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Analysis Of Marketing Strategies OfColgate Palmolive

Submitted to:

Mr. Syed Munir Ahmed

Course Instructor Strategic Marketing Management

Submitted By

COLGATE PALMOLIE !PA"ISTA#$ LIMITE%

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Com&any Overvie'(

Colgate Palmolive (Pakistan) Limited is part of the Lakson Group of

Companies which deal in consumer package goods, such as dental,

personal, surface and faric care products! Colgate Palmolive (CP) is a

franchise of Colgate Palmolive Co! Incorporated ("S#)!

Colgate$Palmolive (Pakistan) Limited core usiness is in the

manufacturing and marketing of soaps, detergents, toothpaste and

personal h%giene products!

Colgate$Palmolive is one of the three ma&or pla%ers in the 'ast Moving

Consumer Goods ('MCG) usiness in Pakistan! he nature of the

products oered % the compan%, oth locall% and gloall%, fall into

four categories* +ral Care, Personal Care, Surface Care and 'aric Care!

he compan%s principal strength in Pakistan, however, lies in +ral

Care, 'aric Care and Surface Care! Ma&or successes at Colgate$

Palmolive are attriuted to the identi-cation and satisfaction of

consumer needs in various income groups! he compan% aims to serve

dierent consumer segments with e.ual importance % maintaining

consistent levels of .ualit% and price! It does so % adopting a

customer$oriented approach that re.uires tremendous eort in

identif%ing consumer needs and coming up with eective and

pro-tale solutions!

Colgate Tooth&aste

CP does not categori/es its dierent t%pes of dental creams (gel, cream

etc) and treat them under one rand name 0Colgate1! herefore we

studied 0Colgate1 as a whole!

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Target Market

he tale elow shows the current target market as a percentage of

total industr% sales in the si2 ma&or /ones of Pakistan! he derivation of

the -nal current target market in rupee terms is e2plained in the

following page!

Current Target Market (As a Percentage of Total Industry

Sales)

otal #nnual oothpaste Consumption

(onus)

3455 ones

Sales in 6 Ma&or 7ones in Pakistan 859

Current Target Market( ) *ones

!Tones$

+)), Tones

#verage Price: ;g : 5: ;g:

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Month or #ove

"ran arget Population 6A Million

?ispersion in Surrounding =ural #reas* >@9 A Million

Current arget Market (Population) 34 Million

Current #verage Consumption of

oothpaste: Person:

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target market for the Colgate toothpaste as a percentage of the total

industr% as can e seen in the aove grid is =s! 4@B million! It is

constitutes all individuals earning an income of =s!B555:$ and aove,

which are 34 million people! hat is 359 of the >A5 million uran

population of Pakistan and >@9 of the rural population!

he target market of Colgate oothpaste is*

All Individuals using any form of oral care product living in

Pakistan and earning a substantial income.

Segmentation of Target Market

Segmentation is essentiall% the accommodation of dierent consumer

groupings in a marketing plan or strateg%! Market segmentation is oth

the process of de-ning the characteristics of various segments in the

marketplace and the allocation of marketing resources among

segments! D% de-ning market segments in terms of u%ers ideal

cominations of determinant attriutes, Colgates rand manager

isolates the ke% choice criteria used in dierent segments in order to

design market oerings! e also does so as to determine the potential

sales opportunities of a particular segment and the est wa% to target

the memers of the segment! he 6 Ma&or 7ones and their su$

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divisions % means of which Colgates market is segmented in Pakistan

are as follows!

"ara1hi

;arachi$I

;arachi$II

Sindh

"pper Sindh (Sukkhar)

Lower Sindh (%deraad)

Central Pun2a3

Central Pun&a I (Lahore)

Central Pun&a II ('aisalaad)

Lo'er Pun2a3 !Multan$

4&&er Pun2a3 !Islama3ad$

#56P

he /ones and their su$divisions var% in potential! he following tale

depicts the distriution of the target market sales in the ma&or /ones,

ased on the Population si/e!

POSITIO#I#G O6 7-A#%S

he positioning of Colgate toothpaste is .uite uni.ue! Colgate

Palmolive (Pakistan) has een ale to capture the original positioning

theme from CP ("S#) unlike CP (India) and other local partners in #sia!

his successful theme adoption can e attriuted to the energetic

marketing team of Colgate Palmolive! (Pakistan)! Colgates image in

Pakistan is that of a famil% rand with multidimensional advantages! Ithas an attractive taste, and is e.uall% good for children and adults!

"nlike its competitors who focus on onl% one theme like

Pepsodent la%s emphasis on dental deca% in children

Macleans emphasi/es on strong teeth

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Close up focuses on shinning teeth and a fresher reath for social

appeal and

Medicam anti toothache formula,

Colgate has een ale to evolve all these images into one rand,

Colgate oothpaste! Colgate toothpaste ecause of its

multidimensional image is often refereed to as an all rounder rand!

Price and .ualit% are thus ma&or attriutes through which Colgate is

positioned! igh .ualit% for a complete dental care and premium

pricing are the ma&or positioning theme!

#ccording to CPs marketing tem Colgates dierential advantage is its

all rounder capailities! Its ailit% to -ght tooth deca%, eliminate ad

reath and give strong white teeth under one rand lael is wh% its

the most preferred rand in Pakistan!

Strategy(

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'urther, the positioning is emphasi/ing on the main ene-t of the

product i!e! cavit% prevention! herefore, the asis of positioning is

strong teeth and cavit% prevention through which we will e achieving

an image of high .ualit%! he positioning strateg% is to create an

association of Colgate oothpaste with cavit% prevention and

emphasi/ing cavit% prevention and strong teeth in the promotional

campaigns will do this!