Colgate Palmolive HBR Case Study
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This presentation is based on Colgate Palmolive Precision Toothbrush which is created under the guidance of Prof Sameer Mathur, during the marketing management internship of IIM, Lucknow.
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Colgate Palmolive HBR Case Study
- 1. C O L G A T E P A L M O L I V E T H E P R E C I S I O N T O O T H B R U S H C A S E A N A L Y S I S
- 2. THE COLGATE PALMOLIVE COMPANY is an American worldwide consumer products company focused on household, healthcare and personal products , such as soaps, detergents andoral hygiene products (including toothpaste and toothbrushes)
- 4. In 1992, Colgate Palmolive decided to launch a new toothbrush in the US, named Colgate Precision A bristle configuration with three different lengths enabling different bristle tufts to target different areas of the mouth A new design that was superior to that of its competitors Clinical plaque removing efficacy at gum-line and in between the teeth. Extensive clinical and consumer research to ensure overall acceptance of the product
- 6. AVERAGE PRICE- $1.59-$2.09 IMPROVED QUALITY AVERAGE PRICE $2.29-$2.89 SUPERIOR DESIGNS AVERAGE PRICE - $1.29 ECONOMIC SUPER - PREMIUM VALUE PROFESSIONAL
- 7. CONSUMER ANALYSIS Consumer chose a brush to fit their individual needs: Size and shape of the mouth Personal brushing style Sensitivity of gums Head shape Bristles Handle
- 9. Competition.
- 10. Oral-B angel and Oral-B regular "The Dentist's toothbrush" Prevent Compatible with a 45 degree brushing angle Crest "Teeth aren't flat, so why is your brush" Aquafresh Flex "Flexibility and gentleness" Competition
- 15. Pros Direct campaigning Accesible to a greater market size Greater Returns A clear marketing strategy Target group open to paying higher prices No cannibalism of existing products
- 16. Cons Production Capacity increases a 10 month lead resulting inadequate supply of product Cannibalism of existing Colgate Plus Dropping SKUs Lesser returns when compared to mainstream positioning Reach limited to a specific section
- 17. What To Do?
- 18. It would be better to position the Colgate Precision toothbrush as a niche product and market the product with its unique characteristics as providing superior oral care to fight plaque recommended by dentists. This would make it appealing to the baby boomer therapeutic consumers.
- 19. Colgate precision toothbrush can later be expanded into the mainstream markets with extensive advertising. It can thus attract a variety of customers and not just the therapeutic customers. It can replace Oral-B, the leading brand in super premium product segment.
- 20. Summary About Colgate-Palmolive The precision Toothbrush Product Segmentation Consumer Analysis Competitors Advertising and Promotion Positioning Recommendations
- 21. These slides were created by Harsh Gupta, IFMR, Sri City as a part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow