Colgate Company’s Social Media and Mobile Marketing

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Table of Contents

A Positioning Statement for Wisp
Role Played by Research
Alternative Products
Four Departments
Product Category
Supporting a Cause
How the Cause will Support Different Product Development Decisions
Works Cited

A Positioning Statement for Wisp

A powerful positioning should “indicate the targeted customers and the value provided by the product” (Yemen and Wilcox 4). The best positioning statement for Colgate Wisp is presented below.

Colgate Wisp seeks to improve the self-confidence of every youth aged between 18 and 25. This personal care product has appropriate ingredients in order to deliver the best results.

Role Played by Research

A powerful positioning strategy was developed in order to market Colgate Wisp. A complex research study was also undertaken during the process. The study played a significant role in developing the best positioning strategy. The research identified the behaviors of many young people between 18 and 25 years (Elkin 1). The study also identified the changing needs of targeted customers. This approach made it easier for Colgate and Big Fuel to design the best positioning strategy (Elkin 1).

Alternative Products

The success of Colgate Wisp can be affected by different alternative products in the market (Sweo and Pate 28). The first alternative product in the market is Dr. Collins’s disposable toothbrush. It is a superior brand that can support the needs of many consumers. The second alternative product is called Dr. Fresh. The toothbrush targets both adults and youths. It also has “an ergonomically-designed head” (Palade 236). However, these substitute products do not target the same segment.

Four Departments

Colgate Wisp’s brand manager should collaborate with different departments in order to bring the product to the targeted market. The Product Development Department will inform the brand manager about the benefits of Colgate Wisp. The second one is the Financial Department. The Marketing Department will also play a vital role in supporting the product’s success (Kotler and Keller 19). The Human Resource Department will also empower different workers.

Product Category

The proposed new product is a sustainable solar panel. The category includes different products aimed at providing long-lasting and sustainable energy sources to the targeted population (Sweo and Pate 139). Such products have become relevant because more people want to live in sustainable environments.

Supporting a Cause

The solar panel will be a superior product aimed at providing green energy. The company will market the panel at reduced prices to different consumers. The targeted customers will also get free installation services after purchasing the product. The company will also use proper positioning strategies in order to market the product (Kotler and Armstrong 75). More people will be equipped with new skills in order to deal with climate change. The firm will also promote various sustainable efforts such as tree planting and garbage collection. Members of the public will be encouraged “to embrace the best energy-conservation practices” (Palade, 239). The firm will also promote the best corporate social responsibilities (CSRs). For instance, the firm will support the health needs of many people in the community. The company will also provide adequate resources to deal with different problems, such as poverty.

How the Cause will Support Different Product Development Decisions

This cause will promote better product development practices. The targeted communities will provide powerful suggestions and ideas that can be used to design better solar panels. New considerations such as “pricing strategies, product offerings, and support systems will also be identified in order to make the new product successful in the market” (Sweo and Pate 139). Such measures will eventually make it possible for the firm to produce superior solar panels. The proposed cause will eventually make the firm more profitable.

Works Cited

Elkin, Tobi. “Case Study: How Colgate Used Online Video, Social Media and Mobile to Drive Engagement and Purchase Intent.” The eMarketer Blog 1.1 (2010): 1-8. Print.

Kotler, Phil, and Kevin Keller. Marketing Management, Upper-Saddle River, NJ: Prentice Hall, 2008. Print.

Kotler, Philip, and Gary Armstrong. Principles of Marketing, Upper-Saddle River, NJ: Prentice Hall, 2009. Print.

Palade, Alexandra. “Analysis of Marketing Mix on Cosmetics Products Case Study: Avon Company.” Economics 11. 4 (2011): 233-244. Print.

Sweo, Robert, and Sandra Pate. International Business: A Practical Approach, New York: CreateSpace Independent Publishing Platform, 2014. Print.

Yemen, Gerry and Ronald Wilcox. “Brand Positioning Statements.” Virginia School of Business 1.1 (2012): 1-9. Print.

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