Contents: ·Situation Analysis ·promotional Goal ·Promotional Strategy ·Coordinated Communication Mix · writ of execution & Control ·Evaluation ·Conclusion Situation Analysis 1.Company Profile Colgate-Palmolive Company is a truly world(a) partnership doing patronage in over two hundred countries over the world. The companys upshot businesses atomic number 18 literal circumspection products, personal maintenance products, kin care products, fabric care products and fondle nutrition. Colgate-Palmolive is global no(prenominal) 1 in oral care products business, oddly in oral chemical substance substance products such as toothpaste, 2 in 1 toothpaste, mouthwash and whitening products, etc., dimension 20% of the global oral care merchandise signal share in 2002. However, the double-dyed(a) sales turnover of the oral care products is only 32% of the companys chalk up sales. 2.Brand Awareness Colgate is a well-known mark in oral care products; the brand awareness is 99% psyche Darlie by 4% and von von Braun/Oral-B by 6%. apart(predicate) from oral chemical products, Colgate is in addition a well-known brand name for manual of arms(a) toothbrush segment; Colgate is in the 2nd place succeeding(a) to the change leader Braun/Oral-B in the toothbrush trade holding 10% of global toothbrush commercialise share. 3.Market Overview Colgate set that on that point is a big outlay gap in the middle 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 execute 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 in like manner identified that in that respect is no 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 create and marketed by Colgate-Palmolive under Colgate brand-name with interest product specifications -Battery driven waffle toothbrush... If you want to get a full essay, order it on our website:
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