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„ Colgate Palmolive is no 1 seller toothpaste

of world
world..
„ It is global company serving almost 200
countries of world.
world.
„ The company focus on strong global brands.
brands.
 m


„ In 1806
1806,, William Colgate and company
company« «
„ In the era of 1872 and 1872
1872« «
„ In the era of 1953«
1953«.
„ In the beginning of television Colgate wishes
to compete
compete«
«
„ From past 33 years
years..
..
 "


 

„ To act with compassion

compassion.. competency and
integrity.
integrity.
„ Protection of global environment.
environment.
„ All Colgate people are consider as part of
teams..
teams
 {


 

„ ¦usiness leadership program.

program.
„ Individual development
development..
  

„ The total sales for the year 2009«

2009«
„ Total net sales volume is increased by 28
28%%
over the last year
year..
„ The cost of sales shows increase due to «..
  
 



„ Fastest growing FMCG company in

Pakistan.
Pakistan.
„ Location of Colgate Palmolive.
Palmolive.
„ Provide direct and indirect employment to
547 people
people..
"



 

„ The company have corporate objective of

over all sales and profitability
profitability..
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„ Market size
„ Market trends
„ Market share
 
  

„ Colgate herbal white.

„ Colgate fresh energy gel.
„ Colgate herbal.
 "


„ Price
„ Place
„ Promotion
 
  
 "

 
 
£ Consideration of people about involvement
of toothpaste
toothpaste..
£ The focus of analysis was to compare the
quality and price of common whitening
toothpaste..
toothpaste
£ People are more health conscious now
now..
 "

„ Advertisement of toothpaste usually
perform five major tasks.
tasks.
„ People are always worried about their teeth
of children
children..
„ Experts recommendations about Colgate
Colgate..
„ Analysis about different attributes of
people of different ages.
ages.
 "

„ Colgate Palmolive strategies.
strategies.
„ Attitude of people after using Colgate
Palmolive.
Palmolive.
„ Our recommendations to Colgate Palmolive
toothpaste..
toothpaste
„ The main reason for success of Colgate
Palmolive..
Palmolive
 "

„ ºesults gain from analysis of children under
age 10.
10.
„ Favorite brand analysis shows 45 45%
% shares
goes to Colgate and other toothpaste.
toothpaste.
„ Production analysis shows 5050%
% to packaging,
flavors and quality 10%
10% and price 30%
30%.
„ Promotional media shows media shares is
60%
60 %,personal selling is 5% and print media
35%
35 %.
 

„ trong financial performance.
performance.
„ Focus on innovation and new product
launches.
launches.
„ Qualified sales staff.
staff.
„ Orange Gel.
Gel.
„ Maximum Protection.
Protection.
„ Friendly Environment.
Environment.
 × 
„ ue to high rate of taxes our prices are
higher.
higher.
„ Giant competitors like close-
close-up and
Pepsodent..
Pepsodent
„ Product recalls.
recalls.
„ Highly leveraged.
leveraged.
 


„ Large investment.
investment.
„ Intensive distribution
distribution..
„ Technology is at its bang.
bang.
„ ºestructuring initiatives.
initiatives.
„ Colgate business planning initiative
initiative..
„ Growing global oral hygiene market.
market.
„ table economic conditions boost the
growth of the product
product..
 {
 
„ Increasing number of Competitors
Competitors..
„ Competitive landscape from other CPGs.
CPGs.
„ Private label growth.
growth.
„ Increasing commodity prices.
prices.
„ Unstable political conditions.
conditions.
„ Chances of Failure due to the new taste
taste..
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„ Inactive government.
government.
„ Political issues.
issues.
„ change in laws or regulations.
regulations.
„ Political instability.
instability.
„ ºestriction on imports
imports..
 

  



„ World economy.
economy.
„ Taxes
Taxes..
„ High consumer spending
spending..
„ Inflation
Inflation..
„ Global ºecession
ºecession..
 


! 



„ Children health and hygiene

hygiene..
„ isposable income
income..
 { 

 ! 



„ Production is high due to high technology

machines.
machines.
„ Advanced in technology
technology..
„ Improved communication medium.
medium.
„ Advancement in science
science..
  

„ Further investment opportunities
opportunities..
„ Inflation rate will remain unchanged.
unchanged.
„ focus on team work.
work.
„ Political conditions in the country will
remain stable.
stable.
„ No threat of new entrant
entrant..
„ Government policies will remain same.
same.
„ No considerable change in the
environmental factors but technology will
not undergo major changes.
changes.
„ No violation of business ethics and
corporate social responsibility.
responsibility.
„ No change in the prices of fuel and energy
„ Non
Non--existence of substitutes in the market
market..
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„ Objectives are basically the mission
purpose, that can be achieved within the
expected timeframe and with the
available resources.
resources.
„ They are the most basic
planning tools underlying all planning
and strategic activities.
activities.
 
 

„ pecific.
„ Measurable.
„ Achievable.
„ ºealistic.
„ Time.
  
!"
 
"


„ Increase the net profit to more than 25
25%% of
the sales by the end of 2011
2011..
„ To gain 10%
10% of the market share by the mid
of 2011
2011..
„ To introduce our product also in Northern
areas somewhere around 20112011..
„ To grow by 15 15%
% year on year for the next
five years.
years.
  

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„ ignificance of Product.
„ Energetic.
„ Economical.
„ Attractive Packing.
„ Attractive esign.
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„ Marketing strategies are the means by
which objectives will be achieved
achieved..

Marketing strategy includes:

includes:

„ Market egmentation
egmentation..
„ Market Targeting.
Targeting.
„ Market Positioning.
Positioning.
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„ A market segment is a sub
sub--set of a market made
up of people or organizations sharing with one or
more characteristics that cause them to demand
similar product.
product.
„ To target the market in a better way, we have
divided our market on the basis of following four
variables::-
variables
„ Geographic
„ emographic
„ Psychographic
„ ¦ehavioral
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„ A target market consists of a set of buyers
who share common needs or characteristics
that the company decides to serve.
serve.
„ Colgate Palmolive is serving customers
through  

 





„ Colgate Junior by Colgate Palmolive is now
planning to be part of the overwhelmed
customer group (children)
(children)..
„ ½   cooling crystal gel that is
specifically manufactured for kids standing
somewhere between 4 to 9 years
years..
 ¦"
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„ Colgate Junior to be in è
½ 
box.
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„ It includes Marketing Mix which is stated as
follows:
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•  
•  
„ It cleans teeth
„ It prevents decay
M  
M  
„ ¦rand name
„ Quality
„ esign and style
„ Packaging
J
 

 
„ Website address
„ Helpline number
 P
 

„ Market kimming trategy.

„ Value ¦ased Pricing.
„ Geographical Pricing.
„ Uniform delivered pricing
pricing
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„ epartmental stores
„ hopping malls
„ Target retailers
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„ Advertising
„ Personal elling
„ Public ºelations
„ ales Promotion
„ irect Marketing
 
 
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„ Target More egments

„ Changes in Marketing Mix.

Mix.

1.Product
2.Price
3.Promotion
4.Place
    

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„ Actions
Actions::
‡ Organizational Chart.
Chart.

‡ chedules and eadlines

eadlines..

‡ ¦udget Allocation
Allocation..

‡ Project Management.
Management.

 # 
 "

„ irector of the marketing department.
department.

„ General Manger of the marketing

department..
department

„ Marketing managers.
managers.

„ Company¶s quality control department.

department.
   
$ 
„ Timely completion of the tasks and goals.
„ Campaign on TV.
„ ¦illboards.
„ istribution of the pamphlets.
„ Puppet show.
„ Announcement of Annual ºeport.
 ¦


„ ¦udget for Lahore branch is ºs
ºs..2, 000
000,,000
000..

„ ¦udget for Faisalabad, Islamabad,

ºawalpindi and Multan branch is ºsºs..1,
500,,000 each
500 each..

„ Total budget per month is ºs

ºs..65
65,, 00,
00,000
with the annual budget of ºs
ºs..78
78,, 000,
000,000
000..
 ¦



„ Further Allocation of Marketing ¦udget

¦udget::
‡ 50
50%% of the marketing budget is allocated
for Promotion, which is affordable for us.
us.
‡ 20
20%% for distribution along with vehicle
fuel expenses.
expenses.
‡ 15
15%% for office supplies.
supplies.
‡ 15
15%% for ºesearch and evelopment
evelopment..
 $


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 ¦
„ 45% for advertisement.

„ 25% for ales Promotion.

„ 10% for Public ºelations.

„ 10% for irect Marketing.

  
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1. Advertising objectives.
objectives.
2. Newspapers and magazines
magazines..
3. Television..
Television
4. ¦ill boards and poster campaign
campaign..
5. Online advertising.
advertising.
6. ¦rochures and pamphlets
pamphlets..
7. ales promotion.
promotion.
8. Public relations.
relations.
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„ Monitoring:

„ Media Plan
„ Updating Plan

„ Measuring Objectives