Case 4: Colgate Toothpaste
Team Questions
1 -Given that Colgate is considering plans to hike its marketing spend by $3 million for the toothpaste category, how would you spend it and why?
1A-Recommend whether to increase the marketing spend by $3 million and provide rationale.
2-Describe the characteristics of demand and segmentation in the toothpaste market.
3-What is the typical buying and decision process for a consumer buying toothpaste? How do the various elements in the marketing mix influence the buying process so that Colgate’s product is ultimately the one that is purchased?
4-Outline the effectiveness of Colgate’s marketing mix.
5-How do the main competitors compete and differentiate in this market?
6-Calculate the dollar value of one share point at the consumer and factory level.
6A-How many share points must be gained to pay out a $3 million increase in spending?
7-Discuss the Pros and Cons of using share of market as the primary metric.
8- How do you think competitors will react to whatever Colgate does?
9-Discuss the pros and cons of the alternatives listed in the case.
10-Discuss different ways Colgate might grow sales given they are competing in a stable, mature market.