Colgate Palmolive
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This document summarizes the launch of Colgate Precision's new toothbrush in 1992. It discusses the market competition, analyzing consumer behavior at the time, and summarizing profits gained by the company. It provides details on the Precision Product Manager Susan Steinberg who oversaw the 3-year product development process and recommended positioning, branding, and communication strategies. The document also examines distribution trends for toothbrushes through dentists versus normal retail and the lower manufacturer margins through dental distribution.
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Colgate launched the Precision toothbrush in 1992 after 3 years of development to target baby boomers concerned about gum health. Testing showed Precision removed 35% more plaque than competitors. Product manager Susan Steinberg recommended a mainstream positioning and $52 million advertising budget. Concept tests showed 74-87% would probably buy Precision under different brandings. Precision was found to be more effective than consumers' current brushes. The launch included promotional offers and sampling to consumers. The case analyzed Precision's market potential and the marketing mix needed for success.
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The document discusses Colgate-Palmolive's development and planned launch of the Precision toothbrush. It summarizes research conducted to design the toothbrush for maximum plaque removal. Precision could be positioned as either a niche premium product targeting gum disease, or a mainstream product appealing as the most effective brush. The marketing plan considers segmentation, pricing, placement, promotion and advertising strategies to launch Precision and capture market share from competitors.
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Colgate-Palmolive developed a new toothbrush called Precision over 3 years to address gum health concerns. Product manager Susan Steinberg led development and recommended Precision be positioned as either a niche product for gum health or a mainstream product. Research found Precision removed more plaque than other brushes. Precision was launched in 1992 through TV advertising. Testing showed most consumers found Precision more effective than their brushes and Precision could gain 10-14% of the toothbrush market after launch.
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The document summarizes Colgate-Palmolive's launch of the Precision toothbrush in 1992. It describes the product development process over 3 years led by product manager Susan Steinberg. It analyzes the US toothbrush market and consumer behavior trends. It also outlines Colgate's marketing strategy for Precision, including positioning it as either a niche or mainstream product, advertising plans, distribution channels, and product testing. Financial projections estimated Precision could achieve 3-10% market share in year 1 and 5-14.7% in year 2 depending on the positioning chosen.
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Colgate-Palmolive is launching a new precision toothbrush in 1992. The precision toothbrush was designed using infrared motion analysis to track brushing movements and plaque removal. There are two options for positioning the precision toothbrush - as a niche product targeting the premium category or taking a mainstream approach. Niche positioning would allow Colgate to enter the premium category with less risk of damaging sales of its Colgate Plus line, but would contribute less to profits over time. Mainstream positioning could satisfy more demand and increase profits, but risks greater erosion of Colgate Plus sales. The case analyzes how to position, brand, price, and promote the new precision toothbrush in the market.
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Colgate Palmolive was developing the Colgate Precision toothbrush, a technically innovative brush intended to outperform competitors. Testing found the brush more effectively removed plaque, especially at the gumline. However, its unusual design received mixed first impressions. The company considered niche or mainstream positioning. Niche positioning targeted gum disease prevention, while mainstream appealed more broadly. Concept tests showed claims of preventing gum disease drove greatest interest. An initial niche launch could later broaden if production increased. The "Precision" brand name was preferred to limit sales cannibalization of Colgate Plus.
Colgate case study
The document provides a marketing strategy analysis for launching Colgate Precision, a new toothbrush. It analyzes the toothbrush market, competitors, Colgate's strengths and weaknesses. It identifies three consumer groups and considers niche vs mainstream positioning. Testing showed precision appeals most by preventing gum disease. The recommendations are to initially position it as a niche product to avoid cannibalizing existing lines, then broaden to mainstream. Spending more on advertising and using dentist sampling is advised to help the launch succeed.
Colgate Palmolive Case Study
Colgate-Palmolive was developing the Precision toothbrush, a technically advanced toothbrush designed to provide superior plaque removal and gum protection. It had undergone over three years of development. The Precision would be launched in three segments - Value, Professional, and Super-Premium - at various price points between $1.29 to $2.89. Market analysis identified three types of brushers as target consumers. Colgate considered both niche and mainstream positioning strategies for the Precision, weighing benefits and threats of each approach. It developed promotional campaigns including product bundling and dentist endorsements to launch the Precision brush.
Colgate-Palmolive Company:The Precision Toothbrush
The document discusses Colgate-Palmolive's Precision Toothbrush and its marketing strategy. It summarizes that Colgate developed the Precision Toothbrush through research to be more effective at removing plaque, especially at the gumline. It targeted the toothbrush at consumers concerned with gum disease as a niche, super-premium product and a mainstream professional product. The marketing strategy involved product testing, pricing comparisons to competitors, promotional advertising tests, and positioning Precision as a niche product initially to build the brand in the gum care market.
Colgate-palmolive company:The precision toothbrush(harvard case study)
The document summarizes information about Colgate Palmolive's planned launch of a new precision toothbrush. It discusses Colgate's competitors and market position, consumer behaviors, potential positioning as a niche or mainstream product, branding strategies and names being considered, advertising and promotion plans and budgets, and debates around cannibalization of other Colgate product lines and trade support. Financial projections were developed for both niche and mainstream scenarios. The conclusion was that a niche positioning initially with potential later transition to mainstream could work, using the Precision name while considering Colgate Plus sales, and optimizing the promotion budget.
Colgate Palmolive : The Precision Toothbrush
The document discusses Colgate Palmolive's new Precision toothbrush and recommendations for its marketing strategy. It recommends a niche marketing strategy targeting the super premium segment rather than mainstream. This would position the Precision as a technologically advanced brush that is more effective at removing plaque and caring for gums. An aggressive advertising campaign and endorsements from dentists are suggested to communicate these benefits to consumers in the targeted niche market.
Colgate Precision
Colgate developed a new Precision Toothbrush that removes 35% more plaque than other brushes through its unique bristle design. To position the product, Colgate debated targeting therapeutic brushers by positioning it as a niche brush that prevents gum disease, or taking a broader mainstream appeal by claiming it is the most effective brush. Colgate also debated whether to brand it as "Colgate Precision" to leverage its brand or "Precision by Colgate" to avoid cannibalizing other Colgate brushes. Consumer research showed that sampling would be critical to success, as enthusiasm and purchase intent increased greatly after trying the Precision brush.
Hitesh kumar vyas_case_study_colgate_palmotive
Colgate-Palmolive developed a new precision toothbrush based on 3 years of intensive research. Testing showed the precision brush was more effective than competitors at removing plaque from between teeth and gumlines. It provided a triple-brushing action that removed an average of 35% more plaque. The product manager believed the precision brush was a technological breakthrough that could appeal beyond a niche market with the right marketing strategy. However, a full marketing plan and financial projections still needed to be developed to realize the product's full potential.
Colgate palmolive
Colgate Palmolive is developing a new precision toothbrush to address the competitive toothbrush market. It identified several strengths of the precision brush, including its unique three-length bristle design and superior plaque removal. However, it must determine the best positioning strategy and address potential cannibalization of its existing Colgate Plus brush. Testing showed mainstream positioning could achieve a larger market share compared to niche positioning. The recommendation is to initially position it as a niche product focused on gum health, then broaden to mainstream, and brand it as "Precision by Colgate" to limit impact on Colgate Plus sales. Significant sampling and advertising will also be needed to promote the new precision brush.
Colgate case study- Harvard Business Review
This document discusses strategies for launching Colgate's new Precision toothbrush. It recommends initially targeting niche "therapeutic and cosmetic brushers" and entering the super-premium market. An advertising campaign would promote the brush's effectiveness at preventing gum disease. In the long term, it recommends moving to the mainstream market to broaden availability and profits, as niche positioning cannot be maintained and competitors may emerge. The niche approach mitigates downsides like cannibalizing existing brush sales.
Similar to Colgate Palmolive (20)
Colgate-Palmolive Company:The Precision Toothbrush
Colgate-Palmolive Company:The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company:The Precision Toothbrush
Colgate-Palmolive Company:The Precision Toothbrush
Colgate-palmolive company:The precision toothbrush(harvard case study)
Colgate-palmolive company:The precision toothbrush(harvard case study)
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Colgate Palmolive
- 3. WHY STUDY THIS CASE????? • To understand the market competition faced by the Colgate Precision Toothbrush. • To analyse the Consumer Behaviour of that time period. • To summarise the profits gained by the company.
- 5. COLGATE PRECISION: A new product , toothbrush launched by CP in August 1992 Developed over a period of 3 years SUSAN STEINBERG Precision Product Manager The person who managed the entire product development process Responsible for recommending the position , branding and communication strategies.
- 12. •To launch new products •To enter into new geographic markets •To improve efficiency in manufacturing and distribution •To continue focus on core consumer products
- 14. 1. VALUE 2. PROFESSIONAL 3. SUPER PREMIUM
- 23. •In 1992 , 22% of all toothbrushes were expected to be distributed to consumers by dentists. •Manufacturer margins on toothbrush sales through dentists were less than half those achieved through normal retail distribution. •Exhibit 13 summarizes toothbrush retail distribution trends by volume and value.
- 39. DISCLAIMER Created by DEVANSH UPADHYAYA , SRM Kattankulathur during marketing internship by Professor SAMEER MATHUR , IIM Lucknow