This document discusses a marketing strategy for launching Colgate's new Precision toothbrush. It analyzes the US toothbrush market, competitor products, and consumer groups. It recommends initially launching Precision in a niche positioning targeted at consumers willing to pay more. After a year, it could broaden to a mainstream positioning to reach more consumers and increase revenue, while allowing time to increase production capacity. The strategy aims to attract the health-conscious baby boom generation and gain market share without significantly reducing sales of Colgate's other toothbrush brands through cannibalization.