussed below:

1. Colgate possesses an array of 40 different patented toothpastes and having 13 classifications of oral care section.
2. The main target market for Colgate toothpaste is Black and Hispanic individuals within age range of 18-35 years, several children with age range of 7 years and younger.
3. Colgate targets upper class & middle class people for their market.
4. Colgate heavily invest on their marketing strategies to increase their sales.
5. Colgate toothpaste highly uses endorsements (recommendations by dental professionals) for their marketing.
6. Colgate never compromises on quality & never uses price cut strategies to increase their sales.
7. Due to good reputation, Colgate easily introduces their new products (product line extensions) in markets.
8. According to customers, Colgate toothpaste (in terms of brand personality) is an honest & reliable product because the attributes that are highlighted during marketing of product, are based on facts.
9. Colgate produces a vast variety of products that cater several customers with different needs, results in acquiring greater market share.
10. The highest selling within oral care category is the toothpaste and not the tooth powder or toothpaste-gel.
11. Colgate toothpaste has no upper place in terms of technological advancement within the product category.
12. They have strong distribution Channel.

CONCLUSION:

After examining the overall marketing strategy of Colgate Palmolive (Oral Care Category) we have concluded that Colgate has established itself firmly in the mind of local consumers. Though it faces some strong competition from Close up and Sensodyne but it still is the leader within the toothpaste category. Media strategy is really sharp and are very prompt to responding to any move from the competitor which surely helps them maintain their position in market. Aggressive promotion through mix of all mediums of advertising. Introduction of multiple products to prevent consumer from switching to competitor’s product.

...