After numerous years of nearly uniform state, the market share of Colgate Palmolive Canada Inc. in the toothpaste category has gathered momentum in 2012. With the vice-president of customer development's team at company headquarters in Toronto, he is discussing the options along with his team to extend the difference between the company and its primary competitors in the class in 2013.
Market share is an important performance metric in the business. One idea is to increase the marketing budget. There's an overall consensus that promotion dollars should not be diffused across activities during the year, however there are differences of opinion about what to focus on - consumer promotions, trade promotions or advertising - in order to keep up the momentum in market share in 2013.
PUBLICATION DATE: January 06, 2015 PRODUCT #: W14625-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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