Colgate case study PDF

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Kulatayeva Zhibek BS19BD Practice Thursday 13.00-14.00 Colgate and Palmolive Case.

1.What is the decision facing Colgate-Palmolive? Colgate-Palmolive has developed a product called Colgate Wisp. It is targeting a younger age group of 18 to 25.The Wisp offers a convenient way to freshen breath without the hassle of needing water or the mess of toothpaste. The Wisp is a tiny disposable toothbrush with a bead of breath freshener on it. The idea is it can be used anywhere since the bead dissolves and the toothbrush can be resealed into its original package and disposed of.

2.What factors are important in understanding this decision situation? Probably, we should understand marketing mix (4Ps as it mentioned) marketing strategy based on satisfying needs and wants of consumers. Also, Understanding the consumer decision making process is key to identifying marketing challenges and opportunities.

3. What are the alternatives? As it mentioned, Colgate’s competitors are Oral-B & Gillette Co, P&G, Johnson&Johnson . Oral-B Brush-Ups were textured teeth wipes that you could use anywhere to quickly clean the plaque off of your teeth and freshen your breath. They didn't require any water or rinsing. They also had a special moisture shield that kept your finger dry. Oral-B Brush-Ups were sugar-free to prevent cavities and they had a refreshing mint flavor. Oral-B no longer makes Brush Ups, but there are some similar items you can find in stores and online. Azdent Deep Cleaning Teeth Wipes are almost identical to Brush-Ups. They have the same fit, they're textured, and they have a sugar-free mint flavor.

4. What decision(s) do you recommend? It is primordial for Colgate to continue investing in product development catering to customer needs, in order to face their increasing competition. They can also add whitening effect to this toothbrush, because it is a famous issue(the demand will increase) cause of the cigarettes, coffee, tea and etc. They need to invest heavily in marketing, but a large amount will also have to be allocated towards innovation and product development. They can also create a package for this toothbrush eco friendly, vegan, because it’s a well-known problem in the whole world.

5. What are some ways to implement your recommendation? For product development and increasing demand they can use user-generated strategy,for example,consumers can design their toothbrush by themselves,it will improve trust, satisfy their wants and will be a creative idea....