A Harvard case study analysis about the launch of the Precision Toothbrush by Colgate - Palmolive company.

1. The Precision Toothbrush
Case
study

2. Umm.. Case study? What does that mean?
Documented study and
analysis of a specific real-
life situation or an
imagined scenario

3. So What
this
Case study
is
about?

4. The Problem Statement
Colgate
Palmolive
wanted to
launch The
Precision
Toothbrush

5. The company is
quite profitable
in its
toothbrush
business..

6. let’s study some
consumer behaviour...

7. We are baby boomers and we are more concerned
about health of our gums and wouldn’t mind paying
premium for new products addressing this issue.

8. Cosmetic
Brushers
(21% of adults)
Uninvolved oral
health
consumers
(33% of adults)
I want my
teeth
white!
I want my
teeth
healthy!
Whatever!
Therapeutic
Brushers
(46% of adults)

9. competitors in super
premium segment…

10. Oral- B
Reach
Advanced
Design
Crest
Complete
Aquafresh Flex

11. Oral- B
Reach
Advanced
Design
Crest
Complete
Aquafresh Flex
Lever
SunstarPfizer

12. advertising and
promotion…

13. colgate tag lines across years..
advertising and
promotion…

14. Shaped to keep your
whole mouth in
shape
1985-1986

15. Odd looking, super-
cleaning, comfy
feeling toothbrush
1987-1990

16. Because your smile
was meant to last a
lifetime
1991

17. In the fight against
plaque, it’s a Plus
1992

18. Colgate
Toothbrush
Points-of-sale
display racks

19. distribution…

20. Retail Toothbrush Sales: 1989-1992E

21. Competitor market shares: 1991-1992E

22. The Precision
Marketing Mix

23. product design and
testing…

24. Reproductions of the Colgate Precision
Toothbrush

25. Reproductions of the Colgate Precision
Toothbrush

26. Reproductions of the Colgate Precision
Toothbrush

27. Mission was to develop a
superior, technical,
plaque-removing device

28. Five Goals Of
Research and
Developmen
t

29. Understanding the
varying techniques
consumers used when
brushing their teeth.

30. Testing the between-
teeth access of different
toothbrush designs.

31. Establishing an index to
score clinical plaque-
removal efficacy at the
gum line and between
teeth.

32. Creating a bristle
configuration and
handle design offering
maximum plaque-
removing efficacy.

33. Determining the
efficacy and acceptance
of the new toothbrush
design.

34. positioning…

35. Two possibilities..
1.Super-premium product
2.Niche product

36. Concerns of positioning Precision
as a mainstream product
1.Cannibalization of Colgate Plus
2.Pressure on Production schedules

37. How Unit Volumes Reach Consumer

38. Investment
1.Tufters
2.Handlemolds
3.Packaging machinery

39. Investment Costs
1.Tufters
2.Handlemolds
3.Packaging machinery
$500,000
$150,000
$300,000

40. branding…

41. Colgate
System
III
Colgate
Advantage
Colgate
Precision
Colgate
Contour
Colgate
Sensation
Colgate
Probe
Colgate
1.2.3

42. Colgate
System
III
Colgate
Advantage
Colgate
Precision
Colgate
Contour
Colgate
Sensation
Colgate
Probe
Colgate
1.2.3

43. Stressing Precision as
opposed to Colgate would,
it was argued, limit the
extent of cannibalization of
Colgate Plus

44. communication and
promotion…

45. Concept tests, conducted among
400 adult professional brush
users 18 to 54 years of age, were
run during 1990-1991

46. Copies of the Advertisements used in the
Consumer Concept Tests

47. Summary of Consumer Concept Test Results

48. Well..
Want the conclusion?

49. Want the conclusion?
Well..
Precision was more than a niche product or
simple line extension and the proven benefits to
consumers represented a technological
breakthrough.

50. You can really
feel it working!
Consumers’ overwhelming response

51. You can really
feel it working!
Consumers’ overwhelming response

53. Disclaimer
Created by Bhavana Manjusha, Osmania University, during a
Marketing Internship under the guidance of Prof. Sameer
Mathur, IIM Lucknow.