Colgate-Palmolive Company is a truly global company doing business in over 200 countries over the world.

Contents:

·Situation Analysis

·Promotional Goal

·Promotional Strategy

·Coordinated Communication Mix

·Implementation & Control

·Evaluation

·Conclusion

Situation Analysis

1.Company Profile

Colgate-Palmolive Company is a truly global company doing business in over 200 countries over the world. The company's core businesses are oral care products, personal care products, household care products, fabric care products and pet nutrition. Colgate-Palmolive is global No. 1 in oral care products business, particularly in oral chemical products such as toothpaste, 2 in 1 toothpaste, mouthwash and whitening products, etc., holding 20% of the global oral care market share in 2002. However, the sales turnover of the oral care products is only 32% of the company's total sales.

2.Brand Awareness

Colgate is a well-known brand in oral care products; the brand awareness is 99% heading Darlie by 4% and Braun/Oral-B by 6%. Apart from oral chemical products, Colgate is also a well-known brand name for manual toothbrush segment; Colgate is in the 2nd place next to the market leader Braun/Oral-B in the toothbrush market holding 10% of global toothbrush market share.

1922 magazine advertisement for Palmolive Soap.

English: Palmolive Soap magazine ad from 1915

Colgate

3.Market Overview

Colgate identified that there is a big price gap between the manual toothbrush and the electrical rechargeable toothbrush in Hong Kong market. The price range for the manual toothbrush is from HK$6.00 ~ HK$29.90 and the price range for the electrical rechargeable toothbrush is from HK$299.00 ~ HK$1,399.00. The price gap is from HK$29.90 ~ HK$299.00.

Colgate also identified that there is no battery-operated toothbrush in Hong Kong market, the market leader of the power toothbrush, Braun/Oral-B, is only offering rechargeable toothbrush.

Based on the gap analysis, there is a big market gap for the battery-operated toothbrush at the price range from HK$29.90 ~ HK$299.00.

4.The Product

Actibrush is developed and marketed by Colgate-Palmolive under "Colgate" brand-name with following product specifications...