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Problem: Advertising Strategy

Case 4: Colgate Toothpaste

Team Questions

1- Given that Colgate is considering plans to hike its marketing spend by $3 million for the toothpaste category, how would you spend it and why?

1A- Recommend whether to increase the marketing spend by $3 millionand provide rationale.

2- Describe the characteristics of demand and segmentation in the toothpaste market.

3- What is the typical buying and decision process for a consumer buying toothpaste? How do thevarious elements in the marketing mix influence the buying process so that Colgate's product is ultimately the one that is purchased?

4- Outline the effectiveness of Colgate's marketing mix.

5- How do the main competitors compete and differentiate in this market?

6- Calculate the dollar value of one share point at the consumer and factory level.

6A- How many share points must be gained to pay out a $3 million increase in spending?

7- Discuss the Pros and Cons of using share of market as the primary metric.

8- How do you think competitors will react to whatever Colgate does?

9- Discuss the pros and cons of the alternatives listed in the case.

10- Discuss different ways Colgate might grow sales given they are competing in a stable, mature market.

Case: Colgate-Palmolive Canada: Fighting for a share of the toothpaste market

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M92720634
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