Colgate-Palmolive case

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Summary of Colgate-Palmolive case, case analysis, strategy, discussion question

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Summary of Colgate-Palmolive case
Company Background
CP was a global leading company in household and personal care products. Total worldwide research and development expenditures for 1991 were $114 million, and media advertising expenditures totaled $428million. CP’s five-year plan for 1991 to 1995 emphasized new product launches and entry into new geographic markets, along with enhanced efficiencies in manufacturing and sharing and a continuing focus on core consumer products.

참고 자료

Principles of marketing 12e, Philip Kotler, Gary Armstrong
Marketing Management 8e, J, Paul Peter, James H, Donnelly, Jr.