STP(Segmentation ,Targeting ,Positioning) Segmentation Colgate segment the market based on demographical psychographic behavioural Colgate’s market segmentation is very broad because all their products are of need to most people so those people share a similar interest in product needs. Colgate uses a segmentation bases by knowing that certain groups of people need Colgate toothpaste for a specific similar reason like yellow teeth, sensitive teeth or just teeth with cavities. Colgate also uses the family life cycle because they make toothpaste that could be used for grownups and children. Also, toothbrushes are made to attract young children with cartoon characters and different tastes and are less strong so that it wouldn’t damage their gums COLGATE MARKET ENVIRONMENT: The Colgate market consists of elements that affect all firms in the market. The factors affecting the operations of Colgate Palmolive has been discussed as follows.
DOMOGRAPHIC ENVIRONMENT: Changes in characteristics regarding human population, affect all companies, especially marketing firms. Colgate Palmolive being a consumer product marketing organization has also not remained unaffected. Rapid urbanization has greatly influenced its marketing mix. Its products are more focused on the urban market. Similarly, it has also successfully blended the change in the occupational priorities of our social set up promoting Colgate toothpaste in mirpurkhas Colgate market. SOCIAL AND CULTURAL FACTORS: Changing gender roles have also affected the company’s marketing plans. Lifestyle, values, and beliefs, all affect the marketing programs of companies. For Colgate Palmolive, the change in gender roles has had a great impact on its marketing campaigns. The advertisements aired on behalf of the company, reflect this change, such as a more casual, family atmosphere, and often two income households, shown in its ads. A very important concept of our social setup is the joint family system. relationships within this system are given high importance in our society, which Colgate Palmolive keeps in mind while adopting ideas from CP (USA) for implementation in the local market. ECONOMIC CONDITIONS: The overall economic environment has a major effect on firms, especially those that have maximum consumer interaction, Introduction of Bonus as an inexpensive detergent, marketing of Brite in cheap sachet packs and introduction of twin, Colgate toothpaste and toothbrush packs were some steps taken by CP to provide affordable products with value to customers. POLITICAL AND LEGAL FORCE: The political and legal forces operating in our environment also affect Colgate Palmolive. Colgate Palmolive also supplies products to various government agencies, so that government policy regarding expenditure has a direct impact on sales.
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