2 Due to the above reasons, our group decided to have a reserch on the topic "Evaluating the current situation and building a marketing strategy for Colgate toothpaste products".. Colgat
Introduction
The market in general and the toothpaste market in Vietnam, in particular, are always fluctuating, leading businesses to always face opportunities and challenges
To survive and grow sustainably, businesses must continuously research and implement strategies to boost their product competitiveness Colgate Palmolive's toothpaste range exemplifies this, showing how a leading consumer goods company leverages innovation, quality, and value to maintain a strong competitive edge in the market.
As society and the economy expand, consumer demand for high-quality oral care products, especially toothpaste, grows, pushing producers to continually improve formula, safety, and effectiveness Consumers seek toothpaste that whiten teeth, eliminate germs, and prevent bad breath while protecting enamel, gum health, and overall oral hygiene With a wider array of foods and meals, hidden bacteria can contribute to foul breath and enamel erosion, fueling demand for trusted dental care solutions The toothpaste market remains crowded with many brands and variants, yet the standard remains strong teeth and healthy gums, prompting brands to differentiate through efficacy, safety, flavor, and value Businesses must navigate competition and the evolving COVID-19 landscape, and those who seize opportunities and adapt can stand firm in adversity Understanding the factors that shape consumer buying behavior—perceived effectiveness, safety, taste, price, brand trust, and convenience—is essential for succeeding in the oral-care market.
When manufacturers conduct thorough research, understand consumer needs, and translate those insights into marketing decisions, they can better serve customers and achieve higher profits Currently, there are claims that Colgate toothpaste products contain carcinogenic substances, which has created consumer confusion and damaged the brand's reputation, revenue, and profitability These impacts reduce competitiveness and highlight the need for measures to restore trust, ensure product safety, and strengthen market performance.
Due to the above reasons, our group decided to have a reserch on the topic
"Evaluating the current situation and building a marketing strategy for Colgate toothpaste products".
Company profile
Colgate-Palmolive is a $17.1 billion global consumer products company with operations in more than 200 countries and territories Based in the United States, it fuels growth with strong global brands across four core segments: oral care, personal care, home care, and pet nutrition The company’s growth strategy targets market-share gains in key products such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, home cleaners, fabric conditioners, and pet foods Colgate’s rise from a small candle and soap maker to a leading global firm results from aggressive acquisitions, persistent efforts to outpace U.S competitors, and early emphasis on expanding overseas where competition was lighter The Colgate brand is renowned for oral hygiene products, including kid-focused items alongside standard offerings, designed to prevent cavities and bacteria, with emblematic products like Colgate toothbrushes with soft bristles and well-known toothpaste and mouthwash.
Colgate toothpaste first entered Vietnam in 1995 through the Son Hai company, owner of the Da Lan brand, and in 1998 Colgate-Palmolive acquired a 30% stake in Son Hai to form a joint venture At that time, P/S accounted for 65% of the market and Da Lan for 30% Today, Vietnam’s toothpaste market is led by Unilever with a share over 65%, while Colgate sits at about 25% and P&G with Crest is comparatively weaker On the world stage, Colgate-Palmolive holds about 45% of the toothpaste market, with Unilever around 9% and P&G about 15%.
Marketing environment in Vietnam
The Microenvironment
Colgate Palmolive began operations in Vietnam on March 23, 1996
Colgate maintains manufacturing and commercial operations in Vietnam across Oral Health Care, Personal Care, and Laundry Care, offering a diverse product portfolio that includes toothpaste, toothbrushes, mouthwash, soap, and shampoo, among other essentials.
Colgate employees in Vietnam and around the world embrace three core business values—caring, global teamwork, and a commitment to continuous improvement—values that are reflected in the quality of our products, the strength of the company’s reputation, and our ongoing dedication to supporting the communities where we operate.
Most raw ingredients and packaging materials are sourced from external suppliers across multiple countries, enabling broad procurement but adding supply-chain complexity Introducing new suppliers for certain materials may require meeting industry, government, and Colgate standards, which can add cost and lead time The qualification process is especially burdensome for specialized materials, where compliance requirements can be lengthy and costly Many commonly used commodities—such as plastics, pulp, essential oils, tallow, tropical oils, maize, and soybeans—are price-sensitive and can influence overall production costs.
Colgate's supplier management program comprises a comprehensive audit of suppliers' facilities and operations, ensuring quality and service excellence through a rigorous audit process and a toolkit for assessing and communicating with suppliers The program is used to qualify both current vendors and new suppliers, helping Colgate maintain high standards across its supply chain.
Figure 3 1: The graph shows the percentage of suppliers for Colgate in each sector
Most of big resellers in Vietnam have Colgate products: Vinmart, AeonMall, Coopmart, …
Figure 3 2: The graph shows Colgate’s market share by number of retailers
Colgate partnered with Coopmart in April 2019 to launch a general-audience minigame linked to the purchase of Colgate products, and in March 2020 Colgate joined forces with Vinmart to distribute vouchers to customers for Colgate purchases.
Figure 3 3: Combination program between Vinmart and Colagte
According to Triton Market Research, the oral care market in Vietnam is expected to develop at a CAGR of 4.19 percent between 2019 and 2025
In Vietnam, consumers are willing to pay a premium for high-end dental products that deliver unique benefits like pain relief, whitening, and gum health Whitening and sensitive-tooth offerings have emerged as key value drivers in oral care, fueled by higher living standards and rising demand for dental solutions Consumers also perceive these advanced products as protective and corrective for dental issues, a perception reinforced by proactive marketing campaigns from leading brands.
Vietnam has long been characterized by a larger network of resellers than supermarkets, a phenomenon commonly called the “grocery store” pattern Vietnamese consumers favor these small neighborhood shops for everyday items such as toothpaste, toothbrushes, and soap, instead of shopping at larger supermarkets This shopper behavior has helped boost Colgate product consumption, as these outlets become a key channel for routine oral-care purchases.
In Vietnam, Colgate’s main rival is Unilever, the world’s largest FMCG group, which invests heavily to reach rural and remote communities, a strategy that positions those areas as Vietnam’s most lucrative growth opportunity in the coming years Colgate also faces competition from local brands such as Dai Viet Huong and Aloe, as well as a broad range of international brands and specialized oral-care products in metropolitan areas where consumers are willing to spend more on dental care, including premium lines like Sensodyne.
Foreign toothpaste makers imported by Vietnamese firms are smaller rivals The market penetration strategy is the primary approach employed by these businesses Their primary objective is to grow the market rather than to maximize profits To do this, most of these businesses begin by focusing on market niches where large rivals aren't interested, such as toothpaste for children, toothpaste for smokers, and toothpaste for tea drinkers
Colgate is embroiled in a scandal over the presence of triclosan, a carcinogen, in their Colgate Total toothpaste, which could harm the company's reputation Colgate-Palmolive, on the other hand, coordinated toxicological tests including triclosan, and the Food and Drug Administration “ultimately judged it was safe and effective.” In addition, F.D According to a spokesperson, toothpaste containing triclosan can help reduce plaque and gingivitis.
Macroenvironment
Vietnam’s population as of December 31, 2020 was 97,757,118, an increase of 876,475 from 96,903,947 the previous year Natural population growth was positive, with births exceeding deaths by 945,967, while net migration reduced the population by 69,492 The total sex ratio stood at 0.997, or 997 men per 1,000 women, which is lower than the global sex ratio in 2020 of about 1,017 males per 1,000 females.
- 23,942,527 adolescents under 15 years old (12,536,210 boys / 11,406,317 girls)
- 65,823,656 people aged 15 to 64 years (32,850,534 boys / 32,974,072 female)
- 5,262,699 people over 64 years old (2,016,513 men / 3,245,236 women) Life expectancy:
- The average life expectancy of men is 71.4 years
- The average life expectancy of women is 79.6 years
Literacy: 94.52% of the adult population (aged 15 years and over) in Vietnam can read and write
Vietnam’s GDP in the fourth quarter of 2020 rose, but at the slowest pace among the four quarters in the 2011–2020 period, as the Covid-19 outbreak was contained The economy gradually resumed normal operations, and the Vietnam–EU Free Trade Agreement, which took effect on August 1, 2020, provided an additional boost As a result, Q4 2020 GDP expanded compared with Q3 2020.
EU Free Trade Agreement, which went into force on August 1, 2020, has provided a boost GDP increased in the fourth quarter of 2020 compared to the third quarter of
2020, which was a positive sign for the economy
According to Kantar's 2020 report, Vietnam’s FMCG sector introduced about 9,988 new products—nearly 10,000—roughly 30 launches per day The surge reflects the pandemic’s impact on consumer lives, behaviors and needs In earlier years, firms tended to optimize existing lines because launching an entirely new brand required more time, investment and effort from ideation to marketplace execution; yet in 2020, with consumer demand shifting sharply, more new products hit the market.
During the COVID-19 pandemic, a notable positive side has been a substantial reduction in greenhouse gas pollution driven by social distancing and lockdown measures In Vietnam, two weeks of quarantine reduced citywide pollution in Hanoi and Ho Chi Minh City, with the latter’s air quality index often in the yellow (moderate) range and citywide maps showing yellow measurement points interspersed with blue (good) areas By the last day of March in Hanoi, the average AQI was 47, placing air quality in the “good” category for health, while about a month earlier Hanoi recorded PM2.5 at 104.3 µg/m³—ten times the WHO guideline of 10 µg/m³ and about five times the national standard As mobility restrictions persisted, PM2.5 levels dropped nearly tenfold to 11.5 µg/m³, approaching WHO-recommended levels.
To continue supporting businesses, the Ministry of Finance will keep closely monitoring the situation and deploying the next round of relief measures In the near term, it aims to reduce the environmental protection tax on jet fuel by about 900 billion VND, review and cut a number of fees and charges by about 1,000 billion VND, and submit to the Government for guidance on including these items as deductible expenses for enterprises It also plans to organize expenditures to support and finance Covid-19 prevention and control activities, estimated at about 170 billion VND, and to submit to the Government for promulgation a decree to continue extending the tax payment deadline The land rent in 2021 is estimated at 115,000 billion VND.
Oral care has long been a priority for Vietnamese people, echoed by the idiom “Cái răng cái tóc là gốc con người” (the teeth and hair are the roots of a person) With rising living standards, the population is increasingly willing to invest more in healthcare, especially oral care People now purchase essentials like toothpaste and toothbrushes—and even soap—driven by greater health awareness Many shoppers prefer to buy these items at local grocery stores or chains like Bach Hoa Xanh rather than at traditional supermarkets.
Vietnamese culture offers a rich and diverse cultural environment that forms a complex, multidimensional tapestry of social relationships and phenomena It is a dynamic system that welcomes new ideas, fuels discovery and invention, and continually reshapes everyday life At the same time, it presents numerous challenges and temptations that require individuals, families, and communities to stay vigilant to avoid missteps This environment supports both tradition and modernization, encouraging a balance between heritage and openness to innovation Navigating it effectively means embracing curiosity and discernment, so progress can flourish while staying grounded in core values.
SWOT Analysis
High market share: Colgate has successfully maintained its market share and gained loyalty customers in Vietnam thanks to its deep penetration
Effective marketing methods include dynamic television and print advertising, ecommerce, a sale campaign, Colgate's Bright Smiles, Bright
Futures program, and Oral Health
Catch up with Vietnamese trends
Innovative products: Colgate's strong R&D skills and collaborations enable the company to consistently develop products to fulfill client requests
With the development of E- commerce and international trade, Vietnamese people easily access the oral care international market They would buy diverse oral care products from many countries
The company's reliance on a single segment is substantial
Fake items are sold under the Colgate brand name
The market is saturated, with many local and national companies competing for share in the personal and oral care sector As competition intensifies, margins shrink and opportunities for expansion become limited Colgate’s toothpaste line sits at the center of this landscape, with the category so dominant that the Colgate name has become the primary identifier for toothpaste products This brand dominance makes it harder for Colgate’s other products to gain visibility in a crowded market.
High cost for manufacturing leads to lower profits Moreover, this makes products of Colgate more expensive than those of other brands
Increasing awareness of the importance of oral hygiene: due to today's beauty standards, many
Colgate competes in a crowded global oral care market, facing a wide range of multinational brands and local players Consumers want an ideal smile—bright, immaculate, and healthy teeth—which drives rising demand for oral care products As a result, people invest more in toothpaste, toothbrushes, and related dental hygiene solutions, pushing brands to innovate and differentiate to capture market share.
- Huge population: Vietnam is now ranked 14th in the Worldometers population ranking
Customers have more requirements and demands as a result of more people, which gives the organization additional opportunity to grow
Vietnam's urbanization efforts are beginning to pay off in rural areas, where consumers increasingly prioritize quality over price This shift broadens Colgate's access to rural markets and improves the ease of distributing its products there By aligning with these changing buyer preferences, Colgate can strengthen its presence and drive sales in Vietnam's expanding rural customer base.
More and more consumers are shopping at modern retailers like Vinmart and Bach Hoa Xanh, creating an opportunity for Colgate to broaden its distribution through these channels By increasing shelf presence, expanding product ranges, and running targeted promotions with these resellers, Colgate can capitalize on this trend and reach more customers in the growing modern-trade segment.
By employing modern technologies, Colgate can focus on innovation and new product releases
Colgate's major competition is Unilever and Sensodyne Unilever is also the market leader in mouth hygiene in Vietnam
With the development of E- commerce and international trade, Vietnamese people easily access the oral care international market They would buy diverse oral care products from many countries
Colgate Pal molive’s S – T - P Strategy in Vietnam
Segmentation
Colgate-Palmolive offers a broad range of toothpaste tailored to diverse oral health needs and goals The company continually launches new and improved products to satisfy a wide variety of customers seeking better dental care In its market, Colgate-Palmolive serves four distinct customer segments, reflecting targeted product development and audience-specific solutions.
Geographic segmentation guides Colgate's global strategy, with a presence in more than 200 countries and product assortments tailored to each market In Vietnam, for example, about 15 distinct toothpaste varieties are offered, while the United States features 16 varieties and the United Kingdom offers 22 Colgate-Palmolive remains committed to its worldwide brand, investing substantial research to adapt and promote products to the appropriate markets.
Cogate considers demographics such as age, gender, and social status in its market approach The brand offers a large selection of items and divides its market into adult and child segments to ensure relevant options for every group The adult range is broad and tailored to consumer preferences, including whitening toothpaste and formulas designed for sensitive teeth and gum sensitivity, reflecting Cogate’s commitment to meeting diverse oral care needs.
The article describes an age-based marketing approach that segments children into four groups—0-2, 2-5, 5-8, and 8-12 years old—with messaging and product lines tailored to each developmental stage It highlights that, since this group is new to oral care, brands market fluoride-free toothpaste to newborns and toddlers in the 0-2 years bracket For the oldest group, ages 8-12, the strategy focuses on fostering independence in brushing and guiding pre-teens toward age-appropriate toothpaste and oral-hygiene education.
We offer transitional toothpaste that supports the shift from childhood to adulthood while delivering excellent cavity protection In addition to toothpaste, we carry a range of dental care items for both young girls and adults, making it easy for families to find age-appropriate products in one place Our formulas blend gentle care with proven protection to keep smiles healthy at every stage.
Colgate uses segmentation based on customers' lifestyle, values, and personality to tailor its dental care offerings This approach lets Colgate target a diverse customer base with products designed to meet different dental health needs, including whitening toothpaste and toothbrushes for those seeking a brighter smile For consumers with sensitive teeth, Colgate offers Sensitive Pro-Relief toothpaste By aligning product lines with distinct consumer profiles, Colgate can deliver targeted messaging and effective solutions for whitening and sensitivity.
Behavior-based market segmentation groups consumers by how they buy and use products Colgate appears to categorize customers by their anticipated objectives: those seeking whiter teeth should use a whitening toothpaste, while customers with tooth sensitivity should choose a sensitivity-reducing formula Price is not a major differentiator since most Colgate products sit in a similar price range The company can leverage usage data as a marketing tool to tailor messaging and product recommendations to each segment.
Target markets
Colgate toothpaste targets the entire toothpaste market, drawing on its status as one of the earliest brands in the category Colgate Dental Cream has long been advertised as a synonym for toothpaste Colgate Total 12 claims to protect against germs and bacteria for 12 hours, reinforcing a message that brushing twice daily is beneficial With its variety of flavors, Colgate Max Fresh appears targeted at teenagers seeking a fresh taste Colgate Kids toothpaste is clearly aimed at children, reinforced by its name and packaging Colgate Advanced Whitening is designed to address plaque while promising whitening in just fourteen days Colgate Active Salt toothpaste targets customers who believe salt can help their dental health.
Positioning
Colgate aims to raise brand awareness and position itself as an indispensable daily essential by building a strong, memorable brand in the minds of consumers through a strategic set of core factors.
As a big brand: Colgate products are present in 223 countries around the world Colgate-Pamolive's revenue increased 4.96% in fiscal year 2020 compared to fiscal year 2019 to $16.47 billion
Figure 4 1: Revenue of Colgate Palmolive Company –
High quality: The product has been clinically tested, has protection for up to 12 hours, helps to remove maximum dental plaque, reduces gingivitis, improves breath, effectively avoids bad breath
- Product features with a unique formula including the main active ingredients triclosan, copolymers, sodiumflouride for long term and comprehensive protection.-
- Win the hearts of consumers: through programs with profound humanity.
Colgate Dental Cream is marketed as a toothpaste that provides calcium and minerals to help prevent decay, strengthen teeth, kill germs, and improve breath It positions itself as an "always 100 percent vegetarian" toothpaste in response to competition from indigenous vegetarian toothpastes, appealing to consumers seeking vegetarian oral-care options.
“Trusted by generations to make teeth stronger” is the tagline used in the commercials, clearly marketing the Dental Cream as a time-tested toothpaste and forging an emotional connection with consumers Colgate Total 12 is presented within this reliability-driven narrative, reinforcing its place as a dependable choice in daily oral care and stronger-teeth outcomes By tying family tradition to dental health, the campaign emphasizes proven results and long-standing trust in Colgate’s toothpaste lineup.
Colgate positions itself as the most advanced toothpaste by creating a protective shield around the teeth that provides 12-hour germ protection even after eating or drinking, reinforces trust with a trademarked formula, and claims to be the most dentist-recommended toothpaste Freshness is a core brand attribute for Colgate Max Fresh, highlighted by the tagline “A new dimension of freshness.” Colgate Kids Toothpaste appeals to emotions with the slogan “Makes fighting cavities fun,” targeting families and kids while communicating cavity protection.
Colgate Fresh Energy Gel marketing uses well-known cartoon characters like Tweety and Bugs Bunny to pair its flavors with children's perceptions, linking taste with familiar icons and reinforcing freshness as the core promise of a gel that delivers fresh breath and strong, white teeth while distinguishing itself from traditional toothpaste Its emotional positioning comes through in the packaging and advertising, notably with a photo of a couple, signaling an appeal to young, upcoming couples Colgate Advanced Whitening toothpaste is positioned around restoring natural whiteness and preventing stains, highlighting whitening and stain-prevention benefits Colgate Active Salt toothpaste competes in the gum-health space, focusing on claims to treat gum disease and promote gum and tooth health.
Colgate Palmolive’s Marketing – Mix Stragety in Vietnam
Product
Colgate is well know for oral care As part of its marketing mix product stragety, Colgate is known for toothpaste, toothpowder, mouthwash, and even toothbrushes
Colgate offers around 13 toothpaste varieties, including a new option for kids, with sizes ranging from 20 g to 300 g In addition to toothpaste, Colgate also sells toothpowder in semi-urban markets and mouthwash The brand's primary focus is on boosting teeth defense, with fluoride content playing a key role in preventing bacteria and maintaining strong teeth.
Colgate's corporate integrity guides every aspect of our products, from safety, efficacy, and quality to environmental sustainability We continually explore new ways to strengthen our portfolio's sustainability profile while delivering products that meet consumer needs and expectations Our ongoing focus is to reduce environmental impact across all offerings and maintain affordability for low-income consumers Product integrity also means aligning our products with community-improvement initiatives and making a positive difference beyond the shelf.
"Bright Smiles, Bright Futures" oral health education effort and our global hand washing campaign
Colgate has diversified its oral care lineup with varying flavors, packaging, and colors to meet evolving consumer needs and perceptions, and its strong branding strategy has helped it gain a significant market share in India's oral care sector The company continues to refine its branding to reinforce its identity, a move that has also proven effective in Vietnam where Colgate established itself as a prominent player As a result, Colgate emerged as the market leader with a substantial share across all segments of the oral care market, including toothpaste and tooth care.
In Vietnam, Colgate is one of two oral care brands that everyone believes in With the brand element:
+ URL: https://www.colgate.com.vn/
+Tagline: “NUMBER 1 BRAND, RECOMMENDED BY DENTISITS”
By including Oral Care packaging—toothbrush packaging included—in our recycling campaign, our overall packaging recyclability reaches 83 percent This figure excludes the recently acquired eltaMD, Filorga, Hello, and PCA Skin brands, as well as co-packers.
Colgate is advancing the transition to monomaterial flexible packaging and recyclable dispensing systems, addressing industry-wide challenges, while phasing out opaque PET bottles in favor of shrink sleeves with perforated tear tabs that guide consumers to remove the bottles.
Colgate aims to label and preserve its products with the least amount of packaging possible, prioritizing sustainable packaging and minimal material use The approach targets waste reduction at every stage of the product life cycle—from design and production to packaging and end-of-life—ensuring packaging is minimized and waste is reduced even when products and packaging are no longer in use.
5.1.6 Colgate’s product life cycle in Vietnam
Figure 5 2: Chart showing the life cycle of Colgate products in VN
Since entering the oral care market in Vietnam, Colgate has launched a series of toothbrushes and toothpastes and achieved certain successes so far However, in
Colgate faced health-safety scandals in 2014 that temporarily damaged its brand, allowing competitors like Closeup and other toothpaste and toothbrush brands to gain ground, but it has since maintained a dominant position in the oral-care market with a high market share and continued association with Closeup and PS (of Unilever); by 2021, Colgate ranked fourth in consumer trust for toothpaste and oral-care products.
Figure 5 3: Rate of love ang use of Colgate in VN
Price
Colgate Palmolive has the pricing strategy:
Colgate-Palmolive follows a competitive pricing policy within its marketing mix, pricing Colgate products in the same range as competitors or slightly higher to reflect a premium on specialist goods The brand targets a broad market by offering a wide range of SKUs to appeal to a diverse audience, with pack sizes that vary from 50 to 500 grams.
- Colgate often packages its toothpastes with toothbrushes and other by-product in order to make the deals appear more attractive to customers, beside that Colgate also sets a bundle pricing for combo of product, that is a more reasonable price for customer to select instead of choosing buy separate products
Colgate Maxfresh Mint toothpaste (230G) bonus Colgate toothbrush price 31.000- 43.000 VND (https://www.sosanhgia.com)
Combo 4 tubes Colgate Maxfresh Mint toothpaste (230G) bonus toothbrushes price 149.000 VND-159.000 VND (https://www.sosanhgia.com)
- Colgate Palmolive now has 5 main categorises of toothpaste with the price levels outstanding Colgate toothpastes were statistic in june, 2021 in VietNam (Table 5.2.1)
Colgate Toothpaste Products List Price
Colgate Total Activated Charcoal (190G) 40.000 VND
Colgate Maxfresh Green Tea (200G) 25.900 VND
Colgate Optic White Plus| Volcanic Toothpaste (100G) 27.000VND Colgate Kids Cavity Protection Toothpaste (80G) 26.000VND
Table 5 1: Colgate toothpaste price list updated in June 2021
- Any product’s pricing reflects its quality to some extent Despite the fact that Colgate toothpaste has the highest quality in the toothpaste category globally, the toothpaste’s price is set only after a thorough examination of the pricing of other leading toothpaste that are currently on the market or will be launched shortly This pricing model helps to market the toothpaste as a traditional product
Compared with a giant like Unilever, which operates across many consumer goods and owns brands such as P/S and Close-Up, Colgate-Palmolive implements competitive, segment-based pricing across different market tiers Like P/S, Colgate-Palmolive sets price ranges to cover key market segments and stay visible across categories Overall, Colgate's prices are higher than P/S in the Vietnam market.
Brands Low price segment Medium price segment High price segment
Example:Colgate Total (190g) toothpaste;Colgate Maxfresh Bamboo Charcoal (200g)
Example: Colgate Herbal Detox toothpaste(120g);
P/S Green Tea toothpaste (240g); P/S Cavity 123 toothpaste (240g)
Table 5 2: The price comparision between Colgate and P/S
Colgate-Palmolive considers manufacturing costs along with competitors, customers, and market conditions when pricing its products Its pricing strategy centers on profit maximization, often assigning higher prices for new launches such as Colgate Optic White toothpaste The company estimates anticipated demand and evaluates costs across different price points, then selects the price that yields the maximum profit.
Colgate-Palmolive, as a leader in product quality, commands a higher price for Colgate Optic White to offset rising production costs and expanded customer service The pricing is heavily shaped by the brand’s marketing goals and its target market, which determine perceived value and demand Together, production costs, service commitments, and strategic marketing choices define Colgate Optic White’s price in the competitive oral-care market.
Colgate-Palmolive strengthens customer loyalty and satisfaction by offering discount policies that appeal to shoppers across both direct-store environments and popular online channels The company attracts value-seeking consumers with attractive promotions at its own outlets as well as on major e-commerce platforms like Shopee, Tiki, and Lazada, driving higher store traffic and online conversions This omnichannel approach ensures a seamless shopping experience and reinforces trust in the Colgate-Palmolive brand, while maintaining a competitive edge in the fast-moving consumer goods market.
The discount codes was supplied by the official store or Colgate Palmolive on Shopee: https://shopee.vn/colgate.palmolive_vietnam
On Tiki, the enterprise also organises fascinating discount programs: https://tiki.vn/cua-hang/colgate-palmolive-store
Prices for Colgate toothpaste products evolve along the product life cycle, from launch to decline At each stage, Colgate implements a distinct pricing strategy tailored to the product to sustain consumption and protect profitability The accompanying line graph shows how the price of a specific Colgate toothpaste changes throughout its life cycle, highlighting shifts from introduction and growth to maturity and eventual decline.
Figure 5 4: The graph shows the changing in price of one of the types of Colgate toothpaste through its own life cycle
Place
Colgate Palmolive has distribution strategy:
Offline: (traditonal method of distribution)
Colgate uses an efficient distribution strategy that moves products directly from manufacturers to wholesalers, who then supply retailers and reach consumers through these channels This wholesale-to-retail flow ensures product availability at the point of sale and enables Colgate to meet customer demand efficiently.
The structure of Colgate’s distribution channels
Colgate-Palmolive has built an extensive distribution network across Vietnam, ensuring its products are readily available from national supermarkets to local markets You can find Colgate at Vinmart, Coopmart, Bach Hoa Xanh, Circle K, and in countless small bazaars, making its products accessible in rural, semi-urban, and metropolitan areas alike This wide distribution channel is a core marketing strategy that enhances consumer accessibility and has helped Colgate capture roughly 20% of the Vietnamese market.
Colgate’s marketing strategy emphasizes rapid delivery and easy consumer access, strengthened by partnerships with dentistry associations to promote its products Dentists and a broad network of medical stores, departmental stores, cooperative stores, kirana stores, and other retail outlets have become the company’s primary suppliers The company also focuses on distributing through branded cosmetic retailers in Vietnam, especially in Ho Chi Minh City, with chains such as Guardian and Hasaki to enhance customer access.
Online: (modern method of distribution)
-Colgate now offers online shopping, where products are available and may be purchased directly from the website (https://www.colgatepalmolive.com.vn) Beside
Manufacturers, wholesalers, retailers, and consumers are increasingly turning to faster-growing channels like ecommerce to boost sales According to 247tradingpro, Colgate’s e-commerce activities rose by more than 50% in the fourth quarter of 2020 and have continued to expand, driven by the demand created by the Covid-19 pandemic.
- Nowadays, company's main website, as well as other online shopping platforms, provide items with a single mouse click Customers do not need to waste time travelling to other shopping malls
Vietnamese shoppers looking for Colgate products can explore official storefronts on major e-commerce platforms, including Shopee Vietnam's Colgate-Palmolive Vietnam page, Tiki's Colgate-Palmolive store, Lazada's Colgate shop, and Sendo's Colgate store These pages offer a broad selection of Colgate toothpaste, toothbrushes, mouthwash, and other oral-care items, with authentic brands, reliable delivery across Vietnam, and competitive pricing Direct links to these stores are: https://shopee.vn/colgate.palmolive_vietnam, https://tiki.vn/cua-hang/colgate-palmolive-store, https://www.lazada.vn/shop/colgate, https://www.sendo.vn/shop/colgate.
- The company's excellent distribution network plan demonstrates its marketing mix location strategy, which guarantees that products are available all over the world.
Promotion
Colgate Palmolive communicates through its Colgate toothpaste campaign with the emotional slogan "Prevent tooth decay with Colgate," a message designed to heighten awareness of oral health It emphasizes that eating can allow food to attack teeth, creating anxiety about dental problems and illustrating the dangers to enamel By linking diet to tooth decay, the campaign helps people understand why preventive care with Colgate toothpaste matters for maintaining healthy teeth.
Today’s social climate shows tooth decay as a widespread concern, and Colgate has launched messaging to encourage people to care more about their oral health, helping protect against decay The campaign promotes Colgate’s maximum protection against tooth decay, highlighting a calcium-blocking formula that strengthens teeth and claims to double the prevention of tooth decay.
Colgate-Palmolive communicates its brand message through a clearly structured framework that opens with a strong assertion and is reinforced at the beginning of the narrative The opening statement is followed by explanations that help readers understand the message more fully This messaging affirms to customers that Colgate-Palmolive's product quality meets high standards By clearly articulating quality and backing it with transparent explanations, the approach strengthens and sustains customer confidence in the company's products.
Strong, credible visuals in dental marketing come from expressive body language—facial expressions, purposeful gestures, and professional attire for the doctor and students—that align with the message and reinforce trust Choosing Arial as the typeface communicates firmness and certainty about the product's benefits for teeth, while also ensuring clear readability and quick recognition by customers.
5.4.2 Company’s communication activities (Advertising, Sales promotion, Public Relation)
Colgate's advertising objective when it first introduced its toothpaste line was:
- Want the Colgate product line to be quickly known to customers, especially the target customers of the product
- Introducing the outstanding features of the Colgate toothpaste product line compared to other toothpaste product lines Make the customer see clearly the effectiveness of the product
- Make customers realize that there is no product on the market that is so good, only when mentioning those characteristics, customers must immediately think of Colgate
- Through this advertising campaign, the product will be well received in the market, increasing revenue for the business
Colgate's advertising goal when it's already known
To preserve Colgate's current market share, advertising should be kept at a moderate level to keep the brand memorable among consumers The next step is to continuously strive to increase market share.
- Introduce to the market new product lines with more quality functions.
Advertising is Colgate-Palmolive's most prominent activity within its promotion strategy for Colgate product lines, particularly Colgate toothpaste campaigns Colgate toothpaste advertising appears across a broad range of media in the marketing mix, ensuring wide visibility and consistent messaging By carefully selecting a media mix that resonates with the target consumers, Colgate-Palmolive aligns advertisements and promotions to maximize reach and impact.
+ Colgate always has promotional videos, images of their brand on media such as television, newspapers, etc
+ Not only develop their image on traditional channels, they also combine using online forms of interaction such as on websites and social networks
Television: Colgate toothpaste is advertised on many channels such as HTV7, HTV9, VTV3, VTV1
Newspapers and magazines: Colgate is also advertised on newspaper sites such as Youth Newspaper, VnExpress, etc
Facebook: Colgate and Colgate Vietnam also have their own social networking sites that regularly update product images: https://www.facebook.com/VnColgate/ https://www.facebook.com/Colgate
Colgate Vietnam's YouTube channel hosts a variety of promotional clips for Colgate toothpaste products and related activities, offering engaging videos that highlight product features, campaigns, and brand initiatives The channel can be found at https://www.youtube.com/channel/UCuiEcklrBU_iND173yoXLlQ and includes individual videos such as https://www.youtube.com/watch?v=GfAFi_U5mgE, https://www.youtube.com/watch?v=v6OdaldKPHk, https://www.youtube.com/watch?v=9-cmNp3J3aE, and https://www.youtube.com/watch?v=YQlLsBI_XFM.
Colgate World of Care is a dynamic website that offers detailed product information, practical dental care advice, the brand's business history, an e-newsletter, and exclusive special offers, all accessible at https://www.colgate.com.vn/.
Colgate prioritizes television advertising over print media—newspapers and magazines—because its target audience includes both adults and children, and TV can reach a broader cross-section of consumers By focusing on TV, Colgate can engage audiences across all age groups—from youngsters to middle-aged adults and seniors—making television the most effective channel to maximize reach and impact.
Colgate toothpaste products are known for a portfolio of memorable slogans that mirror the distinctive benefits of each formula Each variant carries its own slogan that communicates the key attributes it delivers—whether whitening power, cavity protection, enamel strength, or lasting fresh breath—helping shoppers quickly grasp what sets it apart These taglines reinforce brand recognition and improve searchability across packaging, ads, and digital content Some slogans of Colgate toothpaste exemplify this approach by pairing the product’s benefits with concise, catchy phrases that resonate with consumers.
- “Cho răng chắc khỏe và không sâu răng”
- “Răng chắc, n u khế ỏe hơn, nhiều kem hơn”
- “Chăm sóc nụ cười của bạn và trẻem Việt Nam”
+ “Sảng khoái cực độ, thăng hạng tự tin”
+ “Tự tin sảng khoái – Ngại gì gặp gỡ”
+ “Hơi thở thơm mát, sảng khoái”
Colgate toothpaste campaigns regularly feature influencers and dental experts to connect with consumers To meet consumer wants and needs, Colgate collaborates with key opinion leaders (KOLs) who can deliver credible and relevant messaging Many dentists are invited to evaluate Colgate products and share honest feedback, helping to position the brand as trustworthy in the eyes of consumers Through these expert endorsements and transparent assessments, Colgate strengthens brand credibility and aligns with consumer expectations.
Colgate Optic White toothpaste with fluoride differentiates itself from competing brands from Unilever and P&G by emphasizing stain removal and whitening, supported by the slogan that whitening can be achieved in just one week Colgate's team has carefully studied current customer needs, and the launch for this product line also features Linh Nga as part of its marketing strategy.
Colgate's launch of the Manh Cuong and White's Hot collections generated significant attention from social media and consumers The brand orchestrated celebrity-driven events and leveraged influencer partnerships to encourage shoppers to try the new product line With continuous product improvements and a sharp focus on key customer touchpoints, the influence of famous personalities helped Colgate's marketing strategy achieve notable success.
Marketing strategies that educate customers with useful knowledge and demonstrate real product benefits are often more effective than other approaches Colgate’s approach starts with a dental-care focus, offering information and videos on proper oral hygiene and practical guidance on brushing, flossing, keeping teeth healthy, and preventing caries This free, actionable information helps consumers apply it in their daily lives and share it with others, increasing trust and generating word-of-mouth as well as future purchases Colgate allocates substantial budgets to create highly engaging videos, images, and content that align with what users want and need.
- Colgate implements discounts and promotions on many e-commerce channels as well as at supermarkets, groceries Colgate - Palmolive Company conducts a promotion program at Coopmart supermarket systems from November 12, 2020 to December 27, 2020
+ Name of Promotion: Lucky spin to win 100%
Prize structure Prize Contents Prize Value
01 Sunhouse pot set SH8833- 18QT includes 3 pots (size 16cm, 20cm, 24cm, glass lid)
01 Midea MJ-BL35 blender includes 2 plastic jars, capacity 350W
Fourth Prize 01 set of bowls and dishes 17.600 387 6.811.200
Fifth prize 01 Colgate Max Fresh Charcoal
Sixth prize 01 Striped glass cup 8.525 2.236 19.061.900 Seventh prize 01 Set of 02 Porcelain Cups 7.700 2.236 17.217.200
+ Total value of promotional prizes is 108,874,761 VND
Save on Colgate toothpaste with discounts on Tiki, where products are sold directly from reputable sellers, ensuring genuine Colgate items you can trust While Colgate products are discounted on Tiki, the savings are typically smaller than the deeper discounts seen on Lazada and Shopee.
- Discount promotion when buying Colgate toothpaste on Lazada.
• Colgate products are diverse, many discounts and promotions have many types up to over 20%
• Set of 2 Max Fresh toothpaste mint flavor 230g (26% off)
• When buying a set of 4 Colgate Sensitive Pro Relief toothpaste 110g – Get 1 free Colgate Sensitive Pro Relief 110g toothpaste (25% off)
• There is a Colgate total with 40% off
• Colgate toothpastes on lazada are discounted from 11 to 40% depending on the type
Marketing Planning For Colgate
Marketing issues to improve
Distribute Market share, Level of service customer, Internet.)
Maintain 3 types of distribution channels
Promote the above type of advertising Internet via social networks
Human Resource Dep’t Sales Dep’t
(Advertising, Public Relations them, Communication, Sale direct goods, Budget.)
Promote ads that show and the differences of the product dye Use images of bridges famous players and singers for communication use of the product
Human Resource Dep’t Accounting Dep’t
Brand
A brand is a name or symbol used to identify a product, and successful brands prove they offer a lasting competitive advantage IBM, BMW, Coca-Cola, and Shell are classic examples of branded companies, while Coca-Cola, Dulux Paint, and Foster’s Lager illustrate strong product brands A brand is an intangible yet integral part of a business; when a product’s functionality becomes almost indistinguishable from competitors, the defining factor becomes its brand personality and public perception In short, the brand speaks of trust and safety and helps shape customer loyalty and market differentiation.
The benefits of a strong brand
- Loyalty to a brand keeps customers going to purchase products and services
- Premium prices (brand-based) allow businesses to get high profits
- Strong brand creates favorable credibility for further introduction of new products
- Strong brand allows bigger shares, more income
- Strong brand is a clear, valuable, and sustainable advantage
- Strong brand creates transparency and focuses within the business about branding
Strong brand strength drives customer loyalty, leading to higher repeat purchase rates and lower churn, and it makes customers more forgiving of occasional mistakes A robust brand also serves as a powerful lever to attract and retain top talent, drawing skilled professionals who want to work for a trusted, reputable company Together, brand strength fuels sustainable growth by converting loyalty into revenue and by building a talented workforce that sustains performance over time.
- 70% of customers take the brand as one of the factors they weigh when choosing to buy a product or service.
Brand Marketing
- By all ways let customers know that the business you provide quality products and services
- Not only provide customers with good service but also provide customers have confidence when they choose you
- Show your customers your differences
- Highlight the brand with strong advertising, extremely sock promotions if you're not at the top, you have to stand out
- In the era of information technology, the Internet has grown stronger today, and traditional advertising and marketing methods have begun to become
Marketers are shifting away from intrusive formats like email blasts, banner ads, and pop-ups toward user-friendly campaigns that are easy to notice and engage with As technology advances, traditional advertising methods lose effectiveness and appeal, while audiences become more tech-savvy and adept at ignoring or blocking overt ads in browsers such as Firefox, Chrome, and Edge In response, major brands are embracing friendlier, engagement-based approaches that prioritize customer care and shareability Today’s ads go beyond single-banner visuals, blending with content and device experiences to capture attention in more seamless, contextually relevant ways.
In the real world, many large enterprises leverage poster placement to push their brand, and a typical poster framework includes engaging image slideshows that viewers can like, a fun and informative product video, a map showing the nearest store address, a catalog of articles with useful links to social networks like Facebook, Twitter, and YouTube, and even user opinions and comments from customers.
In Vietnam today, a diverse range of websites are successfully promoting brands through integrated advertising approaches Platforms like AdMicro offer feature-rich packages that can be deployed across AdNetwork sites, including more than 50 press outlets and online portals Rather than large image banners or intrusive pop-ups, these ad units are designed to be reader-friendly and provide genuinely useful news Ads are integrated as recognizable elements of the site's interface, preserving visual appeal while remaining attractive to readers.
This form of advertising enables marketers to deliver information-rich news aligned with the site content, using a copper-themed, newspaper-like interface so readers receive information as they would in a newspaper rather than being bombarded by ads Sequences of images and video clips boost viewer attraction and focus, while integrated social media utilities from Facebook, Twitter, and Blogger enhance links with the networks of users on those platforms In addition, features such as map positioning, sharing, exchanges, and online discussions empower readers to interact with ads in real time—a goal many marketers pursue, even though it isn’t always easy to achieve.
Online marketing remains a powerful channel with the potential to generate a large number of leads, but as users become increasingly adept at skipping traditional ads, campaigns must pivot to smart, user-friendly strategies By delivering relevant, value-driven content and respectful advertising experiences, marketers can maintain engagement and convert more prospects, making intelligent advertising practices a necessary trend in digital marketing.
Distribute
Toothpaste is a non-durable consumer item, making a strong distribution network essential for consistent availability When shelves run dry at retailers, shoppers can switch to competing brands, so every distribution channel must be kept well stocked Regular replenishment across all channels—retail, online, and wholesale—ensures on-shelf availability and protects market share Effective inventory management and predictable restocking cycles are key to maintaining visible shelf presence and meeting consumer demand.
+ Maintain programs that support existing distribution channels
+ Supermarket channels: Continue renting display shelves in supermarkets not display booths in supermarkets must be re-equipped to catch the eye of people's subconscious more
+ Traditional channels: Implement programs that support distribution channels such as increase discounts Provide swarm cabinets for annual retail outlets to use maximize space in their store and product eye-catching
+ Open the market as well as distribution channels:
- Small urban areas, remote areas
- Organizing promotion and marketing activities with local distributors
- Expand promotion to direct consumption channels such as industrial parks, schools reduce the intermediate channel
- E-commerce, door-to-door delivery can be applied to meet new consumer direction.
Operation plan
- Enhancing Colgate brand awareness thereby raising the brand level, to help customers feel better about Colgate toothpaste brand and feel found valuable when using Colgate Improving Colgate brand value also helps improve the brand image, helping customers easily recognize Because creating the ability to desire to use Colgate toothpaste products more
- Activities to increase brand awareness:
Figure 5 2: Chart showing the life cycle of Colgate products in VN
Since entering the oral care market in Vietnam, Colgate has launched a series of toothbrushes and toothpastes and achieved certain successes so far However, in
Colgate faced health-safety scandals in 2014 that briefly dented its reputation as competitors gained ground in toothpaste and toothbrush categories Nevertheless, Colgate has continued to hold a leading position in the global oral-care market with a high market share and remains closely associated with brands like Close-Up and PS (Unilever) By 2021, Colgate ranked fourth in consumer trust for toothpaste and related products.
Figure 5 3: Rate of love ang use of Colgate in VN
Colgate Palmolive has the pricing strategy:
Colgate-Palmolive follows a competitive pricing policy as part of its marketing mix, aligning Colgate product prices with those of key rivals or even slightly higher when appropriate The company applies premium pricing for its specialist products where the value justifies it, while maintaining accessibility for a broad customer base By offering a wide range of SKUs, Colgate-Palmolive targets diverse consumer segments and maximizes market reach Pack sizes vary from 50 to 500 grams, enabling packaging options that suit different usage needs and price points.
Colgate often enhances value by packaging toothpaste with toothbrushes and other included items, making these deals more attractive to shoppers The brand also uses bundle pricing for product combos, offering a cost-effective option that's cheaper than buying each item separately.
Colgate Maxfresh Mint toothpaste (230G) bonus Colgate toothbrush price 31.000- 43.000 VND (https://www.sosanhgia.com)
Combo 4 tubes Colgate Maxfresh Mint toothpaste (230G) bonus toothbrushes price
Colgate Toothpaste Products List Price
Colgate Total Activated Charcoal (190G) 40.000 VND
Colgate Maxfresh Green Tea (200G) 25.900 VND
Colgate Optic White Plus| Volcanic Toothpaste (100G) 27.000VND Colgate Kids Cavity Protection Toothpaste (80G) 26.000VND
Table 5 1: Colgate toothpaste price list updated in June 2021
Pricing for any product reflects its quality to a degree Colgate toothpaste, widely regarded as one of the highest‑quality options in the global toothpaste category, sets its price after a thorough review of how competing brands are priced, including current leaders on the market and those set to launch This pricing strategy reinforces the toothpaste’s position as a traditional, trusted choice while aligning with market expectations and competitive dynamics.
Compared with a major competitor like Unilever, a large consumer goods company with brands such as P/S and Close-Up, Colgate-Palmolive sets its prices to cover multiple market segments Like P/S, Colgate-Palmolive employs a pricing strategy that spans the market, but overall its prices are higher than P/S in the Vietnamese market.
Brands Low price segment Medium price segment High price segment
Example:Colgate Vitamin C toothpaste (170g);Colgate Maxfresh toothpaste (160g)
Example:Colgate Total (190g) toothpaste;Colgate Maxfresh Bamboo
Example: Colgate Herbal Detox toothpaste(120g);
P/S Cavity toothpaste (180g); P.S Protection Charcoal 123 toothpaste (230g)
P/S Green Tea toothpaste (240g); P/S Cavity 123 toothpaste (240g)
Colgate-Palmolive's pricing strategy weighs competition, customer demand, and market conditions, alongside manufacturing costs that materially influence price levels A core objective is profit maximization, which guides the decision to set higher price points when costs and market dynamics permit.