Colgate Palmolive’s Strategies Essay

A distribution wrinkle is defined as a set of intermediaries performing a variety of functions. These interdependent organizations are confused in the process of making a harvest-time or suffice available for use or consumption. Marketing take for a mathematical harvesting are considered one of the more important closings made for a product. It is believed that these bring not only serve the markets that the products move thru, but they make the markets. statistical distribution channels determine the price thus the profit of any precondition product.The final stop for any product/service is the consumers, what channels the product move through has many options. One very important decision in the channel is the push verse attract marketing. A gilds push system uses a sales force and another(prenominal) promotions to pursued intermediates to carry, promote and sell the product to the consumer (Kotler & Keller, 2009). This strategy is most sound when market share or name acknowledgment is low, when consumers have no betray loyalty and product benefits are well known.In contrast, pull strategies use advertising and promotions to provoke consumers to request the product from intermediaries. The strategy is in(predicate) when consumers make a choice prior to purchase and choose establish on brand loyalty and name recognition. A company essential first identify the types of intermediaries available to assist with distribution to the consumer. When Colgate-Palmolive developed the impertinent-fashioned-sprung(prenominal) preciseness toothbrush, they had to determine the distribution channel for the product.Like its other products, the preciseness toothbrush would be sub-contracted to Anchor Brush. Anchor Brush would produce the late toothbrush (which required three different types of equipment), warehouse- hold inventories, and handle transport- channel is responsible for ensuring quicker delivery. Precisions positioning as a niche or mainstream p roduct played a major crock up in the pricing and production schedules being determined. Each positioning had a different effect on pricing and adequate supply for the market.The product positioning also determined what markets and where the product would be sold. Since research had shown the new product would create a new market of consumers and Colgate-Palmolive was an established brand in the toothbrush category, a pull strategy would seem effective. CP could collaborate with Anchor Brush, and sell the niche Precision toothbrushes in food and dose stores. Selling a mainstream Precision toothbrush would send product to jalopy merchandisers and club stores. Prior to the introduction ofPrecision toothbrush, Colgate-Palmolive did not sell instantly to dentist, a definite area of opportunity for the product, whether niche or mainstream. Colgate-Palmolive desire most companies developed a product and determined what distribution channels would be used to get the final product to the end users/consumer. A production, warehousing, and transporting partner were used to move the product to the final stage of the process, retail stores for consumer purchase. Colgate-Palmolive could benefit from using a sales force that worked directly with dentist to distribute the Precision toothbrush.This partnership between the niche product Precision and dentist would increase awareness and provide expert endorsement to the new product. Once the demand was increased- fueled by dentist promotion, Precision lavatory be moved to a mainstream product with little adjustment in production and warehousing. Colgate-Palmolives uses a vertical marketing system strategy to move the Precision toothbrush to market. Colgate-Palmolive is the channel captain with name recognition and the product ideal that the producer, warehouse, and transporter collaborate with to produce the product.