Standing for something like advocacy marketing which

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Standing for something like advocacy marketing which is driven by principles inside the company makes way in having ethically driven business which makes it distinctive and makes way in building company’s USP or unique selling proposition and not just in CSR programs or corporate social responsibility. Diversification is not always the answer. We have other three different marketing strategies which can be of help in improving product offering: Market Development, Market Penetration and Product Development. Case Study: Colgate-Palmolive’s Colgate Toothpaste. Colgate Toothpaste ranks 2 nd in market share of oral care industry in the Philippines according to a raw data gathered from Euromonitor International. But in terms of being the best toothpaste product in the country, Colgate toothpaste is top of the list and the top of mind toothpaste brand on the consumer’s mind. Colgate Toothpaste, aside from having wide array of variants and line extensions, it is positioned as “protective” and a high quality product which also can be attributed as a premium product for toothpaste. SWOT Analysis of Colgate Toothpaste Strengths Top of mind toothpaste brand because of high product quality Wide array of variants and target market Distribution channel easily touches consumers Weaknesses Colgate-Palmolive focuses too much on its oral care segment Lesser use of promotions on below the line: digital marketing Opportunities Number of people suffering from tooth decays Health 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 Colgate toothpaste that is environmentally friendly and without the use of harmful chemicals as people are being conscious in having a healthy lifestyle and hygiene. This product will be called Colgate Naturals 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 also for the benefit of the environment. 3 Chapter 15: Positioning a Country: Belgium A lot of campaigns has been centered on improving the current status of the company may it be on promotions, branding and campaigns. As what have said in the last chapter, anything can be positioned. Thus, this doesn’t exempts countries in also having a positioning. This is the main focus of this chapter. Positioning has come a long way and having positioned a country takes factors such as distinctiveness, reliability, credibility and measures of sustainability.

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