Section B Case Study - Colgate (Answer all the THREE questions: 70 marks) Colgate Colgate Colgare Pisa ) OPTIC WHITE Colgate-Palmolive company is an American multinational consumer products company headquartered on Park Avenue in Midtown Manhattan, New York City. It specializes in the production, distribution and provision of household, health care, personal care, and veterinary products Colgate is a global brand when it comes to oral care. The company gained a lot of popularity with the slogan 't Cleans Your Breath While it Cleans Your Teeth". It is currently a billion dollar global company which caters to over 150 countries. Colgate initially sold products like soaps, starch, Candles and later moved on to dental hypene products. The brand is famous for its toothpaste, toothpowder, mouthwash and even toothbrushes as a part of its product mix Colgate offers over 13 alternatives of toothpaste with an addition version for children as well. The toothpaste is offered in various sizes ranging from 20 to 300 grams. The brand also provides toothpowder catering for the market in semi urban areas. Besides, te offers various kinds of toothbrushes which are suitable for children, adults, and old people colezte toothbrushes range from the small brittle brushes to the ones for sensitive teeth to the big zag brushes. The benefits Colgate products offer range from fighting bacteria to having strong teeth with focus on fluoride content. The impact of pandemic has increased the sales of oral care, which has boosted the business for Colgate as well Colgate dispatches their products directly to wholesalers who in turn pass on to retailers who provide the products to consumers. In addition to the traditional marketing channels, Colgate provides the option of online purchase where consumers can buy the products on its website Colgate's products are available everywhere including all supermarkets, retail stores, grocery stores, etc. The strong distribution network ensures product availability across the world. Colgate has a strong focus towards marketing communications. Variety of media has been used by Colgate for promotion such as TV advertising. Its ads focus on the scientific aspects of the toothpaste, which builds brand trust. Colgate has also used radio, magazines, newspapers, billboards for promotion. Moreover, it is actively involved in various social media sites like Facebook, Twitter. Colgate also offers discounts on its website for online purchase. Furthermore, advertising campaigns have been used by Colgate to increase brand awareness among children, The red packaging that Colgate has adopted has become a key identifier of the brand. Colgate toothpaste, mouthwash, and other oral care products are also widely available through ecommerce platforms Colgate marketing strategy helps the brand to position itself competitively in the market and achieve its business goals and objectives. Questions (TYPE your answers in the answer book) QI Identify and explain TWO segmentation bases Colgate may use to segment the market. (10%) Q2 Critically examine TWO success factors of Colgate marketing strategies. (20%) 03 Imagine you are the marketing manager of Colgate, and the company is launching an innovative toothbrush in the Hong Kong market. Discuss your promotion mix strategies specifying the target audience, promotional objectives, and any THREE promotional tools, (40%) End