Brand Essence Colgate Essay

The company chose for this assignment is Colgate. Colgate is a division of the Colgate-Palmolive instigator that produces soaps, detergents and oral exam hygiene products. Colgate focuses on oral hygiene and is a master of toothpaste and toothbrushes. Started in 1806 by William Colgate as a soap and candle company. When William died in 1857, his soon took over. In 1837, Colgate introduced their first toothpaste and was the first to introduce toothpaste in a tube. In 1928 Palmolive-Peet bought Colgate and in 1953 the name changed to Colgate-Palmolive (Colgate-Palmolive, 2012). Today Colgate is one of the leading manufacturers of toothpaste, with Procter & chance as their main competition.Competitive FactorWhile in 1992 Colgate was the draw in oral hygiene products, toothbrush competitors emerged as the obsession with oral health increased. Colgate has several big competitors that produce products that are potentially more(prenominal) advanced or incorporate mouthwash into toothp aste, creating newborn features. The pairing of backsheesh with Scope lead to competition for Colgate. The pairing of Oral B with dentists gave them the dentist recommendation lead. (Priestley, 2011) Consumer behaviour is constantly changing, and new engine room is emerging, therefore competitors susceptibility be offering promotions.Environmental FactorCustomers are finally startle to get informed about oral health and the importance of mucilage disease. Colgate has to be informed and constantly innovate themselves with new technologies in tell apart to keep up with customer knowledge and needs. Other countries are alike unaware of the importance of oral health, therefore the company should target them in order to become the leader in oral care.A affectionate challenge is the market is growing with competitors and as research on oral care increases, so do the peoples expectations and needs. There is numerous family demographics, therefore the company should learn produc ts for peoples different needs, such(prenominal) as sensitivity, gums, whitening. The products should also range from child oral health to remote sensitivity.A technological challenge for Colgate is the lack of interesting advertising. There is untold more advertising in media for Crest, Sensodyne and other competitors. They use commercials, print ads, kind media to attract their consumers, where as Colgate uses few advertisements and has commercials that are seen as boring. Competitors also have a diversity of products and commixture for individual consumer needs. Crest and Aquafresh have demonstrable foaming gel toothpastes that are new and different, while Colgate still lacks these new additions.A legal challenge for Colgate is its past history with a rejoin in 2011 (Health Canada, 2011). The company recalled the Colgate Motion Electric Toothbrush, which was a new-fashioned event. This could affect the companys reputation and drive the consumers to look at other competitor s when choosing their products.Consumer FactorWhile the bargaining power of buyers is low, consumers are enough more aware of the importance of oral health and the leading competitors present. afterward the 1990s the baby boomers became concerned with their gums, therefore toothbrush companies improved their technology and formed alliances with dental professionals (Priestley, 2011). As customer demands grow and they seek variety in their toothpaste and toothbrushes that are up to par with oral health research, Colgate top executive have to update its products and technology.Economical FactorThe industry is broken big bucks by price and by category of therapeutic and cosmetic. If the scrimping shifts and the sylvan experiences inflation, it will impact the businesses running and the product (Ali, 2012). With the current poor economy in many countries, sales might decrease, or customers might learn cheaper competitors in order to compensate.