Unit 3 – P2
Promoting a Brand
Cesar Felix Audi, Legaspi
For this assignment I will assess the marketing mix for a selected branded product
Product – my product is Colgate Cavity Protection, which is put inside a red box and it is
labelled. There is also colour white box which is another type of toothpaste, but the brand is still
Colgate.
Price – The Colgate Cavity Protection is mostly £1, but it depends on what store sells it. The
price differs as some stores have it on sale. In Waitrose they sell this toothpaste for £1 or £1.34
per 100ml.
Place – The toothpaste is sold everywhere, it can be found in Tesco’s, ASDA, Morrison’s and
many more. A big large amount of customers would buy Colgate for their toothpaste.
Promotion – The customers are informed about this product by advertisements through the
television, newspapers, magazines, leaflets and many more. Some customers will just see it in a
shop alongside with different brands of toothpastes.
What does the customer want? The customer wants toothpaste that can keep their teeth clean
and healthy. Some customers also want their teeth whitened, and Colgate whiten their teeth in
14 days depending on how many times the customer is consistent in keeping their teeth clean
and healthy.
How and where will the customer use the product? The customer will put a certain amount
on a toothbrush, and then they will brush their teeth. They will usually use this when they wake
up during morning and before they go to bed.
What are the features that meet the customer needs? It can keep their teeth clean and
healthy. It is a worldwide product which makes it known to the people.
How is the product different to that of the competition? The product is different from other
competition, because it was one of first toothpastes that came out. It was first sold by the
company in 1873 and it was the first toothpaste in a collapsible tube in 1896, because in New
York it was sold in glass jars 1873.
Market penetration pricing – The Colgate company could set a low price to attract new
customers. This is a good strategy, as this is most effective in increasing market share and sales
volume while discouraging competition.
Market skimming pricing – Price skimming is a technique that a company charges their
highest initial price that customers will pay. If the customers are satisfied, then the company can
lower their price.
Market product-line pricing – The Company could set different types of toothpaste for
example: Colgate for healthy teeth and Colgate for teeth whitening. The price can differ and this
is also effective, because the customer will know the quality differentials.
Promoting a Brand
Cesar Felix Audi, Legaspi
For this assignment I will assess the marketing mix for a selected branded product
Product – my product is Colgate Cavity Protection, which is put inside a red box and it is
labelled. There is also colour white box which is another type of toothpaste, but the brand is still
Colgate.
Price – The Colgate Cavity Protection is mostly £1, but it depends on what store sells it. The
price differs as some stores have it on sale. In Waitrose they sell this toothpaste for £1 or £1.34
per 100ml.
Place – The toothpaste is sold everywhere, it can be found in Tesco’s, ASDA, Morrison’s and
many more. A big large amount of customers would buy Colgate for their toothpaste.
Promotion – The customers are informed about this product by advertisements through the
television, newspapers, magazines, leaflets and many more. Some customers will just see it in a
shop alongside with different brands of toothpastes.
What does the customer want? The customer wants toothpaste that can keep their teeth clean
and healthy. Some customers also want their teeth whitened, and Colgate whiten their teeth in
14 days depending on how many times the customer is consistent in keeping their teeth clean
and healthy.
How and where will the customer use the product? The customer will put a certain amount
on a toothbrush, and then they will brush their teeth. They will usually use this when they wake
up during morning and before they go to bed.
What are the features that meet the customer needs? It can keep their teeth clean and
healthy. It is a worldwide product which makes it known to the people.
How is the product different to that of the competition? The product is different from other
competition, because it was one of first toothpastes that came out. It was first sold by the
company in 1873 and it was the first toothpaste in a collapsible tube in 1896, because in New
York it was sold in glass jars 1873.
Market penetration pricing – The Colgate company could set a low price to attract new
customers. This is a good strategy, as this is most effective in increasing market share and sales
volume while discouraging competition.
Market skimming pricing – Price skimming is a technique that a company charges their
highest initial price that customers will pay. If the customers are satisfied, then the company can
lower their price.
Market product-line pricing – The Company could set different types of toothpaste for
example: Colgate for healthy teeth and Colgate for teeth whitening. The price can differ and this
is also effective, because the customer will know the quality differentials.
