Colgate-Palmolive :: Oral Hygiene Industry

Colgate-Palmolive has remained a attractor in the oral hygiene industry. The company operates all over the earth and has been prospering in all markets. One reason the company has remained successful is because the company understands its customers and customer buying behaviors. This base will discuss disparate segmentation variables for Colgate-Palmolive. This paper will also discuss the behavioral influences. Finally, this paper will make some recommendations for the Colgate-Palmolive company. Segmentation VariablesAccording to Keller and Kotler (2009) there be four segmentation variables. Those four variables are geographic, psychographic, demographic, and behavioral. Colgate-Palmolive operates in four geographic divisions North America, Latin America, Europe/South Pacific, and Greater Asia/Africa (Datamonitor, 2011). The company sells its products in over 200 countries (Colgate-Palmolive, 2011). Demographic variables include age and life-cycle stage, life stage, ge nder, income, propagation, and genial class (Keller & Kotler, 2009). According to Laidler and Quelch (2011) CPs consumer research indicated that consumers of the baby boom generation (adults born in the 1940s, 1950s and early 1960s) were becoming more relate about the health of their gums as opposed to cavity prevention and were voluntary to pay a premium for new products addressing this issue. Colgate offers a wide mutation of products that address total oral care. Mothers, Hispanics and people with a busy account are also a target market of Colgate-Palmolive. Women and mothers are principally the person that does the shopping for the family. Pictures of mothers and their children are in many of their advertisements. The United States has a growing Hispanic population that Colgate has begun to market to. The company has advertisements in Spanish and packaging in Spanish (Veiders, 2008). For people on the go, Colgate developed the Colgate Wisp.In order to better under stand the psychographic variable the company has put into seat a new business provision tool. This new business planning tool will befriend executives measure the impact of the companys advertising strategies. The business planning tool will also help the company determine where they should reallocate advertising and promotional spending (DeSanto, 2010).thither are many consumer behavioral variables. Many of Colgates products are zest buys and are decided in the store (Drug Store News, 1900). The company realizes how all important(p) shelf space and in store promotions are. They are offer a wide variety of products to fit anyones needs.