1 or No.2 in their markets.[Zhang, 1] The company benefits from a combination of high market shares such as 33% in toothpaste and 40% in hand dish detergents. [Zhang, 1] Colgate achieved this recognition as the No.1 maker of Oral products by launching cutting-edge products continuously. Their brand name promotion is building on massive media advertising. The marketing techniques concentrate the effort on regional programs relies on retailers in order to target consumer's needs.
In Italy, Europe, which is part of Colgate's regional market segmentation, appears to be a very strong growth market mainly due to consumers?increasing awareness of the importance of oral hygiene. Colgate-Europe sales, excluding divestments, increased slightly to $483.6 as volume gains of 4% were negatively impacted by foreign currency. [Yahoo! Finance, 2] Excluding the impact of foreign currency, sales have risen by 4% largely due to volume increases in Italy, United Kingdom, Spain, Switzerland, Greece and Russia. [Zhange, 2] Oral care market share growth within the region was generated by new introduction including the Colgate Total Plus Whitening and Colgate herbal toothpastes. Contributing to growth in the personal care category were products such as Palmolive Vitamins with Vitamin E Liquid Hand Soap and Palmolive Aroma Therapy Shower Gel. .
ISSUES OF THE COMPANY.
In Italy, Colgate participated in an intense competitive market, which consists of several large competitors such as Unilever, Procter & Gamble, SmithKline Beecham, and Gillette. The main issue that challenges Colgate is to increase its market share in Italy. In order to meet this expectation, a management team is formed solve these problems, such as how they can achieve greater profitability, how they can develop more innovative new products to meet the consumer's needs, what alternative marketing and advertising strategies contribute to growth and etc.
