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Battle of the Brands: Crest vs. Colgate Essay

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Below is an essay on "Battle of the Brands: Crest vs. Colgate" from Anti Essays, your source for research papers, essays, and term paper examples.

Colgate vs Crest, it is one of those brand battles in the marketing industry, like Coke vs Pepsi or Big Mac vs Whopper. Colgate (sub-brand of Colgate-Palmolive) and Crest (sub-brand of Procter & Gamble) both, in international market around different countries in the world, an oral hygiene product line of toothpastes, toothbrushes, mouthwashes and dental floss; therefore these product of daily use represent high volume of sales in the market. However Colgate Palmolive and Procter & Gamble are the largest players in the oral care business globally. Colgate is the world leader in oral care with a 33% market share, followed by P&G’s Crest and Oral-B brands, which together command 20% of the market (TREFIS,2010). On the surface at least, the marketing strategies used by Colgate have been more effective than Crest.

According TREFIT, 2010 the expect Colgate’s oral care business to generate at the final of 2016 is 25.5 billion in annual revenue; by contrast, the expectation of P&G’s Oral Care division is to generate $16.5 billion in annual revenue. One of the reasons that left behind Crest was in 2005 while Colgate increased its oral care market share from 26% in 2006 to 33% in 2009, Crest has been flat. In 2006 Crest acquired Oral-B some that could be help to share market in the following years.



Crest is a brand of toothpaste made in Germany and in the United States of America and sold worldwide. In many countries in Europe, such as Germany, Bulgaria, Serbia, Ukraine, Russia, Poland, Hungary, France and Romania, it is sold as Blend-A-Med, the name of an established German toothpaste acquired by P&G in 1987. In Belgium, the Netherlands, Brazil, the UK, Ireland, Nigeria and Columbia P&G markets similar formulations under the Oral-B brand; in a total P&G has presence in 160 countries. On the other hand, Colgate has a presence in 222 countries around the world under the same Name (^ Fluoride Varnishes | Fluoride Dental Treatments | Durphat | Colgate.com). Both...

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Battle of the Brands: Crest vs. Colgate. Anti Essays. Retrieved December 14, 2018, from the World Wide Web: http://snehaedu.com/free-essays/Battle-Of-The-Brands-Crest-Vs-357261.html