Analysis of Harvard Case Study on the Precision Toothbrush by Colgate Palmolive. This presentation analyses challenges, Colgate Palmolive's strategy and provide recommendations for improvement.

1. CASE STUDY

2. OBJECTIVES

3. ABOUT
–
$16.034
+
,

4. WHERE
DOES
CP
STAND
MARKETIN
SITUATION

6. ORAL HEALTH MARKET IN

7. ADVERTISING

8. MARKET SEGMENTS

9. MARKET SEGMENTS
MARKET
SEGMENTS
Value
Premium
Super
Premium
$1.29
$1.59 - $2.09
$2.29 - $2.89

10. This was the target for Colgate Precision

11. C
U
S
T
O
M
E
R
NEEDS
BELIEVES
BEHAVIOURDEMANDS

12. DEMAND INCREASE

13. behaviourBEHAVIOUR

14. CONSUMER SEGMENTATION

15. PRE-BUYING BEHAVIOUR

16. BRAND CHOOSING BEHAVIOUR
UNIQUE FEATURES
EXPERIENCE
COMFORT
PROFESSIONAL RECOMENDATION

17. DISTIBUTION

18. COMPETITION

19. COLGATE
PRECISION
In August 1992, Colgate-Palmolive (CP) was
poised to launch a new toothbrush in the United
States, tentatively named Colgate Precision.

20. BRAINS THAT FUEL
PRECISION TOOTHBRUSH IDEA
SUSAN STEINBERG
PRODUCT MANAGER
NIGEL BURTON
DIVISION GENERAL
MANAGER
RUBAN MARK
CEO

21. C
O
L
G
A
T
E
GOAL
FORPRECISION
WHY
WHO

22. MAKING
BY
P
R
E
C
I
S
I
O
N
OF

23. MAKING
BY
P
R
E
C
I
S
I
O
N
OF

25. UNIQUE DESIGN
EVOLVED FROM

26. POSITIONING
NICHE POSITIONING
MAINSTREAM POSITIONING
 Position as a specialised product
 Less Market Profit
 Less erosion of other segment
like Colgate Plus.
 Position as a normal product
 More Market Profit
 Heavy erosion of other segment
like Colgate Plus.

28. COST & PRICING



29. Stenberg's estimation of costs

30. DISTIBUTION

31. COMMUNICATION
& PROMOTIONS






INVOLVE

33. ADVERTISING
TREND
BUDGET

34. CHALLENGES





35. RECOMMENDATIONS
& CONCLUSION




36. DISCLAIMER
Created by Nilay Aishwarya, BIT Mesra
during Marketing Internship under
Dr. Sameer Mathur, IIM Lucknow.