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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The dramatic growth of toothbrush colgate–palmolive the United States is due primarily to more concern for oral health by baby boomers. These customers were born from the mid s through the early s and are entering the preciision during which oral health begins to erode noticeably.

General AnalysisCustomer AnalysisAccording to different intensity of involvement in oral hygiene, oral care consumers can be classified into three groups. For them, a toothbrush is a tool tootbrush protects against gum disease, primarily, and tooth decay, secondarily. Therefore, they pay more attention to a toothbrush’s ability to remove plaque and food particles from teeth. Their decisions are based on price and convenience rather than the performance attributes of the brush.

Company AnalysisCP is a global leader in household and personal care product and holds the number one position in the U. S retail toothbrush market. StrengthPrecision is a technical innovation.

Colgate-Palmolive Co.: The Precision Toothbrush

At the gum line and between the teeth is even more impressive, the brush achieves double the plaque removal scores of competitor brushes. WeaknessAlthough selling more toothbrushes in the U. S than does any other firm, comparing to the position in toothpaste market, CP isn’t world’s leading toothbrushes provider.

And Colgate-Palmolive does not yet have a super-premium brush on the 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. ThreatCustomers will resist our assertion that Precision is the world’s best toothbrush. Competition AnalysisOral-B owned by Gillette had been the market leader since the s and was known as “dentist’s toothbrush”.


Its most recent product introduction, Indicator, is a super-premium offering that makes it easy for customers to know when to change brushes. Reach Between, the most recent introduction, is a super-premium brush designed for increased effectiveness between the teeth.

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

Marketing strategyAs the most innovative product in the market, Precision possesses huge market The Precision Toothbrush Essay words – 4 pages. Strategic Marketing Paper on Colgate Palmolive Company words – 8 pages associated with multiple products toothvrush brand extensions.

For instance, Colgate Palmolive Company first started manufacturing toothpaste, then toothbrushes, dental floss, and mouth rinse through brand extensions. The toothpaste grew brand extensions into liquid preicsion gel toothpastes, kids’ toothpastes.

The toothbrush category also has new multiple extensions like the Classic, Plus, Precision, Diamond and wild heads.

This type of multiple brand.

Colgate Palmolive words – 4 pages Challenges. Colgate-Palmolive Case Study words – 5 pages I. In and Colgate-Palmolive CP been a dominant force in the Oral Care industry, mainly in the toothbrush segment.

CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in CP has toothbrusu continued with research and development since the Colgate Plus breakthrough. However, when Aim entered the market inthey focused on comfort, which made Colgate’s.

So we would like to suggest that company sould not brand their toothbrush as Colgate Precision because Emphasizing the colgate name on the new precision toothbrush would cause additional cannibalization of the existing colgate toothbrushes. For example, Colgate’s Actibrush is an example of how the Company came up with a product that broadened their toothbrush segment. CP’s five-year plan emphasizes new product launches and entry into new geographic markets and a continuing focus on core consumer products.

Colgate-Palmolive Company: the Precision Toothbrush

Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which the promotion will be directed. The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest. Colgate-Palmolive India currently leads with an over 50 per cent market share in the Rs 1,crore toothpaste market.


Financial analysis report of Unilever and Colgate Palmolive words – 9 pages intense competition and volatile commodity costs”. Although Colgate founded earlier than some other big competitors, the company only gained its reputation through oral care products.

MBA Case Analysis & More Marketing – Colgate Palmolive

This is a disadvantage for Colgate because its rivals. Similar Essays Colgate Palmolive Company: 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 colgate-pamlolive communication strategies. According to clinical tests, Precision offers core advantages compared with other. 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.

With 7 sku’s for adult and child, it will require a loss of two of the sku’s with low rotation. The probability of Colgate Precision cannibalizing Colgate Plus market share is. Colgate Palmolive Case Analysis Of “Precision” Toothbrush words – 5 pages Problem StatementThe aim of this report is to analyze the two different launch strategies as a niche or a mainstream product for Colgate Palmolive’s new toothbrush, Precision, and choose the one that is the most suitable in the face of the market competition and consumer needs.

The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy. Colgate-Palmolive expansion in international market is considered as another strength. The company has introduced new products worldwide and started its production in China and Eastern Europe becoming one of the main. The effectiveness of the purpose of this text: Eliot’s “The Love Song of J.

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