Colgate-Palmolive Company is a truly global company doing business in over 200 countries over the world.

Contents: ·Situation Analysis ·promotional Goal ·Promotional Strategy ·Coordinated Communication Mix · performance & axerophthol; Control ·Evaluation ·Conclusion Situation Analysis 1.Company profile Colgate-Palmolive Company is a truly world(a) partnership doing business in over 200 countries over the world. The companys upshot businesses are literal exam circumspection products, personal like products, kin care products, stuff care products and pet nutrition. Colgate-Palmolive is global no(prenominal) 1 in oral care products business, particularly in oral chemical shopping centre products such as toothpaste, 2 in 1 toothpaste, gargle and whitening products, etc., holding 20% of the global oral care merchandise place share in 2002. However, the gross gross revenue turnover of the oral care products is only 32% of the companys crank up sales. 2.Brand Awareness Colgate is a long-familiar brand in oral care products; the brand awareness is 99% carriage Da rlie by 4% and von Braun/Oral-B by 6%. aside from oral chemical products, Colgate is in addition a well-known brand name for manual soup-strainer segment; Colgate is in the 2nd place succeeding(a) to the commercialise leader Braun/Oral-B in the toothbrush market holding 10% of global toothbrush market share. 3.Market Overview Colgate set that there is a big cost spread head in the midst of the manual toothbrush and the galvanic reversible toothbrush in Hong Kong market. The price strand for the manual toothbrush is from HK$6.00 ~ HK$29.90 and the price range for the electrical rechargeable toothbrush is from HK$299.00 ~ HK$1,399.00.

The price gap is from HK$29.90 ~ HK$299. 00. Colgate also identified that there is n! o battery-operated toothbrush in Hong Kong market, the market leader of the power toothbrush, Braun/Oral-B, is only offering rechargeable toothbrush. Based on the gap analysis, there is a big market gap for the battery-operated toothbrush at the price range from HK$29.90 ~ HK$299.00. 4.The Product Actibrush is developed and marketed by Colgate-Palmolive under Colgate brand-name with following product specifications -Battery driven oscillate toothbrush... If you emergency to get a full essay, order it on our website: OrderEssay.net

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