Colgate palmolive- A case study
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Colgate is launching a new premium toothbrush called the Precision Toothbrush to enter the highly competitive toothbrush market. The document discusses Colgate's market position and recommendations for positioning, branding, and promoting the new product. It recommends positioning the Precision as a niche, premium product initially to build loyalty, then positioning it as the most effective brush to attract more customers. The branding should emphasize quality as "Precision by Colgate" to prevent cannibalizing other Colgate products. Communication should include extensive initial advertising and promoting the product's benefits to dentists before launching.
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Colgate
The document discusses the launch of a new Precision Toothbrush by an American consumer products company in 1992. It was facing significant competition from brands like Crest, Oral-B, Reach, and Aquafresh. The company tested different brush designs and positions it between the Colgate Plus and Oral-B lines. They chose the name "Colgate Precision" and planned to emphasize sampling and endorsements from dentists to establish credibility for the new product in the competitive market. The manager had to recommend strategies to successfully launch the Precision Toothbrush.
Colgate Precision: A Case Study
The document discusses the launch of Colgate Precision, a new toothbrush entering a competitive market in 1992. It summarizes the major competitors at the time, including Crest, Oral-B, Johnson & Johnson, and SmithKline Beecham. It also outlines Colgate Precision's product design and testing process. The document considers options for positioning Colgate Precision as either a niche or mainstream product. Additionally, it discusses branding tests and selecting the name "Colgate Precision." Finally, it emphasizes the importance of sampling and professional endorsements in the communication and promotion strategy.
Colgate Palmolive The precision toothbrush
This document summarizes information about Colgate-Palmolive's Precision toothbrush product launch. It provides background on Colgate's history and leadership. Research was conducted on brushing techniques, bristle designs, and efficacy. The Precision was positioned as a niche super premium product initially and later repositioned as mainstream. Advertising included coupons, displays, and iconic ads. Distribution expanded across stores. The total marketing budget was estimated at $35.3 million, with advertising costs comprising $24.1 million.
Colgate Palmolive- Precision Toothbrush HBR Analysis
Colgate-Palmolive developed a new toothbrush called the Precision Toothbrush over 3 years of research. It aimed to be technologically superior to competitors like Oral-B, Johnson & Johnson, Procter & Gamble, and Smithkline Beecham. The Precision product manager had to decide whether to position it as a niche product or target the mainstream market. Research found the Precision removed plaque more effectively and was well-accepted by consumers. However, the toothbrush market was highly competitive. The product manager believed Precision could succeed with the right marketing mix and targeting mainstream consumers rather than a niche.
Colgate-Palmolive Co.: The Precision Toothbrush
Colgate-Palmolive developed the Precision toothbrush over three years of research. It aimed to be technologically superior to other brushes on the market. The Precision toothbrush manager had to decide whether to position it as a niche product or target the mainstream market. The toothbrush market was highly competitive with new entrants positioning products in the super-premium segment. The manager believed the Precision's proven benefits warranted a mainstream positioning, upgraded advertising, and a marketing mix to reach its full potential.
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 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.
Colgate Palmolive
This document summarizes a Harvard Business School case study about Colgate Palmolive's launch of a new toothbrush called Precision. It provides background on Colgate Palmolive, an overview of their toothbrush market share and product segments. It then discusses the Precision launch and includes a SWOT analysis and discussion of positioning strategies. Key points are that Precision is aimed at the super-premium niche market and designed to be the best plaque removing toothbrush. Niche marketing is recommended to target this super-premium segment effectively.
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The document discusses the launch of a new Precision Toothbrush by an American consumer products company in 1992. It was facing significant competition from brands like Crest, Oral-B, Reach, and Aquafresh. The company tested different brush designs and positions it between the Colgate Plus and Oral-B lines. They chose the name "Colgate Precision" and planned to emphasize sampling and endorsements from dentists to establish credibility for the new product in the competitive market. The manager had to recommend strategies to successfully launch the Precision Toothbrush.
Colgate Precision: A Case Study
The document discusses the launch of Colgate Precision, a new toothbrush entering a competitive market in 1992. It summarizes the major competitors at the time, including Crest, Oral-B, Johnson & Johnson, and SmithKline Beecham. It also outlines Colgate Precision's product design and testing process. The document considers options for positioning Colgate Precision as either a niche or mainstream product. Additionally, it discusses branding tests and selecting the name "Colgate Precision." Finally, it emphasizes the importance of sampling and professional endorsements in the communication and promotion strategy.
Colgate Palmolive The precision toothbrush
This document summarizes information about Colgate-Palmolive's Precision toothbrush product launch. It provides background on Colgate's history and leadership. Research was conducted on brushing techniques, bristle designs, and efficacy. The Precision was positioned as a niche super premium product initially and later repositioned as mainstream. Advertising included coupons, displays, and iconic ads. Distribution expanded across stores. The total marketing budget was estimated at $35.3 million, with advertising costs comprising $24.1 million.
Colgate Palmolive- Precision Toothbrush HBR Analysis
Colgate-Palmolive developed a new toothbrush called the Precision Toothbrush over 3 years of research. It aimed to be technologically superior to competitors like Oral-B, Johnson & Johnson, Procter & Gamble, and Smithkline Beecham. The Precision product manager had to decide whether to position it as a niche product or target the mainstream market. Research found the Precision removed plaque more effectively and was well-accepted by consumers. However, the toothbrush market was highly competitive. The product manager believed Precision could succeed with the right marketing mix and targeting mainstream consumers rather than a niche.
Colgate-Palmolive Co.: The Precision Toothbrush
Colgate-Palmolive developed the Precision toothbrush over three years of research. It aimed to be technologically superior to other brushes on the market. The Precision toothbrush manager had to decide whether to position it as a niche product or target the mainstream market. The toothbrush market was highly competitive with new entrants positioning products in the super-premium segment. The manager believed the Precision's proven benefits warranted a mainstream positioning, upgraded advertising, and a marketing mix to reach its full potential.
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 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.
Colgate Palmolive
This document summarizes a Harvard Business School case study about Colgate Palmolive's launch of a new toothbrush called Precision. It provides background on Colgate Palmolive, an overview of their toothbrush market share and product segments. It then discusses the Precision launch and includes a SWOT analysis and discussion of positioning strategies. Key points are that Precision is aimed at the super-premium niche market and designed to be the best plaque removing toothbrush. Niche marketing is recommended to target this super-premium segment effectively.
Colgatepalmolive
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CP was a global leader in household products that offered two toothbrush lines - the Classic and Plus. A new precision toothbrush was developed that offered improved cleaning. The document discusses the US toothbrush market, consumer segments, and competitors' strategies. It considers whether the precision brush should target the mass market or niche market. The conclusion recommends positioning it for the mass market to increase sales and exposure for other CP products, while communicating its benefits simply without an exclusive image.
Colgate Palmolive HBR Case Study
Colgate-Palmolive developed the Precision toothbrush based on 3 years of intensive research. It used motion analysis and plaque testing to create a brush with triple-action bristles that could clean between teeth and the gumline more effectively than competitors. The marketing team hypothesized that positioning it as a technologically superior product and communicating its benefits through advertising could make it more than just a niche product. While early tests showed it removed more plaque than other brands, more work was needed to develop a full marketing plan to realize the Precision toothbrush's potential.
THE PRECISION TOOTHBRUSH
This presentation is prepared by Shivang Thakkar, under guidance of Sameer Mathur, IIM-Lucknow. SOURCE:- The Colgate-Palmolive Company : The Precision Toothbrush (Harvard Case)
Colgate palmolive case study
The document discusses Colgate's launch of a new toothbrush called Precision. It provides background on Colgate, the toothbrush market, consumer behavior, competitors, and Precision's superior plaque-removing design. Product manager Susan Steinberg developed two scenarios: a niche positioning targeting professionals or a mainstream positioning. Tests showed consumers preferred Precision and it was more effective than other brushes. Steinberg recommended a marketing mix and financial projections to support a mainstream positioning and launch Precision as a technological breakthrough, not just a niche product. This would allow it to reach its full sales and profit potential while gaining acceptance from colleagues.
Harvard Colgate Palmolive case study
This document summarizes Colgate-Palmolive's (CP) business in 1991. It discusses that CP had $6.06 billion in sales and $2.76 billion in gross profits in 1991. CP held 43% of the global toothpaste market and 16% of the toothbrush market. $243 million was spent upgrading manufacturing plants and 275 new products were introduced. The US oral care market was $2.9 billion in 1991, with toothpaste accounting for 46% of sales. Toothbrush sales grew at an average of 9.3% annually but increased 21% in value and 18% in volume in 1992. The document discusses trends in toothbrush bristle firmness, price points, and consumer brush
Colgate Palmolive Precision : Case Study
Colgate-Palmolive has developed a new technologically superior toothbrush called Precision but faces significant competition in the market. Precision has bristles of different lengths and orientations that provide triple action cleaning and removes 35% more plaque than competitors' brushes. However, competitors like Oral-B, Johnson & Johnson, P&G, and SmithKline Beecham have established brands in the market and invest heavily in advertising and promotions. Susan Steinberg, the Precision product manager, must decide whether to position Precision as a mainstream or niche product and whether to brand it under the Colgate or Precision name. Test consumers responded positively to Precision's plaque removal benefits but had mixed reactions to its unusual design.
Colgate palmolive company
Colgate launched a new premium toothbrush called Colgate Precision in 1992. It used infrared motion analysis and unique bristle design to remove plaque more effectively than other brushes. While the Precision's plaque-fighting abilities were promising, its unusual design led to mixed first impressions from test consumers, so sampling would be critical to its success. The Precision targeted customers with gum issues but had potential to reach beyond a niche market if Colgate developed an effective marketing mix to showcase its technological breakthrough.
Colgate Palmolive Company - The Precision Toothbrush :: A Harvard Case Study
This document discusses Colgate-Palmolive's launch of the Precision toothbrush in 1992. It introduces key players involved and analyzes the oral care product market and consumer behavior at the time. Precision was a technologically superior toothbrush that removed 35% more plaque than existing brushes. The document considers how to position and brand Precision without cannibalizing sales of Colgate Plus, their existing top-selling toothbrush. It evaluates promotional strategies and budget needs to effectively market Precision as either a niche or mainstream product. Consumer testing suggested Precision would succeed with a good promotional campaign within an acceptable budget that did not undermine Colgate Plus.
Colgate palmolive case study hbr analysis
Colgate-Palmolive was poised to launch a new Precision toothbrush. Susan Steinberg had to recommend positioning, branding, and communication strategies. Research found baby boomers were more concerned with gum health. The Precision was developed over 3 years to be more effective at plaque removal than competitors like Reach and Oral-B. Steinberg analyzed volumes under niche and mainstream positioning. Production costs, pricing, and break-even analysis were considered. Clinical tests found the Precision removed 35% more plaque between teeth. Steinberg had to determine advertising budgets and how to maximize Precision's potential profits.
Colgate case study
Colgate-Palmolive developed the Precision toothbrush over 3 years of research to be technologically superior. It has a unique bristle design that provides a triple action cleaning effect, removing more plaque from teeth and gumlines than other leading brands. Extensive consumer testing showed 77% found Precision much more effective than their current toothbrush. While initially considering niche or mainstream positioning, Colgate positioned Precision as a technological breakthrough for superior oral hygiene, developing an appropriate marketing mix to maximize its potential in the market.
Colgate palmolive precision toothbrush
The document discusses Colgate-Palmolive's (CP) plans to launch a new toothbrush called Colgate Precision. It analyzes the toothbrush market, CP's competitors, consumer behaviors, and potential positioning strategies for Precision. Key points include:
- CP wanted to develop a technically innovative toothbrush that offered superior plaque removal. Extensive research was conducted to design a brush with varied bristle lengths for a triple-action clean.
- The US toothbrush market had three main segments: value, professional, and super-premium. CP and J&J dominated professional while Oral-B led super-premium.
- Precision could be positioned as a niche, technologically superior product or launched more broadly
Colgate palmolive the precision toothbrush
Colgate-Palmolive was developing a new precision toothbrush to compete in the toothbrush market. The precision toothbrush was designed with three different length bristles to improve plaque removal. It faced competition from other toothbrush brands. The document discusses positioning the precision as a niche or mainstream product, setting an advertising budget, and pricing the new toothbrush competitively to maximize profits.
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 precision case study analysis
This document provides details on Colgate Palmolive's launch of a new toothbrush called Colgate Precision. It discusses Colgate's background and existing oral care products in 1991. It also analyzes the toothbrush market competition and consumer behavior segments. The document outlines Colgate's precision marketing mix, including product design and testing, positioning strategies, branding, and communication and promotion plans for the new toothbrush launch.
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This document discusses key aspects of product policy and development. It explains that product policy is a main component of the marketing mix and is important for businesses. It outlines several steps in the product design process, including testing product concepts and designs. The document also discusses different types of packaging and how packaging can influence customers' purchasing decisions. Students are assigned homework to research and analyze the design and packaging of a selected product.
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Colgate Palmolive is launching a new precision toothbrush and analyzing marketing strategies. The document analyzes research on the market, competitors like Oral-B, the 4Ps of marketing, pricing, promotion, distribution, consumer behavior, and financial forecasts. It recommends marketing the precision toothbrush as a niche product targeting the super premium segment to remove plaque and promote healthier gums, requiring less budget than mainstream branding.
Advertising and Promotion Expenditures for Colgate Toothbrushes
Colgate-Palmolive Company is a global leader in household and personal care products. In 1991, it generated $2.76 billion in gross profits. CP launched a new technologically superior toothbrush called the Precision to target the growing super-premium toothbrush market. The Precision was designed to provide a more effective clean and protect gums. CP considered both niche and mainstream positioning strategies for the Precision. Its marketing mix for the Precision included product testing, branding, television and retail promotions, coupons, and expanded display systems to drive sales.
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Colgate Palmolive HBR Case Study
Colgate-Palmolive developed the Precision toothbrush based on 3 years of intensive research. It used motion analysis and plaque testing to create a brush with triple-action bristles that could clean between teeth and the gumline more effectively than competitors. The marketing team hypothesized that positioning it as a technologically superior product and communicating its benefits through advertising could make it more than just a niche product. While early tests showed it removed more plaque than other brands, more work was needed to develop a full marketing plan to realize the Precision toothbrush's potential.
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This presentation is prepared by Shivang Thakkar, under guidance of Sameer Mathur, IIM-Lucknow. SOURCE:- The Colgate-Palmolive Company : The Precision Toothbrush (Harvard Case)
Colgate palmolive case study
The document discusses Colgate's launch of a new toothbrush called Precision. It provides background on Colgate, the toothbrush market, consumer behavior, competitors, and Precision's superior plaque-removing design. Product manager Susan Steinberg developed two scenarios: a niche positioning targeting professionals or a mainstream positioning. Tests showed consumers preferred Precision and it was more effective than other brushes. Steinberg recommended a marketing mix and financial projections to support a mainstream positioning and launch Precision as a technological breakthrough, not just a niche product. This would allow it to reach its full sales and profit potential while gaining acceptance from colleagues.
Harvard Colgate Palmolive case study
This document summarizes Colgate-Palmolive's (CP) business in 1991. It discusses that CP had $6.06 billion in sales and $2.76 billion in gross profits in 1991. CP held 43% of the global toothpaste market and 16% of the toothbrush market. $243 million was spent upgrading manufacturing plants and 275 new products were introduced. The US oral care market was $2.9 billion in 1991, with toothpaste accounting for 46% of sales. Toothbrush sales grew at an average of 9.3% annually but increased 21% in value and 18% in volume in 1992. The document discusses trends in toothbrush bristle firmness, price points, and consumer brush
Colgate Palmolive Precision : Case Study
Colgate-Palmolive has developed a new technologically superior toothbrush called Precision but faces significant competition in the market. Precision has bristles of different lengths and orientations that provide triple action cleaning and removes 35% more plaque than competitors' brushes. However, competitors like Oral-B, Johnson & Johnson, P&G, and SmithKline Beecham have established brands in the market and invest heavily in advertising and promotions. Susan Steinberg, the Precision product manager, must decide whether to position Precision as a mainstream or niche product and whether to brand it under the Colgate or Precision name. Test consumers responded positively to Precision's plaque removal benefits but had mixed reactions to its unusual design.
Colgate palmolive company
Colgate launched a new premium toothbrush called Colgate Precision in 1992. It used infrared motion analysis and unique bristle design to remove plaque more effectively than other brushes. While the Precision's plaque-fighting abilities were promising, its unusual design led to mixed first impressions from test consumers, so sampling would be critical to its success. The Precision targeted customers with gum issues but had potential to reach beyond a niche market if Colgate developed an effective marketing mix to showcase its technological breakthrough.
Colgate Palmolive Company - The Precision Toothbrush :: A Harvard Case Study
This document discusses Colgate-Palmolive's launch of the Precision toothbrush in 1992. It introduces key players involved and analyzes the oral care product market and consumer behavior at the time. Precision was a technologically superior toothbrush that removed 35% more plaque than existing brushes. The document considers how to position and brand Precision without cannibalizing sales of Colgate Plus, their existing top-selling toothbrush. It evaluates promotional strategies and budget needs to effectively market Precision as either a niche or mainstream product. Consumer testing suggested Precision would succeed with a good promotional campaign within an acceptable budget that did not undermine Colgate Plus.
Colgate palmolive case study hbr analysis
Colgate-Palmolive was poised to launch a new Precision toothbrush. Susan Steinberg had to recommend positioning, branding, and communication strategies. Research found baby boomers were more concerned with gum health. The Precision was developed over 3 years to be more effective at plaque removal than competitors like Reach and Oral-B. Steinberg analyzed volumes under niche and mainstream positioning. Production costs, pricing, and break-even analysis were considered. Clinical tests found the Precision removed 35% more plaque between teeth. Steinberg had to determine advertising budgets and how to maximize Precision's potential profits.
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Colgate-Palmolive developed the Precision toothbrush over 3 years of research to be technologically superior. It has a unique bristle design that provides a triple action cleaning effect, removing more plaque from teeth and gumlines than other leading brands. Extensive consumer testing showed 77% found Precision much more effective than their current toothbrush. While initially considering niche or mainstream positioning, Colgate positioned Precision as a technological breakthrough for superior oral hygiene, developing an appropriate marketing mix to maximize its potential in the market.
Colgate palmolive precision toothbrush
The document discusses Colgate-Palmolive's (CP) plans to launch a new toothbrush called Colgate Precision. It analyzes the toothbrush market, CP's competitors, consumer behaviors, and potential positioning strategies for Precision. Key points include:
- CP wanted to develop a technically innovative toothbrush that offered superior plaque removal. Extensive research was conducted to design a brush with varied bristle lengths for a triple-action clean.
- The US toothbrush market had three main segments: value, professional, and super-premium. CP and J&J dominated professional while Oral-B led super-premium.
- Precision could be positioned as a niche, technologically superior product or launched more broadly
Colgate palmolive the precision toothbrush
Colgate-Palmolive was developing a new precision toothbrush to compete in the toothbrush market. The precision toothbrush was designed with three different length bristles to improve plaque removal. It faced competition from other toothbrush brands. The document discusses positioning the precision as a niche or mainstream product, setting an advertising budget, and pricing the new toothbrush competitively to maximize profits.
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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.
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This document provides details on Colgate Palmolive's launch of a new toothbrush called Colgate Precision. It discusses Colgate's background and existing oral care products in 1991. It also analyzes the toothbrush market competition and consumer behavior segments. The document outlines Colgate's precision marketing mix, including product design and testing, positioning strategies, branding, and communication and promotion plans for the new toothbrush launch.
Bongiwe mthimkhulu slide share (2)
This document discusses key aspects of product policy and development. It explains that product policy is a main component of the marketing mix and is important for businesses. It outlines several steps in the product design process, including testing product concepts and designs. The document also discusses different types of packaging and how packaging can influence customers' purchasing decisions. Students are assigned homework to research and analyze the design and packaging of a selected product.
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Colgate Palmolive- Sumeet Duggal
Colgate Palmolive is launching a new precision toothbrush and analyzing marketing strategies. The document analyzes research on the market, competitors like Oral-B, the 4Ps of marketing, pricing, promotion, distribution, consumer behavior, and financial forecasts. It recommends marketing the precision toothbrush as a niche product targeting the super premium segment to remove plaque and promote healthier gums, requiring less budget than mainstream branding.
Advertising and Promotion Expenditures for Colgate Toothbrushes
Colgate-Palmolive Company is a global leader in household and personal care products. In 1991, it generated $2.76 billion in gross profits. CP launched a new technologically superior toothbrush called the Precision to target the growing super-premium toothbrush market. The Precision was designed to provide a more effective clean and protect gums. CP considered both niche and mainstream positioning strategies for the Precision. Its marketing mix for the Precision included product testing, branding, television and retail promotions, coupons, and expanded display systems to drive sales.
Colgate Palmolive: The precision Toothbrush
This presentation has been created by Sneharth Bhajani, SVNIT Surat during a Marketing Management Internship under Prof. Sameer Mathur, IIM Lucknow.
Colgate
Colgate-Palmolive was poised to launch a new toothbrush called Precision in the US. The Precision had bristles of three different lengths that removed 35% more plaque compared to competitors' brushes. Susan Steinberg had to recommend positioning, branding, and communication strategies. Mainstream positioning could gain 10% market share but risk cannibalizing Colgate Plus sales. Niche positioning could command a higher price but reach fewer consumers. The summary recommends initially niche positioning Precision under the Colgate brand to reduce cannibalization, then transitioning to mainstream. It also recommends endorsements, surveys, and increased advertising to promote Precision's plaque-removal benefits.
Colgate Palmolive: The Precision Toothbrush
Colgate-Palmolive developed a new toothbrush, the Precision, using an innovative design with bristles of different lengths and orientations to provide superior plaque removal, especially at the gumline and between teeth. Clinical trials found it removed 35% more plaque than competitors. After concept and positioning tests, CP decided to launch Precision in 1993 as a niche product targeted at consumers concerned with gum health. This would require lower capacity investment than a mainstream launch and was better suited to the brush's benefits based on consumer research.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive was planning to launch a new Precision Toothbrush in the US market in August 1992. However, it faced significant competition from other major players like Oral-B, Johnson & Johnson, and Procter & Gamble who were introducing new products. The document discusses Colgate's strategies around positioning, branding, and promoting the Precision Toothbrush to gain an edge over competitors in the crowded market. It analyzes targeting the product towards mainstream consumers versus a niche, exploring different price points, naming options, and the importance of sampling and dentist recommendations for building credibility. The conclusion recommends a mainstream positioning strategy to expand Colgate's market reach and long term performance.
Colgate-Palmolive Company: The Precision Toothbrush
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.
Case file : Colgate Palmolive Company : The Precision Toothbrush
Colgate Palmolive is developing a new precision toothbrush based on research into brushing techniques. A task force established goals including understanding brushing techniques, testing brush designs, establishing a plaque removal index, and creating an optimal brush design. The precision brush uses bristles of different lengths and orientations designed through computer modeling. It could be positioned as a niche product for gum health or a mainstream product. The branding, advertising budget, and marketing strategy need to be determined to help the precision brush reach its full potential.
Colgate-Palmolive Company:The Precision Toothbrush
Colgate-Palmolive Company:The Precision Toothbrush case study of Harvard business review made during marketing internship under guidance of Prof. Sameer Mathur.
Colgate Palmolive Company : The Precision Toothbrush
This document discusses Colgate's plans to launch a new precision toothbrush. It provides background on Colgate and the oral care market. Research found consumers wanted improved plaque and gum removal. Colgate developed a toothbrush with differently oriented bristles to clean all tooth surfaces. It could be positioned as a niche high-end product or mainstream product. As a niche product it would target gum health and gain 3-5% market share. As mainstream it could gain 10-15% market share. Costs include new manufacturing equipment. Test marketing showed the "Colgate Precision" name was favored and could increase Colgate Plus sales by 20% depending on branding emphasis.
Colgate palmolive
This document discusses Colgate's plans to launch a new precision toothbrush. It provides background on Colgate and the toothbrush market. The Precision toothbrush was designed using motion analysis to improve plaque removal. It has three bristle lengths that provide triple cleaning action. The document considers positioning it as either a niche or mainstream product. As a niche product targeting gum health, it could gain 3-5% market share in two years. As a mainstream product, it could gain 10-15% market share. Costs to manufacture the specialized brush head are also discussed, as well as branding and advertising strategies.
Analysis of 'Colgate-Palmolive:The precision toothbrush'- Harvard business case
A brief description of the situation and challenges related to Precision toothbrush and its launch in the market
Colgate Precise :A Harvard case study
The document discusses marketing strategies for Colgate-Palmolive's new Precision toothbrush. It analyzes the US toothbrush market and competitors. Precision is a technologically superior brush that removes 35% more plaque. The document considers whether to position it as a niche product targeting gum disease or mainstream. Mainstream is more appealing as it could capture 10% market share in the first year, generating higher profits than niche positioning. However, it may cannibalize existing Colgate brush sales and exceed production capacity. The document recommends mainstream positioning if production can be increased and the Precision brand is emphasized to limit cannibalization.
Colgate palmolive
Colgate-Palmolive was poised to launch a new toothbrush called Precision with innovative bristle technology. It needed to decide on positioning, branding, and marketing strategies. Precision was developed to be the most effective brush by a task force over several years. It could be positioned as a niche product for gum health or mainstream. Production costs were estimated under niche and mainstream scenarios. Testing showed the name "Precision" was favored and the Colgate brand strengthened equity. The document concluded Precision has breakthrough benefits and should be positioned mainstream to reach its full potential.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive developed the Precision toothbrush to target consumers concerned about gum disease. As a market leader in oral care, Colgate held 43% of the toothpaste market and 16% of the toothbrush market in 1991. The Precision was positioned as a technical innovation with a triple brushing effect superior to other products. There was debate around whether to position Precision as a niche product targeting gum health or mainstream. Positioning it niche initially would limit losses in year one but grow more slowly, while mainstream could achieve greater market share faster but with larger initial losses. It was recommended to start with a niche approach and therapeutic positioning, with potential to expand mainstream later.
Colgate Palmolive Precision Toothbrush case study by Kanad Barua
Colgate-Palmolive was preparing to launch the Precision toothbrush to compete in the toothbrush market. The Precision used three different bristle lengths and orientations to remove 35% more plaque. Research showed consumers found it more effective than other brushes. Initially, Colgate considered niche or mainstream positioning. Niche positioning would target specific consumers and avoid cannibalizing other Colgate brushes, while mainstream would capture a larger market share. Colgate ultimately decided on an initial niche positioning, followed by a transition to mainstream once capacity increased to meet higher demand.
Colgate palmolive - the precision toothbrush hbr case
Colgate-Palmolive is a global leader in household and personal care products. In 1991, the company had $6.6 billion in sales and $2.76 billion in gross profits. The company's CEO, Rueben Mark, had transformed the previously "sleepy and inefficient" company into a lean and profitable business. Colgate-Palmolive's 1991-1995 plan emphasized new product launches and geographic expansion.
Colgate palmolive company-the precision tooth brush
Harvard Business School Case Analysis.
All the information from product launch to promotions and breakeven analysis is provided.
Colgate palmolive HBR case study
Colgate-Palmolive developed the Precision toothbrush over 3 years using extensive research and testing. It features a unique bristle configuration and handle design that provides a triple action brushing effect, removing 35% more plaque than leading brands. Consumer research showed people were ineffective at removing plaque from gumlines and between teeth. The Precision brush was tested to be more efficient than competitors at accessing front and back teeth. While the product manager believed Precision could be more than a niche product, further work was needed to refine the marketing mix and determine profitability potential.
colgate palmolive case study
Colgate-Palmolive is a global leader in household and personal care products. It introduced 275 new products worldwide and held the number one position in the US toothbrush market. The Precision toothbrush was a technical innovation developed through motion analysis and computer-aided design to have bristles of three lengths and orientations for improved cleaning. It was recommended to initially position Precision in the niche market targeting specific consumers and commanding a 15% price premium, and later reposition it mainstream to broaden its appeal and capture 10% of the total market as production capacity increases. This staged approach balances establishing Precision as the top-tier brush while avoiding cannibalization of other products and ensuring adequate supply.
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Advertising and Promotion Expenditures for Colgate Toothbrushes
Advertising and Promotion Expenditures for Colgate Toothbrushes
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Case file : Colgate Palmolive Company : The Precision Toothbrush
Case file : 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
Analysis of 'Colgate-Palmolive:The precision toothbrush'- Harvard business case
Analysis of 'Colgate-Palmolive:The precision toothbrush'- Harvard business case
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive Precision Toothbrush case study by Kanad Barua
Colgate Palmolive Precision Toothbrush case study by Kanad Barua
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- 1. THE PRECISION TOOTHBRUSH A case study
- 2. Colgate Precision • Entering a highly competitive market in August 1992 • Recommendation regarding Positioning Branding Communication strategies
- 4. Company background Global leader in household and personal care products with gross profit of $2.76 billion in 1991
- 6. CP Oral Care In1991, • 43% of world toothpaste market • 16% of world toothbrush market • 12% increase in world wise sales No.1 position in U.S. retail toothbrush market with 23.3% volume share.
- 7. The U.S. Toothbrush market • Product Segment Professional Super-premium
- 9. 1. Design and Testing • Technical innovation • Innovative bristle configuration and handle design
- 13. 1993 launch in super-premium segment
- 14. 2. Positioning • Top-of-the range, super-premium product Niche product ??? Mainstream- most effective brush available ??? • Volume Niche – 3% Mainstream – 10%
- 15. 3.Branding • Colgate Precision v/sPrecision by Colgate • Prevent cannibalization of Colgate Plus ORBuild Colgate brand equity
- 17. 4. Communication and Promotion • Communication “ You can feel the difference” • Promotion strategies Freebies Discounts Channeling through dentist
- 19. 1. Positioning • Divide and conquer!!!!! Position in niche market and capture consumer interest Generate brand loyalty Establish as the most effective brush available.
- 20. 2.Branding • Precision by Colgate Emphasizes product quality Prevents cannibalization of Colgate products • Best of both worlds ‘Precision’ in Precision by Colgate captures niche market ‘Colgate’ in Precision by Colgate attracts loyal customers
- 21. 3. Communication • Extensive advertisement just before and soon after launch • Winning confidence and recommendation of dentist before launch • Prominent placing in store for initial months • Packaging that highlights unique product offering • Family packs and travel packs with toothpaste as initial promotion
- 22. DISCLAIMER • Created by Lekshmi D, TKMCE, during Marketing Internship under Prof. Sameer Mathur, IIM Lucknow. Prof. Sameer Mathur IIM Lucknow