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

Institute of Business Administration, Karachi

Table of Contents

TABLE OF CONTENTS 0

ACKNOWLEDGEMENTS 4

COLGATE PALMOLIVE 5

COLGATE PALMOLIVE (PAKISTAN) 6

COMPANY HIERARCHY 7

COLGATE PALMOLIVE'S MARKETING ENVIRONMENT 8

THE MACRO ENVIRONMENT: 8

Demographic Environment: 8

Social and Cultural Factors: 8

Economic Conditions: 9

Political and legal forces 9

Technology: 9

THE MICRO ENVIRONMENT 10

The External Environment 10

Internal Environment 11

SWOT ANALYSIS 12

Strengths: 12

Weaknesses: 12

Opportunities: 12

Threats: 13

STRATEGIC MARKETING PLANNING 13

HARD SURFACE CARE: 14

Max: 14

ORAL CARE PRODUCTS: 14

Colgate toothpaste: 14

Freshmint toothpaste: 14

Colgate classic toothbrush: 14

PERSONAL CARE PRODUCTS: 15

Palmolive: 15

Donge: 15

Protex: 15

FABRIC CARE: 15

Express: 15

Brite: 15

Bonus: 16

Texapol: 16

COMPETITION 17

MARKET RESEARCH ANALYSIS- COLGATE PALMOLIVE 18

WHY COLGATE PALMOLIVE INVESTS IN RESEARCH AND DEVELOPMENT? 18

HOW COLGATE PALMOLIVE COLLECTS DATA FOR MARKETING RESEARCH: 20

PRODUCT ANALYSIS 21

PRODUCT LEVELS 21

THE PRODUCT LIFE CYCLE 22

POSITIONING AND DIFFERENTIAL ADVANTAGE 23

Target market 23

Market demand 24

Brand equity 24

Packaging and labeling 24

PACKAGING ANALYSIS OF COLGATE PALMOLIVE TOOTH PASTE 25

PACKAGING STRATEGY OF COLGATE PALMOLIVE TOOTHPASTE 26

PRODUCT LINE STRATEGY 26

Labeling: 26

Brand Label: 26

Descriptive Label: 27

Stationary labeling requirement: 27

PRODUCT COMPETITION 28

PRICING STRATEGIES 30

DISTRIBUTION 31

Intensity of distribution 31

Changes in the distribution environment. 31

PROMOTION 33

THE CAMPAIGN OBJECTIVE: 33

THE PROMOTIONAL BUDGET 34

COLGATE PALMOLIVE'S PROMOTION MIX: 35

Advertising 35

SALES PROMOTION 36

1. Free sampling: 37

2. Distribution of souvenirs: 37

3. Contests: 37

Conferences: 37

PERSONAL SELLING: 37

PUBLIC RELATIONS AND PUBLICITY: 37

COLGATE PALMOLIVE: A GOOD CORPORATE CITIZEN: 37

CONCLUSION: 39

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.

COLGATE PALMOLIVE

Colgate was founded in the United States in 1806 and for the first 100 years, its business focus was only there. However, in the very early 1900's, the Company began a very aggressive expansion program that led to the establishment of Colgate operations throughout the world. Today, Colgate-Palmolive is a $9 billion company, marketing its products in over 200 countries and territories under such internationally recognized brand names as Colgate, Palmolive, Ajax, Fab, and Mennen as well as Hill's Science Diet and Prescription Diet.

To meet the needs of this vast world, Colgate sets and attains the highest standards for our products and our company. Quality is the hallmark of everything we do. So, too, is consumer value. We continually work to understand consumers' changing needs, and then meet those needs with innovative products that are affordable to the greatest number of people.

We are also sensitive to our environment, and work to fulfill our business mission in ways that will not be harmful to the delicate world in which we live.

By balancing all these elements, we try to live up to our vision of becoming the best truly global