Case Name :      Colgate-Palmolive Canada: Fighting for a Share of the Toothpaste Market

Authors :           Michael Taylor, Ramasastry Chandrasekhar

Source :             Ivey Publishing

Case ID :            W14625

Discipline :        Marketing

Case Length :    15 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

After several years of near steady state, the market share of Colgate Palmolive Canada Inc. in the toothpaste category has gathered momentum in 2012. In a bid to extend the gap between the company and its primary competitors in the category in 2013, the vice-president of customer development is discussing the options with his team at company headquarters in Toronto. Market share is an important performance metric at the company. One suggestion is to increase the marketing budget. There is a general consensus that marketing dollars should not be diffused across activities during the year, but there are differences of opinion about what to focus on – trade promotions, consumer promotions or advertising – in order to sustain the momentum in market share in 2013.