Consumer Behavior

Final Project

Mohaned Mohamed & Mohaned Gamal

20100429  20101091
Table of Contents
Introduction ………………………………………… 2

Original positioning …………………………………. 2

Repositioning ………………………………………… 3

Product category …………………………………….. 3

Description for repositioned product……………….. 3

STP (Toothpaste) …………………………………….. 4/5

Current use for the product ………………………… 5

Current perceival of the product ……………………. 5

Competitor analysis (Toothpaste) …………………… 5/6

Perceptual map (Toothpaste) ………………………… 6

Consumer Loyalty …………………………………….. 6

PESTEL (Toothpaste) …………………………………. 7/8

Focus Group …………………………………………….. 8

Competitor analysis (Chewing gum) …………………… 9

Perceptual Map ( Chewing gum)………………………... 10

Gaps in the market ………………………………………. 11

Trends in the market ……………………………………. 11

Attitudes of the consumer ………………………………. 11

STP (Chewing gum) ……………………………………... 1214

Learning ………………………………………………….. 13

Logo meaning …………………………………………….. 13

Positioning statement …………………………………….. 14

Marketing Mix …………………………………………….. 15/16

Refrences …………………………………………………… 17

1
INTRODUCTION
Colgate Palmolive Company is an American diversified company that produces \and
distributes commercial cleaning products, dentistry, and other personal-care products,
and pet foods in the United States and in more than 200 other countries and territories
around the world. The company’s headquarters are located in New York City.

William Colgate, a soap and candle producer, began selling his goods in New York City
under the name William Colgate & Company in the early nineteenth century. After his
death in 1857, his son, Samuel Colgate, took over the business and renamed it Colgate &
Company.

In 1896, Colgate & Company released Colgate's Ribbon Dental Cream, the first
toothpaste in a tube. Then, the company was purchased by Palmolive-Peet Company in
1928, whose founder, B.J. Johnson, had invented the Palmolive soap recipe in 1898.

Smiles are universally understood as the language of happiness. Colgate offers excellent
oral care products, such as toothpastes and toothbrushes, as well as expert dental health
information to assist people throughout the world brighten their smiles. Their catalogue
includes: Colgate(toothpaste), Sorriso (toothpaste), Tom’s of Maine (toothpastes and
deodorants), Elmex (toothpastes and toothbrushes), Hello (toothpaste, mouthwash, and
toothbrush)

Colgate assist people all over the world in having clean and fresh clothes, dishes, floors,
and other surfaces with their home care products. This catalogue includes Suavitel
(Fabric softener and conditioner), Murphy Oil Soap (floor care), Palmolive Dish Soap
(Dish and cutlery cleaner), Softlan (Fabric care), Ajax (Multi-purpose cleaner), Fleecy
(Fabric softener), Pinho sol (multi-purpose-purpose cleaner), Axion (heavy duty dish
soap), Sta – Soft (Fabric conditioner), Fabuloso (household care cleaning products),
Soupline(Laundry fragrance)

Colgate began as a soap manufacturer and has since expanded to include top brands of
soap, shampoo, shower gel, and deodorant. They also produce a number of items that
promote good skin, which benefits people's health and well-being. Their personal care
products catalogue includes: Palmolive (skin & hair care), Protex (Skin care), Sanex
(Shampoo, antiperspirants, deodorant, Speed stick (deodorants for men), Lady speed
stick (deodorant for women), PCA skin (Treatment for skin health)

Pet Nutrition products assist pet parents care for their furry family members
throughout the world live long and healthy lives by using high-quality ingredients for
optimal nutrition. Their product in this catalogue is Hill’s Pet Nutrition includes: Dog
food, cat food, home shelter,

2
COLGATE POSITIONING STATEMENT
"Smile and Go for It," a proposition built in customers' desire to define a more
passionate life while anchoring on Colgate's brand essence of smiling. It inspires
customers to smile with confidence and take action to follow their aspirations and goals,
no matter how big or small, and to live the life they choose by using their toothpaste.
Colgate toothpaste is well-known for its high quality, effectiveness, and availability in a
range of shops.

REPOSITIONING STATEMENT
As previously stated, Colgate wanted to reach out to customers using the "Smile and go
for it" strategy, but that strategy cannot reach all customers or be accessible
everywhere. We wanted to change that ideology to a “Grab your smile” strategy in
which customers are now able to smile wherever they want because we wanted to create
a Colgate chewing gum that would allow all target markets to enjoy the Colgate
experience without having to use a toothbrush or toothpaste.

Phase two
Description of the product category.

In Egypt, the toothpaste sector includes a lot of players and firms seeking to get out to
their target audiences. These include Sensodyne, Crest, and Oral B are the primary
competitors for Colgate in Egypt. Also, Competition can come from substitutes of the
brand being floss and teeth whitening devices that can cause a major threat to Colgate.

Getting into the toothpaste industry is no simple endeavor because all of these prior
firms have managed to establish a brand for themselves and develop strong
relationships with their consumers, so any new manufacturer or investor will find it
extremely difficult to get into that market.

Description of the product or service getting repositioned.

Colgate toothpastes have a higher efficiency rate when compared to other brands in the
cavity prevention area. The toothpaste aids in the removal of tartar and plaque. It aids
in the promotion of healthy gums. Protects your teeth from cavities. Aids in the fight
against bacteria and diseases in the mouth. The toothpaste does not irritate the
consumer's mouth. If you have sensitive teeth, the toothpaste can help in decreasing the
irritation. fresh breath will be the result when you use the toothpaste and supports in
the removal of bad breath in the morning.

Movin on to the disadvantages of using such product, the excessive usage of the
toothpaste can lead to the thinning of the white coat surrounding the teeth (The enamel).

3
Fluoride topical (the active component in many Colgate toothpastes) may have some
unpleasant side effects in addition to its beneficial ones like nausea, vomiting, and
faintness.

Colgate toothpastes have a wide variety of sizes and specializations so for example if we
look at the Colgate Fresh Confidence Gel Xtreme Red that is focused on having a long-
lasting breath experience while keeping the teeth strong another example Colgate
Natural Extracts Radiant White with Seaweed and Salt Toothpaste that is focused on
whitening the teeth

There are different sizes for different segments in the market so for instance there is the
Colgate Junior Bubble Fruit Toothpaste which is a toothpaste targeted specifically for
younger audience having a smaller tube and being cheaper than regular toothpastes that
Colgate offers.

Colgate does not only specialize in toothpastes, but they also offer a wide range of oral
care products such as mouthwashes and toothbrushes. In the toothbrush division, they
follow the same strategy as the toothpaste division, with special toothbrushes designed
for children and toothbrushes that can be customized to fit special dental cases such as
braces.

SEGMENTATION TABLE

Demographic Geographic Psychographic Behavioral

Age: City: Beliefs: Loyalty status:

Having different Colgate is likely Customers who Loyal consumers

toothpastes for targeting have the belief that are Colgate's
certain ages to customers that can being hygienic is a primary target as
avoid health reach their priority are the they would
hazards for certain products in major kind of customers purchase the
age demographics cities even if that Colgate would Colgate brand over
Colgate is being want to target any other brand
sold in cities where because they are regardless of the
Colgate is the ones who will circumstances
available, they buy their products
would target the to be representable
major cities that in their society
are more likely to
buy the product

Income: Size: Social class: Usage rate:

Certain Colgate targets Colgate would Consumers who

demographics cities that are target high paying have a high usage
might not be able larger in size customers so rate would be ideal

4
 to afford some of because it would be dealing with the for Colgate as
the toothpastes easier to reach consumers in the toothpastes are a
offered in the people than it is in high social class day today product
market so Colgate smaller sized cities would eventually so if the consumer
has different types lead to more profits has a high usage
of toothpastes that to the company rate, he would buy
can fit all levels of more of the
income product than other
consumers

Targeting strategy: Colgate caters to practically every market group by offering unique
goods to each one, allowing them to reach a broader audience faster using the
differentiated targeting process. One example is the one we mentioned earlier that
targeted specifically children and the sensitive teeth toothpaste to try and fill most of the
demands of the market

Colgate toothpaste uses a benefit-based positioning with an effective message: Brush

with Colgate and prevent cavities a benefit promise that appeals to consumers who are
concerned about their oral health and by that guarantee they will usually go for Colgate
as it will be imbedded in their head that Colgate is their go to toothpaste to prevent
cavities and maintain their oral health

The point of parity for Colgate is that like all the competitors Colgate's toothpaste can in
fact help in killing the bacteria that can cause tooth decay and can aid in strengthening
sensitive teeth and helps in healing damaged gums however what differentiates Colgate
is its huge distribution channels that increases the availability of the product making it
reachable to all of its targeted customers

How do consumers currently use the product?

Consumers use toothpastes on the daily basis as they start their day with brushing their
teeth and using it before they go to sleep. Using toothpaste does not require a certain
occasion however it is not easily used outside of the household due to the hassle that
might occur if for example the tube is in the consumers' pocket. Usually, toothpaste
consumers can be considered heavy users because they consume the product almost
daily depending on their lifestyle

How do customers currently perceive the product or service?

Consumers consider Colgate to be one of the best toothpaste brands on the market
because they believe it provides high-quality toothpaste at an affordable price, so they
will be more likely to purchase it anytime they need it

5
Colgate Competetive Analysis

As we can see from this table there are no huge differences between the 3 companies but
each one of them has a slight edge so for example Sensodyne is known for their wide
product catalogue in sensitive teeth toothpastes while oral B is known for their electric
toothbrushes, however Oral B is not exploiting more markets that its competitors due to
their products being slightly more expensive. Sensodyne is also not having enough
market share in products that don’t involve sensitive teeth aid so they need to reach
other consumers and change their perception of their product, Colgate can start
mergers and acquisitions to solidify its position in the market, even if it might create a
problem investing more in their sensitive teeth products catalogue Sensodyne might
cover the lost customers in non-sensitive teeth products. Finally, risks for the companies
especially Colgate can lie under the nature of the economy itself as raw materials are
getting more expensive as time goes on and fluctuations in the product might occur,
Sensodyne’s main chemical is called novamin however the problem with novamin that
it was known for having some terrible side effects but it was given the FDA approval but
its reputation can be a risk for Sensodyne. For oral B its pricing might be a risk due to
the high competition in this field while Colgate and Sensodyne might offer a similar
product with a significantly less fee.

6
As we can see from the perceptual map that Colgate is a top contender in its market as it
is more innovative than sensitive than most of the competition and is really close in its
benefits to the number 1 sensodyne

How loyal are consumers to competitors?

Colgate consumers are more likely to be split even though according to many researches
Colgate has the highest loyalty to product among its competitors, however, customers
might go and buy their toothpaste from someplace else if Colgate. was not available
during the time.

What recent trends have affected the nature of this market?

Political factors: The political issues that may have an impact on the company's sales
and overall operations are numerous. Colgate's global reach means it could be
influenced by the political stability of the regional government. Because Colgate is an
international corporation, a variety of local government issues, as well as inter-country
trade deals or trade agreements, may have an impact on the company's operations. The
country's political stability, laws of the land such as those prohibiting the use of certain
chemicals or powders, trade barriers, the threat of military invasion, political control of
labor unions in specific locations, and laws prohibiting the compulsion of labor wages
would either harm or benefit Colgate's business.

Economic Factors: Because Colgate is a consumer-packaged goods company, its sales

are heavily reliant on product demand. All of this is contingent on whether the current
market is a monopoly, duopoly, or perfect competition. Colgate's growth will be
influenced by the rate of GDP growth. Because the company does not manufacture in

7
every area where it operates, the rate of currency exchange will have an impact on its
profitability. If the country has a greater unemployment rate, workers will be available
at lower wages, lowering costs; nevertheless, demand for items may fall as a result of
individuals having less money.

Social Factors: The social factors that influence Colgate's operations are a direct
reflection of the society in which Colgate operates. The majority of the population's
cultural beliefs, values, and attitudes will determine Colgate's business market.
Understanding the market thoroughly, including its age, gender, cultural preferences,
and product preferences, would assist Colgate in gaining a better market position. For
example, if a society shifts toward ayurvedic products as a result of social change,
Colgate must diversify in order to remain the primary product supplier.

Legal Factors: Colgate, as a multinational corporation, has its own set of operating
procedures; yet, when it operates in different countries, it must consider the legal
framework of that country. Intellectual property rules and data protection regulations,
which are adopted by the government to safeguard a company's ideas and new
developments, would have a significant impact on the company's competitive advantage
over its competitors. Colgate must keep a close eye on such laws. Other rules, such as
health and safety legislation for the protection of its residents' health, must be given
appropriate weight, since any misalignment in the standards might have a negative
impact on the company's sales.

Technological Factors: In a very short period of time, technological changes can

demolish the current product range, price structure, and competitive landscape.
Colgate, as a market leader, must constantly update itself in terms of product quality
through constant innovation. Colgate must constantly keep up with technological
changes in the industry and analyze how they will impact the market.

Environmental Factors: Depending on the type of product manufactured and the

location of its operations, each company must comply with a unique set of

8
environmental laws and regulations. Colgate must consider at least those environmental
regulations that would not result in a boycott of its products or pressure from social
groups. Moreover, the environmental condition of a specific region may have an impact
on the product's availability. Some of the environmental factors that Colgate must
consider are the manufacturing method, the type of climate changes that may occur as a
result of the products and the use of renewable energy in its ecosystem, and the use of
sustainable methods throughout the product chain.

Phase 2 (Part 2)
Focus group to understand customer needs

After conducting discussions with a small part of one of our targeted demographics of
young adults we found some interesting perspectives about our product from their point
of view.

The first participant stated that such an idea can be effective as it can maintain oral
health by maintaining the strength of the teeth and helping sensitive gum due to
Colgate's experience in the field of oral care while still maintaining the main objective of
a chewing gum which is maintaining a long-lasting fresh breath however the participant
was concerned as he thought that there would be a bad aftertaste to the chewing gum as
it contains some of the chemicals included in a toothpaste like fluorine.

The second participant stated that he preferred the portability and simplicity of the new
chewing gum as it would be cheaper than your regular toothpaste also the participant
mentioned that the idea of a chewing gum can help in decreasing the global warming
phenomenon as it would decrease the plastic wastes from all the toothpaste tubes.

The 3rd participant was fully supportive of the idea as other chewing gum contains more
sugar and Colgate's chewing gum is healthier and helps in fighting the bacteria that can
cause decay. The final participant believes that chewing gum would be able to help in
getting rid of the yellow layer that can coat the enamel and kill the harmful bacteria

major competitors in the new market

In the Egyptian market, Colgate will face 3 possible competitors being Mentos, Clorets,
and Trident these 3 companies are the ones trying to attract the customers in the
Egyptian chewing gum market

9
Competitive analysis table

Grab Your Smile

As we can see from the table, each company has its own positioning strategy: Colgate
has the classic (grab your smile) this statements tries to encourage the consumers of
Colgate to smile wherever they want as the chewing gum will make their teeth whiter
and confidence higher , Clorets shows that it eliminates bad breath rather than just
masking it, indicating that Clorets' focus is on delivering the idea that they have a gum
that has a long-lasting effect on the consumer, Mentos went with a simple positioning
statement that indicates that mentos gives you brand new ideas, and Trident went with
unmask and unlock statement to encourage its consumers to be courageous.

Moving on to the Target audience all of the competitors target nearly similar Target
customer being middle and higher classes except for Clorets that targets the lower class
too while Trident went for a demographic segmentation depending on age and gender

So, the strength of our new Colgate gum will be the idea of having access to resources
that can help in creating the healthiest chewing gum on the market, such as chewing
gum that aids in teeth whitening or healing sensitive teeth, whereas the strength of a
company like Clorets is its availability, which means that you can find a Clorets in

10
almost any supermarket or store, Mentos, on the other hand, is always innovating their
designs and creating new products like pineapple or mango

The main weakness is that there might not be a huge chance in innovation or creating
new products aside the chewing cum that would differentiate the company to its
competitors. Clorets' biggest problem is the perception that chewing gum is unhealthy
since it may contain aspartame, a chemical that may be damaging to the human body
and therefore reduce sales. Mentos often has a low market share, which results in lower
profits for the corporation; finally, Trident has a poor website that is not as dynamic.
Trident's social media presence is not as active as other businesses', and it does not
reflect the image they wish to project to their customers.

When a Colgate toothpaste is created, there is a possibility of creating a whole line of

specialized dental care chewing gums that can help in aiding the enamel, decreasing
tooth decay, and aiding in teeth whitening. Clorets can take advantage of the whole new
packaging concepts and create a new or better product packaging strategy as the one
available right now is not the most appealing. Mentos can increase their sales by
inventing a new or better product packaging strategy as the one available right now is
not the

The primary danger in developing a Colgate chewing gum is that consumers may not
accept the idea that toothpaste chemicals can't be used in an edible product like chewing
gum, putting the entire project at risk if such notions aren't neutralized or eradicated.
While the risk for a brand like Clorets, which is not available in many global markets, is
competition from local markets, Mentos faces problems from global competitors as it is
distributed in more markets than Clorets, and Trident faces the risk of being perceived
as an old brand, which means it may not have the best taste or long-lasting effect, which
could be due to their weakness mentioned earlier.

11
In this perceptual map we can see that Colgate might be higher in price than its
competitors it offers the highest amount of benefits by allowing its consumers to not only
have fresh breath but also healthier teeth

Gaps that can be exploited in the market

The chewing gum and toothpaste markets contain a gap that can be filled, and this is the
idea of making dental hygiene portable, as the consumer cannot take care of his/her
teeth using a toothbrush and toothpaste everywhere right now, so this is where our
product will be able to meet that need, as our product will provide a healthier chewing
gum that fulfils the need of being able to clean your teeth after a meal without the
traditional hassle of using a toothpaste and a toothbrush while maintaining a long-
lasting fresh breath.

What trends are occurring in this market? And What beliefs exist regarding important
brands and product attributes?

People nowadays are more concerned about their hygiene than ever before, which
means that they are looking for products that will improve their hygiene and make them
more presentable. For example, a common trend that is going on nowadays is the teeth
whitening devices that supposedly whiten the consumer's teeth after a certain amount of
use, whereas our product will also focus on the consumer's dental health while
maintaining their hygiene by offering the same long lasting breath attribute.

Our product's target market will support a product like chewing gum since it fits with
their ideologies of always striving to be sanitary, therefore as we discussed before, our
product will have a significant characteristic of mobility or allowing the customer to be
hygienic wherever he/she desires.

What are consumers attitudes towards the brands in the category?

To be more exact, consumer views fluctuate depending on the product. Clorets, for
instance, is commonly accessible in supermarkets and pharmacies. It also has a
packaging strategy that sets each product at a different price point in order to make it
affordable for the average consumer. Mentos' advantage, on the other hand, is the
diversity of items that can fit in with most of its target customers, and it captures their
interest by offering varied products that can meet most of their demands. Trident thus
concentrates in generating new tastes that please consumers' taste buds and may build
new needs by innovating new flavors on a regular basis. The fundamental feature of
Colgate's product range, on the other hand, is that it specializes in several areas of the
industry. of the dental health, as the product line will feature products that focuses on
sensitive teeth healing, teeth whitening, and teeth strengthening

12
 SEGMENTATION TABLE

Demographic Geographic Psychographic Behavioral

Age: City: Lifestyle: Purchasing

behavior:
The chewing The new chewing We would target
gum's major gum will be people who have a Customers who
targets will be teens distributed in lifestyle that is all have a pattern of
and adults, since major cities, such about their health buying and trying
these age groups as Alexandria, and maintaining a new products are
are the ones who Cairo, and healthy lifestyle so going to be the
would be interested significant tourist these are going to main target for the
in a product like destinations such be the main target chewing gum as
this because they as Luxor and Sinai for our product these purchasers
want to be in Egypt. would be willing to
representable and try a new product
as sanitary as such as ours
possible.

13
 Income: Suburban and Social class: Customer Loyalty:
urban:
The chewing gum The gum would be Loyal customers
might not be able We believe that targeted for people are the choice to go
to satisfy all income distributing the in high or middle for regarding the
levels so we would product in more social class as they customers that will
target people who suburban areas would be more be targeted as they
earn more income will increase the open to an idea would not hesitate
in general as the sales of the product such as this and to buy our product
product might not as people in the would like to and no matter what
be affordable for suburbs are more be able to afford happens and they
lower income willing to pay and the extra step in could not be
consumers try new things improving their phased by the
hygiene competitors'
offerings

Targeting strategy: Regarding the chewing gum we might head for an undifferentiated
targeting strategy as our product can fit all the segments that are going to be targeted
and such segments won't have special needs like the chewing gum due to factors like age

Positioning strategy: For the chewing gum We would use a more for the same
positioning strategy as our product won't be within the price range of competitors and
will have more benefits like teeth strengthening and teeth whitening

How will consumers learn about our product?

As we mentioned earlier these segments won't know about our product all by themselves
so we need to create and implement promotional strategies that would make the
customers aware of the product's existence. We would begin by creating small 20 to 30
second ads that would be shown all over social media like TikTok, Facebook, Instagram,
and Twitter this would enable us to reach a lot of our targeted demographics and
specially they young adults' segment, another way to promote the chewing gum is
through the toothpaste itself as people who would not know that Colgate has actually
made chewing gum would now be aware of such product, we might even have booths in
some of the country's biggest clubs , major supermarkets , and malls where free
samples are going to be distributed to consumers to try out the product and spread the
word that Colgate made a chewing gum we will also offer the chewing gum in bundles
alongside toothpastes, toothbrushes ,and mouthwashes

14
What does the Logo convey

As we can see the logo for Colgate mainly red. The color red here conveys the meaning
of life and health so the image that we want to convey to the consumer is that Colgate is
concerned about the costumer wellbeing and when he/she uses our product they will
believe that they are taking a step towards a healthier lifestyle also the color red can
convey warmth as it can let the customer believe that Colgate cares about them so when
the customer buys the Colgate product, he is creating a long-term relationship with the
company and its products.

The idea or what the usage of our brand conveys that the customer is concerned about
his/her hygiene and that they can look presentable anywhere, Customers will feel better
after using our product as they will feel cleaner than they did before using our product,
so when a customer uses our product, he/she will feel refreshened and ready to seize the
day

How will we maintain a positive word of mouth?

Maintaining a positive word of mouth is essential for our product because we want our
customers to be a big part of introducing our product to new people. However, there is a
slight issue with maintaining a positive word of mouth for our product because there is a
belief that some of the chemicals used in toothpastes and the ones that will be used in
chewing gum might be harmful, which could result in decreased revenue. They should
show in their advertisements or even a written statement stating that the product is safe
or they can have the assurance that the product is safe written on the chewing gum
package itself

15
Does the product have a specific time for usage?

The usage of the chewing gum presented doesn’t have a specific occasion or season.
however, it can be used on the daily basis when you forget to brush your teeth our
product comes in handy in protecting your teeth. The product is sold indirectly through
retailers, to be more specific it can be located in hypermarkets or pharmacies. The
product can be sold online to expand the revenues of our product.

Phase 3
Positioning statement:

For Teens and adults, Colgate chewing gum is the confectionery item that will make
having a cleaner tooth or fixing your sensitive teeth portable so they can have healthier
teeth without the hassle of using a toothpaste and a tooth brush

Marketing Mix

Product

Product type: confectionery product

1) Core: Oral care

2) Actual: The features for a chewing gum are going to be softness, chewiness,
elastic, stickiness. The product is going to be of high quality to fit its
demographic and be able to achieve the desired outcome of giving the consumer
healthier teeth. The chewing gum will be packaged in a small rectangular 9x4
cm box which will contain 10 pieces of chewing gum and later on to reach more
segments we will introduce a smaller sized box that contains just 2 pieces of gum.
With a dominantly red design with a shade of green

3) Augmented: After the consumer buys our product, we will try and reach out
by adding surveys and questionnaires on social media or even sending
representatives from the company to hand out these surveys to see if customers
are satisfied with the product or not

2) Place:

16
 Our product would go through indirect channels as the chewing gum is going to be sold
in places that are not related to Colgate like supermarkets or pharmacies and the
channel is going to go be intensive as the product is going to be sold in nearly most of the
targeted areas whether in pharmacies or supermarkets

3) Price

1) Pricing: An estimate for the cost for each gum is going to be nearly 0.75 EGP per
gum so for a 10 pack the total will be 7 and adding the costs of packaging will cost a 4
EGP per package so the total cost will be 11 and we would like to sell the product for 15
EGP to create a profit margin of nearly 4 EGP per pack

2) Pricing strategy: We would be using a Value adding strategy that would allow us
to increase the price of the product as we move on due to adding value to the product
with new feature such as the teeth strengthening or sensitive teeth

4) Promotion

Promotional strategy: We will go for a pull marketing strategy as we are going to

have a marketing plan that would include a media campaign that will focus on
advertisements on TV and social media sites like TikTok, Facebook, Instagram, and
Twitter while also creating brand deals with content creators to advice their followers to
try our product we might use a small element of the push promotional strategy by
adding the chewing gums in bundles alongside other Colgate products

We will go for an above the line strategy as we mentioned earlier, we will target all of
the social media apps by having a small popup to remind them of our product and also,
we will increase our reach by adding ads on the radio and buying advertisement slots in
magazines to reach as many consumers as possible

References

https://www.britannica.com/topic/Colgate-Palmolive-Company

https://www.colgatepalmolive.com/en-us/who-we-are/history

https://www.colgatepalmolive.com/en-us/brands

https://www.colgate.com/en-sa/products?
gclid=Cj0KCQjwgMqSBhDCARIsAIIVN1XLfNk3R4otO2Yve6pl-1p9F8-
GSkbgsRqXd7sECxe4YBpBUpk9z1oaAuO6EALw_wcB&gclsrc=aw.ds

17
https://www.sidmartinbio.org/what-is-the-positioning-of-colgate/

https://www.harmonydentalbeaverton.com/blog/pros-cons-fluoride-toothpaste/

https://www.drugs.com/sfx/colgate-total-advanced-clean-side-effects.html

https://prezi.com/p/ctmunx_bgiv6/segmentation-targeting-and-positioning-of-colgate/

https://www.marketing91.com/marketing-strategy-of-colgate/

https://journalsbypriyamvada.wordpress.com/2015/11/15/market-repositioning-of-
sensodyne-toothbrush/

https://www.marketing91.com/swot-analysis-of-sensodyne/

https://strategyonline.ca/2003/06/02/camclorets-20030602/

https://prezi.com/qz4jkoifq80v/chewy-gum/

https://www.mbaskool.com/brandguide/food-and-beverages/528-mentos.html

https://mmmeow44.files.wordpress.com/2015/02/trident-campaign.pdf

https://www.impactplus.com/blog/psychology-red-in-marketing-branding-design

18