Colgate nutrimilk

TABLE OF CONTENTS

Executive Summary……………………………………………………………………………………3

Project Objectives……………………………………………………………………………………..4

Company Overview…………………………………………………………………………………. 4

Nutrimilk Overview…………………………………………………………………………………….5

Market soap in Mexico……………………………………………………………………………….7

Nutrimilk Marketing Mix……………………………………………………………………………….8

Competitive Analysis………………………………………………………………………………..10

Customer Research…………………………………………………………………………………..11

Recommendations…………………………………………………………………………………...13

Conclusions…………………………………………………………………………………………….15

Bibliography…..………………………………………………………………………………………..17

TABLE OF CONTENTS

EXCECUTIVE SUMMARY

Along of this investigation we analyzed Colgate- Palmolive Nutri-milk soap brand, focused in the performance of product and provided relevant recommendations.Nutri-milk was launched in 2005 by Colgate S.A de C.V Mexico; it is a soft soap with specific properties for the skin. It is congruent with the trends and of functionality.

Nutri-milk target market is women between 25 to 45 that consider having a buy a functional brand and wanting a softness skin.

We consider the two major competition brands such as: Dove and Camay, we chosethese brands because play in a similar arena; similar target market as Nutri-milk.

The numbers of the industry represent a mature product in a high competitive industry in which mainly two multinational brands, which are competing to gain more market share offering a product with no differentiation.

The movement of this brand in the market is low but with a grow in the past few years.We make a marketing research to know more about the consumer’s preferences and the awareness of the brand, taking in to account the results we provide some recommendations.

The key issues identified for the Nutrimilk brand include:

• Lack of Promotion
• The brand is not positioned in the market

According to the information given and the key findings of the surveys done,the recommendations for the Nutrimilk brand include:

• Repositioning the brand.
• Strong Integrated Marketing Campaign targeting brand repositioning

OBJECTIVES

• To provide an overview and an analysis of the soap market in Mexico today

• To provide an analysis of the soap category segment served by Nutri Milk

• To provide an analysis of the performance ofNutri-Milk in Mexico (2005-9)

• To provide a detailed competitive analysis of Nutri-Milk in Mexican market

• To provide consumer research on the positioning of Nutri-Milk in the Mexican market

• To provide analysis and recommendations for the enhancement of Nutri Milk marketing strategy in Mexico.

1.0 COMPANY OVERVIEW

1.1 Company Description

Colgate-Palmolive is amultinational company present in two hundred twenty two countries and territories. Their main activity is the fabrication, distribution and sale of personal care and hygiene products. The three biggest categories of personal care in which Colgate-Palmolive participates are: oral care, personal care, and home care. They also have developed an important presence in pet nutrition. There areinternationally separated in 4 divisions: North America, Latin America, Europe/ South Pacific, and Greater Asia/Africa, plus a totally separated division of Hill’s Pet Nutrition.

1.2 Colgate-Palmolive Mexico

Mexico is part of the Latin American Division which represents 27% of the total percentage of sales of the group. In Latin America the core products during 2008 were Colgate TotalProfessional Sensitive and Colgate Max White toothpastes; Colgate 360 degrees Deep Clean manual toothbrush, Colgate Plax Ice Mouthwash, and Suavitel Magic Moments.

Colgate Palmolive started operations in Mexico in 1925, their core line of products was related to home care. In Mexico the company revolutionized the way Mexicans cleaned their garments, this...