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Cover Sheet
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Table of Contents
COVER SHEET 1
QUESTION 3
QUESTION 1.1 4
QUESTION 1.2 7
QUESTION 1.3 10
BIBLIOGRAPHY 12
3
Question
Choose a product or service of your liking. In detail consider the marketing aspect of it.
Answer the following questions below. Use real world examples to support your
answer.
Answer
The brand chosen here is Colgate-Palmolive. Colgate-Palmolive sells products such as
toothpastes, toothbrushes, mouthwash, skin care products, hair care products, pet food,
soaps, detergents, deo, fabric conditioners, disinfectants etc.. They have thirty-one
brands under them; Colgate, Palmolive, lady Speed Stick, Softsoap, Protex are a few
names. (Colgate-Palmolive)
For the basis of this paper, we focus on Colgate. Colgate is an American
company that focuses its products on oral hygiene and dental care. They sell products
such as toothpastes, toothbrushes, mouthwashes and rinses, whitening products,
prescription products, speciality products such as gel teeth whitening LEDs and have a
separate product line for children. We will be concentrating on their toothpaste line of
products.(Colgate)
The first Colgate toothpaste was sold in 1873 before which the company sold
soaps. They sell their products by a combination of retail and wholesale globally.
Colgate places their toothpaste as their main product with a price that is slightly higher
than their competitors. This strategy may not always work, but it does pretty well for
Colgate. They promote their products through various ways; they hold campaigns for
awareness, use social media platforms and the influencers to showcase their products,
they collaborate with experts to give the best possible products and they also have
advertisements based on location to reach that particular target audience. They have
made photoshop disasters into humours ad campaigns for their products. They also have
a global campaign which aims at providing free dental care and oral health education to
children all around the world. (AVADA Commerce)
In the following questions, we take a look at the promotion strategies of their
toothpastes. They currently have a line of 40 toothpastes, ranging from minty
toothpastes to multi-protection toothpastes to whitening gels. Their goal is to ease the
decision of buyers to choose care that fits all ages, smiles, oral condition, dental hygiene
in order to cater to their goals. The following are a few toothpastes; Colgate Total SF
Deep Clean, Colgate Cavity Protection, Colgate Kids My First Fluoride-free, Colgate
Enamel Health Multi-Protection, Colgate Triple Action, Tartar Control Toothpaste with
Whitening etc..(Colgate)
Question 1.1
How did the company capture customer value? Do you think it was successful or
improvements need to be made?
Answer
Value has a lot of meanings. Value could mean the price, for example: what is the price
of this shoe? or value could be referring to the benefits of a product, for example: the
value we get from the shoe. When the term “value for money” is used, it refers to
something being price sensitive. When the term “money for value” is used, it refers to
the willingness to pay for what is seen as benefits from either a brand or a better product
from within or out of the brand which serves to be more convenient. (Mahajan, 2017)
Customer value can be defined as “the perception of what a product of service is
worth the customer against its possible alternatives”. Worth refers to if the customer
feels like whether they receive the benefits over the price they paid. Value can be made
by merely focusing on the processes and systems as well as the mind-set and culture of
the place. The culture of a place would be tougher to change and it would also be
difficult to emulate. To copy products would be easier than to just change mind-sets and
culture. For long term success, mind-sets and culture are crucial since they will not
change. All of this creates experience and value. The value changes as the customers
journey of the product changes. (Mahajan, 2017)
To be able to reach the customers in the best possible way, Colgate uses a mixed
