Colgate-Palmolive - Marketing Analysis of Colgate Palmolive...

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Marketing Analysis of Colgate Palmolive Pakistan Submitted to Ms. Sara Khan Submitted by Aliya Sajjad Hasan Faraz Sarah Parvaiz Shan Abdullah MBA II April 28, 2000
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Colgate Palmolive Pakistan Institute of Business Administration, Karachi 2
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Colgate Palmolive Pakistan Table of Contents MARKETING ANALYSIS OF COLGATE PALMOLIVE PAKISTAN .................... 1 .............................................................................................................................................. 1 .............................................................................................................................................. 1 SUBMITTED TO .............................................................................................................. 1 MS. SARA KHAN .............................................................................................................. 1 SUBMITTED BY ............................................................................................................... 1 ALIYA SAJJAD ................................................................................................................. 1 HASAN FARAZ ................................................................................................................. 1 SARAH PARVAIZ ............................................................................................................ 1 SHAN ABDULLAH ........................................................................................................... 1 MBA II ................................................................................................................................ 1 APRIL 28, 2000 .................................................................................................................. 1 INSTITUTE OF BUSINESS ADMINISTRATION, KARACHI .................................. 2 TABLE OF CONTENTS .................................................................................................. 3 ACKNOWLEDGEMENTS .............................................................................................. 7 COLGATE PALMOLIVE ................................................................................................ 8 COLGATE PALMOLIVE (PAKISTAN) ........................................................................ 9 COMPANY HIERARCHY ............................................................................................. 10 COLGATE PALMOLIVE’S MARKETING ENVIRONMENT ................................ 11 3
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Colgate Palmolive Pakistan T HE M ACRO E NVIRONMENT : ............................................................................................... 11 Demographic Environment: ...................................................................................... 11 Social and Cultural Factors: ..................................................................................... 11 Economic Conditions: ............................................................................................... 12 Political and legal forces .......................................................................................... 12 Technology: .............................................................................................................. 12 T HE M ICRO E NVIRONMENT .................................................................................................. 13 The External Environment ......................................................................................... 13 Internal Environment ................................................................................................. 14 SWOT ANALYSIS ....................................................................................................... 15 Strengths: .................................................................................................................. 15 Weaknesses: .............................................................................................................. 15 Opportunities: ........................................................................................................... 15 Threats: ..................................................................................................................... 16 S TRATEGIC M ARKETING P LANNING ....................................................................................... 16 H ARD S URFACE C ARE : ....................................................................................................... 17 Max: .......................................................................................................................... 17 O RAL C ARE P RODUCTS : ...................................................................................................... 17 Colgate toothpaste: ................................................................................................... 17 Freshmint toothpaste: ................................................................................................ 17 Colgate classic toothbrush: ....................................................................................... 17 P ERSONAL C ARE P RODUCTS : ................................................................................................ 18 Palmolive: .................................................................................................................. 18 Donge: ....................................................................................................................... 18 Protex: ....................................................................................................................... 18 F ABRIC C ARE : ................................................................................................................... 18 Express: ..................................................................................................................... 18 Brite: ......................................................................................................................... 18 Bonus: ........................................................................................................................ 19 Texapol: ..................................................................................................................... 19 COMPETITION .............................................................................................................. 20 4
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Colgate Palmolive Pakistan MARKET RESEARCH ANALYSIS- COLGATE PALMOLIVE ............................ 21 W HY C OLGATE P ALMOLIVE INVESTS IN RESEARCH AND DEVELOPMENT ? ..................................... 21 H OW C OLGATE P ALMOLIVE COLLECTS DATA FOR MARKETING RESEARCH : .................................... 23 PRODUCT ANALYSIS ................................................................................................... 24 P RODUCT LEVELS ................................................................................................................ 24 T HE PRODUCT LIFE CYCLE .................................................................................................... 25 P OSITIONING AND D IFFERENTIAL A DVANTAGE ........................................................................ 26 Target market ............................................................................................................ 26 Market demand .......................................................................................................... 27 Brand equity .............................................................................................................. 27 Packaging and labeling ............................................................................................. 27 P ACKAGING ANALYSIS OF C OLGATE P ALMOLIVE TOOTH PASTE ................................................... 28 3. Help gain acceptance from the new dilemma: ...................................................... 28 4. Help persuade consumer to buy the product: ....................................................... 28 P ACKAGING S TRATEGY OF C OLGATE P ALMOLIVE T OOTHPASTE ................................................. 29 P RODUCT L INE S TRATEGY ................................................................................................... 29 Labeling: ................................................................................................................... 29 Brand Label: ............................................................................................................. 29 Descriptive Label: .................................................................................................... 30 Statutory labeling requirements: .............................................................................. 30 PRODUCT COMPETITION ......................................................................................... 31 PRICING STRATEGIES ................................................................................................ 33 DISTRIBUTION .............................................................................................................. 34 Intensity of distribution .............................................................................................. 34 Changes in the distribution environment. ................................................................. 34 PROMOTION .................................................................................................................. 36 T HE CAMPAIGN OBJECTIVE : .................................................................................................. 36 T HE P ROMOTIONAL B UDGET ................................................................................................ 37 5
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Colgate Palmolive Pakistan COLGATE PALMOLIVE’S PROMOTION MIX: ..................................................... 38 Advertising ................................................................................................................. 38 S ALES PROMOTION .............................................................................................................. 39 1. Free sampling: ...................................................................................................... 40 2. Distribution of souvenirs: ...................................................................................... 40 3. Contests: ................................................................................................................ 40 Conferences: .............................................................................................................. 40 P ERSONAL S ELLING : ........................................................................................................... 40 P UBLIC R ELATIONS AND P UBLICITY : ..................................................................................... 40 C OLGATE P ALMOLIVE : A G OOD C ORPORATE C ITIZEN : ............................................................ 40 CONCLUSION: ............................................................................................................... 42 6
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Colgate Palmolive Pakistan ACKNOWLEDGEMENTS We would like to thank Mr. Shahid Iqbal, Mr. Hasan Waqar, Mr. Umar Qadri Ms. Humaira Asrar, and Mr. Ali Belgaumi for providing us with the necessary information, which we needed to formulate this report. We would also like to thank our course instructor Ms. Sarah Khan for giving us the practical insight, which enabled us to analyze this company effectively.
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