The Research On Marketing Strategy Of Colgate Palmolive In Shanghai

Shanghai is the critical Key FMCG market in China. Every FMCG company desires to be the market leader in Shanghai with multiple marketing supporting, which include advertisements and special promotion plan. It is widely recognized that winning Shanghai market is the milestone to winning the whole Chinese market. Colgate-Palmolive (CP) is one of the main FMCG providers in world. CP joined into China market in Guangzhou 1991, by 1996, CP toothpaste sales market share ranked No.1 in China and Colgate became the leader brand in Oral Care Products. In April, 2005, CP was absolutely beaten by TC3 report, Colgate lost the market leader position, it's marketing strategy wouldn't be able to fit for Shanghai market requirement. To find what happened in Shanghai market and what kind of action CP should taken to meet with the market trend are the main problems to be discussed in this thesis.The macro environment and micro environment in Shanghai are discussed in the first part, where emphasize on consumers'requirement. Then Oral care products market environment and development is researched, which focus on competitor strategy, 5P.Finally, the conclusion about how to redesign the right marketing strategy to develop CP business in Shanghai is given by compare with CP environment, which including 5P, channel management and so on. It is really useful to do research on CP marketing strategy in Shanghai useful for CP, and related research conclusion also useful for the FMCG business development in Shanghai.