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.

Your Marketing Manager wants to know more about Word of Mouth Recommendation. Is Negative Word of Mouth (NWOM) more common than Positive Word Mouth?

a) Explain your answer, using your own examples.

b) Explain why 4 triggers (internal or external) as to why someone would provide a word of mouth recommendation. Provide an example in relation to the Colgate brand