Colgate Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: August 24, 2021

Marketing Strategy of Colgate 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 marketing mix, help the brand succeed.

Colgate marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Colgate Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Colgate Product Strategy:

The product strategy and mix in Colgate marketing strategy can be explained as follows:

Colgate primarily deals in the oral hygiene care which serves customers globally. Colgate is famous for its toothpaste, toothpowder, mouthwash and even toothbrushes as a part of its marketing mix product portfolio. Colgate offers over 13 variants in the toothpaste segment with an addition in the children’s segment as well. The toothpaste is offered in various sizes ranging from 20 gms to 300 gms. Colgate also provides toothpowder catering to the semi urban area and it also has mouthwash which helps in keeping the mouth fresh. Various kinds of toothbrushes are available which are suited to children, adults and old people. Colgate toothbrushes range from the small brittle brushes to the ones for sensitive teeth to the zig zag brushes. Colgate’s main focus is on fighting bacteria and having strong teeth and therefore it focuses on fluoride content. Its major competitors are Pepsodent, Closeup and Patanjali. The impact of pandemic has increased the sales of oral care, which has boosted the business for Colgate as well.


Image: flickr.com/photos/wwarby/


Colgate Price/Pricing Strategy:

Below is the pricing strategy in Colgate marketing strategy:

Colgate is a market leader across the world.

Colgate has over 40% of the market share globally and has been able to establish itself as a generic brand. The prices of Colgate are generally a little higher than its competitors. This is primarily because of the perception of superior products offered by Colgate. The price is not a concern as the company maintains a watch with the help of advisors who give a feedback and revise the prices accordingly. Colgate offers different products at different prices, starting at $4 per 100 grams. It offers discounts on bundles of 2,3,6 packs of toothpaste tubes.


Colgate Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Colgate SWOT Analysis, STP & Competitors

Colgate Place & Distribution Strategy:

Following is the distribution strategy in the Colgate marketing mix:

Colgate is a company which has adopted the fats way of distributional channel. The manufacturers directly dispatch the products to the wholesalers who in turn pass on to the retailers. These retailers provide the products to the customers. Moreover, Colgate provides the option of online shopping as well where the products are available and can be bought over the website. Colgate products are available everywhere be it rural, semi urban or urban areas. All supermarkets, retail stores, grocery stores keep Colgate products. There is generally no sale offered on the product however Colgate does indulge in combo offers.

The strong distribution network strategy shows its marketing mix place strategy, which ensures good product availability across the world.


Colgate Promotion & Advertising Strategy:

The promotional and advertising strategy in the Colgate marketing strategy is as follows:

Colgate has always had a strong focus towards marketing and advertising. Variety of media has been used for promotion by Colgate. It focuses primarily on television advertisements where the focus has been towards humorous or qualitative/cognitive aspects. Its ads focused on the scientific aspects of the toothpaste, which builds brand trust. Colgate has also used radio, magazines, newspapers, billboards for promotion. Colgate is quite active when it comes to digital marketing. It is actively involved over various social media sites like Facebook, Twitter and also has an up to date website which offers discounts to products bought online. Moreover, campaigns revolving around children have also been introduced by Colgate to increase the brand awareness. The red packaging that Colgate has adopted has become a key identifier of the brand. Toothpaste, mouthwash and other oral care products are also widely available through ecommerce platforms, and can be delivered home. Hence, this concludes the marketing mix of Colgate.


About Colgate:

Colgate is a global brand when it comes to oral care which includes tooth paste, toothbrushes etc. A brand that is known in every household as the toothpaste brand surprisingly did not start like that. Colgate initially dealt with products like soaps, starch, candles and later moved on to toothpaste and mouth wash. Currently it is a billion-dollar global company which caters to over 150 countries.

Colgate is an American multinational company which focuses on production and distribution of healthcare and personal products. Colgate worldwide deals with 4 categories which are Oral Care, Personal Care, Home Care and Pet nutrition but in India it primarily deals with Oral segment.

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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