A HARVARD BUSINESS SCHOOL CASE STUDY ABOUT THE COMPANY COLGATE PALMOLIVE'S PRODUCT LAUNCH- COLGATE PRECISION TOOTHBRUSH

1. Colgate-Palmolive
Company:
The Precision
Toothbrush
HARVARDBUSINESSREVIEW

2. WHATISCOLGATEPALMOLIVE?

3. A world leader in personal
care sales which included
oral hygiene products like
toothbrushes and
toothpastes.

4. WHATISTHEMATTERWITHIT?
WHYSTUDYTHISCASE?

5. THERE'S ALWAYS
A SITUATION

6. Colgateprecision
Precisionproductmanager,had
torecommendpositioning,
branding,andcommunication
strategiestodivisiongeneral
managerfornewtoothbrush:

7. Theprotagonist
SUSAN STEINBERG,
PRECISION
PRODUCT
MANAGER.

8. WHYTHISCASE?
TOANALYSE
THEOUTCOME
OFCOMPANY'S
PROFIT
ANALYSECONSUMER
BEHAVIOURATTHETIME
OFPRODUCTLAUNCH
ANDDECIDEPOSITIONING
ANDBRANDING
TOANALYSE THE
COMPETITORSOF
COLGATEPRECISION
TORECOMMENDON
THEWHOLE

9. CP'SBACKGROUND
HOLDS 43%OFTHEWORLD'STOOTHPASTEMARKET
16%OFTHEWORLD'STOOTHBRUSHMARKET
OtherincludedS
dentalflossandmouthrinses
ALLWITHTHEHELPOF 170RESEARCHERS

10. AMAJORYEAR

11. TOOTHBRUSHMARKETINNOVATIONU.S

12. TOOTHBRUSHMARKETSEGMENTATION
VALUE
PROFESSIONAL
SUPER-PREMIUM

14. ANALYSINGCONSUMER
MARKET

15. HEALTH
OF GUMS IS
A PRIMARY
ISSUE
CAVITY
PREVENTION
A
SECONDARY
ISSUE

16. CONSUMERS
PAY WELL FOR
PREMIUM
BRUSHES

17. Consumer Segmentation of
Toothbrush Users
INVOLVEDORALHEALTHCONSUMERS THERAPEUTIC
BRUSHERS46%ofadults
INVOLVEDORALHEALTHCONSUMERS COSMETIC
BRUSHERS21%ofadults
UNINVOLVEDORALHEALTHCONSUMERS 33%ofadults

18. COMPETITORS

21. GROWINGCOMPETITION
TOCPMADEITTOCOPY
STRATEGIESSUCHAS
DEFININGA BRAND
MANTRAANDA
TAGLINEFOR
COLGATEPRECISION.

22. TAGLINESOFCOMPETITORS

23. FROMWHOMWOULDUBUYAPRODUCT?
OBVIOUSLY,DISPLAY
MATTERS

24. THE COLGATE
PRECISION
HELD 25% TO
40% SHELF
SPACE IN
STORES

25. INTEGRATEDDIFFERENT
PRODUCTMIXES
ANDPROMOTEDTHE
PRODUCTS

26. THEPRECISION
MARKETINGMIX

27. CPDEVELOPEDBRUSHESWITH3
LENGTHSANDORIENTATIONS.
ASUPERIORPLAGUEREMOVING
DEVICEWASTHUSINVENTED.

28. CLINICALTESTSOFPRECISIONFOUND
THATTHEREWAS35%INCREASE
INPLAGUEREMOVALABILITYTHAN
COMPETITORS

29. POSITIONINGOFPRECISION
TOOTHBRUSH

30. NICHE
MARKETING
MAINSTREAM
MARKETING

31. PROSOFNICHEMARKETING
TARGET
CONUSMERS
CONCERNEDIN
GUMDISEASE
COULDCOMMAND
15%PRICE
PREMIUMOVER
ORALBANDCOULD
CAPTURE3%OFITS
MARKET.

32. CONSOFNICHEMARKETING
7%LESS
MARKET
SHARE
CAPTUREAS
COMPAREDTO
MAINSTREAM
LESSVOLUME
SHAREAS
NICHE

33. PROSOFMAINSTREAM
MARKETING
LARGERMARKET
ANDVOLUME
SHARE
GREATERSALES
THROUGHCLUB
STORESAND
MASS
MERCHANDIES

34. PROSOFMAINSTREAM
MARKETING
RAISED
CONCERNSABOUT
CANNIBALIZATION
MAYLEADTO
INADEQUATESUPPLY
OFPRODUCTS

35. THECOLGATEPRECISIONNAME
WASVIEWEDASTHEMOST
FAVOURABLEONE
LESSRISKSOFCANNIBALIZATION
DEEMEDAPPROPRIATEBYHALFOFCONCEPTACCEPTORS

37. REDUCEDCANNIBALIZATIONIF
NICHEMAREKTINGISUSED
INITIALLYANDLATERBROADENED
TOMAINSTREAMMARKETING

38. BROADEINING WILLHELP
ENHANCEGREATERSALES
PROPORTIONWHICHWOULD
INCREASETHROUGHMASS
MERCHANDISEANDCLUBSTORES

39. INVESTINGALITTLEMORE
ONADVERTSINGAND
PROMOTIONS

40. EMPLOYDENSTISTS
TOSAMPLE
CONSUMERS.

42. DISCLAIMER
CREATEDBYADILMITHANI,NITSURAT,
DURINGMARKETINGINTERNSHIPUNDER
PROF.SAMEERMATHUR,IIMLUCKNOW