The market share of Colgate Palmolive Canada Inc. in its unit of toothpaste gathered the momentum in 2012, transforming from a freeze state of many years. As the market share is an important performance metric at the company, the vice president of customer development is evaluating the different alternatives with his team at company headquarters, in Toronto, to enlarge this market share, in the particular category, by 2013.
One of the suggestions that made during this meeting is to increase the marketing budget. However, all of the team members convinced to not diffuse the marketing dollar across activities during a year, but many of the members have the different opinions that what should be the first priority to sustain the same momentum of market share by 2013, including consumer promotions, trade promotions, or advertising.
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