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Case ii ppt slides by nalini bhattar
Susan Steinberg, the product manager for Colgate Precision toothbrush, had to decide on positioning, branding, and communication strategies for the new product being launched in the United States. The document discusses Colgate-Palmolive's market share in oral care products, new product introductions from competitors, consumer concept tests that showed messages around preventing gum disease and removing plaque were most appealing, and advertising expenditures that would increase to promote the new toothbrush.
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Case ii ppt slides by nalini bhattar
- 1.
- 2. In August 1992,the company decided to launch a new toothbrush in the United States, named Colgate Precision.
- 3. Susan Steinberg, productmanager 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 werecategorised 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.
- 8. Advertising and promotionexpenditure 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 testresults.
- 10. Concept Test 1 Plaqueremover 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 Gumdisease only Replacement message Trouble spots Probably will buy 63% 72% 62% 66% Definitely will buy 13% 16% 11% 14%
- 13. Concept Test 4 Noprice given prevent gum disease 20% price premium to oral-B prevent gum disease Probably will buy 87% 61% Definitely will buy 29% 19%