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Colgate Marketing Plan

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					Colgate Marketing Plan 2011

       Max Firestein
Marketing Plan
                                      Table of Contents

                                                                     Page Number

           Executive Summary……………………………………………………………………..4-7

           Colgate Toothpaste Analysis…………………………………………………………..8-20

                 Company Overview………………………………………………………..........8-9

                 Product Overview ………………………………………………………………...9

                 Product Analysis……………………………………………………………….9-13

                 Market………………………………………………………………………...13-14

                 Target.………….……………………………………………………………..14-16

                 Price……………………………………………………………………………...16

                 Promotion………………………………………………………………………...17

                 Place……………………………………………………………………………...18

                 Trends………………………………………………………………………...18-19

                 Strengths, Weakness, Opportunities and Threats…………………………….19-20

           Competition

           Aquafresh…………………………………………………………………………….21-24

                 Product Analysis..……………………………………………………………21-22

                 Market……..…………………………………………………………………….22

                 Target…………………………………………………………………………22-23

                 Price……………………………………………………………………………..23

                 Place/promotion…………………………………………………………………23

                 Strengths and Weakness……………………………………………………..23-24




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           Crest……………………………………………………………………………..……24-27

                 Product………………………………………………………………………..24-25

                 Target…………………………………………………………………........…25-26

                 Market Share……………………………………………………………………..26

                 Price………………………………………………………………………....…...26

                 Promotion………………………………………………………………………...26

                 Place……………………………………………………………………………...27

                 Strengths and Weakness Analysis……………………………………………….27

           Colgate Mission……………………………………………………………………….…28

           Market Research Data………………………………………………………………..29-32

           Keys to success and Critical Issues…………………………………………………..33-34

           Goals……………………………………………………………………………………..34

           Strategy ………………………………………………………………………………34-38

           Control……………………………………………………………………………….…..38

           Budget………………………………………………………………………………..38-39

           Projections…………………………………………………………………………….….39

           Work Cited……………………………………………………………………………….40




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                                                Executive Summary

           Perception of brand and category

           Current status: Colgate Toothpaste has been fighting bad breath and maintaining proper

           oral health for over 200 years. With an array of 40 different patented toothpastes and 13

           classifications of oral care, Colgate remains competitive in the market place. The

           toothpaste category sales are estimated at $3 billion or 3% of the oral health care

           industry. The current Colgate market share is 36.2%. Crest is at 30% and Aquafresh is at

           8.13% of the toothpaste market. Colgate is a strong earner and its market share reflects

           this. Strong competition from Crest has cost Colgate valuable market share over the last

           five years.

           Critical Issues/Keys To Success:


                  -      Colgate toothpaste is the leader within the product category holding 36.2% of

                         the market or $1,114,137,768 in sales.

                  -      Colgate has a vast product line of toothpaste and many are less than a decade

                         old. While others date back over thirty years and the original is over one

                         hundred years old. Therefore, it is imperative to keep Colgate’s brands fresh

                         but maintain a rich history of quality products.

                  -      The highest selling trend within toothpaste is the toothpaste and not

                         toothpaste-gel.

                  -      The target market for Colgate toothpaste is Black and Hispanic individuals

                         age 18-35, with several children aged 7 and younger.




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                  -    Colgate commits millions of dollars to community programs and the ADA’s

                       “Give A Kid A Smile” Program.

                  -    Colgate has established ColgateSmile a social network, an interactive iphone

                       application, Facebook page, Twitter account and Myspace page.

                  -    Colgate is committed to Reducing Environmental Impacts (REI) around the

                       world.

                  -    Colgate is not the leader with regard to technological advancement within the

                       category.


           Goals: In order to remain a leader in the category four goals must be achieved:

                  -Increase Colgate market share by 1.7% or $1,326,546,098

                  -Increase website traffic and Facebook friends by 10%.

                  -Carry over current 2010 margin at 18% of Colgate sales into 2011 expenditure.

                  - Systematically phase-out 5% of the brands that are currently struggling

                  financially.

           Strategy:

                                                Brand Reduction

            The strategy is to phase-out unproductive toothpastes in the baking soda/gel varieties

           specifically Colgate Baking Soda & Peroxide Oxygen Whitening Frosty Mint Striped

           Gel, Colgate 2in1 Oxygen Whitening and Cavity Protection Winterfresh Gel. The

           product packaging will be advertising other Colgate products in an attempt to retain

           brand loyal users. By October 2011, these varieties of Colgate will no longer be produced

           for the United States market. In effect, this will generate more cash flow that can be




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           diverted into the creation of new brands and new marketing campaigns thereby

           decreasing stress upon margin levels.

                                        Fostering Positive Colgate Image

           In order to gain favorable PR and keep Colgate in the light of the media, this plan

           suggests a campaign that will donate a 1% of specially marked packages to a charity of

           ones choice. Partnering with www.charitynavigator.org to create a micro list of charities

           and their information. Purchasers will be able to choose and track the donations via the

           Colgate website by answering several demographic questions and entering a unique code.

                  Facebook will feature a separate page that will promote Colgate, describe the

           donation campaign and charities offered by charitynavigator.org. Also, a downloadable

           iphone application will be created to track contributions. This marketing tactic will foster

           a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest

           demographic customer information, draw added consumers to the Colgate website and

           more of a presence on Facebook.

                                              Increase Brand Share

           Colgate is one of the most recognized brands in the United States and the world. Colgate

           is popular among the consumer target and beyond. It has an amazing 93% penetration

           while only retaining 35% of the market. In terms of the product life cycle, Colgate

           toothpaste is beyond the mature stage. Some brands have declined with regard to sales,

           profits, customer interest and market share.

                   This idea will be retrofitted to print ads as well by using the same twenty images

           with the smiling, foamy face and underneath the images will appear the Colgate slogan,

           “Colgate A World of Care.” This marketing campaign has the ability to touch a vast




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           consumer base. There is universality to the idea. The concept relates and is identifiable

           with people because “everyone brushes their teeth in the their pajamas.” Maslow’s

           hierarchy of needs dictates that the identifiably social component of the commercial will

           appeal to the subconscious of viewers creating the added value necessary to enhance the

           image of Colgate and gain added market share. Choosing actors specifically by gender

           and racial profile can appeal to start-up and young bustling families. This commercial

           will attract potential users and reaffirm current consumers. The investment in a

           revitalizing campaign to improve the image of Colgate will inevitably increase market

           share by 1.00% or $11,141,377 at a minimum.




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                                                Company Overview

           Colgate Toothpaste has been fighting bad breath and maintaining proper oral health for

           over 200 years.

           Company Timeline[3]
                 •   1806-William Colgate starts a starch, soap and candle business on Dutch Street in

                     New York City.

                 •   1857-Upon the death of founder, William Colgate, the company is reorganized as

                     Colgate & Company under the management of Samuel Colgate, his son.

                 •   1896- Colgate introduces toothpaste in a collapsible tube.

                 •   1911- Colgate distributes two million tubes of toothpaste and toothbrushes to

                     schools, and provides hygienists to demonstrate tooth brushing.

                 •   1953-Colgate-Palmolive Company becomes company's official name.

                 •   1956- Colgate opens corporate headquarters at 300 Park Avenue in New York

                     City.

                 •   1968- Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities.

                 •   1996- Bright Smiles, Bright Futures oral health education program expands to 50

                     countries, and today reaches over 50 million children annually.

                 •   1997- Colgate Total toothpaste is introduced in the U.S. and quickly becomes the

                     market leader. Only Colgate Total, with its 12-hour protection, fights a complete

                     range of oral health problems.

                 •   2000- Colgate creates, Colgate 2in1 Toothpaste.

                 •   2007- Colgate launches Colgate Max Fresh toothpaste line.

                 •   2009- Colgate launches Colgate Luminous.


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           Product Overview

           Toothpaste works with tooth brushing to clean teeth and fight plaque and bacteria.

           Specifically:


                 •   Toothpaste contains abrasive materials that physically scrub away plaque. In

                     addition, toothpaste abrasives help remove food stains from teeth and polish tooth

                     surfaces.

                 •   Toothpaste delivers fluoride to the teeth. Fluoride incorporates itself into tooth

                     enamel weakened by acid attack, making it more resistant to future acid attack

                     from plaque bacteria and food.

                 •   Technological improvements in some toothpaste contain ingredients that

                     chemically hinder the growth of plaque.


           Colgate’s brands consists of a multitude of unique toothpastes lines, specializing in the

           preservation and treatment of oral hygiene. Colgate has created an array of 40 different

           patented toothpastes keeping Colgate competitive in the market place. There are 13

           different classifications and varieties of Colgate toothpastes. Colgate’s toothpastes

           feature; cavity protection, plaque & gingivitis prevention, long lasting fresh breath, tartar

           control toothpastes, tooth whitening, baking soda and peroxide, enamel strengthening,

           sensitivity relief and toothpaste designed for children.


           Product Analysis[3]

           * Colgate Cavity Protection Great Regular Flavor       * Colgate Total Advanced Whitening
           * Colgate Cavity Protection Winterfresh Gel            * Colgate Total Advanced Clean
                                                                  * Colgate Total Advanced Fresh Gel
           * Colgate Tartar Control Whitening Cool Mint Gel       * Colgate Total Clean Mint
           * Colgate Tartar Control Whitening Crisp Mint          * Colgate Total Whitening Paste
           Paste                                                  * Colgate Total Whitening Gel
                                                                  * Colgate Total Mint Stripe



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           * Colgate Total Enamel Strength                * Baking Soda & Peroxide Oxygen Whitening
                                                          Frosty Mint Striped™ Gel
           *Oxygen Bubbles Whitening Brisk Mint® Paste    * Colgate Baking Soda & Peroxide Whitening
           *Oxygen Bubbles Frosty Mint Striped™ Gel
                                                          * Colgate Sensitive Multi Protection
           * Colgate 2in1 Oxygen Whitening                * Colgate Sensitive Enamel Protect
           * Colgate 2in1 Whitening                       * Colgate Sensitive Maximum Strength Whitening
           * Colgate 2in1 Icy Blast
           * Colgate 2in1 Kids Strawberry                 * Colgate ProClinical Daily Whitening
           * Colgate 2in1 Kids Watermelon                 * Colgate ProClinical Daily Cleaning
                                                          * Colgate ProClinical Daily Renewal for Enamel
           * Colgate Max Fresh w/ Mini Breath Strips
           * Colgate Max Fresh w/ Mouthwash Beads         * Colgate Dora the Explorer Mild Bubble Fruit
           * Colgate Max White w/ Mini Bright Strips      * Colgate SpongeBob Mild Bubble Fruit
                                                          * Colgate My First Toothpaste
           * Colgate Sparkling White CinnamonMint         * Colgate Pop Stars
           * Colgate Sparkling White Mint Zing
           * Colgate Sparkling White Caribbean Cool       * Colgate Luminous Crystal Clean
                                                          * Colgate Luminous Paradise Fresh



                   Colgate Regular: In over 173 years, Colgate’s original flavored mint

           toothpaste has changed very little. It cleans, strengthens, protects teeth and breath.

           Colgate’s Original formula uses active fluoride to keep teeth and gums healthy.

           Colgate Regular is ADA approved and doctor recommended.

                    Colgate Tartar Control Toothpaste: One of the top sellers in the Colgate

           toothpaste line and for good reason. Colgate Tartar Protection fights tartar build up

           and removes stains to whiten teeth and fight cavities.

                   Colgate Total is the most popular toothpaste under the Colgate brand. It has

           eight products and flavors within the line that all promote 12-hour protection from:

           gingivitis, stains, plaque, whitening, cavities, tartar, weak enamel, tender gums and

           bad breath. Colgate Total’s products all protect against these unwanted oral issues,

           but some target specific individual problems in a variety of toothpastes and gels.

           Including, Colgate Total Enamel Strength Striped paste, protects from acid wear



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           for 12 hours. Colgate Total Advanced Whitening uses Dual-Silica Technology to

           remove tooth stain and helps to prevent new stains from forming. Colgate Total

           Advanced Clean is available in both a gel and paste form and contains silica, which

           is similar to what dentists use to maintain a professional cleaning feel. Colgate Total

           Advanced Fresh Gel contains an added flavor booster to keep breath ultra fresh for

           up to 12 hours. Colgate Total Clean Mint Paste has a delightful mint taste. Colgate

           Total Mint Stripe Gel is a minty blend of gel and paste that leave the users mouth

           fresh and clean.

                  Colgate Oxygen Bubbles Toothpaste: When activated, the product foams to

           get in between teeth to fight cavities and kill germs that cause bad breath. Oxygen

           Whitening works to gently remove surface stains to reveal the natural whiteness of

           your teeth.

                  Colgate 2in1 Toothpastes is a mix of two distinct features in one gel

           toothpaste. Whitening foaming that gets between teeth to fight cavities and kill germs

           that cause bad breath and Oxygen Whitening works to gently remove surface stains

           to reveal the natural whiteness of teeth

                  Colgate Sparkling White Toothpaste is clinically proven to protection teeth

           from wear and tear staining. The formula is a patented creation for sparkling, healthy,

           white teeth accompanied by a unique flavor experience. It is available in the following

           flavors: Colgate Sparkling Mint Zing, Colgate Sparkling White CinnaMint, and Colgate

           Sparkling White Caribbean Cool.




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                   Colgate Sensitive Multi Protection fights tartar, removes plaque, promotes

           healthy gums and whitens teeth for a healthier smile. The sensitive element in the three

           Colgate Sensitive Toothpastes protects from painful oral sensation. Colgate Sensitive

           Enamel Protect helps protect tooth enamel from acid attacks. Colgate Sensitive

           Whitening helps restore the natural whiteness of teeth.

                  Colgate Pro Clinical is relatively new to the market. It comes in three varieties

           inspired by dentists to create a high quality and satisfaction guaranteed product.

                   Colgate Max Line established in 2007 consists of three varieties. Colgate Max

           White with Mini Bright Strips freshens breath and helps to bring back the natural

           whiteness of a persons smile. Colgate Max Fresh with Mini Breath Strips is packed

           with hundreds of mini breath strips. These breath strips unleash a powerful rush of

           freshness and are formulated to whiten teeth. Colgate Max Fresh with Mouthwash

           Beads contains concentrated mouthwash beads that leaves the users mouth ultra clean

           and fresh.

                  Colgate has several lines of toothpaste targeting children in regard to packaging,

           flavor and theme. Including Colgate Dora the Explorer Mild Bubble Fruit, Colgate

           SpongeBob Mild Bubble Fruit, Colgate My First Toothpaste and Colgate Pop Stars.

                  Colgate Luminous is Colgate’s newest brand launched in early 2009. It is

           manufactured in two flavors, Crystal Clean Mint and Paradise Fresh Colgate.

           Luminous is a specific formula that safely lifts off yellowing surface stains to restore

           the natural whiteness to teeth. Using fluoride mineral formulation, Colgate

           Luminous strengthens weakened teeth enamel. Colgate Luminous Reinforces



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           enamel layers by rebuilding the weak spots on teeth, protecting against stains and

           yellowing that occurs over time.

                                      Colgate Products Percentage Breakdown


                                     2.50%    6.00%
                                                   7.00%                  Colgate 2 in 1

                                                                          Colgate Max Fresh

                           25.58%
                                                                          Colgate Regular
                                                  18.00%
                                                                          Colgate Sparkling White
                   3.67%
                            10.13%             12.22%                     Colgate Tartar Protection

                                     14.86%                               Colgate with Baking Soda and
                                                                          Peroxide



                                              Market Information

           Oral Heath Industry

           Americans brush their teeth with toothpaste 200 billion times a year. [1] The oral health

           industry is a vibrant sector of the current economy equal to $106 billion annually, of

           which 3% will be spent on toothpaste products. [1] The toothpaste market itself is

           increasing up, a 8% in 2010 to 2008 and 12%from 2005. [7] Therefore, it can be assumed

           that the market will continue to increase over the next 5 five years.

           Toothpaste Market

           Toothpaste in the United States is a massive market. Sales are estimated $3,133 million

           total market sales, consuming an average of 895,379,714 tubes per year. [8] Colgate-

           Palmolive (stock symbol (CL) is publicly traded on the New York Stock Exchange at $75



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           a share and is worth an estimated $15,327,000,000. [9] Colgate Toothpaste contributes

           10% or $1.5 billion to the total value of Colgate-Palmolive. [3] With a penetration of

           76.35%, almost 3/4 of the families in the United States have tried Colgate toothpaste at

           least once. [8]

                                         2006              2007           2008-2009          2010
            Percent Change                      2.00              1.96              -4.6       350.00%
            Market Share                    35.30%             37.30%            32.70%         36.20%
            Percent Change Value      $22,124,832         $22,124,833       $51,904,857    $37,676,156
            Margin                            18%                 18%               18%            18%
            Total Market Value       $1,106,241,637    $1,128,366,470    $1,076,461,612 $1,114,137,768



           Based upon past and current Colgate toothpaste market share percentages, future market

           share can be expected to grow to record highs. At the current rate of increase, market

           share can be predicted to surpass the five-year benchmark high of 37.3% to a new record

           of 37.5% in 2011. [3]

                    Colgate must maintain that leading position to ensure future growth over the next

           several years. Dips in market share have occurred in the recent past such as in 2008-2009.

           In order to maintain current consumers and attract new potential users, it is imperative

           that Colgate vitalizes new or existing appreciation among consumers for their toothpaste

           brands

           Colgate Toothpaste Target Consumer Profile

           The over all target consumer for Colgate’s many toothpastes are Black and Hispanic

           men/women aged 18-34 with a college education employed as professionals earning

           $75,000 or more. The target consumer is currently married with children, six years old or

           younger, living in homes worth $200,000-$499,000 in the top five media markets in the

           United States. [7], [8]


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           Colgate Toothpaste Overall Target Market

           Colgate has so many products it becomes necessary to aim strategies at a limited target

           consumer. Based upon demographics supplied by MRI and Spectra, the target consumer

           of Colgate is categorized as “younger bustling family” living within the mid-scale

           suburban mix community. The target’s life is centered on his/her family. The target earns

           for there household, while balancing interests and pursuits. Media selection, outdoor-

           activities and neighborhood selection all mirror a family centric target.

           The consumer lives in the midscale suburban mix placing the target in the middle of the

           socioeconomic ladder. The midscale suburban mix can be characterized by residents that

           earning a living in blue-collar jobs and live in older, modest homes in ethnically diversity

           areas.[8]




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                                                                                   LifeStyle
                                                               Affluent                         Modest
                                                      Cos                  Comf    Struggling             Plain Rural
                        BehaviorStage                         Suburban                          Working                 Total
                                                    Centers               Country Urban Cores                Living
                                                               Spreads                           Towns
            Start-Up Families
            HHs with Young Children Only < 6
            Small Scale Families
            Small HHs with Older Children 6+
            Younger Bustling Families
            Large HHs with Children (6+), HOH <40
            Older Bustling Families
            Large HHs with Children (6+), HOH 40+
            Young Transitionals
            Any size HHs, No Children, < 35
            Independent Singles
            1 person HHs, No Children, 35-64
            Senior Singles
            1 person HHs, No Children, 65+
            Established Couples
            2+ person HHs, No Children, 35-54
            Empty Nest Couples
            2+ person HHs, No Children, 55-64
            Senior Couples
            2+ person HHs, No Children, 65+

            Total



                                                               Price

           Colgate features products in the oral health isle of almost all stores carrying oral health

           products. Colgate has a large span of shelf space on nine rows, totaling 35 items per store

           that illustrates the wealth of variety Colgate offers. It is important to note that Colgate is

           the first product on display in the toothpaste section of the oral health isle. The subtotal of

           all of Colgate’s products per ounce is 28.58 equaling $0.81 per ounce, making it the most

           expensive brand of the three toothpaste category leaders. The most expensive toothpaste

           per ounce is the Colgate Pro Clinical, which is featured at eye level on the top shelf. The

           least expensive toothpaste per ounce is the Colgate Regular super tube, which is located

           on the second shelf from the store floor or shin level of the consumer.




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                                                      Promotion

            The Colgate Toothpaste promotions can be found throughout the marketing mix in a

           variety of mediums. The advertisements and promotions are located in a targeted media

           selection that appeals to the target consumer.


                 •   Website: Colgate has a dynamic website with the title, “Colgate World of Care,”

                     that details products, oral care, company history, e-newsletter and special offers.

                     The website also has a social networking page called Colgate Smile to engage the

                     consumer to get involved with their oral health and the Colgate-Palmolive

                     Company. Colgate also has social media pages on Facebook, Twitter and

                     Myspace. [3]

                 •   Coupons: Colgate Toothpastes has printable weekly coupons online in the special

                     offers section of the website. Colgate coupons can also be found as cutouts in the

                     weekend coupon sections of 500+ newspapers around the country.

                 •   Television: Colgate and its advertising agency produce several television

                     advertisements a year using humor and pseudo scientific displays to appeal to

                     consumers.

                 •   Magazines/Outdoor: Colgate’s marketing campaigns have been known to use

                     historical, sexual, cultural and social inferences in their advertisements.

                 •   Donations: Colgate donates millions of dollars annually to the ADA’s “Give a

                     Kid A Smile.” Colgate is a direct partner with this ADA program. [3]




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                                                      Place

           Colgate’s product distribution is immense. Almost all super markets, discount chains and

           pharmacies such as Wal-Mart, Albertsons, Target, Walgreens and CVS carry Colgate

           Toothpaste. Colgate toothpaste is physically located in the oral health isle of stores.

           Colgate toothpaste can sometimes be found in more prominent locations when on sale or

           launching new products into the market.

                                                     Trends

                  Health Trend: It is proven through scientific study that a healthy lifestyle which

           includes exercise, eating and drinking with health in mind. As society grows more aware

           of the benefits of a healthy lifestyle, marketers have created an abundance of products to

           cater to this growing trend. These include tens of thousands of products such as gyms in

           and outside the home, health drinks, foods high in fiber, low in fat and rich in vitamins. A

           healthy lifestyle extends into oral health awareness also.

                  Dietary and Habits: Some foods have a strong residue such as garlic, onion,

           cheeses, alcohol and coffee, which causes an adverse effect on oral freshness. Tobacco is

           a popular stimulant in many cultures around the world and is an accompaniment before,

           after and during meals, with coffee or alcohol. Tobacco is now illegal to use indoors in

           most major cities throughout the U.S. Tobacco is damaging to proper physical/oral health

           and is linked to causing cancer, bad breath and stained teeth.

                  Technology: Technology is changing daily life within the world markets from the

           way people create and use a shopping list to the cars people purchase. Toothpaste has a

           direct correlation with the toothbrush. Every year new toothbrush models come out



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           claiming superior plaque removal using such selling points as super sonic technology to

           blast away plaque build up or crisscrossing bristles to lift and brush plaque away. Also

           under the heading of technology are cameras and Facebook. Today people carry cameras

           at all times. Any event is now a potential photo shoot. The ease of access and

           spontaneous nature of camera usage requires the consumer to be aware of their smile at

           all times.

                   Social/Cultural: Humans are social beings and face-to-face interaction is

           commonplace in business, relationships, school, family and with friends. Halitosis creates

           a stressful social interaction making it difficult to be close to someone suffering from bad

           breath. The media has made fresh breath the norm and anything contrary is unacceptable,

           putting emphasis on toothpastes to sweeten breath even hours after brushing.

                   Traditions: Within our ever-changing world, consumers enjoy products and

           services that they feel a connection to or have a history with. A person knows they can

           trust a product they saw their parents use. There is something intimate and potentially

           nostalgic about bathroom products. This helps Colgate to maintain its status as a mature,

           trustworthy product and symbol of the Colgate-Palmolive Company.

                          Strengths, Weakness, Opportunity and Threat Analysis

            Strengths: Colgate has a history of producing quality products and a stellar reputation

           for oral health products. Colgate has strong channels of distribution not only on a national

           scale but also globally. Thereby, Colgate is the number one selling toothpaste in the

           world. [3] Colgate is accepted by the ADA as effectively helping to prevent and reduce

           tooth decay. Within Colgate’s website is a social network that asks consumers to get



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           involved with the brand called “Colgate Smile.” Colgate has 40 product facings in stores,

           which is the most out of any toothpaste brand. Colgate has 93% product penetration. [8]

           Weakness: Within the product life cycle most of Colgate products are either mature or

           declining, creating the need for Colgate to keep introducing new products. Colgate’s

           product line is broad with over 40 different products varying in tube size, quantity, flavor

           and desired effect. [3] Toothpaste promotion is cutthroat. Products are frequently on sale,

           which appeals to price buyers and potential brand switchers. This may also cost the

           company profits due to regular users taking advantage of the discounted price.

           Opportunities: Colgate commands 37% of the toothpaste market share opening the door

           to brand growth through marketing, acquisitions and mergers. [8] Colgate’s brand image is

           an ever-revolving door opening the opportunity for rebranding and new

           promotion/marketing tactics to be explored.

           Threats: Aquafresh’s products use innovative technology in packaging and development.

           Within the last several years Colgate has lost its leadership position to Crest. While the

           lost market share was regained, Colgate must remain aware of the competition. [3], [8] Both

           Crest and Aquafresh products are cheaper per ounce than Colgate’s.




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                                        Competition Situation Analysis

                                                    Aquafresh

           Products

            Aquafresh was established in 1973, and is currently owned by GlaxoSmithKline (stock

           symbol (GSK). [6] Aquafresh is originally known for its tri-colored red, white and

           turquoise stripes. The Aquafresh product line has expanded into some unique features not

           offered by other toothpaste brands. The Aquafresh Extreme line uses micro-active foam

           to clean and smooth teeth over time, creating a deeper clean feeling among consumers. [2]

           The Aquafresh ISO-Active products start as gel from a unique pressurized canister that

           turns into an “active foam” similar to shaving cream but retrofitted for toothpaste. [2]

           Advanced White products are advertised to safely penetrate the tooth enamel to create

           greater whitening rather than potentially harmful and abrasive techniques to polish teeth.

           Also, Aquafresh advertises unique flavored toothpastes such as citrus mint and icy mint

           in Aquafresh Advanced as well as a children’s flavor bubblegum-mint. All of these

           features make Aquafresh a modern and competitive toothpaste brand.

           Products[2]

                    Aquafresh ISO-Active                               Aquafresh Extreme
           Aquafresh ISO-Active Whitening Fresh               Aquafresh Extreme Clean Whitening
           Impact,                                            Action
           Aquafresh ISO-Active Whitening Deep                Aquafresh Extreme Clean Freshening
           Impact                                             Action
           Aquafresh ISO-Active Whitening                     Aquafresh Extreme Clean Polishing
           Lasting Impact                                     Action‘s
                    Aquafresh Advanced                                      Whitening
           Aquafresh Advanced Protection                      Aquafresh White and Shine Original
           Aquafresh Extreme Clean                            Aquafresh Ultimate White
                     Aquafresh Original                       Aquafresh Extra Fresh
           Aquafresh Cavity Protection                        Aquafresh Tartar Control Whitening


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           Aquafresh Maximum Strength                        Kids Aquafresh Bubble Mint Paste


           Market

            Aquafresh, owned by global giant GlaxoSmithKline PLC (Stock symbol: GSK), [2] had

           total annual sales for 2010 equate to $28,368 million. Aquafresh’s market share of 8.13%

           translates to $918,937,367 or 3.23% of the GSK net sales. [8] Aquafresh’s market

           penetration is approximately 18.11%.[8]

           Target

            The target market consumer for Aquafresh toothpaste is men and women age 18-35. The

           target is collage educated and earns an income of $50,000-$75,000 in office occupations.

           They are married and market profiles are most similar to younger bustling families. The

           Younger Bustling Families behavior stage is predominantly White and Hispanic. 60% are

           non-Hispanic Whites with 2.7 children, aged 6-17. [7], [8] At this behavior stage children

           develop their own tastes and needs, and begin to rebel against their parents. They are

           seeking to define their boundaries and this will manifest itself in what they eat, fashions,

           music, movies and television programs. This busy family lives in a house they own in

           neighborhoods classified as Cosmopolitan Centers. [7], [8]

                    These Cosmopolitan Centers are typically found in the most densely populated

           urban cores of our major metropolitan centers. The target consumer resides in a mix of

           multi and single unit housing, ranging from high rise apartment buildings to smart

           townhouses and other single family housing. They are socially and politically liberal.

           Within these neighborhood classifications interests include the arts, environment, and

           human rights. They believe in taking care of themselves as well, and are receptive to a


                                                        22
Marketing Plan



           health and diet issues. Television can be a poor choice for reaching this group, which has

           fairly low levels of viewing. Magazines, newspapers, and the internet are more likely to

           guide their choices. Cosmopolitan centers residents are above average readers as

           measured by Spectra. [7], [8]

           Price

           Aquafresh had only nine product facings, none of which were eye level with the

           consumer. The subtotal of the product per ounce is $0.75 ranking in the middle between

           Crest (low) and Colgate (high).

           Place/Promotion

            Aquafresh can be found in the oral health isle at the following stores; Target, Walgreens,

           Walmart, Costco, CVS Pharmacy and Wegmans. Aquafresh can also be found online at

           these websites: Costco,com Drugstore.com and Amazon.com. [2] Aquafresh has a

           comprehensive promotions campaign using outdoor, print and television created by

           MediaCom. The online design of the Aquafresh website is modern and easily navigable.

                                           Strengths and Weakness Analysis

           Strengths: Aquafresh uses innovative oral health technologies to appeal to a younger

           audience. The packaging of Aquafresh Extreme Clean is a shimmering, glittery box that

           appears hip and current. This along with low product facings is a marketing ploy to

           appeal to children whose eye level is lower than adults. Aquafresh is priced in the middle

           of the toothpaste market in order to appeal to consumers.

           Weakness: Aquafresh is a strong brand owned by the world's third largest pharmaceutical

           company. While the Aquafresh original is instantly recognizable by its distinct red, white



                                                         23
Marketing Plan



           and blue ribbon, other newer products are not as known. Aquafresh shelf facings are

           weak. Aquafresh products are usually displayed on the shelf below the consumers’

           waistline. Compared with Crest and Colgate, Aquafresh has fewer facings in stores.

           Aquafresh appeals to a younger demographic leaving out older, higher spending

           consumers.

                                                             Crest Toothpaste

           Products[5]
           Crest Nature’s Expressions Gel Toothpaste — Pure Peppermint Fresh
           Crest Baking Soda & Peroxide Whitening with Tartar Protection Striped Toothpaste — Fresh Mint
           Crest Kid’s Barbie Burstin’ Bubblegum Gel Toothpaste
           Crest Kid’s Cavity Protection Gel Toothpaste — Sparkle Fun
           Crest Kid’s Spider-Man Liquid Gel Toothpaste — Super Action Mint
           Crest Kid’s Sesame Street Cavity Protection Toothpaste — Bubble Fun
           Crest Plus Scope & Extra Whitening Toothpaste - Mint Splash
           Crest Plus Scope Liquid Gel Toothpaste — Minty Fresh
           Crest Plus Scope Liquid Gel Toothpaste — Peppermint
           Crest Sensitivity Clinical Sensitivity Relief Whitening Plus Scope Toothpaste
           Crest Sensitivity Clinical Sensitivity Relief Extra Whitening Toothpaste
           Crest Tartar Protection Gel Toothpaste — Fresh Mint
           Crest Tartar Protection Toothpaste — Regular
           Crest Tartar Protection Whitening Toothpaste — Cool Mint
           Crest Tartar Control Whitening Plus Scope Liquid Gel Toothpaste — Minty Fresh
           Crest Cavity Protection Gel Toothpaste — Cool Mint
           Crest Cavity Protection Toothpaste — Regular
           Crest Extra Whitening with Tartar Protection Gel Toothpaste — Clean Mint
           Crest Extra White Plus Scope Outlast Toothpaste — Long Lasting Mint
           Crest Multicare Whitening Gel Toothpaste — Fresh Mint
           Crest Pro-Health Enamel Shield Toothpaste — Fresh Clean Mint
           Crest Pro-Health Night Toothpaste — Clean Night Mint
           Crest Pro-Health Clinical Gum Protection Toothpaste — Clean Mint
           Crest Pro-Health Toothpaste — Clean Cinnamon
           Crest Pro-Health Gel Toothpaste — Clean Mint
           Crest Pro-Health Whitening Gel Toothpaste — Fresh Clean Mint
           Crest Sensitivity Clinical Sensitivity Relief Whitening Plus Scope Toothpaste
           Crest Sensitivity Clinical Sensitivity Relief Extra Whitening Toothpaste
           Crest Vivid White Striped Toothpaste — Invigorating Mint
           Crest Vivid White Striped Toothpaste — Refreshing Mint
           Crest Vivid White Night Striped Toothpaste — Moonlight Mint
           Crest Vivid White Night Striped Toothpaste — Revitalizing Mint
           Crest Whitening Plus Scope Striped Toothpaste — Minty Fresh Striped
           Crest Whitening Plus Scope Striped Toothpaste — Cool Peppermint
           Crest Whitening Plus Scope Striped Toothpaste — Citrus Splash
           Crest Wild Expressions Liquid Gel Toothpaste — Burstin’ Bubblegum
           Crest Wild Expressions Liquid Gel Toothpaste — Cinnsational Swirl
           Crest Whitening Expressions Striped Toothpaste — Refreshing Vanilla Mint
           Crest Whitening Expressions Striped Toothpaste — Extreme Herbal Mint
           Crest Whitening Expressions Gel Toothpaste — Cinnamon Rush
           Crest Whitening Expressions Gel Toothpaste — Wintergreen Ice
           Crest Whitening Expressions Liquid Gel Toothpaste — Refreshing Vanilla Mint
           Crest Whitening Expressions Liquid Gel Toothpaste — Cinnamon Rush
           Crest Whitening Expressions Liquid Gel Toothpaste — Extreme Herbal Mint




                                                                        24
Marketing Plan



                    Crest appeared on the market in 1950 with a revolutionary cavity preventative

           product created by Proctor and Gamble. [5] The classic Crest product line consists of a

           classic mint flavor in both gel and paste form. This toothpaste addresses the issue of fresh

           breath and cavity prevention in weak areas. Beyond the classic line, Crest has expanded

           to 40 plus individual toothpastes. This allows Crest to appeal to a broader market than

           most other toothpastes. Crest created many innovations over the past 60 years, including

           a vast amount of creative flavorings in both gel and paste form such as: Cinnamon Rush,

           Refreshing Vanilla Mint, Burstin’ Bubblegum, Scope Minty Fresh, Herbal mint and

           Citrus Splash. Crest also has the widest variety of children’s toothpaste. These kid’s

           toothpastes come in gel form and feature famous children’s characters. For instance,

           Barbie toothpaste come in Burstin’ Bubblegum flavor and Crest Kid’s Spider-Man

           Liquid with Super Action Mint flavor.

                    In 2004, Crest introduced a higher quality, dentist-inspired toothpaste product line

           called Crest Pro-Health. Crest Pro-Health is the only toothpaste accepted by the

           American Dental Association for six different areas: cavities, gingivitis, plaque,

           whitening, sensitivity, and bad breath.

           Target

            The Crest target consumers are white men and women aged 35-54. These capable men

           and women are college graduates earning $50,000-100,000+. These individuals are

           married with children aged 6-17 years old. [7], [8]

                    The Crest lifestyle and behavior is that of older bustling families, established

           couples and empty nesters that all live in their own homes in cosmopolitan centers. These



                                                          25
Marketing Plan



           urbanites are involved in their community’s civic happenings and also politically. [7], [8]

           These dual income families are well off and tend to splurge on personal items, but are

           also mindful of the financial burden of their children’s future college price tag.

           Market

            Proctor & Gamble (stock symbol PG) has been producing household goods, health and

           well being, as well as, beauty and grooming products for over 179 years. P&G is the

           parent company of such brands as Tide, Bounty, Febreze, Gillette and Crest. P&G’s

           estimated enterprise value is $20,935 million. Specifically, the market share for Crest in

           2010 is 32%, which is equal to $1,029,757,700 in Net Sales. That is 8.95% of the P&G

           health care segment and only half of a percent of its overall net sales. [1]

           Price

            Crest has 37 product facings at consumer eye level and preferred shelving areas. Crest is

           the category leader in product volume offered with 37 facings per store. Crest toothpaste

           is also the least expensive of the three major brands at $0.69 per ounce.

           Promotion

            Coupons are the largest form of promotion offered by the home product giant P&G.

           Coupons can be found online via the Crest and Oral-B e-newsletter. Sent out monthly, the

           e-mail newsletter includes updates, latest advances, new products and exclusive offers at

           P&G. Crest also sends out the P&G BrandSaver found in over 500 local Sunday

           newspapers nationally. [5] This coupon booklet provides discounts on P&G products that

           are redeemable at purchase. [5]




                                                         26
Marketing Plan



           Place

            Crest toothpaste products can be found in the oral health isle of the following stores:

           Target, Walmart, Kmart, Dominicks, Sam’s Club, Walgreens, Meijer, Jewel Osco and

           CVS. Crest toothpaste can also be found at Amazon.com, Drugstore.com CVS.com

           Walgreens.com and Soap.com. [5]

                                       Strength and Weakness Analysis

                    Strengths: Crest, owned by Proctor and Gamble (stock PG), is a huge company.

           It is thirteen times the size of Colgate-Palmolive. P&G has more available capital and

           over all presence throughout the market place. Crest spent $1.3 billion over the last 5

           years on advertising. Based upon market research, Crest out ranks other brands in taste

           preference. Crest has the most product facings in a given store and cheapest overall price

           per ounce.

                    Weakness: Proctor and Gamble is a huge company where Crest makes up a very

           small percentage of the total sales of the company. Therefore, it would seem that Crest

           products are given a large marketing budget but lack the proper care and attention needed

           to foster consumers and market share. Crest goes against the current and past trend by

           offering more gel than most other toothpaste companies. Crest spends an incredible

           amount on advertising but their market penetration is only equal to 62% of the market

           place. [8]




                                                        27
Marketing Plan



                                                Colgate Mission[3]

           Based upon Colgate and its competitor’s situation analysis, a comprehensive strategic

           plan has been compiled with goals, rational, insights and initiative. These elements are in

           accordance with the three fundamental values stated in the Colgate Mission statement.

           The three fundamental values of Caring, Global Teamwork and Continuous Improvement

           are the foundations for Colgate’s business strategy and are reflected in every aspect of

           work life.

                  Caring: The company cares about people; Colgate employees, customers,

           shareholders and business partners. Colgate is committed to perform with compassion,

           integrity, honesty and high ethics in all situations and to listen with respect to others and

           to value differences. The company is also dedicated to protect the global environment and

           to enhance the communities where Colgate users live and work. It is also committed to

           be compliant with government laws and regulations.

                  Global Teamwork: Colgate is part of a global team that is committed to working

           together across countries and throughout the world. By sharing ideas, technologies and

           talents, the company can achieve and sustain profitable growth.

                  Continuous Improvement: Colgate is committed to improving every day in all it

           does, as individuals and as teams. By better understanding consumers' expectations and

           continuously working to innovate and improve products, services and processes, Colgate

           will "become the best."




                                                         28
Marketing Plan




                                          Market Research Results

           Survey findings from multiple toothpaste questionnaires shed light upon consumer minds

           and behaviors. The research has determined toothpaste traits the consumer finds

           important when making purchase decisions.

                                           Buy Process Percentages:




                              11%      19%                    Availabilty
                    20.00%                                    Flavor
                                                 20%          Packing (tube, box color)
                        15%                                   Past Usage
                                    14%
                                                              Price
                                                              Tube Size




           The survey analyzed the rank of important characteristics when buying toothpaste. This

           chart breaks down the importance of each quality in to percentages. The toothpaste

           composite of criteria is: flavor 20%, price 20%, availability 19%, past usage 15%,

           packaging 14% and tube size 11%. The research specifically highlights the almost equal

           importance of price, flavor, and quality of toothpaste. These three elements make up

           60% of the decision making process.




                                                       29
Marketing Plan




                                     Preferred Toothpaste Qualities:




           The survey also revealed what attracts individuals to specific brands: Colgate, Crest and

           Aquafresh toothpaste. The data agreed that consumers use toothpaste products based

           upon flavor, price and availability. This data confirmed that consumers preferred the       !

           flavor of Crest toothpaste over the other brands. The survey also showed that the

           packaging of Colgate toothpaste the weakest element discussed in the survey.




                                                       30
Marketing Plan




                                          Toothpaste Purchase Location:

                     120

                     100

                      80

                      60

                      40

                      20

                       0
                              Box     Retail Chain      Internet    Pharmacy    Supermarket
                           Membership
                             Stores


                 85-69 Str.    68-52           51-35          34-18            17-1 Str.
                 Agree         Agree           Indifferent    Disagree         Disagree       0 N/A




           The analysis of information illustrates where consumers buy their toothpaste. The

           majority of consumers buy their toothpaste, according to rank, at the supermarket, retail

           chain and pharmacies stores.




                                                       31
Marketing Plan



                                               Product Quantity:




           The data showed that most purchasers of toothpaste buy their products individually

           showing less importance for cheaper bulk buys. 66% of consumers interviewed spent an

           average $2-5 monthly for toothpaste products.




                                  16%        16%
                                                                      Strongly Agree
                                                                      Agree
                                                                      Indefferent
                       16%                          16%
                                                                      Disagree
                                                                      Strongly Disagree                   !

            !                8%                                       N/A

                                         25%




           The chart above shows how consumers felt about using coupons when purchasing

           toothpaste. 25% are indifferent 16% are strongly agree, agree, strongly disagree, and N/A

           this data can be interpreted to mean that coupons are not the greatest form of incentive for

           toothpaste consumers.


                                                       32
Marketing Plan



           Critical Issues/Key To Success


                 -   Colgate toothpaste is the leader within the product category holding 36.2% of

                     the market or $1,114,137,768 in sales.

                 -   Colgate has a vast product line of toothpaste and many are less than a decade

                     old. While others date back over thirty years and the original is over one

                     hundred years old. Therefore, it is imperative to keep Colgate’s brands fresh

                     but maintain a rich history of quality products.

                 -   The highest selling trend within toothpaste is the toothpaste and not

                     toothpaste-gel.

                 -   The target market for Colgate toothpaste is Black and Hispanic individuals

                     age 18-35, with several children aged 7 and younger.

                 -   Colgate commits millions of dollars to community programs and the ADA’s

                     “Give A Kid A Smile” Program.

                 -   Colgate has established ColgateSmile a social network, an interactive iphone

                     application, Facebook page, Twitter account and Myspace page.

                 -   Colgate is committed to Reducing Environmental Impacts (REI) around the

                     world.

                 -   Colgate has many creative advertisements in several forms of media such as

                     magazines, coupons books and television spots.

                 -   Colgate is not the leader with regard to technological advancement within the

                     category.




                                                      33
Marketing Plan



                      -    Colgate’s products can be found in almost all major grocery stores and online

                           retailers.


                                                                        Goals

            Colgate toothpaste product goals and measurable accomplishments for 2011:

                      -Increase Colgate market share by 1.3% or $14,483,790 to reconfigure total sales

                      to $1,128,621,559

                      -Increase website traffic by 10% and Facebook friends by10%.

                      -Carry over current 2010 margin at 35% of Colgate sales and expenditure into

                      2011.

                      - Systematically phase-out 5% of the brands that are currently struggling

                      financially.

           *1% of the market share is equal to $11,141,377 whereas, 5-7% would be increasing sales dollars to an unrealistic amount.

                                                                      Strategy

                                                                Brand Reduction

            To insure that the three goals are met and maintained, a series of strategies are to be

           implemented. Keys to success can be determined based upon Colgate and its

           competitions’ past and current market share, trends, strengths and weaknesses. Over the

           past sixty years there has been a power struggle between Colgate, Aquafresh and Crest to

           acquire market share. As a category leader it is imperative to follow and predict trends

           within the United States toothpaste industry. Based on the MRI data, regular paste

           outsells beyond all other types of toothpaste and has the highest percentage of users.




                                                                           34
Marketing Plan



                     50%
                     45%
                     40%
                     35%
                     30%
                     25%
                     20%
                     15%
                     10%
                      5%
                      0%
                            Baking Soda Tartar Control Trend     TrendGel '09 Trends Paste
                            and Peroxide Trend '09 Whitening '09                  '09
                                 '09


           Therefore, the strategy is to phase-out unproductive toothpastes in the baking soda/gel

           varieties specifically Colgate Baking Soda & Peroxide Oxygen Whitening Frosty Mint

           Striped Gel, Colgate 2in1 Oxygen Whitening and Cavity Protection Winterfresh Gel.

           This will be accomplished by removing coupons and all promotional items in stores,

           advertisements, online, printed publications and television. The product packaging will

           be advertising other Colgate products in an attempt to retain brand loyal users. By

           October 2011, these varieties of Colgate will no longer be produced for the United States

           market. In effect, this will generate more cash flow that can be diverted into the creation

           of new brands and new marketing campaigns thereby decreasing stress upon margin

           levels.

                                        Fostering Positive Colgate Image

           Colgate can position a positive image by presenting itself as a proactive, helpful product

           that is good for teeth, but also for community and country as a whole. In order to gain

           favorable PR and keep Colgate in the light of the media, this plan suggests a campaign



                                                        35
Marketing Plan



           that will donate a 1% of specially marked packages to a charity of ones choice. Donations

           will grow parallel to product sales by partnering with www.charitynavigator.org to create

           a micro list of charities and their information. Purchasers will be able to choose and track

           the donations via the Colgate website by answering several demographic questions and

           entering a unique code.

                  Facebook will feature a separate page that will promote Colgate, describe the

           donation campaign and charities offered by charitynavigator.org. Also, a downloadable

           iphone application will be created to track contributions. This marketing tactic will foster

           a positive image of Colgate, create an increase of sales in specific Colgate brands, harvest

           demographic customer information, draw added consumers to the Colgate website and

           more of a presence on Facebook.

                                              Increase Brand Share

           Colgate is one of the most recognized brands in the United States and the world. Colgate

           is popular among the consumer target and beyond. It has an amazing 93% penetration

           while only retaining 35% of the market. In terms of the product life cycle, Colgate

           toothpaste is beyond the mature stage. Some brands have declined with regard to sales,

           profits, customer interest and market share. Colgate’s brand image is nostalgic yet

           antique in comparison to the cutting edge features of Aquafresh ISO-Active. Colgate’s

           newest line, Colgate Luminous, simply does not compete with respect to the innovative

           features offered by competitors. With few products in the pipeline, this plan suggests that

           Colgate embrace its current brands and create a marketing campaign to reflect the




                                                        36
Marketing Plan



           national impact of Colgate. The advertising will be a globally inspired campaign similar

           to the Pepsi Cola “forever young commercials” and “Microsoft Me” Ads.

                  The television spots will depict a montage of 20 images of individuals in pajamas

           smiling into a bathroom mirror with toothpaste on their faces. Each image will appear for

           1.2 seconds. Each image is to fade out as the next image fades in. The age, ethnicity, sex,

           world location and toothpaste will change in each of the clips.

                  Each image setting is a different bathroom. The actors in the scenes have their

           backs to the camera but will be looking into a mirror (that the camera can see) smiling

           with toothpaste foam on their face. The sink countertop will feature different Colgate

           toothpaste in each scene that is deliberately visible to the camera. After 24 seconds and

           all 20 clips will have run their course and the last segment fades-in with all the

           individuals turned facing the camera, clean faced and smiling. The Colgate slogan,

           “Colgate A World of Care” then appears.

                   This idea will be retrofitted to print ads as well by using the same twenty images

           with the smiling, foamy face and underneath the images will appear the Colgate slogan,

           “Colgate A World of Care.” This marketing campaign has the ability to touch a vast

           consumer base. There is universality to the idea. The concept relates and is identifiable

           with people because “everyone brushes their teeth in the their pajamas.” Maslow’s

           hierarchy of needs dictates that the identifiably social component of the commercial will

           appeal to the subconscious of viewers creating the added value necessary to enhance the

           image of Colgate and gain added market share. Choosing actors specifically by gender

           and racial profile can appeal to start-up and young bustling families. This commercial



                                                        37
Marketing Plan



           will attract potential users and reaffirm current consumers. The investment in a

           revitalizing campaign to improve the image of Colgate will inevitably increase market

           share by 1.00% or $11,141,377 at a minimum.

                                             Colgate Control Plan

                  To insure the goals of this plan and easy access of continuity, a set of controls are

           to be established. This plan suggests renewing the company subscription to Spectra

           Systems and to assess Colgate’s penetration within the United States consumer market.

           This plan also suggests preferred card services from all retails environments to be

           reported to the marketing department in order to further appraise Colgate’s penetration.

                  The accounting department is to report quarterly total (excluding new brands)

           Colgate toothpaste earnings to the marketing department in order to determine company

           statistics compared to years past. The accounting department is also to report all

           toothpaste coupon usage by retail chain and region. Tech support and website analytics

           departments are to report monthly Colgate toothpastes webpage visit counter. Also a

           count of the number of member’s from: Colgate Smile, Facebook, Twitter and Myspace.

           Thank you in advance to all the members within these departments for your help and

           cooperation.

           Budgeting Information- 17.63% of sales = $198,981,900 to be dispersed to spent

           Production of new commercial campaign                                        $2,000,000
           Television                                                                   $43,000,000
                  Placement

           Out Of Home:                                                                 $23,000,000

           Magazine:                                                                    $23,000,000



                                                       38
 Marketing Plan



                       Placement

               Internet:                                                                  $29,000,000
                       Ad placement
                       Google words


               Donation campaign:                                                         $18,981,900
                      Colgate Choice Donation
                      ADA “Give A Kid A Smile”

               In Store Promotion:                                                        $60,000,000
                       Product Slotting
                       Colgate Signage

                                                                                   Total: 198,981,900


               Projections

                             2010                2011              2012           2013           2014              2015
% change                    3.50%              1.30%            -0.90%          3.30%          2.20%             1.75%
Market Share               36.20%             37.50%            36.40%         39.10%         41.30%            43.50%
% change value        $37,676,156        $14,483,790      ($10,157,594)   $36,909,310    $25,418,212       $20,663,851
Margin                        18%                18%               18%            18%            18%               18%
Total Market Value   $1,114,137,768   $1,128,621,559    $1,118,463,965 $1,155,373,275 $1,180,791,487    $1,201,455,338




                                                            39
Marketing Plan



                                                   Work Cited

           1.        2011, By. "Americans to Spend $106 Billion on Dental Care." TopNews United

           States. Web. 08 Dec. 2010. <http://topnews.us/content/211645-americans-spend-106-

           billion-dental-care>.

           2.        "Aquafresh Products." Aquafresh: A Lifetime of Protection. GlaxoSmithKline.

           Web. Oct.-Nov. 2010. <http://www.aquafresh.com/Products_Main.aspx>.

           3.        Colgate A World Of Care. Colgate-Palmolive Co. Web. Fall 2010.

           <http://www.colgate.com/app/Colgate/US/HomePage.cvsp>.Colgate Quarterly

           reports

           5.        "Crest Toothpastes." Crest Healthy, Beautiful Smiles for Life. Proctor & Gamble.

           Web. Oct.-Nov. 2010. <http://www.crest.com/crest-products/crest-toothpastes.aspx>.

           6.        Mehdi, Syed Nazare. "Colgate-Palmolive (NYSE: CL)." WikiInvest. 2009-2010.

           Web. Nov.-Dec. 2010. <http://www.wikinvest.com/stock/Colgate-

           Palmolive_Company_(CL)>.

           7.        Http://www.mriplus.com. Rep. MRI, Fall 2009. Web. Fall 2010.

           <http://www.mriplus.com>.

           8.        Spectra Systems. 2009. Web. Oct.-Nov. 2010. <https://www.spectrainfinet.com>.

           "PG Income Statement | Procter & Gamble Company (The) Stock - Yahoo! Finance."

           9.        Yahoo! Finance - Business Finance, Stock Market, Quotes, News.

           Http://www.yahoo.com. Web. Oct.-Nov. 2010. <http://finance.yahoo.com/q/is?s=PG

           Income Statement&annual>.




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