Defining And Understanding The Marketplace And Customers of Colgate


Defining and Understanding the Marketplace and Customers of Colgate

This report analyses the internal and external environmental factors of Colgate in the Australian Market. The report analyses the situational analysis of Colgate with a focus to Australian working mother by identifying the segmentation and target market for the product. Additionally, the internal and external factors of the company are analysed through SWOT analysis.

Customer Profile

Colgate- Palmolive Pty Ltd is an Australian proprietary company ranked 991 out of the top 2000 Australian companies. Colgate generates most of its incomes from the Soap and Cleaning Compound Manufacturing in Australia. In 2018, Colgate generated over $378,719,000 in revenue that was inclusive of sales and other revenue (IBISWorld, 2018). The company operates through various brands such as Colgate, Palmolive, Cuddly, Fluffy, Ajax, and Hill’s. This report focuses on Colgate brand alone. Colgate market is segmented into various segments: Demographically, the product targets Australian working mothers with a family size of one or two children, well educated, and with a stable income. The age of the target customers is 25-45 years. Additionally, the product targets customers living in urban areas of Australia and working in areas that are near their homes. Psychographically, the product targets women with busy lifestyles, quality sensitive, and families wishing to maintain healthy tooth that support the growth of children’s tooth (Dolnicar, Grun & Leisch, 2018). Colgate targets customers who are tech savvy and getting marketing information through social media platforms such as Facebook, Twitter, and Pintrest among others. Colgate Company has been able to apply multiple segment approach to attract customers in the market in order to provide the target customers with the most demanded qualities of their brand.



Defining And Understanding The Marketplace And Customers of Colgate

Task 1a: Defining and Understanding the Marketplace and
 Individual task work 20%
 4-page document
In this individual assessment, students are allocated a customer and company and are
required to develop a document with a focus on clearly communicating the students’
understanding of the current customer and marketplace.
As task 1a creates the foundation for all other assessment tasks that follow, as well as being
pivotal to discussions within the flipped classroom environment that will occur in week 5, late
submissions will not be accepted.
Task 1a Aim
Students will be allocated a customer segment and Company. With this segment and
company in mind, you are to individually construct a thorough current situation analysis i.e.
establish “Where are we now?”. This will include but not limited to a thorough:
 Customer profile,
 Choice and justification of a brand within your allocated company that you feel this
segment would/could be attracted to,
 Microenvironmental (internal) analysis with a focus on allocated segment and chosen
Macroenvironment (external) analysis with a focus on allocated segment and chosen
 SWOT that draws the internal (SW) issues from the students Microenvironmental
analysis and their External (OT) issues from students Macroenvironmental analysis.
Task 1a Administration Guidelines
Individual reports must be no more than 4 pages in length at size 12 font, 1.5 line spacing
and must conform to the Business School Written Document Policy. Please note, as per
Business School Policy, the page limit includes in-text referencing and the reference list.
To ensure feedback is returned promptly, please attach the Task 1a grading sheet (see
attached; not included in Task 1a page count) as the first page of the document. Marks will be
deducted for lack of grading sheet. Defining And Understanding The Marketplace And Customers of Colgate.
Students must individually upload assignments to the appropriate folder in Turnitin (see link
Assignments on Canvas)
Please Note: As task 1b in the week 5 lecture is built around all students sharing their
feedback of task 1a, students who have not yet submitted their task 1a (irrespective of
special consideration etc.) are unable to participate in this task 1b sharing due to

plagiarism issues.

Sem 2, 2019
Assessment grading sheet – Individual Task 1a (20%)
Defining and Understanding the Marketplace and Customers

Student Name: SID:
Preferred Name:
Company: Brand selected:
Task 1a
Due via turnitin 9 am August 31 st
(Due to the nature of this course, late submissions may hinder participation
in Task 1b feedback sessions held in week 5 Lectures)
Customer Analysis-
Solid and thoughtful construction of Customer Profile collected from across
multiple sources/observations etc. leading solid consumer insights
Thoughtful demonstration of marketing principles concepts including but
not limited segmentation and consumer behaviour concepts.
Microenvironmental analysis-
Clear and logical communication of relevant Microenvironmental analysis
with links to customer insights
Macroenvironmental analysis-
Clear and logical communication of relevant Macroenvironmental analysis
with links customer insights,
Relevant choice of Company Brand with relevance to allocated customer
Clear and logical construction of SWOT with internal (SW) issues drawn
directly from Micro and external (OT) issues drawn directly from Macro.
Document Aspects-
Solid links to critical thinking and theoretical understanding throughout
Clarity of expression and readability- evidence of solid and effective
proofreading and editing to deliver a professional document
Referencing is complete and appropriate – See APA 6 th
4 Page limit including in-text referencing, reference list as per Business
school policy
Appropriate use of appendices (not included in page limit)
This grading sheet attached at the beginning of the document (not
included in page limit). Defining And Understanding The Marketplace And Customers of Colgate.