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Standing for something like advocacy marketing which is driven by principles inside thecompany makes way in having ethically driven business which makes it distinctive and makesway in building company’s USP or unique selling proposition and not just in CSR programs orcorporate social responsibility. Diversification is not always the answer. We have other threedifferent marketing strategies which can be of help in improving product offering: MarketDevelopment, Market Penetration and Product Development. Case Study: Colgate-Palmolive’s Colgate Toothpaste.Colgate Toothpaste ranks 2ndin market share of oral care industry in the Philippines according toa raw data gathered from Euromonitor International. But in terms of being the best toothpasteproduct in the country, Colgate toothpaste is top of the list and the top of mind toothpaste brandon the consumer’s mind. Colgate Toothpaste, aside from having wide array of variants and lineextensions, it is positioned as “protective” and a high quality product which also can beattributed as a premium product for toothpaste. SWOT Analysis of Colgate ToothpasteStrengthsTop of mind toothpaste brand because of high product qualityWide array of variants and target marketDistribution channel easily touches consumersWeaknessesColgate-Palmolive focuses too much on its oral care segmentLesser use of promotions on below the line: digital marketingOpportunitiesNumber of people suffering from tooth decaysHealth and Wellness trend on hygiene and oral care.Threats Rising product innovations that concerns ultimate gentle care without the use of chemicals and non environmental cause and effect.Alternative Cause of Action:Based from the SWOT Analysis given, the opportunity is seen in having a variant of Colgatetoothpaste that is environmentally friendly and without the use of harmful chemicals as peopleare being conscious in having a healthy lifestyle and hygiene. This product will be called ColgateNaturals which includes products that are very inclined with the gentle and natural approach of
the product. This in return will generate fresh revenues and a new positioning that Colgate is alsofor the benefit of the environment. 3Chapter 15: Positioning a Country: BelgiumA lot of campaigns has been centered on improving the current status of the company may it beon promotions, branding and campaigns. As what have said in the last chapter, anything can bepositioned. Thus, this doesn’t exempts countries in also having a positioning. This is the mainfocus of this chapter. Positioning has come a long way and having positioned a country takesfactors such as distinctiveness, reliability, credibility and measures of sustainability.