Download Blue Lines and Gradients

Colgate
By
Connor Morrison
&
Pei Zhang
About Colgate

Core Values
- caring
- global teamwork
- continuous improvement


Founded in 1806
Colgate-Palmolive (China) Co. was founded in 1992
and is based in Guanghou, China
- operates as a subsidiary of Colgate-Palmolive
US Market



Toothpaste is seen as a more of a
convenience good.
Parents bought a brand, passed it down to
kids
Ads are based more on product features
-whitening
-tarter control
US Market

Try to influence kids to brush their teeth through
a mascot.
- Dr. Rabbit
- used to teach kids about dental health


# 52 on America's biggest ad spenders
Offer “new” toothpastes every year that does
something different than before.
US Advertisement



Ads in US are based on features of the product
When advertising to adults they use something
like “recommend by dentists”
Not many toothpaste commercials aimed at
children
-if the parent buys a certain brand, their children
will most likely use that brand
History in China




Started in 1992, in Guangzhou
Between 1992 and 1995 they had 2% of the
market
In 1996 it grew to 10%
After 2002 the market occupancy is about 30%
every year
Chinese Market

-
-
-
To gain market share they had to try different
strategies
before they access in Chinese market, they did
a lot of research about Chinese market.
most Chinese companies focus on adults
because of one child policy, Colgate focus on
children
Chinese Market
In 1995, Colgate signed the first five year plan
with relevant department of Chinese
government and carried out the “sweet smile,
bright future” plan in China
- education about how to protect tooth
- went to schools and gave out free samples
- students would go home and show parents
Chinese Market

Aim market: families have high income

Changed consumer behavior in 1995
- wanted Chinese children to grow up with using
their products
- when children became adults, they had loyalty


Now that they are adults they can influence the
younger generation
New product (360 degrees)
- before that, all products focused on one feature
Advertisement in China

China Central Television (most watched)
- can be seen throughout the country

Very expensive to advertise on it (about 2 million dollars to
publish one TV commercial)
http://www.tudou.com/programs/view/yNfnu2-b04M/

Advertisements focus on two segments
-
young adults
-
http://www.youtube.com/watch?v=Azc1GxYIe_U
-
http://www.youtube.com/watch?v=Pgx-EhLkrDc
-
children ( their parents)
-
http://v.youku.com/v_show/id_XNzYzNTAzMzI=.html
Advertisement in China
Colgate advertisements are everywhere (Our aim
is no decayed tooth!)
- bus stops
-newspaper
-magazines
Questions


Do you think that advertising to children to get
them growing up using the product is ethical?
Do you think it is smart for them to spend so
much money on advertising?
References

http://www.youtube.com/

http://www.adage.com/

http://www.tudou.com/programs/view/yNfnu2-b04M/

http://www.youtube.com/watch?v=Azc1GxYIe_U

http://www.youtube.com/watch?v=Pgx-EhLkrDc

http://v.youku.com/v_show/id_XNzYzNTAzMzI=.html

http://www.colgate.com.cn/app/Colgate/CN/HomePage.cvsp