WS5 Case Study Paper
Christina M. Barden
Indiana Wesleyan University
WS5 Case Study Paper
The initiatives and promotional strategies of organizations and corporate substructures differ greatly depending on each particular entities goals, interests, and objectives. While many choose to implement specific strategies to open up and increase their consumer market, some utilize techniques that are limited to maintaining current standings, as well as the groups that focus more on corporate agendas. The primary consideration is often times and more often than not intended to pinpoint a select group or favor a ...view middle of the document...
This is done in a variety of ways; these include the methodology of identifying what their specific position of stance is and taking the necessary means to make this attractive to their audience. Every avenue or area of distinction is taken into account, from product particularities, to costs, product excellence and qualities, to the usage services and free services offered (GlobalData, 2011).
Once this is done and a plan is ready to put into place, Colgate-Palmolive liberally drives efforts toward their Integrated Marketing Communication (IMC). This is an easy concept to comprehend; it essentially secures the idea that all configurations of communication are completely joined and operating under the same assumptions and on the same page so to speak (Pearson, 2011). Smooth flow and consistency is important in the effective and accurate administration of this idea, everyone must work together and team efforts are vital to its success. There are various promotional tools available, some of them utilized by C-P are advertising, sales promotions (for instance coupons for new materials or grocery store displays and giveaways), events and experiences, public relations, publicity, personal selling, and finally direct marketing (Aruvian’s, 2011).
One way they are doing this is to better understand consumers for instance, in the less developed areas of India, for example, Colgate researchers immersed themselves in the lives of villagers for two days, observing and discussing their oral care habits, how they clean their homes, and other daily routines. A key learning tool was the idea and hope for a better life for their children through education that so many of these mothers cling to (DrugStore News, 2010). Based on this insight, Colgate implemented a special promotion that helped build awareness for good oral care habits and offered scholarships to children in situations such as these.
Another way Colgate connects with today’s consumers globally is by utilizing integrated marketing communications that include a mix of traditional and non-traditional media. The launch of Colgate Sensitive Pro-Relief toothpaste leveraged multiple digital touch points, including informative product web sites and online media featuring powerful consumer testimonials. These activities, combined with more traditional media and promotional events, are contributing to market share gains worldwide (AdAge, 2010).
It is essential that the management team and the organization should be open minded in considering changes...