The paper "Marketing Analysis of Colgate Total Toothpaste" is a perfect example of a marketing case study. The concept of marketing can give an analytical explanation by taking in to account different components that constitute it. Marketing is a concept that has always been explained by different scholars in different ways. The use of the internet has also increased in the whole world. It is noted that there is always a direct correlation between internet use and business to business marketing. This paper will ascertain hypothesizes that try to explain this research problem.
Different findings shall be analyzed in a more cognitive and coherent manner so as to show the validity of the hypotheses. The results will be explained in a vivid manner (Chernev, 2007). The product chosen to research in the Australian market is the most famous product of Australia named Colgate. Colgate, a white cream, a product made using fluoride chemicals and extracts, though it has gone global, its production is also made by Australia and this has made it become one of the iconic and most selling products in Australia since it was first introduced to the consumers.
Since then, the popularity of Colgate has never reduced in the market, and almost all Australians are obsessed with the unique features of Colgate as compared to other toothpaste in the market. According to the statistics of different researchers, nearly 80 percent of households in Australia have Colgate as their preferred toothpaste. Colgate-Palmolive Australia Pty. Ltd. It is a company that was established in 1921 and is part of the larger Europe/South Pacific geographical division of Colgate Palmolive in the US that is the main company.
This report will focus on Colgate, a part of Colgate-Palmolive oral care products that retail in Australia. Oral care is viewed from the business point of view and also from the medical point, a very well established and known business. It has four main market segments, which are economic segment, medicinal sensitivity, taste, and cosmetic as well as beauty conscious. Colgate in Australia is the market leader, and is followed but not closely by Mclain's and Sensodyne. The competitive environment of this market is an oligopoly, with fast-moving new products and new brands being introduced.
Introductions and innovations, mostly driven by beneficial needs in the market are the products being introduced. Colgate is a product that uses a reactive pricing strategy and which is applicable to this market of Australia. The competitive advantage is that it has established distributional channels. The researcher feels that the medicinal segment of the product could be in a little bit narrower, to give a larger room for the introduction of more innovative products into the market, such as Colgate Total Grind Control, and to establish a very new segment into the market, Environmental.
Colgate as a company spend more money on the marketing segment than any of their closest competitors, however, the researcher feels that they could redirect some of the revenues and enhance their branding of the products to a higher level, as well as introduce the digital branding engagement (Lilien, & Rangaswamy, 1998).
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