Colgate is a Colgate Palmolive product line manufacturer, which produces, markets, and distributes oral care products like toothpaste, toothbrushes, mouthwash, and dental floss. In the year of accelerating growth, 2018, net revenues increased by 1.0 percent, whether from organic or net sales. The companys goal is to make the world a better place by providing oral healthcare knowledge and services. Finding more environmentally friendly ways to produce goods and packaging uses less plastic, water, and waste. Consumers are looking for more natural and sustainable goods, high growth opportunities across the board. Organic sales development in the toothpaste segment drove the rise in oral care products, followed by mouthwash. As a result, the focus is on toothpaste and mouthwash. Maintaining Colgates market and trade partner image is vital to selling its branded goods. Regulatory and Quality policies, such as Ethics and Compliance, Sustainability, Brand Security, and Product Safety, are used to protect and retain brand integrity. Negative publicity about its products, supply chain, ingredients, packaging, or staff, whether justified or not, can damage the brands image. Colgates branding approach strategy , the organizational structure, financial analysis, control application system , and the staff skillstyle follow ethical leadership. The CSR concepts shared values, including ethical responsibility to consumers customer centered approach , environmental responsibility to the society, and ethical leadership to its employees, are at the heart of the 7s Model. Thus, this case study proposes strategic management branding of Colgates oral care products through corporate social responsibility CSR . Supaprawat Siripipatthanakul | Dr. Karin Sixl-Daniell "Strategic Management in Oral Care Product Market: A Case Study of Colgate-Palmolive (Thailand) Limited" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd44974.pdf Paper URL: https://www.ijtsrd.com/management/marketing/44974/strategic-management-in-oral-care-product-market-a-case-study-of-colgatepalmolive-thailand-limited/supaprawat-siripipatthanakul
International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 5 Issue 5, July-August 2021 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD44974 | Volume – 5 | Issue – 5 | Jul-Aug 2021
Page 851
Strategic Management in Oral Care Product Market:
A Case Study of Colgate-Palmolive (Thailand) Limited
Supaprawat Siripipatthanakul, Dr. Karin Sixl-Daniell
Manipal Global NXT University, Malaysia
ABSTRACT
Colgate is a Colgate-Palmolive product line manufacturer, which
produces, markets, and distributes oral care products like toothpaste,
toothbrushes, mouthwash, and dental floss. In the year of accelerating
growth, 2018, net revenues increased by 1.0 percent, whether from
organic or net sales. The company's goal is to make the world a better
place by providing oral healthcare knowledge and services. Finding
more environmentally friendly ways to produce goods and packaging
uses less plastic, water, and waste. Consumers are looking for more
natural and sustainable goods, high-growth opportunities across the
board. Organic sales development in the toothpaste segment drove
the rise in oral care products, followed by mouthwash. As a result,
the focus is on toothpaste and mouthwash. Maintaining Colgate's
market and trade partner image is vital to selling its branded goods.
Regulatory and Quality policies, such as Ethics and Compliance,
Sustainability, Brand Security, and Product Safety, are used to
protect and retain brand integrity. Negative publicity about its
products, supply chain, ingredients, packaging, or staff, whether
justified or not, can damage the brand's image. Colgate's branding
approach (strategy), the organizational structure, financial analysis,
control application (system), and the staff-skillstyle follow ethical
leadership. The CSR concept's shared values, including ethical
responsibility
to consumers
(customer-centered approach),
environmental responsibility to the society, and ethical leadership to
it