Colgate is a Colgate-Palmolive product line manufacturer, which produces, markets, and distributes oral care products like toothpaste, toothbrushes, mouthwash, and dental floss. In the year of accelerating growth, 2018, net revenues increased by 1.0 percent, whether from organic or net sales. The company's goal is to make the world a better place by providing oral healthcare knowledge and services. Finding more environmentally friendly ways to produce goods and packaging uses less plastic, water, and waste. Consumers are looking for more natural and sustainable goods, high-growth opportunities across the board. Organic sales development in the toothpaste segment drove the rise in oral care products, followed by mouthwash. As a result, the focus is on toothpaste and mouthwash. Maintaining Colgate's market and trade partner image is vital to selling its branded goods. Regulatory and Quality policies, such as Ethics and Compliance, Sustainability, Brand Security, and Product Safety, are used to protect and retain brand integrity. Negative publicity about its products, supply chain, ingredients, packaging, or staff, whether justified or not, can damage the brand's image. Colgate's branding approach (strategy), the organizational structure, financial analysis, control application (system), and the staff-skillstyle follow ethical leadership. The CSR concept's shared values, including ethical responsibility to consumers (customer-centered approach), environmental responsibility to the society, and ethical leadership to its employees, are at the heart of the 7s Model. Thus, this case study proposes strategic management (branding) of Colgate's oral care products through corporate social responsibility (CSR).
Oral Care Product, Organic Product, Branding, Ethics, Corporate Social Responsibility (CSR)
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