Published by MBA Skool Team, Last Updated: January 28, 2022
Marketing Strategy of Colgate-Palmolive analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Colgate-Palmolive marketing mix, help the brand succeed in the market.
Colgate-Palmolive marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Colgate-Palmolive Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Colgate-Palmolive marketing strategy can be explained as follows:
Colgate-Palmolive has huge variety of product offerings. Under Colgate-Palmolive company, Colgate brand has various oral care products under it whereas Personal care products are sold under brand Palmolive.
Toothpaste & Oral Care
Colgate not only has toothpastes, toothbrushes and mouthwashes but also toothpowders and kids products aimed mainly at rural population and special product for kids respectively. It also provides specialty products that aims at solving various oral problems of consumers, for example Colgate pain out which gives relief from acute pain. Colgate serves as an umbrella brand for its 11 other brands such as Colgate Maxfresh, each one of which either provides an unique benefit or is made up of unique ingredients. Their benefits range from whitening, cavity protection, breathe freshening to germ protection and sensitivity relief. The products are either gel based or paste based. The main ingredients of the toothpastes are fluoride and calcium that helps in scrubbing the plaque, removing food stains and making teeth stronger. The Colgate toothbrush also comes in various varieties ranging from ultra-soft to especially for kids.
Personal care products of Colgate-Palmolive are marketed under brand Palmolive. The main products under the brand are shower gel, Liquid hand wash, Haircare and Bar soap. There is huge variety in terms of ingredients ranging from lime, mint to sea minerals. Thus, Colgate-Palmolive covers an entire portfolio of oral and personal care as a part of its marketing mix.
Image: company website
Colgate-Palmolive Price/Pricing Strategy:
Below is the pricing strategy in Colgate-Palmolive marketing strategy:
Colgate-Palmolive follows a competitive pricing policy under its marketing mix strategy.
The products are priced at similar range or slightly higher range with respect to its competitors. Colgate charges premium price for its specialty products as it is targeted at a niche category. Colgate-Palmolive target all sections of society by providing products at all price ranges. A higher price range is justified by an added ingredients that provides extra benefits to consumers. Also the products are available in various SKUs so that it can cater to a broader base. The pack sizes ranges from 50g to 500g. Colgate also bundles its toothpastes with toothbrushes to make the offers look attractive to consumers. Most of the oral care products are available between $1 to $10 whereas personal care products cost around $10 to $50. The brand has a worldwide turnover of more than $15 billion.
Following is the distribution strategy in the Colgate-Palmolive marketing mix:
Colgate-Palmolive has a robust distribution system. The distribution channel of the company is widely spread and reaches to even remote corners of the country. Its oral care products are not only present in super markets and hyper markets but are also available in small retailer shops in a remote rural location. Wide availability of its product is one of the reason that is responsible for maintaining its position among the most trusted brand. Colgate-Palmolive reaches consumers through numerous medical stores, cooperative stores as well as dentists.
Colgate-Palmolive products occupy a huge shelf space and positioned as such to attract maximum consumer attention. Owing to high internet penetration, its products are widely available through all online retailers and ecommerce platforms selling FMCG goods.
The promotional and advertising strategy in the Colgate-Palmolive marketing strategy is as follows:
Colgate-Palmolive promotes its products to its huge target audience through various channels. The brand is advertised through various TVC, billboards and hoardings. It is promoted through print media by various advertisements in newspapers and magazines. Colgate-Palmolive is also capitalizing on internet marketing through Facebook and YouTube advertisements. The brand Colgate positions it products as the one that are recommended by dentists. It has built its promotion activities on tagline of Dentists recommended. The brand Colgate-Palmolive also advertises its products through various celebrity endorsements. It has gained a huge customer base by launching creative marketing campaigns that not only attracts consumers but also educates them. Hence this completes the Colgate-Palmolive marketing strategy & marketing mix.
Colgate-Palmolive is a leading consumer products company headquartered in New York. It has a huge presence worldwide operating in 75 countries and selling its product offerings in 200 countries. Colgate-Palmolive is present in four product categories- oral care, personal care, home care and pet nutrition. It is global leader in oral care products. The company commands a huge consumer trust and has received several awards for being the most trusted brand. Caring is the one of the core values on which the company operates.
Colgate-Palmolive is committed towards not only its consumers, employees, shareholders but also towards protecting environment and enhancing the communities. The company has retained customer loyalty throughout the years by launching new innovative products in the market continuously.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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