Analyzing Colgate's Marketing Misstep: The 4Ps in Consumer
School
University of the Incarnate Word**We aren't endorsed by this school
Course
BMKT 3377
Subject
Marketing
Date
Dec 11, 2024
Pages
2
Uploaded by ChancellorComputer14134
BMKT 3377 Consumer Behavior Founda’onal Learning Ac’vity Quiz: POV Name: Sarah Brown FLA #: 4 What's an example of a product where the 4Ps are wrong for the intended consumer? Why? Date Due: 11/11/2024 Requirement:Write a 350- to 500-word perspec;ve on the your Point-of-View (POV) or opinion statement to the given prompt. The wri;ng should be conversa;onal (not polished) and your opinion. There is no right or wrong answer to the given prompt—this is purely an op ed piece. Cita;ons and evidence are not required. You are encouraged to complete it in 15-30 minutes. The objec;ve is to prac;ce expressing opinions. POV: As I researched a product, I believe that Colgate failed to do the 4Ps when they released the Colgate Kitchen. Everyone who buys oral care knows Colgate as a top competitor for that specific reason. Personally, I go back and forth on Colgate and Crest. Those are my top two oral care brands that I tend to use, and once in a while I will explore other options. Colgate released a Colgate kitchen back in 1982, which consisted of frozen food products here in the United States market. The company is already known for oral care, so for them to release a product that pasted a completely different picture in consumers heads made everyone confused, and obviously it did not sell well. Consumers already have this brand associated with oral care, so Colgate can’t just step out of that product line and switch it up. It will cause consumers to be confused about their image, and it is bad for business. Colgate has to stick with creating new products for their company that relate to what they are already known for, which is toothpaste. That doesn’t mean they can't go out and drop different flavors of tooth paste because they can, but they cannot be on one end of the market and try to drop a completely new line using that same logo. If they want to create a whole new logo and branding, then Colgate could do that, but it should not be tied together since oral care and frozen food products are on two opposite scales. It does not make sense to consumers to see a Colgate logo on a frozen food package, and that is why you do not see their frozen food around today. The company did not last with selling this type of product. One last thing is that Colgate does not strictly have to stick to toothpaste; it can be a wide range of oral care, but they definitely have to stick to that specific product because their audience is mostly a normal consumer like me buying tooth paste to take care of their teeth because they are a known trusted brand. That is why their tooth paste is still around and not their frozen food.
BMKT 3377 Consumer Behavior Founda’onal Learning Ac’vity Quiz: POV