Product Market Focus

5. Product Market Focus

Under the section of Colgate Palmolive’s product market focus, it describe the five years marketing and product objectives for the company in oral cares products lines, analyse the target markets in oral cares field, identify the points of difference with their competitors, and positioning of Colgate Palmolive oral cares product lines.

-Marketing and Product Objectives:

A marketing plan objective is a statement that identifies the company marketing intentions, goals, and the activities to attain their aims. A well-defined objectives serve as a measure for the company marketing plans success, it help the company to stay focused and consistent throughout the marketing plan, and it also serve as a motivational tool if the goals specified are attainable and challenging. Furthermore, for Colgate Palmolive, the marketing and product objectives will be categorized into three main phases, which the objectives will vary from pre-encounter, through encounter, and post-encounter. It is important for Colgate to identify their marketing and product focus in each phase in order to plan for activities which enable Colgate to attain their objectives in long run.

For instance, Colgate marketing and product objectives will work within the framework of SMART objectives which enable the company to constant monitor its marketing plan and make sure it fit their objectives at all time. Likewise, a supportive way to be S M A R T when reviewing the marketing plan objectives are to be Specific, Measurable, Achievable, Realistic, and also Time specific.

Firstly, in the pre-encounter stage, the marketing objectives for Colgate in oral care products lines will focus on raising awareness, create interests for customers to induce first purchase of the products, and also educating the consumers on the products knowledge to identify their needs and problems before they purchase the products. Hence, to ensure the objectives is attainable, Colgate will outsource the pre-encounter stage projects to experienced agency by hire people who are well trained on Colgate products knowledge in order to serve as oral care consultants who station on retail outlets to create the brand awareness and also assist the customers directly.

For instances, the oral care consultants will be the first person who deal directly with the customers. Therefore, to ensure the objectives of pre-encounter stage is achievable, the oral care consultants should not focus too much on hard push the sales. Conversely, they should have the ability to identify the customers’ needs and problems then recommend them with the suitable products in order to cater their needs. In addition, the oral care consultant should be able to create brand awareness and have the products knowledge to deliver the information to the potential customers and get them to try on Colgate products.

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