They company must set its price in relation to the value delivered and the value perceived by the customer. Being as a market leader in tooth paste industry Colgate sets its prices in view the product itself target customer class and competitons product prices Pricing Strategies Colgate has maintained the custom of launching the new product at low prices so that every customer can take atrial of the product. Colgate changes its prices to most the competition but only at that time when the prices of competitors decrease because of national change in prices. Every customer has to pay