Colgate-Palmolive Essay -- Business, Oral Hygiene

Companies use promotional strategies to gain customers and sales. Colgate-Palmolive use different strategies to help increase their sales. While many companies have decreased advertising spending Colgate-Palmolive is one company that has increased advertising spending (Neff & York, 2008). This paper will discuss the current promotional strategies of Colgate-Palmolive. This paper will also discuss the integrated marketing communications (IMC) and make recommendations for the strategies used. Current Promotional Strategies According to Kotler and Keller (2009) â€Å"sales promotion is a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.† Colgate-Palmolive offers several promotions to increase sales. Consumers can find coupons and special offers on the company’s website. Consumers can also find sweepstakes and special promotions on the company website (Colgate, 2011). The company uses point of purchase displays to gain those impulse buyers. The company also provides free samples to dentists and other institutions. IMC There are several forms of communication that companies use to sell and brand their product. The company has relied heavily on broadcast advertisements. Commercials have been their main source of advertisement and where most of the advertising budget is used. The company also uses print advertisements in magazines and newspapers. In store displays and point of purchase displays are an advertising tool that the company has used too. The company found that point of purchase displays produced a higher percentage of sales (Quelch & Laidler, 201... ... consumers are not aware of what organizations the company is involved with and the many ways the company gives back to the community. More and more consumers want to purchase items from a company that is a friend to the environment and gives back to the community. Conclusion The company does not only focus on innovative products, but also look for innovative ways to advertise. The company has used traditional methods of advertising such as television commercials and magazine advertisements. The company also uses coupons to give customers incentives to buy their product. The company’s advertising has been very successful, but could use a little improvement. Not many consumers are aware of all that the company does and offers in the community. By spreading the word on the different charities and organizations the company could gain more recognition.