Colgate-Palmolive

Paper Summary:

This paper presents a detailed examination of the company, Colgate-Palmolive. The writer discusses many aspects of the company, including pricing, placement, and other elements of selling the product.

From the Paper:

"The target market for the company's tooth whitener is couples and singles who are in their 20's and 30's. While Colgate enjoys selling the product to anyone who wishes to use it, the company's advertising has focused on this age group for several reasons. One of the main criteria for the focus is that this age group is when people begin to notice that their teeth may be losing their youthful whiteness and sparkle. The 20's and 30's is the time when aging begins and people start noticing things such as laugh lines, wrinkles and yellowing teeth. Colgate understands this and develops its marketing strategy to capture this consumer group and hopefully maintain them as customers for many years to come."

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