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Other marketing reference companies are Proctor and Gamble.
In an article from the Associated Press however, a critic is being made on the way Colgate would have neglected its marketing strengths in the last years, taking their market place for account. The article states: "Colgate has been milking its worldwide brands for far too long, for both its sales and marketing." As a result it would have become easier for local brands to undermine Colgate brands and enter the market and take a share or it.
The marketing efforts are going to be accentuated in high potential markets such as Latin America, Eastern Europe, China, Asia and Russia...
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