To insure that the three goals are met and maintained,a series of strategies are to be
implemented. Keys to success can be determined based upon Colgate andits
competitions’ past and current market share, trends, strengths and weaknesses. Over the
past sixty years there has been a power struggle between Colgate, Aquafresh and Crest to
acquire market share. As a category leader it is imperative to follow and predict trends
within the United States toothpaste industry. Based on the MRI data, regular paste
outsellsbeyond all other typesof toothpaste and has the highest percentage of users.