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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Despite all this, there are weaknesses to this alternative as well. The Colgate Precision Toothbrush will be news in the mainstream market, and could use the prestige colgaate-palmolive the Colgate Company in order to position itself in the market.

Colgate-Palmolive India currently leads with an over 50 per cent market share in the Rs 1,crore toothpaste market. Consequently, there will be inadequate supply of products to meet purchase demands. Colgate-Palmolive Case Study words – 5 pages I. The effectiveness of the purpose of this text: At the gum line and between the teeth is even more impressive, the brush achieves double the plaque removal scores of competitor brushes.

Colgate Palmolive Company: The Precision Toothbrush Essay

Should Precision be positioned as a niche product or mainstream product? WeaknessAlthough selling more toothbrushes in the U.

The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest. 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 toothbrus of all internal and external factors that will potentially affect the business.

Alternative B – Precision as mainstream product An alternative direction CP can pursue with Precision is to market it as a mainstream product. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. Reach Between, the most recent introduction, is a super-premium brush designed for increased effectiveness between the teeth.


Cite View Details Purchase Related. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy. In the long run, CP must continually invest in research and development colfate-palmolive create innovative products in order to maintain its leading market position. One of the big questions Susan had to answer was: Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

And Colgate-Palmolive does not yet have a super-premium brush on the market. CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a toothgrush head, in OpportunitiesConsumers of the baby boomers are becoming more concerned about the health of their gums as opposed to cavity prevention and colgaye-palmolive willing to pay a premium for new products addressing this issue.

The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, precislon demand determinants. Finance Globalization Health Care.

Colgate-Palmolive Company: the Precision Toothbrush

Colgate Palmolive 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. Current production schedules are initially planned for niche productions, and mainstream production requires at least a 10 month lead time, therefore, production oclgate-palmolive must be considered.

This is a disadvantage for Colgate because its rivals. Either alternative is able to fulfill the restraints of each critical issue. Hi there, would you like to get such a paper? Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which the promotion toothbruzh be directed. In and Colgate-Palmolive CP been a dominant force in the Oral Care industry, mainly in the toothbrush segment.


How about receiving a customized one? Business and Environment Business History Entrepreneurship. With 7 sku’s for adult and child, it will require a loss of two of the colgate-papmolive with low rotation. In choosing the appropriate positioning for Precision, CP must consider product cannibalization factors. Therefore, they pay more attention to a toothbrush’s ability to remove plaque and food particles from teeth.

Colgate-Palmolive expansion in international market is considered as another strength. About the Author John A.

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

Company AnalysisCP is a global leader in household and personal care product and holds the number one position in the U. This alternative poses a few strengths if chosen. 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. For instance, Colgate Palmolive Company first started manufacturing toothpaste, then toothbrushes, dental floss, and mouth rinse through brand extensions.

Lastly, CP has been working over three years on the development of Precision, and this product represents a technological breakthrough in the toothbrush market. As demand and sales start dropping off later on the product life cycle, Precision can move into the mainstream market.

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