Colgate Total IMC Analisys

MARKETING PLAN AND SITUATION ANALISYS The Toothpaste food market: harmonise to surveys done by securities industryResearch.com and Red Summit Research (1) Americans, played out US$ 5.2 Billions on spontaneous c be products. That tally represents an increase in 7% on the market gross sales over the previous year. general it increased 32.2% from 1996 to 2000 and its projected sales for 2005 amount US$ 6.7 Billion. The toothpaste and separate dentifrice products are the top oral care market account for US$1.8 billion subsist year. There are much than 300 companies that compete in the toothpaste market in the US. However, still a few chip in significant shares of the overall market. Simmons foodstuff Research Bureau (1) reports that 93% of US adults use toothpaste, so the industry is somehow mature. This Market is regulated by the FDA ? solid food and Drug Administration. The bureau is responsible to verify the products components, its effectiveness and as the potenti al consequences to a human beings health.

According to Red vertex research (1), in that respect are basically nine toothpaste types or segments split by their selling focus and main ingredients: whitening / anti dirt         Regular (fluoride) anti tartar / anti plaque          bake soda Desensitizing         Re mineralizing Anti gingivitis         Natural Childrens          The Market can also be divided as the quest (2):         Sensory         Sociable         Worrier          autarkica l Main attain sought         F! lavor, package         Brightness of odontiasis and breath crust         Decay and tartar prevention          worth Demographics         Children         Teens, young adults          puppyish families         Men Preferred brands         Colgate, Aim          miserly up, Ultra Brite, Aqua-Fresh         Crest, Colgate Total.         Brands on sale (1)          root system: www.ecrm-epps.com/Expose/V4_9/Oral.htm (2)         Source: Essentials of Marketing William D. Perreault, Jr., E. Jerome McCarthy, pg. 68 The market for toothpaste is highly competitive. Competitors include importantly bigger corporations with substantially great resources. The high degree of brandmark recognition and seemliness associated with many of the Companys brand names are important factors in ones ability to compete effectively. Com petitors are able... If you need to get a full essay, order it on our website: OrderCustomPaper.com

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