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Colgate-Palmolive Co.: The Precision Toothbrush. Colgate-Palmolive Co.: The Precision Toothbrush. case study. John A. Quelch · Nathalie. Colgate-Palmolive Company: The Precision Toothbrush. Anthony Garver. Issue: In , Colgate-Palmolive (CP) faced a dilemma regarding the release and. Colgate-Palmolive (CP), a global leader in household and personal care products, is poised to launch its new toothbrush in the United States, Colgate Precision.

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About the Author Colgate-palmmolive A. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy.

It can also be used in a course on international marketing.

At the gum line and between the teeth is even more impressive, the brush achieves double the plaque removal scores of competitor brushes. Their decisions are based on price and convenience rather than the performance attributes of the brush. Business and Environment Business History Entrepreneurship. With 7 sku’s for co.tge and child, it will require a loss of two of the sku’s with low toothbrusb. A more conservative approach would use targeted communications and promotions.

Reach Between, the most recent introduction, is a super-premium brush designed for increased effectiveness between the teeth. Cite View Details Educators Purchase.

Therefore, they pay more attention to a toothbrush’s ability precixion remove plaque and food particles from teeth. By introducing Peecision into the niche market first, CP can reposition itself as the leading innovative company in the industry. Get inspired and start your paper now! Competition Toothbush owned by Gillette had been the market leader since the s and was known as “dentist’s toothbrush”.

Colgate-Palmolive Case Study words – 5 pages I. WeaknessAlthough selling more toothbrushes in the U. These customers were born from the mid s through the early s and are entering the years during which oral health begins to erode noticeably.

Consequently, there will be inadequate supply of products to meet purchase demands. CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in However, the toothbrush market has been evolving quickly and Precision product manager Susan Steinberg needed to establish the appropriate positioning, branding and communication strategy in light of all internal and external factors that will potentially affect the business.


Current production schedules are initially planned for niche productions, and mainstream production requires at least a 10 toothbrusn lead time, therefore, production plans must be considered. Finance General Management Marketing.

Cite View Details Purchase. S retail toothbrush market. Ultimately, CP should pursue alternative C in the short run. Alternative B – Precision as mainstream product An clgate-palmolive direction CP can pursue with Precision is to market it as a mainstream product. The Colgate Precision Toothbrush will be news in the mainstream market, and could use the prestige of the Colgate Company in order to position itself in the market.

The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The case explores issues concerned with new product launches and requires colgate-palmllive to do profitability analyses of different positioning alternatives.

Colgate-Palmolive Co.: The Precision Toothbrush

The toothbrush category also has new multiple extensions like the Classic, Plus, Co.rhe, Diamond and wild heads. As demand and sales start dropping off later on the product life cycle, Precision can move into the mainstream market. For them, a toothbrush is a tool that protects against gum disease, primarily, and tooth decay, precisiion.

In the long run, CP must continually invest in research and development to create innovative products in order to maintain its leading market position. Colgate-Palmolive expansion in international market is considered as another strength.

Niche Market Mainstream Market. OpportunitiesConsumers of the baby boomers are becoming more concerned about the health of their gums as opposed to cavity prevention and are willing to pay a premium for new products addressing this issue.

Colgate Palmolive Company: The Precision Toothbrush Essay – Words – BrightKite

CP’s five-year plan emphasizes new product launches and entry into new geographic markets and a continuing focus on core consumer products. Further, it is intuitive toothbrjsh Precision be slowly repositioned into the mainstream market as emerging competition and innovation against Precision is being introduced into the market.


For instance, Colgate Palmolive Company first started manufacturing toothpaste, then toothbrushes, dental floss, and mouth rinse through brand extensions. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Should Precision be precksion as a niche product or mainstream product?

Colgate-Palmolive India currently leads with an over 50 per cent market share in the Rs 1,crore toothpaste market. For example, Colgate’s Actibrush is an example of how the Company came up with a product that broadened their toothbrush segment. The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest.

Marketing strategyAs the most innovative product in the market, Precision possesses huge market However, alternative C is a better choice than alternative A because it takes into account both the short term and long term objectives that the company should pursue. To enter the super-premium segment of a highly competitive US toothbrush market with its technologically innovative product, the company should decide on positioning, branding and communication strategies.

CFI-M could expand aggressively by mass marketing to the general population. Finance Globalization Health Care. The dramatic growth of toothbrush in the United States is due primarily to more concern for oral health by baby boomers. In and Colgate-Palmolive CP been a dominant force in the Oral Care industry, mainly in the toothbrush segment. ThreatCustomers will resist our assertion that Colgate-palkolive is the world’s best toothbrush. All points regarding the alternatives against each critical issue are discussed in Exhibit 2.

They currently have 2 toothbrush products in the market, but have been working on a three-year project in developing a technologically superior toothbrush into the market. This product, tentatively named Colgate Precision will be ready to be released into the market in late The case is recommended for tootbrush undergraduate students or first-year MBA students studying marketing strategy.