Chiến lược Marketing của Colgate PDF

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Chiến lược Marketing của Colgate Chiến lược Marketing của Colgate Chiến lược Marketing của Colgate Chiến lược Marketing của Colgate Chiến lược Marketing của Colgate...

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COLGATE PART 3: MARKETING MIX I. Product: II. Price: 1. Vai trò: Price strategy is the only factor in Marketing Mix that generates income. By adjusting the price, the business will have an additional income when selling products. The price strategy is the decisive factor in the choice of the buyer's product because price is one of the important factors that influence the choice of purchase.

2. Price method: Nowadays there are many businesses in many different market segments. That they have competitive prices affect a lot on selling product. In regard to Colgate, Colgate – Palmolive has taken method: COMPETITION-BASED PRICING to price the product. According to this method, businesses take the current price of competitors as a basis, paying little attention to their needs or costs. Businesses can price equal, high, low, or lower than their main competitors. The price of Colgate products is much lower than any competitive brand but its quality is still assured.

COLGATE

Toothpaste

Toothbrush

Mouthwash

40.000 VND

12.000 VND

99.000 VND

PS SENSODYN E CLOSE UP

43.000 VND

13.000 VND

74.900 VND

61.000VND

29.000 VND

250.000 VND

36.000 VND

28.100 VND

94.900 VND

Price comparison table between colgate products and other brands

3. Pricing Stratrgies:  New-product Pricing Strategy -

Market-skimming pricing: Colgate's goal is to gain more market share to overwhelm its competitors by gaining an "efficient by scale" advantage. Colgate sets low initial prices help the company to attract a large number of buyers quickly and win a large market share. Thus, when the company sets a low price, the sales volume is increased, resulting in cost savings, donated profits, which in return can compensate for the discount.

 Product Mix Pricing Strategies -

Product line pricing: Colgate develops product lines rather than single products. In particular: Cavity Protection Toothpaste – 75.000 VND ; Sensitive Lasting Fresh Toothpaste – 42.000 VND ; Total SF Advanced Whitening Toothpaste – 60.000 VND ; Total SF Fresh Mint Stripe Gel Toothpaste – 90.000 VND ; Minions Mild Bubble Fruit Toothpaste for Kids – 49.000 VND.

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Captive product pricing: Colgate usually sales toothbrushes that must be used along with main product – Toothpaste. In addition, they also sell

additional dental certificates and mouthwash.

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Product bundle pricing: Colgate also combines several of their products and offer the bundle at a reduced price.

 Price – Adjustment Strategies -

Discount and allowance: With regard to retail chain, Colgate provides another price system which is specially suitable with diffirent features of individual chain. And this price’s by all means lower than the market price.

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Product – form pricing: The same product line is Cavity Protection Toothpaste but the tube form costs 75,000 VND, while the tube form costs 100,000 VND.

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Psychological pricing: Price says something about the product. Many consumers use price to judge quality. Colgate hits the psychology of Vietnamese consumers who like to buy discounted items so they use the method of sticking lower prices to higher old prices.

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Reference pricing: This is another aspect of psychological pricing. Prices that buyers carry in their minds and refer to when looking at a given product.

 Price changes strategy -

Reduce prices: Colgate reduces prices in the event of a strong competitor in price or weakened economy.

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Price increase: Colgate increases selling prices when the economy is inflationary and demand increases higher than supply.

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Colgate aims to stabilize prices for products.

III. PLACE: 1. Structure of distribution channel:

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First, kênh trực tiếp. Through direct channels, from producers selling directly to the end consumers. Colgate uses home sales force or mail-order, catalogue …

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Second, through indirect channels, by intermediaries located between producers and consumers:

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Manufacturer → Retailers → Consumers. This channel is called a 1-level channel, consisting of an intermediary who is a retailer. Retailers buy products directly from the manufacturer and then retail them to customers. Colgate products are sold at retail supermarkets such as Big C, Co-opmart supermarket, Maximax system…

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Manufacturer → Wholesaler → Retailers → Consumers. This distribution channel is mainly targeted at large volume retailers.

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Manufacturer → Agency → Wholesaler or Distributor → Retailers → Consumers. Products after the production process are sent to the agents representing for the company to conduct transactions with customers. Colgate Palmolive currently has one of the most modern goods distribution centers located in Binh Tan District. Goods produced at the factory will be gathered at this center, then transported to agents in the central and southern regions in Vietnam.

2. Vertical Marketing System (VMS):

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Colgate is a vertical marketing system, as Colgate Palmolive is the owner of all Colgate branded branches across the country. Distributors are located in

63 provinces and cities throughout the country. All distributors are supported by Chinsu. -

Colgate Palmolive company grants trading licenses to different markets for wholesalers. Under this license, the company allows them to purchase Colgate-branded products at wholesale prices and then distribute them to local retailers.

3. Distribution Strategies: -

Intensive distribution: Colgate builds very well with distributors across the country, can easily come across Colgate's products in supermarkets or convenience stores such as Vinmart, Fivimart, Coop mart… Building a wide distribution channel is an effective marketing strategy of the company to help customers more easily access the product. Colgate has collaborators in 63 provinces that have helped the distribution channel spread and really cover. It is this distribution channel that has helped Colgate's marketing strategy succeed and gradually gained 20% market share of toothpaste in Vietnam.

IV. PROMOTION 1. Promotion Strategies:

Colgate flexibly uses both PUSH – PULL strategy.  Push Strategy: "Taking the product to the customer" Colgate directs communication activities primarily at distributors to create contacts in advance in the distribution channel. Colgate's products are "pushed" to market through distribution channels. Colgate communicates strongly to distribution intermediary to motivate them to buy products and continue to communicate to sell products to consumers. Strategy using commercial exhibition advertising, point of sale, direct sales, radio advertising, television, email, … to impact the minds of consumers and reduce the time between product discovery and product purchase.

 Pull Strategy: "Getting the customer to come to you" Colgate's communications business is directed at the end consumer. Consumers will request products from distributors and these people will reorder the manufacturer. Communication activities in the strategy of "pulling" products through distribution channels. The pull strategy uses methods such as social media, blogging, oral communication, strategic location of products, media reports,... to reach a large audience.

2. Promotion Mix:  Advertising -

Advertising in mass media (newspapers, television, Internet, radio, brochure ...) such as VTV1, VTV2,VTV3,...,Youtube, Facebook,...

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Outdoor Advertising: Colgate advertises outdoors through large billboards, banners,...

 Sales promotion -

- Colgate has short-term measures to support advertising and sales to encourage and stimulate customers to buy products of businesses.

Through promotions, gifts for customers on holidays of the year.

 Direct Marketing -

Colgate in collaboration with lang Son district local government organized the festival "Colgate for the purpose of no toothache, no tooth decay". There are also Colgate staff counters ready to advise and sell directly to customers.

 Personal selling -

They are people who are knowledgeable about all the products of Colgate. Provide full information to customers about the products. They are employees at supermarkets, salespeople at branches, etc…

 Public relations

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This is a tool to keep the brand's soul. Colgate has indirect communication activities aimed at sympathy for the public. Public relations are carried out in many forms such as: sponsorship activities, charity activities, event organization ...

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- Colgate sponsors the "Reach the goal of tooth decay". Ho Chi Minh City University of Medicine and Pharmacy Ho Chi Minh City in collaboration with Colgate organized the festival "Achieving the goal of not tooth decay" at Le Van Tam Park in Ho Chi Minh City.

- Colgate sponsors 250,000 soap cakes for Vietnam to fight Covid-19.

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Colgate also offers thousands of scholarships to poor and hospitable children each year....