How would Colgate-Palmolive vary its marketing strategies for product lines in low income, emerging markets?

How would Colgate-Palmolive vary its marketing strategies for product lines in low income, emerging markets? Discuss using each elements of the marketing mix.

Expert Solution

Answer: let us take the Example of china (1980) to understand the marketing mix of Colgate in emerging markets

Product: Colgate launched toothpaste and mouth washing products with fragrances that were very much applauded including tea, ginger, ginsengs, beers, grass.

Price: Colgate knew the emerging Chinese middle class's price aversion and tailored it accordingly. The adjustment of the plastic bottle, the inclusion of the local ingredients, and a decline in the total packaging size combined to allow Colgate to market toothpaste o marginally above the rate of most local products.

Promotion: Apart from, TV, Magazines, Colgate also used outdoor advertising methods like billboards, painted buildings to reach the rural market.

Place: Initially in China there were no supermarkets or very big shops, therefore Colgate targeted a large number of neighborhood stores in a promotional strategy to reach rural areas and semi-urban areas and to increase its accessibility.

Rahul Sunny answered 2 years ago

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