Marketing Case Analysis "Colgate Professional, Dedicated, Expert" Successful Marketing New Generation Brand Competitiveness Ranking: In "2003 Successful Marketing New Generation Brand Competitiveness Ranking", Colgate won the first place in the category of toothpaste products in terms of market share, brand loyalty and comprehensive competitiveness index, and it is a well-deserved most competitive brand in the toothpaste industry. Procter & Gamble has always complained that its toothpaste brand "Crest" entered the China market three years later than Colgate, making Crest's market share only about half that of Colgate. Since entering the China market from 65438 to 0992, Colgate's development in China has mainly experienced four periods. The construction period is 1992 to 1995. During these three years, the company mainly built factories, communicated with the department store industry and put products on the market. From 1996 to 1997, the company entered a period of stable development and began to participate in and organize a number of public welfare activities for dental disease prevention and control, and established a brand image; 1999 to 2000, the company entered an advantage expansion period. 1 999, Colgate ranked first in China market share for the first time. In 2003, Colgate entered the low-end market by cooperating with San Xiao Company to launch low-priced products. Colgate's success in China market is largely attributed to the advertising campaign for ten years. It is said that Colgate spent about three years doing market research before entering the China market. The survey found that although the domestic toothpaste attaches great importance to advertising, the homogenization phenomenon is very serious, and the appeal targets are almost all adult consumers. The advertisements are nothing more than beautiful women and smiling faces. Rusell haley, an American marketing scholar, once divided the toothpaste market into four categories in benefit segmentation, namely, tooth decay and cleanliness, toothpaste taste, packaging and economic price. According to this benefit segmentation method, China toothpaste market can be basically divided into five types. The first type is economical, mostly middle-aged and elderly people with low income. They think that toothpaste is almost the same, and they have no special preference for brands. Most regional small and medium-sized brands in China are concentrated here. The second type is moth-proof, and the buyers are mostly high-income families with children. The third category is used to prevent and treat periodontal disease and tooth allergy. Buyers are mostly middle-aged and elderly people with dental diseases, smoking and dentin allergy. At that time, Chinese herbal medicine diet toothpaste introduced by domestic brands such as Zhonghua and Lengsuanling was highly accepted by this group of people. The fourth is tooth whitening, and the buyers are mostly young people with high education and high income. The fifth is taste and packaging preferences, and brand decision makers are usually children. At that time, double-needle children's toothpaste and happy children's toothpaste were deeply loved by children. After research, Colgate Company thought that moth-proofing market was the most potential market in China at that time, and it was also a market with good experience. Toothpaste products are closely related to people's lives, and the content of advertising-prevention and treatment of tooth decay is rational, so authoritative people or experts are the best spokespersons of the brand. Therefore, in the advertisement, Colgate invited a kind-looking "white doctor" to tell the children how Colgate toothpaste uses difluoride to protect teeth. Ms Fang, President of Colgate-Palmolive (China) Co., Ltd. also said that Colgate hopes to be regarded by consumers as an "oral care expert" in a white coat, conservative, honest, knowledgeable and caring. Another secret of Colgate's advertising success is to spread knowledge through educational marketing. Colgate has advocated oral health education in the world for more than 100 years, which has greatly increased the global consumption of dental care products. The simple slogan "Our goal-no tooth decay" is deeply rooted in people's hearts. In order to promote its concept, Colgate spends 654.38+0.8 billion dollars on global advertising and about 654.38+0.8 billion yuan on China advertising every year. Colgate has been cooperating with the brand's image of "oral care expert" for promotion and public relations. From the first day when Colgate entered the China market, it attached great importance to good cooperation with dental professionals, and cooperated with Chinese Preventive Medicine Association, Chinese Stomatological Association, National Dental Prevention Group and other professional groups. The two sides jointly launched the "Sweet Smile, Bright Future" children's oral health education activity, which established a good brand reputation among potential consumers and decision makers-children in the future. In 20001year, Colgate and authoritative organizations in the oral field jointly launched the "Oral Health Smile Project-20065438+0 Journey to the West" to carry out oral health education in the western region where toothpaste consumption is low. In 2003, Colgate's sales revenue in the western region was close to 40% of the company's revenue. Even Procter & Gamble, which has always been famous for its excellent marketing methods, has to imitate Colgate's marketing methods. Comparing the propaganda methods of "Colgate" and "Crest" in China in recent years, it is not difficult to find a strong Colgate trace on Crest. In addition, by establishing a rich product line, Colgate has further consolidated its image as an "oral care expert". In the China market, the most expensive oral care-related products, such as Total Efficacy toothpaste and Colgate Tooth Whitening Beauty Liquid, have been successfully launched. * * * There are 9 categories of products from mid-range to high-end. According to the Financial Times, the "Colgate Toothpaste" jointly developed by Colgate and Nestle will also be listed in China soon. The significance of this cooperation is that Colgate's market penetration in China will be further improved through complementary distribution channels with Nestle. Supplement: Focus is Colgate's trump card. Speaking of Colgate, I have to mention Rubin Mark, who has been the CEO of Colgate-Palmolive Company since 1983. In Businessweek in September 2003, Rubin Mark was named one of the best CEOs in the world. He is considered to be one of the most difficult and least interviewed CEOs in big American companies. Focus and low profile are the characteristics of Rubin Mark, and also the characteristics and killer of Colgate. Different from the brand expansion and product line extension of large enterprises, during the 20 years when Rubin Mark was in charge of Colgate-Palmolive, the company has been developing at full speed in several businesses with high profit margins. At present, more than half of the company's sales come from two businesses: oral care and personal hygiene products, and products such as toothpaste, deodorant and hand sanitizer all belong to this business. In China market, Colgate's strategy is to focus on oral care business. Fang, president of the company in China, said, "There are many good products in our office. It is not difficult to explore the China market, but choosing not to do it requires a mature and rational attitude. After our analysis, the competition in many fields is already fierce, and we may not be able to get high returns and establish a professional brand image at this time. Our goal is to do the best and do the best in the representative competition field! " /cbsource/stagehtmlpage/a275/a275200712633435250.htm.