These slides has been published for the summer internship under prof. Sameer Mathur of IIM Lucknow

2. PROBLEM STATEMENT
Suggesting a marketing
strategy for the new
toothbrush:
Colgate Precision

3. THE PRECISION TOOTHBRUSH
 A Precision toothbrush
 Triple action brushing effect
 More effective at plaque removal
 Provides gum protection

4. PRODUCT SEGMENTS
 Three segments-
Value
Professional
Super premium
 Different brands for
different segments

5. VALUE PROFESSIONAL SUPER PREMIUM
 More Economic
 Average Price
: $1.29
 Better Quality
 Average Price
: $1.59-$2.09
 Improved Designs
 Average Price
:$2.29-$2.89

6. CONSUMER ANALYSIS
Three distinct consumer
groups-
 Therapeutic brushers
 Cosmetic brushers
 Uninvolved brushers

7. COMPETITOR ANALYSIS
 Oral and Johnson & Johnson trying to
capture more market in super-premium
range.
 Competitors offering coupons and refunds to
get an edge in the market.
 Sizeable revenues spent on advertisement.

9. STRENGTHS
 Leading brand in oral
hygiene
 Market leader in
toothbrush sales
 Extensive overseas reach
 Innovative product design

10. WEAKNESS
 Introduction of precision
toothbrush may lead to a
drop in sales of Colgate
plus and Colgate classic.
 Media expenditure of
brand is limited as
compared to its market
competitors.
 Lack of dental
endorsements for the
brand.

11. OPPORTUNITIES
 Super premium can help
improve the market share.
 Younger generations are
becoming more health
conscious.
 Can capture the consumers
who make unplanned
purchase by focused
advertisement.

12. THREATS
 Severe competition and
incentives by the
competitors .
 Aggressive expansion in
different segments by
other brands.
 Competitors launching
products with innovative
features.

15. MAINSTREAM POSITIONING
BENEFITS
PROS CONS
 Accessible to larger
market size.
 Simple and direct
campaign.
 Possibility of greater
returns.
 Higher prices can
turn people off.
 Uninvolved
customers can not
be involved in the
target market.
 Huge risks of drop
in sales of Colgate
classic and Colgate
plus.

16. NICHE POSITIONING
BENEFITS
PROS CONS
 A clear cut strategy
can be used.
 Target group more
open to paying
higher prices.
 Less erosion of
existing products.
 Entry into superior
market and
compete with oral-
B .
 Less contribution
to profit in
upcoming years.
 Reach limited to
only a specific
section.

17. RECOMMENDATION
 Position Precision toothbrush
as a niche product
 Appeal to therapeutic
consumers
 Market the product as
providing superior and
distinctive oral care

18. FUTURE SCOPE
 Can expand the toothbrush into mainstream
market later
 Can replace Oral-B as the leading brand in Super-
Premium range
 Can expand into other oral care products for
therapeutic consumers

19.  Problem statement
 Introduction
 Product segment
 Consumer analysis
 Competitor analysis
 SWOT analysis
 Positioning
Niche
Mainstream

20. Submitted by –
ASHISH CHAUHAN
National Institute of Technology , Jalandhar
Marketing internship under prof. Sameer Mathur