COLGATE MODEL SELLING SCHOOL CONVENTION
Date: Friday, March 16, 2012
Venue: Colgate Learning Centre,
Colgate-Palmolive Marketing Sdn Bhd,
Jalan Semangat/ Jalan Bersatu, Seksyen 13
46200 Petaling Jaya, Selangor
Time: 8.45am-5.00pm
Colgate Model Selling School Convention (CMSSC) was organized for the first time at the Colgate Learning Centre by the Colgate-Palmolive Marketing Sdn Bhd as an initiative to build up entrepreneurship, leadership and fundamental skills among dental students as future dentists, help us dental students to collect or raise funds for organizing our activities and strengthen bonds between the dental faculties of universities and Colgate-Palmolive Marketing Sdn Bhd.
Upon arrival to the Colgate-Palmolive company, we were greeted by the guards which required us for registration and later welcomed by Ms. Wong Yian Yan who kindly brought the team into the hall.
After an ice-breaking session, we had an introduction session regarding the Colgate-Palmolive Marketing Sdn Bhd with the history of its establishment initially from a soap and candle factory by its founder William Colgate, to a global consumer products company focused on the production, distribution and provision of household, health care, personal care and pet nutrition.
During the talk on the Colgate Model School Selling Convention, we are informed of the mechanism in marketing the sponsored Colgate products to raise funds for our dental activities as well as how to creative and efficiently maintain continuity flow of income, as explained in the flowchart.
We were also asked to take note on whom to sell the Colgate products to, i.e. University/ college students, friends and family, and university medical and hospital staffs. The following parties are the ones whom we should not sell the Colgate products to:
i. Retail channel
ii. Dental clinics
iii. Hospital clinics
iv. Medical institutions
Next was the scientific training by oral indication talk presented by Dr Noel. We were taught on the current breakthrough achieved and developed in Colgate products available in the present market. Among the ones highlighted are Pro-Argin Technology, Triclosan Technology, and Colgate Plax (Cetyl Pyridinium Chloride) and the Colgate 360o toothbrush. Throughout this session, we learnt the basics of the respective technologies which include the mechanism of action, the chemical composition, its uses, the advantages, disadvantages and its evidence-based research that has further proven why Colgate is the leading number #1 brand that dentists use worldwide.
Summary of the technologies that were also included in the talk were:
- Pro-Argin technology – which focuses on tackling the problem of dentine hypersensitivity by means of dentinal tubules occlusion.
- Triclosan – which inhibits plaque formation thus preventing gingivitis and further periodontal problems.
- Colgate 360o toothbrush (Antiflex, Sonic, Surround, ProRelief, Deep Clean) – which focuses on effective plaque removal.
- Colgate Plax (Cetyl Pyridinium Chloride) – which focuses on reducing bacterial load and aerosol
- PerioGuard mouthrinse (Chlorhexidine)
- Interdental brush
- Dental floss
- Duraphat Fluoride Therapy (Varnish) – professional application
- Orthodontic-based products
a. Ortho brush – short and long bristles
b. Colgate Phosflur (Acidulated Phosphate Fluoride)
Besides this, they assured us that all their products were halal as it has undergone thorough checking by the Jabatan Kemajuan Islam Malaysia (JAKIM). After that, we were further informed regarding the Corporate Social Responsibility (CSR) activities organized and participated by Colgate-Palmolive which includes:
1. - Oral Health Month every April with many participating dental clinics
2. - Mari Beramal Bersama Colgate – distribute Charity Packs during Ramadhan
3. - Sahabat Korporat Lembaga Tabung Haji – providing hajj pilgrims with oral health care kits
4. - World Halal Forum
During the marketing talk, we were briefed regarding the essentials of marketing by focusing on understanding what our patients (which are the consumers) need.
In the marketing mix, the principles of 4P’s were highlighted focusing towards our target market.
We also took down notes regarding the different retail environment for the sales of Colgate products such as the hypermarkets/ supermarkets and pharmacy. There were allocated toothpaste, toothbrush, and mouthwash bays for the respective items. There we also listened to the merchandizing and promotion session where they emphasize about the efficiency of product assortment, optimum price, strong promotion, ideal shelf placement, and impactful point of purchase.
Lastly, we were divided into groups of 5 which consist of group members from other universities in order to build up our interpersonal skills. We were given a task with a budget of RM3500 to purchase Colgate products and set up a business plan in our university campus. We were opted to set our target market which consisted of the 4 P’s earlier as well as the sales target. From this exercise, we all got to communicate with various students from the other participating universities in order to brainstorm ideas and knowledge-sharing as well. We took this opportunity to build up our creativity and critical thinking skills, not to mention a boost in our confidence. At the end of the day, after the certificate and prize giving ceremony, goody bag presentation and photography sessions, we all definitely came home that day with a lot of inputs and experiences which taught us to be a better person in many ways. We hope this convention will be held again next year so that the cycle continues and more students will get this valuable opportunity.
Prepared by,
Nurul Lyana binti Zainol,
Exco of Liason and Internationalization,
Dental Student Association.
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