Colgate Palmolive Business Report Research Paper

An in-depth look at Colgate Palmolive and its brands.
# 152052 | 2,701 words | 9 sources | APA | 2012 | PK
Published on Nov 25, 2012 in Business (Companies) , Business (Consumer Behavior)

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This report presents information about the Colgate Palmolive Company and the brands it is currently using to generate revenue. In particular, the paper focuses on the use of brands by Colgate Palmolive and how they successfully manage to market and sell their brands all over the world. First, the paper gives a literature review of works that describe branding. This section is divided into a number of sub-topics that makeup branding. According to the paper, Colgate Palmolive has been very successful in promoting its brands. Despite this, the paper argues that the company is in danger of losing some of its market share due to intense competition. The paper concludes with recommendations for the company to maintain its competitive advantage.


Literature Review

From the Paper:

"Positioning is how a product appears in relation to other products in the market.
With relation to brand positioning Colgate Palmolive Company has done great and has a remarkable reputation in the markets of whole world. Every brand of the company is respected in the world and is in use by the consumers' of world market for many years. For the purpose of determining the success of the brand, it is also important to determine the brand positioning in a particular market. If a particular brand is performing well as compared to other brands in the same market then that product is deemed to be a better brand in comparison to its competitor's. This means that a brand has won the confidence of consumers of that market and has got all the products which are necessary to satisfy the needs of the users. The success of the Colgate Palmolive company's brands can be assessed by the fact that these brands have been competing the best in the business and still growing in terms of its sales and amount of trust that their customers bestow upon them."

Sample of Sources Used:

  • Aaker D (2004) Brand Portfolio Strategy. Simon & Schuster, London.
  • Asker, D. (1991) Managing Brand Equity: Capitalizing on the value of a brand name. New York: Free Press.
  • Aaker, D. & Jaochimsthaler, E. (2000). Brand Leadership. United Kingdom: Simon and Schuster, UK
  • Aaker, J. Dimensions of Brand Personailty. Journal of Marketing Research. XXXIV, 347-356
  • Ahmed P.K & Rafiq M (2002) Internal Marketing: tools and concepts for customer-focused management. Butterworth Heinemann, Oxford

Cite this Research Paper:

APA Format

Colgate Palmolive Business Report (2012, November 25) Retrieved July 12, 2020, from

MLA Format

"Colgate Palmolive Business Report" 25 November 2012. Web. 12 July. 2020. <>