With the growing hype of entrepreneurship and the impacts of various businesses on the lifestyle of

people, it has become quite a usual for people to look up for what it takes to be a successful
entrepreneur. From what I’ve come across is that each of these entrepreneurs had a vision and a
mission. To fulfill these, they set up goals which require strategies to accomplish. Strategies comprise of
Objectives, which are short term goals, and tactics. The chain is not as simple as it might look and comes
out of a lengthy process of trial and error. While the vision and mission usually are constant, the
strategies are mostly changing. One of the most important of these is marketing strategy.

Various companies have built their brand reputation by their extensive marketing strategies. One of
those brands has been Colgate. Colgate was initially a detergent and soap making company but then
later entered the oral care market and took it by storm as they proved to be very effective.

Colgate has taken a very different approach over the years and has chosen to educate consumers
instead.This strategy has helped the brand to not only sell tubes of toothpaste but to also become one
of the leading and most trusted toothpaste products in the world.

In marketing there are a few ways to promote trust, but nothing is more effective than educating
customers and proving just how your product can work to benefit your consumers.As part of Colgate’s
marketing strategy they started an Oral Care Center, which is packed with information and videos on
oral care and hygiene. They also share valuable information with consumers on how to brush and floss
effectively and how to prevent the development of cavities and oral diseases. This strategy may seem
obvious for a toothpaste brand but at a broader perspective they managed to create their own market.

Colgate has held ‘bright smiles’ in high regards with its marketing. Even though, Colgate-Palmolive had
started off as a detergent company, their oral care business now accounts for 47% of their sales and has
been serving them as a cash cow. Apart from this strategy, they have maintained their taste since the
beginning which brings along a sense of belonging.

The oral care centers have held seminars in various schools educating students about oral hygiene and
therefore, the youth has always regarded Colgate as a trustworthy brand. Their bright smile
competitions and scholarships are student friendly and thus, the trust has been maintained over the
years.

Muhammad Hammad 14371

HRM by Sir Leon