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Colgate Palmolive's toothpaste and toothbrush business is a mature market in most countries, with limited growth prospects. The company is positioned at the high end of the market with its flagship Colgate lines, and this positioning is supported by extensive marketing campaigns aimed at bolstering the brand. The company has responded to this by focusing its efforts on growth in emerging markets. Naydenov (2012) notes that the company derives over 50% of its sales from emerging markets. By focusing on spending increases in marketing, the company has been able to extend its share in regions like India where it has a 54.5% share (Vijayraghavan, 2012). The company generates 28% of its sales volume from Latin America, 21% from Asia/Africa and only 18% in North America. Both the Latin American and Asia/Africa markets are experiencing strong growth as more consumers are able to afford not only dental care but higher end toothpaste like Colgate. The company's market share in Latin America is 79.3% and it has a 34.6% share in China. The company is...
Colgate is therefore the global market leader in home dental care, a market that is estimated to be worth $12.6 billion worldwide and growing (GIA, 2010).
The Colgate brand functions as a family of home dental care, with Colgate producing both toothpaste and toothbrushes. The company competes again Procter & Gambler (Crest, Oral B) and against local brands. Colgate utilizes local flavors in order to appeal to local markets. It also competes on the basis of technological innovation. For example, new developments in toothpaste technology have addressed the issue of sensitivity and have even promoted tooth re-growth (GIA, 2010).
Colgate's pricing strategy focuses on supporting the idea that the company's products are superior. Colgate's products are priced at the high end of the market, to convey the idea that they are more technologically advanced and sophisticated, especially relative to local brands. Colgate also believes that this pricing strategy…
Works Cited:
GIA. (2010). Global toothpaste market to reach $12.6 billion by 2015. Global Industry Analysts. Retrieved December 7, 2012 from http://www.prweb.com/releases/toothpaste_oral_care/whitening_regular/prweb4661914.htm
Naydenov, D. (2012). Colgate Palmolive offers over 50% exposure to emerging markets. Seeking Alpha. Retrieved December 7, 2012 from http://seekingalpha.com/article/657301-colgate-palmolive-offers-over-50-exposure-to-emerging-markets
NetMBA. (2010). Pricing strategy. NetMBA. Retrieved December 7, 2012 from http://www.netmba.com/marketing/pricing/
Vijayraghavan, K. (2012). Colgate hits its highest market share of 54.5% in 15 years. The Economic Times. Retrieved December 7, 2012 from http://articles.economictimes.indiatimes.com/2012-10-05/news/34279526_1_toothpaste-market-colgate-palmolive-india-market-share
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By giving more information to the consumers, Colgate is telling its consumers that they must make informed choices in buying oral care, personal care, and home care products. And because Colgate is known for manufacturing quality oral care products, and is the leading brand and manufacturer in the market, it is only but wise for a consumer to buy and patronize its products. Although Colgate offers a multitude of products
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