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.
but just because the company has their channels of distribution set, there is still the dirty work of the actual transportation that also goes on. 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.
they produce quality products and create innovative marketing strategies that build a strong brand and gain tons of customer trust! the company is successful not only because of how great their products are but also because of the effective marketing strategies that have helped them grow a loyal customer base. the company continues to create dynamic and creative marketing campaigns using popular media and educating their consumers through brief and impactful ads. but in the end, people would still notice the woman and man’s smiles first before even noticing the mistake in the picture! it has also become a cultural phenomenon, with non-football fans tuning in just to see the commercials. the commercial had wilson talking very closely to people on screen while getting very excited that he is able to do this all the time.
the campaign also utilized a 360-degree digital-centric approach, making use of youtube ads alongside tv and print. they have released a number of educational videos for children and adults alike, showing the health benefits of using colgate products—how to floss properly, teaching children how to brush teeth properly, and how to prevent different kinds of mouth ailments. to put things into perspective, the closest competitor only has 15.5%. the blue bars in the chart above represent colgate-palmolive’s earning power (uniform return on assets). the company’s stock price also performed better than the rest of the stock market over the decade, which we can see in the blue line in the chart below. and the role of marketing is always paramount to that success. by looking at the true earnings of a company, we can now rely on those successful businesses to get tips and insights on what they did right.
competitive advantage in the marketing strategy of colgate it is making the product available as product availability is the major concern in the highly competitive market. due to having such large product line it is helping the company to occupy large shelf space resulting into high visibility & organic promotions. it can also be said that colgate-palmolive also uses via-the-line promotion approach. this is done by considering a via smiles all around: how colgate-palmolive’s marketing strategy helped them dominate the market, .
take a look at these strategies here. in part, through digital marketing strategies that focused on helping these efforts have contributed to colgate toothpaste being the brand recom- mended and used most often by dentists worldwide. partnering with dental professionals strengthens colgate’s credibility as an oral care authority and helps grow the company’s market shares. colgate is famous for its toothpaste, toothpowder, mouthwash and even toothbrushes as a part of,
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