In 2011, Colgate-Palmolive (Colgate) was the international leader in oral care, with a dominant market share lead in toothpaste and an increasing presence in toothbrushes and mouthwash. However, the firm faced stiff competition with their raising perennial opponents P&G focus on the oral attention and emergent markets where Colgate had traditionally been enlarging.
To defend its lead Colgate tried to cover all fronts, reinvesting in its brand, nurturing close relationships with dental professionals, innovating in underutilized marketplaces, using its international network to rapidly move products to market and leveraging brand equity.
PUBLICATION DATE: June 10, 2011 PRODUCT #: 311120-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
Related Case Solutions & Analyses:
Monterrey Manufacturing Co.
Star Appliance Company B January 1985
Coca-Cola vs. Pepsi-Cola and the Soft Drink Industry
The Water Cycle, Climate Change, and (Some of) Their Interactions
FX Risk Hedging at EADs
Evaluating Microsavings Programs: Green Bank of the Philippines (A)
CEMEX CROATIA: FROM MANAGING CRISIS TO LEADING TRANSFORMATION
RUSSIAN RIVER – A CRAFT BREWERY: BUILDING A BRAND THROUGH PRODUCT INNOVATION
WELLS FARGO BANKING – KEEPING AN EYE ON YOUR ACCOUNTS YOURSELF!
MANAGING SOCIAL MEDIA: ORGANISATION SOCIAL MEDIA FACILITATION, SOCIAL MEDIA REGULATION AND SOCIAL MEDIA EFFECTIVENESS IN FOUR ORGANISATIONS
