Organization overview

Colgate-Palmolive is a global multinational corporation with operations in over 200 countries focusing on manufacturing, marketing and distribution of Oral Care (toothpaste, toothbrush, mouthwash, dental floss etc). With over 75% of net sales coming from outside the U.S., Colgate-Palmolive has a very geographically diversified business. Colgate-Palmolive is a global leader in Oral Care (which constituted more than 40% of the company's net sales in 2011) with a leading market share in toothpaste and manual toothbrush brands in most parts of the world. ColgatePalmolive has a 25% share in the $28 billion global oral care market. The primary reason for Colgate's strong market position is its presence in multiple geographies especially in emerging markets like Latin America and Asia. In some regional markets, Colgate has a monopoly in oral health. Higher market share coupled with substantial brand equity and brand loyalty accrued over several years helps Colgate reach a larger number of consumers and shields its market position from larger competing brands (Darlie & Gamble's Oral-B) and low cost private labels. Colgate Palmolive committed to provide outstanding result in global oral care market with a highest efficiency to their targeted customers. It aims to maintain long-term relationship with their customers. Thus, we amazed by how the company use promotion strategy to influence consumers attitude.

Organizations Promotion strategy

Promotion is important to the business to communicate information about their products and services and persuade consumers to purchase the goods. An effective promotion will affect the consumers cognitions and behaviors (Peter and Olson, 1987). The promotional tools includes advertising, personal selling, sales promotion, and publicity (Armstrong and Kotler, 2009).

Colgate Palmolive regard it is doing very well, therefore it achieve dazzling results in terms of sales. And it is through setting Colgates special Shoppe in hyper market, advertisement and value pack strategy.

2.1.0 Advertising Strategy Once making an advertisement, marketers always wants their products must be impressive and attractive in order to catching consumers attention. On the way to conquest consumer, deeply understanding individuals perception process is important and necessary. According to Quester et al. (2007), a consumers perception process goes through these three stages: exposure, attention and interpretation. Advertising is an effective promotional strategy to reflect the brand image (Bovee et al, 1995). 2.1.1 TV commercial Consumers will prefer buying a product which they familiar with. Colgate will produce several television advertisements a year using humour and deep impression to attract consumers perception (Firestein, 2011). Colgate

advertisements are intensively broadcasted on TV with the expanding in multichannels. For random exposure, consumer could easy be attracted by posters that are presented everywhere on the street, in the supermarket and bus station. However, the deliberate exposure should be used and more applied. Colgate also realizing the vital role of catching consumers attentions, Colgate has used numerous of stimulus factors in its advertisement such as size, color, position, isolation, format, contrast and compressed messages. In real, Colgate highly pays attention to using red color to become conspicuous position on the advertising. Because Colgate realize consumer will automatic affective responses to Color. The consumers affective response to color involves automatic reactions of the eye, optic neurons, parts of the brain, and various glands. The consumer will react to in evaluating an object is its color and their automatic affective response can account for as much as 60 percent of their

acceptance of the object. Consumer affective response to color can influence other emotions and feelings, as well as their cognitions and behaviors. In addition, Colgate uses this strategy can increase the brand image. Because the company know brand image can influencing the consumer mind and make consumer feel the quality of the product. Colgate also discovers consumer has a more positive attitude toward the product with a brand image than toward the product with no brand image (Zinkhan & Martin 1978).

2.1.2 Recommended by professional Furthermore, compressed message is always directly given by professional dentists as advices from Colgate send to customers. It is Recommended by dentists which are intensively announced as status that is easily to go deeply inside customers mind. The Colgate partnering with the dental profession to increase recommendation their product. Because dental profession achievement in oral care areas other than that of the product class endorsed (Friedman and Friedman,1979). So, the general belief among Colgate is that advertising messages delivered by dentals advice provide a higher degree of appeal, attention and possibly message recall than those delivered by non-advice. Colgate also claim that dental affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand Copper (1984).So considering these points this paper is an attempt to know the impact of dental endorsed advertisements on consumers and on sales. When recommendations from the dental of professional. This will also encourage consumer trial and build royalty. For example, when a consumer has any problems about their teeth as well as bad breath smell, they will go to dentist to check and listen these advises from dentists. So, people believe in dentist because they help customers have beautiful smile as well as good smell. In brief, using the opinions dentist will refresh the brands image in consumers minds.

Lastly, consumer whether or not perceives Colgate through interpretation stage. Everything that marketers want to bring to customer is positive emotion such as trust, assurance.

2.3 Colgates Sales Promotion Sales promotion is a short-term incentive to encourage people to purchase for a product. Consumers will be happy if they can get products which worth more than money value. One of the examples for Colgates sales promotion is lowering the price of each individual pack. Determining the quantum of discount depends on the consumers price perceptions and may be difficult to decide (Kazmi and Batra, 2008). Such promotions can gaining the perception of consumers among similar brands and also encourage unplanned buying. Packaging establishes a direct link with the consumers at the point of purchase as it can very well change the perceptions they have for a particular brand. A product has to draw the attention of the consumers through an outstanding packaging design. Earlier packaging was considered only a container to put a product in, but today, research in to the right packaging is beginning at the product development stage itself. Packaging innovation has been at the heart of Daburs attempt to rap with the urban consumers. It spends large sums annually on packaging research.-We have been laying emphasis on aesthetics, shelf appeal and convenience for consumer says Deepak Manchandra, manager packaging development 2.4 Colgates event and donation Colgate will organize different events and donations to attract the new consumers. It is also to publicize Colgate by attracting media coverage and increase reputation from the public. For example, Colgate will organise free dental check-ups for public every years. Colgate also supplies toothbrushes and toothpaste to participants nationwide (Firestein, 2011). Therefore when people think about oral hygiene will automatically associates to products of Colgate.

2.5 product trial sample When launching a new product, free sample of Colgate Total toothpaste is given. In addition, consumers will receive some advice from the dentists when they do shopping in big supermarkets in order to inducing trial behaviour. Therefore, consumers will receive the strong positive attitude towards the Colgate Total brand. Product trial involves actually trying or using a product (Kardes, 1999). As stated by Peter and Olson (1996), trial ability refers to the degree to which a product can be tried on a limited basis or divided into small quantities for an inexpensive trial. According to Schindler (1988), a price promotion that is designed to evoke attributions of responsibility could be expected to appeal to consumers more than one that does not evoke suck attributions, and thus have a greater ability to create product trial among consumers. Product trial can be induced by promotions such as in-store demonstrations; they lower the customers perceived risk (Blattberg et al., 1981). Wayne (2002) finds a link between sales promotion and product trial. In order to justify how consumers will respond to new products or to promote sales of existing products marketers use several sales strategies including, free samples, coupons, discount, rebate, money-back guarantee and the (free) product trial. De Groot et al. (2008), with a product trial consumer are allowed to experience a product for a fixed period, the trial period. After the trial period they decide whether to buy the product or not. Product information thus becomes available before the purchase decision. Once a product has been bought the purchase normally cannot be undone. Product trail is the high reliability of direct experience. Information is accepted better when it is obtained from firsthand experience such as trial than when obtained by other indirect sources such as advertising (Smith and Swinyard, 1983; Wright and Lynch, 1995; Fazio and Zanna, 1981).