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Colgate Product Life Cycle

Colgate was founded in 1806 and launched its first packaged toothpaste in 1896, marking the beginning of its product life cycle. The brand experienced significant growth and maturity through innovative product variations and strategic mergers, particularly with Palmolive. Despite facing competition and market saturation, Colgate maintains strong sales due to its established reputation and ongoing consumer loyalty.

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12 views3 pages

Colgate Product Life Cycle

Colgate was founded in 1806 and launched its first packaged toothpaste in 1896, marking the beginning of its product life cycle. The brand experienced significant growth and maturity through innovative product variations and strategic mergers, particularly with Palmolive. Despite facing competition and market saturation, Colgate maintains strong sales due to its established reputation and ongoing consumer loyalty.

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ScribdTranslations
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Product life cycle

COLGATE

Historical review

In the year 1806, William Colgate founded the company by opening a factory of
starch, soap, and candles on Dutch Street, in the city of New York. In 1873
the first toothpaste is produced, being of an aromatic character and
packed in jars. In 1896. The first packaged toothpaste is manufactured in
1906. On the 100th anniversary of its founding, the company already has a
product line that includes various soaps for laundry washing,
160 different varieties of bath soaps and 625 perfumes.

The TOTAL 12 toothpaste was launched on the market in December 1997.


in tubes.

Life cycle analysis.

Introduction stage: the launch of Colgate toothpaste was in the


In 1896, this toothpaste was the first to be packaged in similar tubes.
to those that are currently used and were put on the market by Colgate,
although products with similar features had already been launched,
having similarly received a great welcome from the beginning.

Growth stage: the increase in popularity and sales of the


Colgate toothpaste was so big and noticeable, it made this company
will cross borders and start marketing its products, being
both the rise of this toothpaste and of products from another company,
Palmolive, which decided to merge their companies and create three more years.
Afternoon Colgate Palmolive Company.
Maturity stage: due to the release of new versions and improvements
of this product which included innovative presentations, flavors and
different ingredients that offered consumers something new and
different from what the competition presented, it was also considerable the
increase in demand for that product presented to the market
in addition to the following formats Colgate gel, Colgate tartar control, among others.

They have always sought to be an innovative company but with


count the maximum consumer audience.

Decline stage: although at this moment there is a great variety of


products of this type in the market that offer the same at better
prices, the sales of Colgate toothpaste have not been seen as much
affected as it could be since the majority of people prefer
buy a product from a recognized and established brand even though
be a little more expensive.

General analysis:

Colgate promotes programs such as sports, health, education among


others; whose aim is to strengthen and position their products in the long term.
deadline.

Brand strategy

Colgate is characterized by strengthening living conditions of the


collaborators, clients, and suppliers manufacturing excellent products
quality. Sold only in independent supermarkets and chains.
Sold to the consumer as a specialized cream and recommended by
dentists.
Members:

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