This website uses cookies to ensure you have the best experience. Learn more

Colgate Total Imc Analisys Essay

2063 words - 8 pages

MARKETING PLAN AND SITUATION ANALISYS The Toothpaste Market: According to surveys done by MarketResearch.com and Red Summit Research (1) Americans, spent US$ 5.2 Billions on oral care products. That number represents an increase in 7% on the market sales over the previous year. Overall it increased 32.2% from 1996 to 2000 and its projected sales for 2005 amount US$ 6.7 Billion.The toothpaste and other dentifrice products are the top oral care market accounting for US$1.8 billion last year. There are more than 300 companies that compete in the toothpaste market in the US. However, only a few hold significant shares of the overall market.Simmons Market Research Bureau (1) reports that 93% of US adults use toothpaste, so the industry is somehow mature.This Market is regulated by the FDA "" Food and Drug Administration. The agency is responsible to verify the products components, its effectiveness and as the potential consequences to a human beings health.According to Red summit research (1), there are basically nine toothpaste types or segments divided by their Marketing focus and main ingredients: Whitening / anti stain Regular (fluoride) Anti tartar / anti plaque Baking soda Desensitizing Re mineralizing Anti gingivitis Natural Children's The Market can also be divided as the following (2): Sensory Sociable Worrier Independent Main benefit sought Flavor, package Brightness of teeth and breath freshness Decay and tartar prevention Price Demographics Children Teens, young adults Young families Men Preferred brands Colgate, Aim Close up, Ultra Brite, Aqua-Fresh Crest, Colgate Total. Brands on sale (1) Source: www.ecrm-epps.com/Expose/V4_9/Oral.htm (2) Source: Essentials of Marketing William D. Perreault, Jr., E. Jerome McCarthy, pg. 68 The market for toothpaste is highly competitive. Competitors include significantly large corporations with substantially great resources. The high degree of trademark recognition and goodwill associated with many of the Company's brand names are important factors in one's ability to compete effectively. Competitors are able to commit significantly greater revenue to national communication campaigns. The primary Key success factors are product quality and formulation, distribution, reputation, advertising and consumer promotion.Based on data from Competitive Media reporting (3), it is calculated that expenses just in advertising "" not counting other promotional tools - totaled US$ 185 million in 1999. That number is one third less of the US$ 275 million spent in 1998.Regarding distribution, AC Nielsen's reports (4) shows that 69% of consumers bought toothpaste at Grocery stores, 53% in mass merchandisers and 27% in drugstores in 1997.The Market division was, in 1998, as follows: Most of those companies have at least one product for each of the different market segments above mentioned.Colgate Total: Colgate-Palmolive is one of the leading global consumer products corporations. The company is focused on Oral Care,...

Find Another Essay On Colgate Total IMC Analisys

Revolutionary Work of Art Essay

1890 words - 8 pages Walter Benjamin emphasizes in his essay, “The Work of Art in the Age of its Technological Reproducibility” that technology used to make an artwork has changed the way it was received, and its “aura”. Aura represents the originality and authenticity of a work of art that has not been reproduced. The Sistine Chapel in the Vatican is an example of a work that has been and truly a beacon of art. It has brought a benefit and enlightenment to the art

Enlightenment Thought in New Zealand Schools

1594 words - 6 pages In this essay I will be looking at how the political and intellectual ideas of the enlightenment have shaped New Zealand Education. I will also be discussing the perennial tension of local control versus central control of education, and how this has been affected by the political and intellectual ideas of the enlightenment. The enlightenment was an intellectual movement, which beginnings of were marked by the Glorious Revolution in Britain

Psychological Egoism Theory

2240 words - 9 pages The theory of psychological egoism is indeed plausible. The meaning of plausible in the context of this paper refers to the validity or the conceivability of the theory in question, to explain the nature and motivation of human behavior (Hinman, 2007). Human actions are motivated by the satisfaction obtained after completing a task that they are involved in. For example, Mother Teresa was satisfied by her benevolent actions and

How Celtic Folkore has Influenced My Family

1587 words - 6 pages Every family has a unique background that influences the way they live and interact with other people. My parents, who emigrated from Ireland to the States with my three brothers in 1989, brought over their own Celtic folklore and traditions that have helped shaped the way our family operates and lives. One aspect of folklore that has helped shape my family dynamic is the Celtic cross—both its background and what role it has played in our lives

Julia Margaret Cameron

1406 words - 6 pages At a time when women were looked upon as being homemakers, wives, mothers and such the late 1850's presented a change in pace for one woman in specific. Photography was discovered in 1826 and soon after the phenomenon of photography was being experimented with and in turn brought new and different ways of photo taking not only as documenting real time, but also conceptualizing a scene in which an image would be taken. Julia Margaret Cameron will

Evaluation of School Improvement

1403 words - 6 pages The evaluation process should be progressive to incorporate overall planning, implement changes, which contribute to success. In order to focus on school climate and norms, the evaluation design must include the students, instructions, and outcomes to improve communication and building-level concerns to be address in this response. School Climate and Social Norms The school principal, other staff leaders, and personnel set the tone and the

Case Study: The Benefits of Animal Testing

1757 words - 7 pages Nine year old Amy has already had a rough start in life. She was born with an abnormal heart that hinders her everyday activities. Amy is unable to keep up with kids her own age because she often tires out easily. As a consequence, she has very little friends and is often alone. Amy is forced to take different medications everyday just to survive. Amy’s life consists of medicine, doctors, and constant hospital visits. However, Amy is due for a

Myth and Magic: Realism in "One Hundred Years of Solitude"

1531 words - 6 pages “He enjoyed his grandmother's unique way of telling stories. No matter how fantastic or improbable her statements, she always delivered them as if they were the irrefutable truth” (Wikipedia, 2011). Experiences are particular instances of one personally encountering or undergoing something and in these moments of time life changes for the best or the worst and memories are formed. These recollections such as riding your first bicycle, going to

Adiponectin: a Novel Indicator of Malnutrition and Inflammation in Hemodialysis Patients

2384 words - 10 pages Objective Protein-Energy malnutrition (PEM) and inflammation are common and overlapping conditions in hemodialysis patients which are associated with increased risk of morbidity and mortality. Adiponectin is an adipocytokine which is exclusively produced by adipose tissue. Few studies in hemodialysis patients have demonstrated that serum levels of adiponectin were significantly higher in malnourished patients compared to well-nourished ones. The

The Congo Free State: A Legacy of Apathy, Exploitation and Brutality

2298 words - 9 pages Between 1885 and 1908, Belgium’s Leopold II ruled Congo, a region in central Africa, as his personal colony, exploiting the resources and inhabitants for his own gain. Leopold allowed and encouraged Europeans and other Westerners to enter Congo and set up companies whose primary purpose was to gather rubber, which was abundant but difficult to get to in the Congo, using the Congolese as the laborers for the Europeans. Rubber gathering in Congo

Selective Exposition in The Lottery, by Shirley Jackson

1073 words - 4 pages Usually when someone hears the word “lottery” the first thing that comes to mind is a large sum of cash that people compete against highly impractical odds to win. Shirley Jackson’s story The Lottery might imply a similar conception based on the title alone, but the story is filled with unknowns never revealing exactly when and where the story takes place, or why the lottery exists; even what the lottery is isn’t revealed until the very end. Yet

Similar Essays

Imc Final Proposal Essay

6156 words - 25 pages welded D-ring adding strength to the leash clip (lovemypetgps.com). The implanted devices are a sort of competition-but with those, somebody has to scan the pet. The Hill's PetGPS collar is a total peace of mind!SWOTT AnalysisStrengths:•Hill's Pet Nutrition has a proven track record with 69 years of experience in the pet care business.(hillspet.com, 2008)•Currently, Hill's Pet Nutrition, a subsidiary of Colgate-Palmolive, does business

Week 4 Imc Media Campaign Essay

3213 words - 13 pages historical financial data posted on Hill's Pet website and additional financial information from its parent company, Colgate, Team C has projected Hill's annual sales from year 2008 through 2010 to determine budget for its media campaign. From its historical financial data, 2003 revenue showed at $1.316 billion and Colgate's financials showed 2007 revenue increased to $1.850 billion, Team C took the average of the years total sales and result showed

When The Bubble Burst Essay

1539 words - 6 pages By the time I arrived state side from my second tour in the Middle East the housing bubble had already burst. I noticed a drastic change in the way that many of my friends and family were living. Several of my friends that worked in real estate had sold their boats and seconds houses. My own stock portfolio had lost a third of its value. My sister and her husband had defaulted on their home mortgage leaving them scrambling for a place to live. I

Phase Diagram Essay

4456 words - 18 pages Introduction: Chemical equilibrium is a crucial topic in Chemistry. To represent and model equilibrium, the thermodynamic concept of Free energy is usually used. For a multi-component system the Gibbs free energy is a function of Pressure, Temperature and quantity (mass, moles) of each component. If one of these parameters is changed, a state change to a more energetically favorable state will occur. This state has the lowest free energy