A complete case study of colgate palmolive :the precision toothbrush

1. Colgate Palmolive company: THE precision toothbrush

2. ABOUT COLGATE
PALMOLIVE
AN AMERICAN WORLDWIDECONSUMER PRODUCTS
COMPANY
MANUFACTURER OF VETERINARY PRODUCTS
CORPORATE OFFICES ARE IN NEW YORK

3. KEY ROLEMODELS
SUSAN STEINBURG--- Precision Product
Manager
NIGEL BURTON--Division General Manager
JOHN PHILIPS--Colgate Plus Manager

7. HOW TO POSITION AND COMMUNICATE PRECISION TO THE CUSTOMERS
HOW TO BRAND THE PRODUCT MANTRA AND THE PRODUCT AT THE
HIGHEST
QUESTIONS AT HAND
VALUE BUDGETING AND PROFESSIONAL
ADVERTISING NEED TO BE ATTENDED UPON FOR
PREMIUM TOOTHBRUSH CATEGORY

9. 1.Consumers are wiling to pay the premium products for enhancing their gum and
addressing issues such as gum health , bad breadth etc.
22.Consumers prefer brands which are based on comfortable features, high
comfort and doctor or any other skillfull professional recommendations
3.Toothpaste accounted for 46% of this market , Dollar sales grew
at a rate of 9.3% per annum and around 48 % claimed to change
their brushes after every three months

13. REASONS TO BUY THE PREMIUM AND SOFTER PRODUCTS OF
COLGATE PRECISION

15. COMPETITOR BRANDS AND THEIR MARKETING STRATEGIES

16. COLGATE PLUS DIFFERENT ADVERTISING
STRATEGIES WITH CHANGING TIMES

17. PRECISION
TECHNICAL INNOVATION
35% INCREASE IN PLAQUE
REMOVAL
3
DIFF
ERE
NT
BRIS
TLES

19. NICHE PRODUCT
OR
MAINSTREAM PRODUCT

25. SO IF YOU WERE SUSAN-STEINBERG-
PRECISION PRODUCT MANAGER –WHAT
WOULD YOU RECOMMEND

29. BY SUPRATIK CHANDA
COGNIZANT TECHNOLOGY SOLUTIONS,KOLKATA
WBUT FIEM
DURING THE INTERNSHIP PROGRAM BY
PROF. SAMEER MATHUR
IIM LUCKNOW