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Colgate

Colgate. By Connor Morrison & Pei Zhang. About Colgate. Core Values - caring - global teamwork - continuous improvement Founded in 1806 Colgate-Palmolive (China) Co. was founded in 1992 and is based in Guanghou, China - operates as a subsidiary of Colgate-Palmolive. US Market.

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Colgate

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  1. Colgate By Connor Morrison & Pei Zhang

  2. About Colgate • Core Values - caring - global teamwork - continuous improvement • Founded in 1806 • Colgate-Palmolive (China) Co. was founded in 1992 and is based in Guanghou, China - operates as a subsidiary of Colgate-Palmolive

  3. US Market • Toothpaste is seen as a more of a convenience good. • Parents bought a brand, passed it down to kids • Ads are based more on product features -whitening -tarter control

  4. US Market • Try to influence kids to brush their teeth through a mascot. - Dr. Rabbit - used to teach kids about dental health • # 52 on America's biggest ad spenders • Offer “new” toothpastes every year that does something different than before.

  5. US Advertisement • Ads in US are based on features of the product • When advertising to adults they use something like “recommend by dentists” • Not many toothpaste commercials aimed at children -if the parent buys a certain brand, their children will most likely use that brand

  6. History in China • Started in 1992, in Guangzhou • Between 1992 and 1995 they had 2% of the market • In 1996 it grew to 10% • After 2002 the market occupancy is about 30% every year

  7. Chinese Market • To gain market share they had to try different strategies • before they access in Chinese market, they did a lot of research about Chinese market. • most Chinese companies focus on adults • because of one child policy, Colgate focus on children -

  8. Chinese Market In 1995, Colgate signed the first five year plan with relevant department of Chinese government and carried out the “sweet smile, bright future” plan in China - education about how to protect tooth - went to schools and gave out free samples - students would go home and show parents

  9. Chinese Market • Aim market: families have high income • Changed consumer behavior in 1995 - wanted Chinese children to grow up with using their products - when children became adults, they had loyalty • Now that they are adults they can influence the younger generation • New product (360 degrees) - before that, all products focused on one feature

  10. Advertisement in China • China Central Television (most watched) - can be seen throughout the country • Very expensive to advertise on it (about 2 million dollars to publish one TV commercial) http://www.tudou.com/programs/view/yNfnu2-b04M/ • Advertisements focus on two segments • young adults • http://www.youtube.com/watch?v=Azc1GxYIe_U • http://www.youtube.com/watch?v=Pgx-EhLkrDc • children ( their parents) • http://v.youku.com/v_show/id_XNzYzNTAzMzI=.html

  11. Advertisement in China Colgate advertisements are everywhere (Our aim is no decayed tooth!) - bus stops -newspaper -magazines

  12. Questions • Do you think that advertising to children to get them growing up using the product is ethical? • Do you think it is smart for them to spend so much money on advertising?

  13. References • http://www.youtube.com/ • http://www.adage.com/ • http://www.tudou.com/programs/view/yNfnu2-b04M/ • http://www.youtube.com/watch?v=Azc1GxYIe_U • http://www.youtube.com/watch?v=Pgx-EhLkrDc • http://v.youku.com/v_show/id_XNzYzNTAzMzI=.html • http://www.colgate.com.cn/app/Colgate/CN/HomePage.cvsp

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