A case study as part of marketing internship under Prof. Sameer Mathur, IIM Lucknow.

1. THE PRECISION TOOTHBRUSH
A case study

2. Colgate Precision
• Entering a highly competitive market in August 1992
• Recommendation regarding
Positioning
Branding
Communication strategies

3. But first ……………

4. Company
background
Global leader in household and personal care products with gross profit of $2.76 billion in 1991

6. CP Oral Care
In1991,
• 43% of world
toothpaste market
• 16% of world
toothbrush market
• 12% increase in
world wise sales
No.1 position in U.S.
retail toothbrush
market with 23.3%
volume share.

7. The U.S. Toothbrush market
• Product Segment
Professional
Super-premium

8. The Precision Marketing

9. 1. Design and Testing
• Technical innovation
• Innovative bristle configuration and handle design

13. 1993 launch in super-premium segment

14. 2. Positioning
• Top-of-the range, super-premium product
Niche product ???
Mainstream- most effective brush available ???
• Volume
Niche – 3%
Mainstream – 10%

15. 3.Branding
• Colgate Precision v/sPrecision by Colgate
• Prevent cannibalization of Colgate Plus ORBuild Colgate brand
equity

17. 4. Communication and Promotion
• Communication
“ You can feel the difference”
• Promotion strategies
Freebies
Discounts
Channeling through dentist

18. Now
the recommendations…

19. 1. Positioning
• Divide and conquer!!!!!
Position in niche market and capture consumer interest
Generate brand loyalty
Establish as the most effective brush available.

20. 2.Branding
• Precision by Colgate
Emphasizes product quality
Prevents cannibalization of Colgate products
• Best of both worlds
‘Precision’ in Precision by Colgate captures niche market
 ‘Colgate’ in Precision by Colgate attracts loyal customers

21. 3. Communication
• Extensive advertisement just before and soon after launch
• Winning confidence and recommendation of dentist before launch
• Prominent placing in store for initial months
• Packaging that highlights unique product offering
• Family packs and travel packs with toothpaste as initial promotion

22. DISCLAIMER
• Created by Lekshmi D, TKMCE, during Marketing Internship under
Prof. Sameer Mathur, IIM Lucknow.
Prof. Sameer Mathur
IIM Lucknow