harvard business review ...case study.....on COLGATE PALMOLIVE

3. WHY STUDY THIS CASE?????
• To understand the market competition faced by the
Colgate Precision Toothbrush.
• To analyse the Consumer Behaviour of that time
period.
• To summarise the profits gained by the company.

5. COLGATE PRECISION:
A new product , toothbrush launched by CP in August 1992
Developed over a period of 3 years
SUSAN STEINBERG
Precision Product Manager
The person who managed the entire product development process
Responsible for recommending the position , branding and
communication strategies.

12. •To launch new products
•To enter into new geographic markets
•To improve efficiency in manufacturing and
distribution
•To continue focus on core consumer products

14. 1. VALUE
2. PROFESSIONAL
3. SUPER PREMIUM

23. •In 1992 , 22% of all toothbrushes were expected to be
distributed to consumers by dentists.
•Manufacturer margins on toothbrush sales through
dentists were less than half those achieved through
normal retail distribution.
•Exhibit 13 summarizes toothbrush retail distribution
trends by volume and value.

39. DISCLAIMER
Created by DEVANSH UPADHYAYA , SRM Kattankulathur during
marketing internship by Professor SAMEER MATHUR , IIM
Lucknow