Running head: MARKETING STRATEGIES OF TOOTHPASTES

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Marketing Strategies of Four Leading Brands of Toothpaste Jennifer Glascock Averett University BSA 310 Principles of Marketing Dr. John Guarino October 19, 2010

Workshop #5

MARKETING STRATEGIES OF TOOTHPASTES

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Table of Contents Abstract…………………………………………………………………………………4 Marketing Strategies of Toothpastes…………………………………………………...5 Crest…………………………………………………………………………………….5 History………………………………………………………………………………5 Types………………………………………………………………………………..6 Pricing………………………………………………………………………………6 Target Markets……………………………………………………………………...6 Advertising………………………………………………………………………….7 Colgate………………………………………………………………………………….7 History………………………………………………………………………………7
MARKETING STRATEGIES OF TOOTHPASTES

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Advertising Advertising is important to any products success. Whether it is on a television, magazine, or free samples at the store- Crest has determined that advertising helps sell their products. Crest uses clean, attractive participants for their advertisements. They all have beautiful smiles and that is what everyone desires. Even though the results of some of their products may not compare to the smiles of the participants the consumers still associate beautiful smiles with Crest. They also present their products in colorful, designed packages to prevent their product from blending in and to help attract the consumers.

Colgate
Palmolive also created another popular toothpaste- Colgate. Colgate has been around the longest of these four types. Colgate has become popular and is a staple in the toothpaste market, but it is not advertised as heavily as Crest. On the Colgate website they use the slogan, “Everything you need for a bright, beautiful, healthy, Colgate smile” (Colgate, 2010b). They also offer products for adults and children. History In 1873, Colgate first started introducing its toothpaste in jars. It was not until 1896 that Colgate introduced its toothpaste in collapsible tubes (Colgate, 2010a). In 1908 they decided it was time to change the tube while making the