MARKETING STRATEGY ASSIGNMENT

Marketing Strategy

Table Of Contents

I. Executive Summary4

A. Summary of position investigation4

B. Summary of trading schemes4

C. Budget abstract4

II. Situation Analysis4

A. The Industry4

1. Definition of industry4

2. History of Industry5

3. Growth Patterns5

B. The Company5

1. Brief History5

2. Size, growth, profitability6

C. The Product6

1. Development and history6

2. Design/quality7

3. Goods classification7

4. Price8

5. Branding8

6. Promotion8

7. Positioning8

D. The Market9

1. Location9

2. Purchasing characteristics9

3. Market needs9

4. Buying behavior patterns10

E. SWOT Aanalysis10

2. Weaknesses of Competition10

F. Distribution11

1. Types of Distribution11

2. Strengths/Weaknesses of Distribution11

G. Communication Strategies12

1. Promotion pricing12

2. Advertising programs12

III. Marketing Strategy13

A. General marketing strategy13

1. Niche/mainstream positioning strategy13

2. Product differentiation strategy14

3. Price/quality differentiation strategy15

4. Mission marketing strategy15

B. Target markets16

1. Target market A and proposed strategies16

2. Target market B and proposed strategies17

C. Summary of tactics19

1. Product19

2. Price19

3. Place20

4. Promotion20

Marketing Strategy

I. Executive Summary

A. Summary of position investigation

The Colgate-Palmolive case engages the Precision toothbrush, which was went into the market in 1993 by Colgate-Palmolive. This trading design summarizes the company's position at the time the Precision toothbrush was presented, and the distinct trading schemes that we accept as factual would be best for Colgate-Palmolive and their new toothbrush.

B. Summary of trading schemes

the trading schemes encompass suggested schemes engaging merchandise, cost, location, and promotion.

C. Budget abstract

Included in the trading design are pro-forma earnings declarations for Colgate Palmolive if they were to launch the merchandise, and furthermore if they were to select not the launch the product. Also encompassed is an advocating budget.

II. Situation Analysis

A. The Industry

1. Definition of industry

The purpose and main focus of the oral health care industry is to prevent teeth and gum diseases and to deliver cosmetic benefits. Examples of products in this industry include toothbrushes, toothpaste, dental floss, and mouth rinses.

2. History of Industry

Toothbrushes first evolved in 3000 B.C., and advancements have continued ever since. Such advancements include the head shape, size, flexibility, bristle texture and type, color, and angled handles. Companies, other than Colgate-Palmolive, that have entered into the toothbrush market include Oral-B, owned by Gillete, Johnson and Johnson, Procter and Gamble, Smithkline Beecham, Lever, Pfizer, and Sunstar.

3. Growth Patterns

Consumers first purchased toothbrushes without much knowledge or information concerning the product's benefits. As new product development increased, and consumers became better informed about the benefits of toothbrushes, they began to focus their interest not only on cavity prevention, but also on the health of their gums, their oral hygiene, and their cosmetic appearance. Because consumer interest and toothbrush purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class.

B. The Company

1. Brief History

The Colgate-Palmolive Company was founded in 1806 by William Colgate. The company first began by centering their production on soaps, perfumes, and candles. They began introducing oral health care products to the market in 1873, by producing "its first toothpaste, an aromatic dental cream sold in jars" (Colgate-Palmolive, 1 of 3). By 1991, Colgate-Palmolive had become the leader in not only household products but also in oral health.

2. Size, growth, profitability

By the early 1990's there were many different companies that focused on oral ...