The paper “ Integrated Marketing Communications Plan for Colgate 360° " is a perfect example of a case study on marketing. The main purpose of this report was to analyze Integrated Marketing and Communication strategies that could be used to market Colgate 360° toothbrush. This report has been authorized by the CEO. On the backdrop of the rising competition in the toothbrush market, this market report was aimed at drafting the best strategies that could be used by the company to reach the target market LimitationsOne of the major limitations of this project has been time.
Market research required time to gather needed data, which was not available. Scope of reportThe product that will be marketed in the marketing plan is Colgate 360° toothbrush. This is a revolutionary product among the Colgate healthcare portfolio. It has a product that has taken the market by storm owing to its effectiveness in dental hygiene. Colgate 360° toothbrush is manufactured and marketed by Colgate-Palmolive Company, which is an American multinational that operates almost all countries in the world and produces a wide range of products which ranges from soaps, detergents, orally hygiene, and others.
Among the most successful products for the company has been the Colgate brand which started off as toothpaste and has now expanded to include toothpaste. The dental hygiene market is quite competitive and Colgate faces stiff competition in different markets but its products have been endearing to consumers. The leading competitors for Colgate-Palmolive Company in U. S domestic market include Church and Dwight Inc. , Clorox Co Del. , Procter & Gamble Company and many others which mainly deal in household and oral hygiene products. The healthcare industry is very competitive and the above competitors introduce new products now and then.
Colgate products are targeted to a wide range of consumers. The Colgate 360° toothbrush targets consumers from the wider consumer market demography spectrum. It is targeted for both children and adults since oral hygiene is a part of health. Colgate 360° toothbrush has been considered a necessity in dental hygiene and has been recommended by many physicians. Company BackgroundColgate-Palmolive is one of the oldest and largest multinationals in the world. It is an American multinational that operations on all continents.
It is mainly focused on the production of, distribution and provision of household goods, healthcare products, and personal products including soaps, detergents, and oral hygiene products which include toothpaste and toothbrushes (Knowmore. org, 2005). The company has also entered into the production of veterinary products using its Hills brand. The company is based in New York City, Park Avenue. Colgate – Palmolive was founded in 1806 by William Colgate. He was a soap and candle maker and he opened up a small starch, soap and candle factor in Dutch Street in New York.
The company grew in size and by 1940, it was selling uniform cake of soap and after the death of William Colgate in 1857, the company was reorganized and renamed Colgate and Company managed by Samuel Colgate, the son of the founder. In 1873, the company introduced the first toothpaste product, aromatic toothpaste which was mainly sold in jars and in 1896, Colgate Ribbon Dental Cream became the first toothpaste product to be sold in tubes, which was to be later commercialized in 1908. In the United States alone, the company has more than 60 properties (Knowmore. org, 2005).
It has major manufacturing warehouses in Morristown, New Jersey, Tennessee, and Cambridge in Ohio. It has major research facilities in New Jersey, Topeka, California, Richmond, and in other areas. In its overseas operation, the company operates in more than 70 countries worldwide with 280 properties.