Case Study: Toothpaste

You have recently been appointed as Marketing Coordinator at the Colgate-Palmolive Company. Colgate-Palmolive is a global company serving hundreds of millions of consumers worldwide, with some of the worlds most recognisable brands. It provides products to markets globally in the Oral, Personal, Home and Pet Care categories. Your role is within the toothpaste product category, specifically assisting the Marketing Manager with the Colgate brand toothpaste.

Your Marketing Manager is also new to her role and has commissioned some market research to collect data on peoples toothpaste buying behaviour within Australia. As you are a recent Marketing graduate from UniSA, she asks you to analyse and interpret the data and share your insights on toothpaste buying behaviour.

Your Marketing Manager has given you a list of specific questions to answer.

Analyse the table below. What type of market is Colgate operating in? Describe the expected patterns that are evident in the table. Use the data to support your answer

Brand Penetration Market Share (%) Average Purchase Frequency Category Buying Rate Share of Category Requirements (%) Sole Loyalty (%) (%) 34 73 2.3 5.4 44 16 Colgate Macleans 27 50 2.1 5.9 37 9 Oral B 21 43 2.0 7.0 28 4 13 28 1.5 7.2 23 1 Aim Sensodyne 5 13 1.1 8.8 12 0 Average 100 41 1.8 6.7 29 6