COLGATE-

PALMOLIVE
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 company has adopted a combination of cost leadership,
differentiation and focus strategies to handle the competitive
pressure. The customer base expansion and sales growth objectives
are obtained by focusing on most appropriate intensive growth
strategies based on three generic strategy streams (cost,
differentiation and focus). The intensive growth strategies adopted by
Colgate-Palmolive Company to achieve growth targets include-
market penetration, product development, market development and
diversification
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 .
The adoption of differentiation as a secondary generic strategy
allows Colgate-Palmolive Company to expand the customer
base by emphasizing over the unique product features.
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.