Colgate Toothpaste Company, Case Study Example

Colgate-Palmolive Company is a rather relatively concentrated organization that started from a simple soap and candle business in New York back in the early 19^th century. This organization has been well focused in providing personal care products to people from all nations. Today, the full bloom of the business is assumed to have greater heights in accomplishing the primary goal of the business to gain international recognition from the global market. Expanding their business into a more diversified system of operation was one of the strategies taken into account by the company. However, to make sure of the solidity of the foundation of the business, the company’s administrators made sure that the path of their branding would remain focused and distinctively remarkable for the market to recognize.

The rising competition that Colgate Company has with Proctor and Gamble has been among the toughest points of operation that the company engaged in within its existence in the industry. Practical options of operation have been taken into full account by the business at this point. Notably, Proctor and Gamble offered a variety of products from oral care to hair care to other products of personal care. Colgate remained loyal to a single brand of reputable recognition in the market. Utilizing the oral care products as the main carrier of the business’ operative reputation, Colgate remains strong in their stand with regards the desire to establish a firm name in the market, Engaging in such recognizable operation makes Colgate-Palmolive company easier to remember for their loyal customers. Using the name “colgate” as part of their branding proved to be a strategic move that Proctor and Gamble cannot simply break.

There are currently two branches of operation that the Colgate-Palmolive company engages with. The line of personal care products that the company offers is distinctively recognizable apart from other brands available in the market. Practically this approach of the organization made it easier for the business to make a name in the field of international trade. The central attention that the administrators give to the creation of a focused system of operation makes it easier for the business to give attention to what the organization basically want to offer to the market.

The branched out operations made it certain that the business’ recognizable name would have another implicative course of existence. Creating a distinct sense of identity in the market, Colgate-Palmolive made sure that the concentration of their productions would best fit the competitive operations they would want to engage in. Empowering their essence of using solid ‘brand name’ in the market, Colgate-Palmolive made sure that their essence of understanding good business development would best be able to consistently mandate the emergence of competition among other organizations while the business embraces intact marketing and endorsement campaigns. Focused branding has become an important strategy that the organization recognized. Most likely, people have recognized such approach effectively as the sales comparison the business has with Proctor and Gamble products suggest that Colgate-Palmolive company garners at least 13% higher brand-recognition from the market compared to the organizations it competes with in the industry.

Colgate-Palmolive is a notable brand that has been around for a long time. Being a pioneer in the industry gave the business a sense of edge in the competition with which it is engaged with. Practically, it could be observed that for a long time, such remarkable and recognizable reputation has allowed the company to grab the attention of the market and retain their loyalty to the product lines offered by the organization accordingly. Most likely, this made it easier for the company to take an easier path towards recognition even at the point of entering the international trade.

Most likely Colgate products target a more general set of buyers in the market; being a common product that is used by the general public and being a pioneer in the market gives the company a better edge against its competitors. The Palmolive sector of the company is more directed to women of all ages. Having this specific segmentation is expected to limit the market served by this section of the organization, nevertheless, the administrators are able to make the best out of what the company holds strongly which is the branding impact taken into account against all the other competitors in the market. Practically, the segregation of the market sectors that the company serves works pretty well for the organization especially as it takes the strategies of escalating endorsement and improving pricing operations to be the primary element of competition it is to hold in front of the international operations of distribution basing from operations of the international trade.

The function units most effective in driving the power of the company is that of its status of being a pioneer in the industry. The established name and the established reputation that the organization already has creates a definite source of trust and loyalty from the market through the years; something that cannot be completely turned over by new brands that are released in the face of international trade. Even internationally acclaimed brands cannot fully accomplish the success that the organization has taken into account for the past centuries of existing in the market.

Practical options of marketing which uses information presentation is what the organization embraces fully when it comes to creating marketing campaigns for the business. The process of getting the people believe that the organization offers nothing but the best, and having healthcare experts support such campaign brings more individuals into believing that the organization does have a better sense of control on how they influence the overall thinking and perception of their target buyers in the market. Doing away from too much popular endorsements, the organization aims to affect the market’s appeal for expert advice; a sense of indication on how the company aims to protect the healthcare concerns of the public as a whole.

Pioneer reputation in the industry is something that needs to be given attention to in establishing a sense of competitive stance against other brands and other organizations. Nevertheless, retaining a common name and common brand may be quite risky especially as other brands are coming in and are willing to offer something new to the market. Notably, through effective strategies of establishing such recognizable name could be used to turn the attention of the market into something new that the organization could provide every now and then.To counter attack the emergence of such point of weakness in the business strategy that is supported by the organization, it could be realized that the approach to better research and development of new products dedicated to providing response to market demands and expectations play a great role on how the organization is able to protect its competitive stand in the market. Practically, Colgate-Palmolive Company’s established reputation is something that cannot be competed with. Nevertheless, the company remains alert of the possible new entrants that are surely going to make a name among the buyers in the market. Nevertheless, embracing a sense of originality and innovation as well as market research does provide a distinct sense of edge for competition for the business to recognize and embrace accordingly.

Being engaged in the international trade market is something that is considered common yet hard to deal with; it could be realized that with the desire of establishing a well-noted name in the market, business organizations ought to take note of the strategies they are to embrace, especially for the sake of creating a more reputable stand in the market that the buyers themselves would be able to appreciate. With competition in mind, focused strategies of branding and market orientation has basically helped Colgate-Palmolive Company to thrive in a system of development that allows for the chance of improving the concept of market effectiveness that the business embraces.

Understandably, it could be realized that modern ways of operating businesses at present created a great opportunity for the company to further empower the ways by which they affect the market. With the use of the internet and the different aspects of social networking, the company is now able to embrace the different possibilities that are connected to redefining the marketing values that the organization is most dependent upon. Most often than not, it is with this approach that modern operations of business marketing becomes easier to define and evaluate accordingly. The returns of such efforts are massive, especially on instances by which the organization holds social events that call for public attention. Practically giving attention to how the modern market responds to modern marketing operations, it could be analyzed that developing options of well-directed strategies does help in improving the reputation-build-up that the organization embraces in the face of international industrial camaraderie and market competition.

Works Cited

Drucker, Peter. The Age of Discontinuity, Heinemann, London, 1969 (also Harper and Row, New York, 1998).

Toffler, Alvin. Future Shock, Bantom Books, New York, 1970.

Toffler, Alvin..The Third Wave, Bantom Books, New York, 1980.