Colgate-Palmolive

Evaluation of current research techniques used.

The stated goal of the chairman of Colgate-Palmolive (CP) is to remain "deeply committed to advancing technology which can address changing consumer needs throughout the world." The CP message states: "Our goal is to…create products that will continue to improve the quality of life for our consumers wherever they live." Colgate Palmolive: Business English Materials.com: ESL Lessons)

To that end, Colgate-Palmolive positions its toothbrush and toothpastes to consumers who are concerned about gum disease and oral hygiene, stressing that their products are specialized to prevent oral disease; the brunt of their research focuses around that.

Another selling position -- and this we see often repeated as per their marketing appeal - is the sparkling smile that their products will help people achieve. Research, simultaneously, devolves around ways to make teeth 'sparkling white' and we catch this stance from the branding of their products...
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