Colgate-Palmolive Canada: Fighting for A Share of The Toothpaste Market

should answer these Qs

Q1: Given that Colgate Canada plans to hike its marketing spend by $3 million for the toothpaste category, how would you spend it?
Q2: 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? 
Q3: How do you think competitors will react? 
Q4: Analyze pros and cons of the alternatives listed in the case.