The document discusses Colgate Palmolive's plan to introduce a new toothbrush, the Precision toothbrush, into the market. It analyzes the toothbrush market and identifies a niche for a "super premium" product targeting gum health. It considers mainstream versus niche positioning strategies and recommends a niche strategy to initially target the therapeutic brushing segment. Financial forecasts suggest the niche strategy would be more profitable than mainstream. The implementation plan includes professional endorsements, advertising, competitive pricing, and bundling the toothbrush with a premium toothpaste.

11. Product

12. Product

13. Price * Greater discount may be given as reflected in the financial forecasts Retail Price Trade Price Manufacture Price Main Stream Strategy $ 2.49 $ 1.85 $ 1.76 Niche Market Strategy $ 2.89 $ 2.13 $ 2.02