Harvard Case Ananlysis

1. The PrecisionToothbrush

2.  Launched new toothbrush in the US named
Colgate Precision in August 1992
 Technologically superior toothbrush

3. Company Background
In 1991
 Global leader in household and personal
care products
 Held 43% of the world’s toothpaste market
and 16% of the world’s toothbrush market
 Other oral care products include dental floss
and mouth rinses

4. Origin of toothbrush
 Ancient Egyptians used toothbrushes made
from twigs
 In 1938 first nylon-bristle brush was
launched

5. Product Segment
Toothbrush Category:Value and Professional
Professional brushes account for 41% of sales
while value brushes account for 18% of sales

6. Consumer Behaviour
 Many baby boomers were suffering from
cavities
 Special brushes launched to address the
issue
 Brand choice was based on features,
comfort and professional recommendations

7. Rivals

8. Advertising and Promotion
 Hard to increase primary demand, so new
products steal sales from old ones
 More money spent in media and launches
 Increased frequency and value of consumer
promotion events

9. Distribution
 Increased shelf space for oral care products
in food stores
 In 1992, 27% of toothbrushes were
distributed by dentists to consumers

10. Product Design and Testing
Infrared motion analysis used to track users
brushing movements and plaque removal
Unique brush was developed with bristles of
different lengths and orientations

11. Positioning
 Precision was top-of-the-range, premium
product
 Niche product targeted at customers with
gum issues
 Most effective brush of the markey

12. Test names were Colgate Advantage,
Colgate Contour, Colgate Sensation, Colgate
Probe, Colgate Precision out of which
Colgate Precision was deemed as most
appealing.

13. Communication and Promotion
 Concept tests were conducted
 Gum disease prevention was greatest intent
to buy toothbrush among test consumers

14.  Precision’s unique design could remove
more plaque
 Brush looked unusual causing mixed first
impressions
 Sampling would be critical to Precision’s
success

15. Conclusion
 Precision was more than a niche product
 Benefits to consumers represented a
technological breakthrough
 To develop a marketing mix that would
enable Precision to reach its full potential

16. Disclaimer
This presentation is made by Anvesha Bhatt
during a marketing internship under Prof.
Sameer Mathur, IIM Lucknow.