SERVICIO NACIONAL DE
APRENDIZAJE SENA
Activity 5.2
Blog advertising
PRESENTADO POR:
JUHESNEYDI ROJAS FIGUEROA
GESTION LOGISTICA:
898985
RUTA: 402084
TUTORA: MIOSOTIS
CARDENAS GARCIA
VALLEDUPAR
2015
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COLGATE
1. Colgate is the leading brand of toothpaste produced by Colgate-
Palmolive, specializing in oral care , which helps prevent problems such as
cavities, gingivitis, tartar, plaque, stain , sensitive gums , bad breath and
weak enamel . It is sold in department stores, liquor stores, price clubs and
small businesses in over 150 countries worldwide.
In 1806, William Colgate,
founder of Colgate- Palmolive launched a toothpaste tube, which revolutionized
the way of selling the product, as far sale is made in powder or jars. From
that date until today has developed different variants Colgate toothpaste.
2. MISION:
To become the number one
in our market, being the best partner for our suppliers, customers and
consumers continually improving the quality of our products and services at the
best value added to ensure the satisfaction of their needs.
Our company belongs to the
industrial manufacturing sector; We count indirect distribution channels,
composed of retailers and wholesalers. For our company, our people, our
partners and our shareholders grow and prosper.
3. Members of the Company:
4. Hierarchical diagram company
5. Role of
the logistics market segmentation strategy:
Treasury
variables (demographic)
Age: Different
brands point to dissimilar ages. Thus there are toothpastes for children,
adolescents, adults and seniors. These contrasts become notorious in various
packagings, in advertisements and in the types of toothpastes. Family Size:
This segmentation criteria should be very taken into account, since, depending
on the number of family members is that different sizes or promotion
toothpastes are purchased.
CONCLUSIONS
In general, we
can say that Colgate still the market leader. However, its market share has
declined in recent years mainly by the presence of Aquafresh. Both brands compete
in the middle and upper-middle income segments, which is reflected in their
marketing mix. Its products are mainly for all ages and are the only brands
with exclusive creams for children.
On the other
hand, we find marks Close up and Kolynos; which compete in a socioeconomic or a
similar segment. Clearly its market share is less than the marks referred to
above. According to several consulted dentists, major brands, Colgate is the
only one that makes visits to dental clinics way to promote their products to
be recommended by them.
Because the
rate of market growth in Colombia toothpastes, is stalled (for the low
proportion of people who usually keeps his oral hygiene), the biggest brands
looking to increase their sales by frequency of use and the volume used on each
occasion.
The latter is
achieved through commercials showing excessive amounts of toothpaste in the
washings. However, dentists recommend putting a much lower amount than that
suggested on television. The remaining brands: Periodont, Biodent, Squam,
Desensyl, Phillips, Sensodyne and Gingival usually address more specific
problems and therefore make a hyper segmentation. They are not widely known as
it does not carry advertising and are distributed primarily in pharmacies.
These are known to the recommendation of dentists.
BIBLIOGRAPHY
3. http://es.slideshare.net/madelansr/la-segmentacion-de-mercados
