MARKETING COMMUNICATION: COLGATE-PALMOLIVE COMPANY

Marketing Communications: Colgate-Palmolive Company

[Name of the Institute]

Introduction3

Profile of Colgate Palmolive Company4

Discussion4

Domination of Colgate Palmolive Company over Competitors4

Analysis of Effectiveness of Marketing Communication Strategies5

Colgate brand strategy and Positioning5

Colgate Brand Positioning Strategy6

Influence Spread throughout Brand Strategy6

Implementation of Competitive Strategies to Combat Brand7

Establishment of Brand Benchmarking8

Recommendations9

Conclusion10

References11

Marketing Communications: Colgate-Palmolive Company

Introduction

Marketing solutions for businesses today are growing like mushrooms in the autumn season. Marketing communications is a set of actions, means, and measures to control the process of promoting products and services on the market. Major marketing communications are part of the communication policy of the companies that put a goal to get into a new industry to bring new products or to increase their competitiveness and visibility (Belch, Belch, Kerr & Powell, 2008; Keller, 2009, pp. 152).

Marketing Communication is defined as an approach implemented for the achievement of the goals of a marketing campaign through a well-coordinated use of various promotional methods that are aimed towards the reinforcement of each other (Yeshin, 2012; Smith & Zook, 2011). The communication process can termed effective when the intended user understands the information transmitted by the sender such that the purpose of information is not defeated (Evans & Frankish, 2009; Guffey & Loewy, 2010; Castells, 2013; Samovar, Porter & McDaniel, 2009). It is noted that the core aim of an integrated marketing communication strategy is to advertise the contents of the package of the organization in an effective way (Shimp & Andrews, 2013). The core aim of this paper is to identify an effective integrated marketing communication strategy Colgate-Palmolive Company involving a number of promotional activities for enhancing the effectiveness of the advertisement campaign of the airline. Furthermore, the paper recommends marketing and promotion strategies to Colgate Palmolive Company.

Profile of Colgate Palmolive Company

Colgate - Palmolive is one of the world's leading consumer goods company, headquartered in New York, the company already has nearly two hundred years of history. The company has branches and offices in more than 200 countries and territories worldwide and employs over 40,000 people. In oral care, personal care, home care and pet food, etc. they provide high-quality consumer products for the public, many of whom are familiar to consumers world-renowned brands such as Colgate, Palmolive, Toothpaste White, Ajax, Protex, Fab , Irish Spring, Mennen and Science Diet, and so on. 1806, in Brooklyn, New York, a man named William Colgate Americans in their own name registered a company to produce toothpaste began his life fighting for the cause (Xi, Mei, Moskovich, Hohlbein & Mintel, 2009, pp. 599).

Colgate out of the United States expanded global business in 1890. In 1953, after the company merged with Palmolive the official name used Colgate-Palmolive Company. Today, after nearly 200 years of ups and downs, it yields personal care products, which have been sold to more than 200 countries and regions in the world, with sales of $ 9.4 billion to become a global consumer products company (East Brunswick; Barnes, Teles, Trivedi, Devizio, Xu, Mitchell & Guo, 2009, ...