COLGATE

TOOTHPASTE

Memberss Name
Ngo Thai Uyen
Nguyen Hong My Hanh
Nguyen Phuong Dung
Nguyen To Hoang Vu
Vo Thi Yen Vi
Content
1. Introduction about colgate
2. Market segmentation of colgate
3. Analysis 3 levels (core, actual, argumented) of
colgate toothpaste
4. Pricing Strategies of the product
INTRODUCTION
Colgate-Palmolive Company is a $15.6 billion global company serving
people in more than 200 countries and territories with consumer
products which make lives healthier and more enjoyable . In 2016,
revenue of Colgate-Palmolive is 15,2 billion.
MICRO MACRO
ENVIRONMENT ENVIRONMENT
 Age and Gender
100%
90%
Geographic Ethic groups
Kinh 85.7%
80%
Population density Number Tay 1.9%
70% Thai 1.8%
Ho Chi Minh City 3,467,331
60% Muong 1.5%
Hanoi
50% 1,431,270 Khmer 1.5%
Da40%
Nang 752,493 Mong 1.2%
30%
Haiphong 602,695 Nung 1.1%
20% Hoa 1%
Can Tho 259,598
10% Other 4.3%
0% Student
0 - 14 15 - 24 25 - 54 4%
55 -64 Occupation
Above 65
Male Female 3% Office Worker
4%
Age Total 5% Engineer/Doctor/Teacher
0 14 years old 23.84% 33%
Self - employed
15 24 years old 16.69% 9%
Other
25 54 years old 45.22%
55 64 years old 8.24% 12% Housewife
Above 65 years Worker
6.01%
old
31% Job seeker/Retired
Life cycle stageToothpaste Global Market Share
Other Colgate
31% 45% Colgate
Unilever
P&G
P&G Unilever Other
15% 9%
 PSYCHOGRAPHIC
Perception
Personality
Attitude
Social class
BEHAVIORAL

Promotion tools Number of respondents Percentage

Gift 70 35
Discount 40 20
Extra quantity 50 25
Price off 30 15
Others 10 05
 SWOT PESTEL
Strengths
Brand recall & visibility
Product line
Political Factors
Efficient Supply chain Economic Factors
Financial position Social Factors
Market share Technological Factors
Weaknesses
Saturated market
Environmental Factors
Commoditized brand name Legal Factors
Cost control
Limited brands under different product
categories & segments
Opportunities
Expanding their product line:
Tapping the rural market in developing
economies
Strengthening the business through mergers &
acquisitions
Usage rate
Threats
Competition in the market
Low Margins
Ethical issues
Frequent Brand switching
3 LEVELS OF PRODUCT
VI. Pricing strategy service for the company

Products Price

Places Promotions
4P of
Colgate
VI. Pricing strategy service for the company

Customer Solution Customer Cost

4C of Colgate

Communication Convenience
References
The World Factbook. (n.d.). Retrieved from Central Intelligence Agency:
https://www.cia.gov/library/publications/resources/the-world-
factbook/geos/vm.html
Bhasin, H. (2016). Marketing mix of Colgate Colgate marketing mix.
Retrieved from https://www.marketing91.com/marketing-mix-of-colgate/
Balki, K. (2016). Marketing mix and strategy of colgate. Retrieved from
https://www.slideshare.net/krishnabalki/marketing-mix-and-strategy-of-
colgate/
2016 Colgate Palmolive Annual Report (2016) . Retrieved from
http://www.colgate.com/us/en/annual-
reports/2016/common/pdf/Colgate-Palmolive_2016-Annual-Report.pdf
P&G 2016 Annual Report (2016) . Retrieved from
http://www.pginvestor.com/interactive/newlookandfeel/4004124/2016_A
nnual_Report.pdf
THE END