Colgate-Palmolive was developing a new precision toothbrush to launch in 1992. It conducted extensive research over several years to design a brush with bristles of different lengths and orientations that could remove plaque more effectively, especially between teeth and at the gumline. The precision toothbrush was positioned as a premium product claiming to be the most effective brush on the market. Colgate tested potential names, advertisements, and distribution strategies involving dentist samples. It aimed to establish the precision brush as a credible breakthrough product through its proven benefits identified through proper analysis and development of its marketing mix.

1. Colgate-Palmolive
Company:
The Precision
Toothbrush
Harvard Business School Case

2. Colgate-Palmolive Company: The Precision Toothbrush
InAugust1992,
Colgate-Palmolivewas
poisedtolaunchanew
toothbrushinmarket.

3. Colgate-Palmolive Company: The Precision Toothbrush
CP’sfive-yearplanfor1991to1995emphasized
newproductlaunchesandentryintonew
geographicmarkets,alongwithimproved
efficienciesinmanufacturinganddistribution
andacontinuingfocusoncoreconsumer
product.

4. Colgate-Palmolive Company: The Precision Toothbrush
THE U.S
ToothbrusH
Market

5. Colgate-Palmolive Company: The Precision Toothbrush
ProductSegments
In1980s,industry
executivesdividedthe
toothbrushcategoryinto
twosegments:
Value
Professional

6. Colgate-Palmolive Company: The Precision Toothbrush
ThreeplayersdominatedtheU.S.toothbrushmarket

7. Colgate-Palmolive Company: The Precision Toothbrush
MajornewproductsintheSuper-PremiumToothbrushSegments:-

8. Colgate-Palmolive Company: The Precision Toothbrush
In1980s,Children’ssegmenthad
seenavarietyofnewproducts.
By1991,however,newproduct
introductionswereagainfocused
ontechnicalperformance
improvements.

9. Colgate-Palmolive Company: The Precision Toothbrush
ConsumerBehavior
CP’sconsumerresearchindicated
thatconsumersofthebabyboom
generationwerebecomingmore
concernedaboutthehealthof
theirgumsasopposedtocavity
preventionandwerewillingtopay
apremiumfornewproduct
addressingthisissue.

10. Colgate-Palmolive Company: The Precision Toothbrush
Brand choice was based on features , comfort and
professional
recommendations
Mainreasonswhyconsumersusedspecificbrands:-

11. Colgate-Palmolive Company: The Precision Toothbrush
Consumersegmentationoftoothbrushusers:-

12. Colgate-Palmolive Company: The Precision Toothbrush
Competition
Major competitor
brands

13. Colgate-Palmolive Company: The Precision Toothbrush
Majorbrandsandproductprices

14. Colgate-Palmolive Company: The Precision Toothbrush
Marketshareandclassoftrade:1991

15. Colgate-Palmolive Company: The Precision Toothbrush
AdvertisingandPromotion
InToothbrushcategory,itwashard
toincreaseprimarydemand,sonew
productstendedtostealfrom
existingproducts.
Incaseoftoothbrushes,increased
advertisingandpromotionseemed
tofuelconsumerdemand.

16. Colgate-Palmolive Company: The Precision Toothbrush
Themainmessageineachbrand’sCommercial:-

17. Colgate-Palmolive Company: The Precision Toothbrush
Advertisingandprom.expenditureforColgate-Palmolive toothbrushes:1989-1992E($intho):-
Principaltoothbrushmediaadvertisingexpenditureandshareofvoice:1991-1992E:-

18. Colgate-Palmolive Company: The Precision Toothbrush
ColgatePlusTelevisionAdvertisingCopystrategiesandexecution:1985-1992:-

19. Colgate-Palmolive Company: The Precision Toothbrush
ThePrecision
Marketing
Mix

20. Colgate-Palmolive Company: The Precision Toothbrush
Productdesigningandtesting
InLaboratoryexperiments,
researchersusedinfrared
motionanalysistotrack
consumer’sbrushing
movementandconsequent
levelofplaqueremoval.
CPdevelopedauniquebrush
withbristlesofthreedifferent
lengthsandorientation.

21. Colgate-Palmolive Company: The Precision Toothbrush
In 1989,CP had established a task force compromising executives from R&D and marketing,
dental professionals , and outside consultants . The task force had force had five goals:-
Understandingthevaryingtechniquesconsumersusedwhenbrushingtheir
teeth.
Testingthebetween-teethaccessofdifferenttoothbrushdesigns.
Establishinganindextoscoreclinicalplaque-removalefficiencyatthegumline
andbetweenteeth.
Creatingabristleconfigurationandhandledesignofferingmaximumplaque-
removalefficacy.
Determiningthroughclinicalandconsumerresearch,theefficacyand
acceptanceofthenewtoothbrushdesign.

22. Colgate-Palmolive Company: The Precision Toothbrush
Positioning
Precisionwasdevelopedwiththe
objectivesofcreatingthebest
brushpossibleandassuch,
becomingatop-of-therange,
super-premium product.
Itwasestimatedthat,asa
mainstreambrush,withthe
broaderappealofbeingthemost
effectivebrushavailableonthe
markets.

23. Colgate-Palmolive Company: The Precision Toothbrush
Branding
Nametestswerecarriedoutbythetaskforce.Alternativenamestestedincluded
ColgatePrecision,ColgateSystemIII,ColgateAdvance,Colgate1.2.3,Colgate
Contour,ColgateSensation,andColgateProbe.TheColgatePrecisionnamewas
consistentlyviewedmorefavorably-itwasdeemedappropriateby49%of
conceptacceptorsandappealingby31%.

24. Colgate-Palmolive Company: The Precision Toothbrush
CommunicationandPromotion
Fourconcepttestconductedamong400adultprofessional brushusers18to54
yearsofage,wererunduring1990-1991.Consumerswereexposedtovarious
productclaimsinprototypeprintadvertisementsandthenaskedaboutthe
likelihoodthattheywouldpurchasetheproduct.

25. Colgate-Palmolive Company: The Precision Toothbrush
Copies
of
The
advertisement

26. Colgate-Palmolive Company: The Precision Toothbrush
Resultsoftests:-

27. Colgate-Palmolive Company: The Precision Toothbrush
Another Important tactic
was to use dentists to
sample consumers since
professional endorsements
were believed important to
establishing the credibility
of a new brush.

28. Colgate-Palmolive Company: The Precision Toothbrush
Steinberg believed that Precision was more than a
niche product line extension and that the proven
benefits to consumers represented a technological
breakthrough. Precision was positioned , branded, and
communicated to consumers after proper analysis.
Market mix was developed that enabled Precision to
reach its full potential.

29. Disclaimer
Created by Ritish Gupta, APJ Jalandhar during a
marketing internship by
Prof. Sameer Mathur ,IIM Lucknow