Building on its strengths: Colgate has been shopping for brands that could open up new markets in old categories

Article Abstract:

Is packaged goods marketer Colgate-Palmolive Co perturbed by rival Proctor and Gamble's (P&G) move to everyday low pricing? Quite the contrary. While conceding P&G's dominance over the domestic market, Colgate feels that its strength lies in targeting select products, such as toothpaste, soap, detergent, household cleaners and petfood, and then establishing a global market presence in these areas. As a result, the company's international market share of toothpaste, a key Colgate product, is 43%, compared to 29% ten years ago.

Holding companies, not elsewhere classified, Management, Consumer goods industry, Target marketing

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The cash flows in cosmetics

Article Abstract:

A overview of the marketing strategies of the cosmetics industry is presented. Maybelline Inc has introduced new products, redesigned its packaging, and almost doubled its budget for advertising. Revlon has increased its advertising by 50%, signed models Claudia Schiffer and Cindy Crawford, and created new lines for teens and African-Americans. Procter and Gamble Co, the industry leader, has done a makeover of the Cover Girl line, including a substantial increase in advertising, and has given a facelift to the Clarion line.

Pharmaceutical preparations, Sanitary paper products, Industry Overview, Cosmetics industry, Procter & Gamble Co., Revlon Inc., PG, Maybelline Inc., REVI

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Colgate buys its way back into the game

Article Abstract:

Colgate-Palmolive Co has acquired The Mennen Co for $670 million. The merger presents fantastic opportunity for Colgate, since Mennen's strong brands, coupled with Colgate's marketing and distribution network, will enable Colgate to expand into new areas, like the deodorant and baby-care markets. Mennen for some time has been squeezed by the concentration of power in the toiletries/personal-care industry. Colgate, too, has lost its ability to enter new markets.

Mergers, acquisitions and divestments, Toiletries industry, Company Profile, Mennen Co.

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