PRICE The amount of money that one has to pay to buy the productis known as price. Price is the element in marketing mixthat produces revenue while the other elements of marketing mix generate cost only. 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 inview the product itself target customer class and compotitons product prices Pricing Strategies Colgate has maintained the custom of launching the new product at low prices so that every customer can takeatrialof the product. Colgate changes its prices to moct the competition but only at that time when the prices of competitors decrease because of national change in prices. Every customer has to pay