The Study On Marketing Channel Strategies Of The Colgate-Palmolive In China

With the fast development of Fast-moving Consumer Goods market in the last 30 years, China market now has reached a mature stage. The marketing management for dominating brands tends to be more homogeneous, but differences could still be made in sales channel management. Therefore, each brand is trying to optimize and update,even totally rebuild the channels. In face of robust growth in BCD areas and growing competition of local brand, how to effectively deal with increasingly severe competition environment and how to well manage the sales channel with enough supporting actions becomes a critical task for Colgate.In this view, this paper has utilized various methods to analysis Colgate sales channel based on the theories in functions and missions of sales channel. At the same time, this paper has reached out to wide salespeople in Colgate, basic market feedback and cross-functional cooperation to make deep analysis in the problems, root causes,solutions and ensuring actions.Aiming to solve the sales channel conflicts, this paper has provided numerous measures that are achievable and feasible to well balance the channel management.With the direction to better improve the ecosystem of sales channel management, this paper has portrayed the promising futures with sufficient follow-up actions for Colgate sales channel in terms of channel integration, regional management and channel stimulations. Sincerely hope to provide references for people working in channel management.