ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

Submission date 20 August 2020 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Nguyễn Ngô Như Thảo Student ID GBD191179

Class GED0804B Assessor name Nguyễn Phương Dung

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

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 ASSIGNMENT 2:”MARKETING MIX”

Assessor’s name:NGUYEN PHUONG DUNG

Student’s name:NGUYEN NGO NHU THAO
Student ID:GBD191179
Class:GBD0804B
 TABLE OF CONTENT
I.INTRODUCTION:------------------------------------------------------------------------------------------------------ 1
II.MARKETING PROCESS AND OBJECTIVE:--------------------------------------------------------------------2
1.Marketing process:------------------------------------------------------------------------------------------------ 2
2.The objective of Colgate-Palmolive:--------------------------------------------------------------------------- 4
III.THE EXTENDED MARKETING MIX(7Ps):-------------------------------------------------------------------- 5
1. Definition:--------------------------------------------------------------------------------------------------------- 5
2. The 4Ps Marketing mix:----------------------------------------------------------------------------------------- 5
3.The shift from the 4Ps to the 7Ps:-------------------------------------------------------------------------------6
IV.THE DIFFERENCE OF MARKETING MIX(7Ps) BETWEEN COLGATE-PALMOLIVE AND P&G7
1.Comparision of marketing mix between Colagte-Palmolive and P&G:-----------------------------------7
2.Evaluation of new product of Colgate-Palmolive:---------------------------------------------------------- 12
V.RECOMMENDATION AND CONCLUSION:------------------------------------------------------------------14
1.Recommendation:------------------------------------------------------------------------------------------------14
2.Conclusion:------------------------------------------------------------------------------------------------------- 15
VI.REFERNCES:-------------------------------------------------------------------------------------------------------- 16
I.INTRODUCTION:
Colgate-Palmolive company is an American expanded multinational organization centered on the
production,distribution and arrangement of household,healthcare and individual item such as
soaps,detergents,and verbal cleanliness products.The company's corporate are on Stop Road in
Unused York city,across from the Waldrof Astoria.Colgate Palmolive may be a $10.6 billion
worldwide company serving individuals in more than 200 countries and domains with shopper items
that make lives more beneficial and more agreeable.Besides, in Vietnam, Colgate-Palmolive is about
to launch a new product after 3 months. It is the Colgate Sensitive Maxium Strength Whitening
toothpaste. Although present in the US for a long time, but because the price is quite high compared
to the economic income of Vietnamese people at that time. Now, life improves, so it just started to
launch in Vietnam. This is a toothpaste for sensitive teeth.In addition, it has floura which helps to
repair and reinforce sensitivity and weakening of tooth enamel and so on.
With the growing society and the dense appearance of business organizations, it can be said that
marketing plays a very important role in the Colgate-Palmolive company. Marketing includes all the
elements needed for the marketer to grow a company's organization. This assignment focuses on
comparing the different ways in which Colgate and its competitor P&G company, apply a blend of
marketing into the marketing planning process to achieve overall business goals. From there, it's
easy to set up, develop and evaluate a basic marketing plan. Colgate’s main website:
https://www.colgate.com.vn/

Figure 1:Logo of Colgate-Palmolive(magnusmode,2020)

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II.MARKETING PROCESS AND OBJECTIVE:
1.Marketing process:
The Marketing Process can be divided into two large parts: the first one consists of activities that
create value for customers. This is the largest and main part of the process, and can be further
subdivided into four steps. In return, the company can capture value from customers, which is the
second part of the Marketing Process. The steps are illustrated in the diagram below.(Claessens,2015)

Figure 2: A simple model marketing process

Part 1 of the Marketing Process: Creating Value for Customers.

The first step of the Marketing Process looks at who the customer is and what the customer
needs and wants. Before any other marketing activity makes sense, a company should have a full
understanding of the market. For that, it has to research the market, define customer behavior, needs
and wants, segment and manage customer information.(Claessens,2015)

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Today, the Vietnamese market has many manufacturers, distributors and suppliers of toothpaste
products such as Close up, P / S, Crest, etc. Therefore, customers have more and more choices and
strict options for oral care. Therefore, Colgate-Palmolive launched the "Colgate Sensitive Maxium
Strength Whitening toothpaste" line. This is a good choice for customers because the company
understands the high quality demand for products for consumers and the company has responded to
the needs of the market (Marketing Admicro,2020).

The second step of the process is to design a customer-driven marketing strategy. A company
must segment the market, and after that target and center on one or more of these identified portions
in arrange to help identify the specific types of customers it needs to serve. (Claessens,2015)
In the Marketing strategy of Colgate-Malpolive company, the product built by the company is a huge
plus point. The company segmented the market according to its customers' ages, needs and wants,
with age so they created toothpaste products from children to adults. In addition, the company
understands that this is a product that is used every day, so the company also focuses on customers'
psychology of making medicine in small tube form, convenient for transportation or travel, the
company also aims to The image of customers is from average to high-end, so the company has
concentrated resources to serve customers in the best way. All of the above factors will help the
company's products stand out, help the company surround customers and increase brand awareness
with its products.( Bigbom,2020).

When the marketing strategy is designed, the company can address the third step, which
focuses on building an intergrated marketing program.In this way,the promotion must convey
the customer’s trust,for the marketing program to bring higher value to the customer.
(Claessens,2015)

The 7P, 4P marketing method used in this step is to put the right Colgate-Palmolive products in the
right position, in the right market, at the right time, at the right price and with many promotions and
incentives for customers products, attracting customers, creating customer trust and loyalty for
Colgate-Palmolive products.(Team,2020)

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The fourth step in the first part of the Marketing Process that aims to create value for
customers is building a beneficial customer relationship with your target audience. When
buying products to create customer satisfaction and offer incentives that exceed customer
expectations, customers will buy the product many times at the company. From there, it will be
profitable for the company. (Claessens,2015)
For Colgate-Palmolive Company, customer love and support is the key to its success and growth.
Grasping these criteria, right from its inception, Colgate emphasizes the customer-centric business
model, taking product quality to bring customer satisfaction. The company understands that
customers love promotions and giftsAnd after many years of development, the company confidently
produces, distributes and supplies diversified, quality and prestigious products in the world. The
evidence for this is the enthusiastic support from customers, customer satisfaction and confidence
after using the product. Colgate-Palmolive's feedback and customer satisfaction over the years have
helped the company make more efforts and improve product quality in response to customers' trust
and support. (Marketing Admicro, 2020).

Part 2 of the Marketing Process: Capturing Value in Return

After these four steps have been accomplished, the firm has created value for the right
customers by an integrated marketing programme leading to strong customer relationships.
Now, it can reap the fruit of its work. The fifth step can now focus on capturing value from
customers in return. Capturing value from customers means that the firm is able to create profits and
customer equity. Typically based on fulfilled, enchanted and faithful clients who rehash the buy
activity and in this way come back to purchase more and once more.Therefore,the company
canmake a lot of profits. (Claessens,2015).

Capturing customer values has helped Colgate-Palmolive increase customer satisfaction after using
products with integrated marketing programs. In addition to producing toothpaste, Colgate-
Palmolive also produces toothbrushes, mouthwash, shaving cream, etc. That leads to customer
acquisition and high revenue for Colgate-Palmolive.( Marketing Admicro, 2020).
2.The objective of Colgate-Palmolive:

Contribution Objective:Increase total revenue in Third Quarter by 10% compared to the 2019.

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III.THE EXTENDED MARKETING MIX(7Ps):

1. Definition:

Marketing mix is a fundamental model and plays a very important role in product marketing. It is
defined as the marketing toolkit that the company uses to pursue its marketing goals in the target.
Marketing mix involves factors that need to be evaluated to implement marketing plans. It is a set of
elements integrated together to create and develop marketing strategies for the organization's
products or services. (Kotler, 2000).

2. The 4Ps Marketing mix:

Figure 3:The 4Ps of Marketing Mix (Tài, 2020)

Product is item that incorporate services or goods that are built and made to meet buyer needs.
Within the product development stage, marketers must make an broad think about of the life cycle of
the item they are making. A product with a certain life cycle incorporates development stage,
development arrange and deals decrease period (Mann, 2015).

Price is an important component of defining a marketing mix. It is the amount that customers have
to pay to enjoy the product. In addition, adjusting the price of the product has a big impact on the
entire marketing strategy as well as greatly influences the sales and demand of the product. Prices
always help shape the company's product awareness in the eyes of consumers. High-end prices
commonly used by organizations have good brand image in the market. The penetration pricing

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strategy has been used to penetrate the market by introducing new products. Economic prices used to
sell products do not have too much demand and may be of low quality (Milligan, 2012).

Place or distribution is a very critical part of defining a marketing mix. Organizations got to find and
disperse products in places that are effectively accessible to potential buyers. This comes with a deep
understanding of the target showcase to investigate the foremost compelling conveyance and
positioning channels within the market. (Mix, 2020)

Promotion is one of the very important components of marketing since it can promote brand
acknowledgment and deals organization. Promotions regularly incorporate open relations,
publicizing and deals advancement. It centers on making product mindfulness on the market to
illuminate individuals around product data, expanding item request and item separation. (Mix, 2020)

3.The shift from the 4Ps to the 7Ps:

Previously, marketing mixes comprised of 4Ps but presently it has developed to 7Ps. The origin of
4Ps can be followed back to the late 1940s (Hunt, 2011) with the primary known specify of a
marketing mix that was ascribed to James Culliton (Banting, 1973), who could be a professor at
Harvard University. In spite of the fact that the thought was captured, marketers may not achieve any
genuine agreement on what factors ought to be included within the blend. Until the 1960s, McCarthy
made the thought of showcasing 4Ps by mixed marketing. He accepts that this marketing mix makes
a difference marketers to recognize distinctive angles of items and services that need to be given to
customers. After 70 a long time, marketers discover the got to upgrade elements of marketing mixes
(Malhotra, 2007).And this leads to the advancement of promoting blends from 4Ps to 7Ps. Marketers
have conceded that 4Ps counting product, price, put and advancement are not sufficient to recognize
the whole showcasing blend, so they have included 3Ps which are individuals, handle and physical
evidence.

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 Figure 4: The 7Ps of marketing mix (Albert, 2016)
People refer to everybody of both the target market and all the individuals included within the
organization. They can be leaders, wholesalers, sales representatives or customers. The workers of
the company are exceptionally vital in marketing since they are benefit suppliers (Albert, 2016).
Process has a direct impact on the company's service performance. Therefore, it is necessary to
ensure that the processes are properly designed to minimize costs. It can be sales channels, payment
systems and distribution systems to ensure businesses operate efficiently. This tool primarily
determines the flow of activities taking place from production to product delivery (Paley, 2005)

Physical evidence that the service has been given is related to how a company and its products are
seen within the market. It is physical evidence of the nearness and establishment of a business, in
other words branding.( Albert, 2016)

IV.THE DIFFERENCE OF MARKETING MIX(7Ps) BETWEEN COLGATE-

PALMOLIVE AND P&G:
1.Comparision of marketing mix between Colagte-Palmolive and P&G:

Marketing Mix of Colgate-Palmolive and P&G analyse the brand/company which cover 7Ps
(Product, Price, Place, Promotion,People,Process,Physical evidence) and explain the Colgate-
Palmolive and P&G marketing strategy. As of 2020, there are several marketing strategies like
product/service innovation, marketing investment, customer experience etc. which have helped the
brand grow.(Team,2020)

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (7Ps) is
the widely used framework to define the strategies.(Team,2020).

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 7Ps

Product Colgate Sensitive Maxium Strength Crest 3D White Whitening Therapy

Whitening toothpaste toothpaste-Charcoal
Clinically proven sensitivity relief,sensitive The formula with charcoal brightens
teeth toothpaste that provides 24/7 teeth by removing surface stains,gentle
sensitivity protection (with continued use whitening toothpaste, remineralizing
and twice daily brushing),contains the black and white striped toothpaste that
maximum-strength, FDA-allowed strengthens weakened tooth
antisensitivity active ingredient,whitening enamel,contains fluoride to fight
toothpaste formula helps to restore teeth's cavities,long lasting cooling sensation
natural whiteness,builds protection against with invigorating mint flavor.
future sensitivity,freshens breath,fresh mint
gel flavored toothpaste. Because today, people's life in an
industrialized-modernized society is
Because today, people's life in an developing more and more, along with
industrialized-modernized society is that is quality of life. Products are
developing more and more, along with that increasingly diversified with many
is quality of life. Products are increasingly different models and features, especially
diversified with many different models and toothpaste. Therefore, the choice of
features, especially toothpaste. Therefore, products for oral care of customers is
the choice of products for oral care of increasingly strict. Furthermore,
customers is increasingly strict. toothpaste is a very popular FMCG
Furthermore, toothpaste is a very popular category and it plays an important role
FMCG category and it plays an important in today's consumers' lives.
role in today's consumers' lives. Understanding all these factors, the
Understanding all these factors, the company has launched a new toothpaste
company has launched a new toothpaste product line with a promotional
product line with a promotional campaign campaign to attract a large number of

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 to attract a large number of customers. customers.
(Amazon,2020) (Amazon,2020)

Price 25.17$. The company's toothpaste is a key 14.99$. The price of any company
product, mainly using a competitive pricing product is subject to quantity and the
strategy against other customers. Although price of a health-promoting toothpaste is
generally higher than the average income lower. But with a premium product like
of Vietnamese people and competitors. But Crest 3D White Whitening Therapy
fundamentally, the company hits consumer toothpaste-Charcoal-care enamel
sentiment for its own sake and depicts the whitening therapy comes at a higher
reality of far-reaching effects and a longer price.So, the pricing is decided on the
shelf life of its products.(Amazon,2020) quality and the target audience that
product is penetrating.
(Amazon,2020)

Place Colgate Palmolive includes a robust P&G has an proficient distribution

distribution system. The distribution system and thus is able to reach a bigger
channel of Colgate Palmolive is broadly buyer base. Therefore, Crest 3D White
spread and comes to to indeed inaccessible Whitening Therapy toothpaste-Charcoal
corners of the country. comes to a wide group of onlookers
through arrangement stores chemist
Colgate Palmolive reaches customers shops, retail Outlets and super
through various medical stores, cooperative markets.(Team,2020)
stores as well as dental
practitioners.Therefore, Colgate Sensitive
Maxium Strength Whitening toothpaste
possosses a colossal rack space and
situated as such to pull in greatest
consumer attention.
(Team,2020)
Promotion Currently, Colgate Sensitive Maxium Currently, the Crest 3D White

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 Strength Whitening toothpaste is just Whitening Therapy toothpaste-Charcoal
promoting via social media in the form of product has been announced as an
an announcement launching new product, upcoming release via social media.P&G
not accompanied by sales marketing also uses celebrity endorsements for the
stragegy. Besides, the company also advertisements. However, in order to
advertises its new products through the achieve high communication efficiency
image of a celebrity. and attract customers when the product
is launched, the company needs to have
However, in order to achieve high promotions such as buying two
communication, Colgate-Palmolive needs toothpaste boxes and giving away a
to launch with promotion programs such as toothbrush.(Team,2020)
buying 2 boxes of Colgate Sensitive
Maxium Strength Whitening toothpaste
will be participating in the lucky draw
program. Therefore, it will be attracting a
huge number of customers by promoting
promotional campaigns
(Team,2020)
People Training:Colgate-Palmolive India Ltd Training: P&G was started in 1837. In
being begun in 1937,today has a few 1130 Vietnam, P&G has 500 employees. P&G
employees working in it. The company always focus on developing the capacity
provides all employees worldwide focused of staff through overseas development
on buiding leadershp skills such as valuing training programs, helping them to have
Colgate people,managing with respect an open, creative environment and
leading ina diverse workplace,decide and opportunities to develop talent to take
making better decisions.Someone will be key positions. in company. There are
working with the provider. These people people who work in the customer
play an important role in maintaining or service department. These people will be
enhancing the quality of the final product contacted by the customer in the event
produced. There are people who work in of any problem in the product and these
retail stores to help customers on-site, by people will guide the customer through

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 answering any questions or helping them the problem solving process and are
decide the product that best suits their trained to respect the customer and do
needs,etc. their best to solve their problems. Or
there are people who work with
Today it the foremost trusted brand in Oral suppliers and play an important role in
Care segment,due to its dependability and improving product quality,etc.
trust they have made within the people's
intellect from past 83 years. P&G is growing stronger day by
(Addison,2019) day,becoming one of the leading
consumer goods manufacturing groups
in the world.
(Addison,2019)
Process To ensure Colgate Sensitive Maxium The company P&G will provide a full
Strength Whitening toothpaste product is range of Crest 3D White Whitening
always available at retail stores, the Therapy toothpaste-Charcoal at retail
company has installed systems so that stores.
retailers can report when the company's
inventory levels are low, offering a wide Company processes are always market
range of products. over while ordering research to understand customer needs
production to replenish stock. This ensures through social networking sites and
that new toothpaste is always available to customer feedback after using company
customers when needed. products.

Colgate-Palmolive has online delivery, In addition, P&G ensures that processes

where orders are received in the computer are properly designed, orders received in
system and based on these orders, Colgate a computerized system are confirmed
Sensitive Maxium Strength Whitening and Crest 3D White Whitening Therapy
toothpaste product from the warehouse are toothpaste-Charcoal product is shipped
transferred to the delivery service provider. from the warehouse to the delivery
service providers
Corporate processes actively participate in (Albert, 2016)

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 the research of market opportunities to
understand customer needs. That helps the
company understand customer needs
through income feedback from retail stores
or social media sites.
(Addison,2019)
Physical Colgate-Palmolive sells Colgate Sensitive Crest 3D White Whitening Therapy
Evidence Maxium Strength Whitening toothpaste toothpaste-Charcoal product is always
product in a distinctive color that is easily packed with sturdy packaging to protect
identifiable in retail stores.The product is products, facilitating transportation,
placed on special shelves supplied by the sales, purchase, consumption and easy
company.This makes it easier for preservation of products. Furthermore,
customers to locate such shelves in busy new product has its own distinctive
retail stores. color that is easy to spot in supermarkets
and groceries.
The company also has a user-friendly
online website that allows customers to The company also has web pages for
view new product under high-quality customers to view new product in
images taken from a variety of images for a wide variety of choices
angles.(Addison,2019) (Albert, 2016)

2.Evaluation of new product of Colgate-Palmolive:

Strengths Weaknesses
 “Colgate Sensitive Maxium Strength  Higher price than the high-end P&G lines on
Whitening toothpaste” is a new high-class the current market.
product line that offers many options for
customers.  The design is still monotonous.

 Communication has always been the strength  Colgate has been continuously related with the
of Colgate-Palmolive. It's no wonder that the signature white toothpaste,especially the new

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 company's Colgate Sensitive Maxium Strength product. But as competitor-P&G have begun
Whitening toothpaste is covered in the media. presenting new variants in zones like awful
The company focuses on promoting on social breath, dying gums and kids toothpaste, the
networks and it is the channel to create Viral brand has been too presenting unused item
Clip promoting the company's products and lines. This increases the chance of weakening
campaigns, attracting millions of views and of the signature Colgate Toothpaste.
hundreds of shares.
 The number of P&G in the oral care segment is
 Quite unlike P&G competitor,Colgate- skyrocketing and new products are being rolled
palmolive has been built very well with out regularly. To keep the race going, Colgate
distributors nationwide. Colgate's products can Palmolive will need to invest heavily in
be easily caught in supermarkets or product research, advertising and promotion
convenience stores such as Vinmart, Coop but may not be able to raise prices.
mart, etc. Building an extensive distribution
channel is a right marketing strategy of the  Even though the product” Colgate Sensitive
company to help customers easily access the Maxium Strength Whitening toothpaste” is a
product. In addition, having collaborators in all success in terms of sale but its positioning and
63 cities and provinces has helped the unique selling proposition is not clearly defined
distribution channel to expand and really cover. which can lead to the attacks in this segment
from the competitor-P&G.
 High level of customer satisfaction in the  (Bhasin, 2020)
customer care management department of the
company. That has resulted in the company
achieving a high level of customers and a good
brand among potential customers

 Colgate Sensitive Maxium Strength Whitening

toothpaste product is placed on special shelves
supplied by the company. This makes it easier
for customers to locate such shelves in busy
retail stores.

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 There are many incentive programs for
customers (Bhasin, 2020)

Colgate-Palmolive and P&G are two famous toothpaste brands that are loved by customers in the
Vietnamese market.Despite facing a strong rival-P & G, Colgate-palmolive is not weakened by its
strategies.Marketing strategy of the company focuses on market demand very well, always tries to
follow the customer's point of view, all activities of the company are always oriented to customers
and satisfy their needs. Besides, the company is always looking for ways to improve product quality
and improve products. Find and establish distribution channels, perform customer care, advertise and
promote regular sales. Since then, the company has built up a love in the hearts of consumers,
leaving a good impression on customers ( Marketing Admicro,2020)

However, Colgate-Palmolive still has a number of weaknesses compared to strong competitors like
P&G, which is the form of the design, the packaging is solid. Because toothpaste is a product used
every day, customers are always strict in choosing a product and its eye-catching appearance will
attract more customers. Besides, even though the product is a sales-successful, its unspecified unique
position and selling proposition could lead to an attack on this segment from the competitor-
P&G(Marketing Admicro, 2020).

V.RECOMMENDATION AND CONCLUSION:

1.Recommendation:
Colagte-Palmolive is a famous toothpaste brand that is loved by Vietnamese customers. With the
new "Colgate Sensitive Maxium Strength Whitening toothpaste" product line launched. Although
the high quality meets the market demand, but still has not achieved high efficiency for customers,
so:
 The company needs to have a pricing strategy suitable for the circumstances.Especially at the
present time, people's income is low due to the influence of Covid-19, so a product line that is
too expensive in the market will be less attractive to customers. Therefore, a company should
create a promotion with attractive gifts.

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 The company should use the psychological pricing method of the customer, which can cost
minus 300,000 VND to 299,000 VND because people will consider this to be lower.
 Should present new product with a cost entrance technique where it offers an starting lower cost
than competitors to pick up market share. This will guarantee that unused items that are
presented are utilized by and gotten to be more well known than that of competition.
 The company should extend the additional benefits of purchasing its products including
warranty, delivery and credit, and after-sale service.
 Colgate-Palmolive should improve product packaging so that it is more convenient for
transportation. Its packaging must be visually appealing to the customer to be attracted to it.

2.Conclusion:
After many years of manufacturing, distributing and supplying oral care products and meeting the
demand for quality and dedicated to customer service, Colgate-Palmolive has become a brand
trusted and loved by many Vietnamese customers after using the product. With this newly launched
product, Colgate-Palmolive understands that this is a product for daily use, so the company wants to
bring great oral care benefits to customers in 2020.

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 VI.REFERNCES:

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Whitening-Invigorating/dp/B07L625K8T> [Accessed 19 August 2020].

2. Amazon.com. 2020. [online] Available at: < https://www.amazon.com/Colgate-Sensitive-Strength-

Whitening-Toothpaste/dp/B001H9NCV2 > [Accessed 19 August 2020].

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