Examining Smart Marketing during Colgate-Palmolive’s Brand Smarts
by Liz Riley, MBA ’13
Today Colgate-Palmolive returns to Johnson for the company’s annual “Brand Smarts Case Study” workshop. One of several on-campus recruiting events with Colgate, the “Brand Smarts Case Study” is an opportunity for students to learn about real issues faced by the company and explore how they, as marketers, would handle each issue.
Last year’s workshop revolved around the launch of Colgate’s Optic White toothpaste and gave us an inside look at how Colgate approached the product launch. We were given the opportunity to work through the core marketing frameworks to analyze how to best launch the Optic White toothpaste.
Colgate shared the consumer insights it had discovered through research, and we were able to learn how the company handles product launches. The workshop closed with Colgate sharing its final go-to-market strategy, and we were able to see how the company successfully executed the launch of the toothpaste.
Events like the Colgate Brand Smarts Case Study are prime opportunities for Johnson students to not only network with top recruiters but also learn about brand management directly and work through real-world issues.
We are excited for this year’s Brand Smarts workshop and are looking forward to seeing what product will be featured in this year’s case!