7. Strength
•Global leader in
household and personal
care products
•New technologies for
oral care product
•Total worldwide reach
•Leading brand with
world’s 43% of
toothpaste market
12. Niche Marketing
Benefit
•It would target consumers concern
about gum diseases
•No SKU’s needed to drop
•Less erosion of existing product
•A clear cut strategy can be used
Drawback
•If it is positioned as main stream
it proclaim larger market &
volume share at end of 1st year.
•Reach limited to a specific
section
13. Main stream Marketing
Benefit
•Proclaim larger market and volume
share at the end of 1st year
•Possible of greater return
Drawback
•Cannibalization of Colgate Plus
and Colgate Classic
•Higher Price
•Uninvolved consumers can’t be
involved in target market
14. •Triple Action brushing effect
•35% increase plaque removal
•At gum line and between teeth brush was more
effctive
15. •Debated on “Colgate Precision” or “Precision
Colgate”
•Stressing Precision as opposed to Colgate
would cannibalize Colgate Plus and Colgate
Classic
16. •Initially introduce Precision as Niche product
targeting therapeutic consumers and later
broadening into Main Stream
•Place Precision at centre of brushes in
storage shelves
•Market it as distinctive oral care product
