this ppt slide is made under the internship of Prof. Sameer Mathur, IIM Lucknow

1. Colgate-
Palmolive
Company
.

2. In August 1992, the company decided to launch a new
toothbrush in the United States, named Colgate
Precision.

3. Susan Steinberg, product manager of
Precision. Now had to decide
positioning, branding, and
communication strategies.

4. • In 1991, it held 43% of the world toothpaste
market and 16% of the toothbrush market.
• Worldwide sales of CP’s oral care products
increased 12% to $1.3 billion.
• Later, it offered two line toothbrushes – the
Colgate Classic and the Colgate Plus.

5. NEW PRODUCTS
INTRODUCTIONS.
• Oral- B Classic
• Johnson & Johnson Reach
• Lever Bros. Aim
• Pepsodent
• Oral- B Ultra
• Aquafresh Flex
• Pfizer Plax
• And many more.

6. Product Segment
Toothbrushes were categorised into two
segment: VALUE and PROFESSIONAL.
Colgate- Palmolive and Johnson & Johnson were
positioned in professional segment. While Oral-
B, Procter & Gamble was positioned in super
premium segment.

7. Advertising and
promotion.

8. Advertising and promotion expenditure for colgate Palmolive
toothbrushes.
1989 1990 1991 1992E
media $3667 $6988 $8761 $9623
Consumer
promotion
s
4541 5893 5286 6978
Trade
promotion
s
3485 4134 6287 7457
Total
advertising
and
promotion
$11693 $17015 $20334 $24058

9. Summary of
consumer concept
test results.

10. Concept Test 1
Plaque remover Healthier gums Trouble spots
Probably would buy 69% 68% 66%
Definitely would
buy
15% 15% 10%

11. Concept Test 2
35% more
plaque
remover
prevent gum
disease
35% more
plaque
remover
Prevent gum
disease
Feel the
difference
Probably would
buy
63% 72% 62% 66%
Definitely
would buy
13% 16% 11% 14%

12. Concept Test 3
Gun
disease/replac
ement
Gum disease
only
Replacement
message
Trouble spots
Probably will
buy
63% 72% 62% 66%
Definitely will
buy
13% 16% 11% 14%

13. Concept Test 4
No price given prevent
gum disease
20% price premium to
oral-B prevent gum
disease
Probably will buy 87% 61%
Definitely will buy 29% 19%