COLGATE-PALMOLIVE CANADA:FIGHTING FOR SHARE OF THE TOOTHPASTE MARKET(Analysis of Communications Process)

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COLGATE-PALMOLIVE CANADA:FIGHTING FOR SHARE OF THE TOOTHPASTE MARKET (Analysis of Communications Process): IVEY Publishing BY Michael Taylor; Chandra Sekhar Ramasastry))))))))))))))))))

  • Analyze receiver’s response processes

o How do consumers respond to the marketing communications?

  • Analyze source, message, channel factors

o Analyze the various effects of communications vehicle on the consumer.

  • Establish communication goals and objectives

o What does the firm seek to accomplish with its communications program?

o When setting objectives, remember to:

  • Establish a quantitative benchmark
  • Specify measurement methods and criteria for success
  • Specify a time frame.

 

Interview an entrepreneur who has started a successful business and has been operating for at least two years.

  • Why did you start your business?
  • Where did you get the starting capital and how did you finance your business?
  • Did you have a business plan?
  • What type of business? Sole proprietorship, partnership, franchise or corporate etc…?
  • For-profit or not for profit?
  • What was the product? Tangible, not tangible or service?
  • What was the motivation to start a business on your own?
  • Why did you pick the location?
  • Own property or lease?
  • Did you do demographic research and or market research?

 

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