colgate is a global leader in oral care with more than 40% share of the global toothpaste market. the colgate brand was losing its vitality and appeal with young consumers in china. to achieve this ambition, colgate worked closely with prophet to rejuvenate the brand with a distinct and vibrant positioning, anchored deep in china’s cultural and consumer insights. based on this key insight, prophet worked with the colgate team to dive deeper and define the positive role that colgate can play in consumers’ lives. we developed the positioning, “smile and go for it” (放开笑放手做) – a proposition rooted in consumers’ desire to define a more passionate life, while anchoring on colgate’s brand essence of smiling.
in addition, in order to strengthen the understanding of colgate’s new brand positioning across internal and external stakeholders, we developed brand guidelines and provided guidance for colgate’s communication with ad and media agencies. in july 2019, colgate launched the “smile and go for it” campaign to activate its new brand positioning. at the same time, colgate continued to reinforce its effort in building emotional resonance with young consumers. “with a thorough understanding of the challenges we faced, prophet unpacked the tension and passions of chinese consumers. through a meticulous validation process, they crafted a positioning that’s true to both the colgate brand and chinese consumers.
here is the marketing strategy of colgate analysed for our readers. also colgate-palmolive usage & benefit based positioning helped them to make the colgate & its sub brands across the product categories a household name. the other competitive advantage that colgate has is its extensive distribution network in rural & urban markets. with the advent of technology & rising awareness about the hygiene & sanitation, the personal & home care products of colgate are stars but the oral care is sub categorised into stars & cash cows. however, there are many competitors for the product as well colgate palmolive has its own separate distribution company, called colgate palmolive co distributors, a subsidiary of colgate palmolive.
being a fmcg company it has market access to nearly the whole world. colgate retained its position as the second most chosen brand globally in a list of the top 50 brands. fmcg giants like hul, p&g & many others local players have extensive products in the oral, personal & home care category but some companies are dominant in some category whereas some in others. whereas, in all of them, for oral hygiene, colgate is the leader. the typical customer of colgate differs based on the product category as in oral care colgate have products to serve every segment of the society while in personal care & home care their typical customer is the middle class families.
we developed a highly consumer-relevant colgate brand positioning for one of the biggest oral care technology we developed the positioning, “smile and go for it” (放开笑放手做) – a proposition rooted in consumers’ desire to define a more passionate life, while anchoring on colgate’s brand essence of smiling. in 1991, its sales topped at $6 billion and profits at $2.76 billion as it cornered 43 % of the world’s toothpaste market and, colgate positioning statement, colgate positioning statement, colgate brand positioning statement, colgate-palmolive, colgate marketing strategy.
colgate-palmolive has trumpeted its marketing and brand building investment for its recent particularly in the tooth care category where rivals are encroaching on its market leading position. “we are colgate is positioned as the brand itself as of a high quality product with a premium price among its positioning. aiming on urban rich as well as rural areas. positioned as the most effective toothpaste for sensitivity., colgate direct marketing, market analysis of colgate toothpaste, colgate advertisement analysis, recommendation for colgate toothpaste
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