Colgate-Palmolive Company 

is an
American multinational consumer products company
headquartered on Park Avenue in Midtown
Manhattan, New York City
Colgate now markets a broadly diversified mix of products
in the United States and other countries. Major product
areas include household and personal care products, food
products, health care and industrial supplies, and sports
and leisure time equipment.
 The primary objective of using Cost–Leadership  The adoption of differentiation as a secondary generic strategy allows Colgate-
strategy is to preserve the market leadership position Palmolive Company to expand the customer base by emphasizing over the
through efficient value chain management. unique product features.

 This strategy allows Colgate-Palmolive Company to
expand the market share by targeting the middle class,
which makes the largest proportion of overall
consumer market mix in most of India. Middle class
consumers generally place high importance to the
pricing factor and cost leadership is the best strategy to
cater the needs of this consumer segment.
 Colgate-Palmolive Company's strategic objective of using this strategy is to
differentiate by embedding the innovation and address the consumers’ growing
health concerns. For example, Colgate-Palmolive Company has extended its
product line after studying the consumers’ changing interests to differentiate
itself from competitors and expand the scope of opportunities within the
industry. The combination of the differentiation and cost leadership has helped
Colgate-Palmolive Company build a strong and loyal customer base.

 Colgate-Palmolive Company adopts the focus strategy both in terms of low cost
and offering the best value. The low-cost focus strategy is adopted by serving
the needs of a niche market segment at the lowest possible price. While, best
value focus strategy is adopted by emphasizing over the taste, size and design of
the product that could best match the customers’ needs and requirements.

 By focusing on product attributes, Colgate-Palmolive Company revises its

branding strategies and brings continuous changes in the product designing and
packaging to satisfy the customers’ psychological expectations and maximize
value for money.
• Colgate-Palmolive Company focuses on affordability and easy accessibility of
its produce