Colgate Palmolive case study HBS
•
2 likes•334 views
Colgate-Palmolive is launching a new toothbrush called the Precision and must decide on its positioning, branding, advertising, and promotions strategy. The Precision features bristles of different lengths that clean different areas of the teeth and gums. It removes 35% more plaque than other brushes. The toothbrush market is competitive with new products from Oral-B, Johnson & Johnson, and others. Research shows consumers focus on comfort, reach, and bristle properties. The document analyzes niche vs mainstream positioning, distribution channels, and recommends an initial niche launch followed by mainstream positioning after a year with increased advertising to support the broader market approach.
Report
Share
Report
Share
Download to read offline
Recommended
Colgate-Palmolive Company- The Precision Toothbrush , HBS Case Study
Colgate-Palmolive Harvard business school case study- Created by Jai Pandey during marketing internship under Professor Sameer Mathur, IIM Lucknow
Colgate Palmolive Company : The Toothpaste Company
Created by Shriya Jangid, Dyal Singh College(M), Delhi University, during a marketing internship by Prof. SAMEER MATHUR, IIM LUCKNOW
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive was developing a new toothbrush called the Precision Toothbrush. They analyzed marketing strategies through market research which showed competition from Oral-B, Crest, and others. Research also segmented consumers and found the Precision appealed most to those concerned with gum disease. Executives decided to initially position it as a niche product then broaden to mainstream, and brand it as "Precision by Colgate" to limit cannibalizing their ColgatePlus line. They recommended investing in advertising, promotions, and dental endorsements to help the Precision gain recognition.
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.
HBR Case Study: Precision Toothbrush by Tejas Kotha
Review of a Case Study under Prof. Sameer Mathur, IIM Lucknow as a part of Summer Internship 2017...
Case Study: Colgate-Palmolive Company: The Precision Toothbrush
colgate-palmolive the precision toothbrush
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.
Colgate palmolive company the precision toothbrush
Colgate Palmolive was preparing to launch a new technologically superior toothbrush, Precision, in the highly competitive US market. Product Manager Susan Steinberg had to recommend positioning, branding, and communication strategies to the division general manager. Precision was more advanced than competitors but its message needed simplifying for consumers. The summary recommends initially launching Precision as a niche product focused on gum health, then expanding to mainstream over time to avoid cannibalizing existing products. It outlines promotional strategies including buy-one-get-one offers, coupons, sampling to dentists, and increasing advertising budgets.
Colgate palmolive
Colgate Palmolive was preparing to launch a new precision toothbrush in the US market. The product manager needed to determine positioning, branding, and communication strategies. Research found consumers cared more about gum health and were willing to pay more. Testing showed the precision brush removed 35% more plaque than competitors. It was recommended to initially position it as a niche product to limit cannibalization of other Colgate brushes, then broaden to the mainstream. Branding should emphasize "Precision by Colgate" over "Colgate Precision". Communication should include advertising, promotions, and dental samples to promote the product's benefits.
Recommended
Colgate-Palmolive Company- The Precision Toothbrush , HBS Case Study
Colgate-Palmolive Harvard business school case study- Created by Jai Pandey during marketing internship under Professor Sameer Mathur, IIM Lucknow
Colgate Palmolive Company : The Toothpaste Company
Created by Shriya Jangid, Dyal Singh College(M), Delhi University, during a marketing internship by Prof. SAMEER MATHUR, IIM LUCKNOW
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive was developing a new toothbrush called the Precision Toothbrush. They analyzed marketing strategies through market research which showed competition from Oral-B, Crest, and others. Research also segmented consumers and found the Precision appealed most to those concerned with gum disease. Executives decided to initially position it as a niche product then broaden to mainstream, and brand it as "Precision by Colgate" to limit cannibalizing their ColgatePlus line. They recommended investing in advertising, promotions, and dental endorsements to help the Precision gain recognition.
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.
HBR Case Study: Precision Toothbrush by Tejas Kotha
Review of a Case Study under Prof. Sameer Mathur, IIM Lucknow as a part of Summer Internship 2017...
Case Study: Colgate-Palmolive Company: The Precision Toothbrush
colgate-palmolive the precision toothbrush
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.
Colgate palmolive company the precision toothbrush
Colgate Palmolive was preparing to launch a new technologically superior toothbrush, Precision, in the highly competitive US market. Product Manager Susan Steinberg had to recommend positioning, branding, and communication strategies to the division general manager. Precision was more advanced than competitors but its message needed simplifying for consumers. The summary recommends initially launching Precision as a niche product focused on gum health, then expanding to mainstream over time to avoid cannibalizing existing products. It outlines promotional strategies including buy-one-get-one offers, coupons, sampling to dentists, and increasing advertising budgets.
Colgate palmolive
Colgate Palmolive was preparing to launch a new precision toothbrush in the US market. The product manager needed to determine positioning, branding, and communication strategies. Research found consumers cared more about gum health and were willing to pay more. Testing showed the precision brush removed 35% more plaque than competitors. It was recommended to initially position it as a niche product to limit cannibalization of other Colgate brushes, then broaden to the mainstream. Branding should emphasize "Precision by Colgate" over "Colgate Precision". Communication should include advertising, promotions, and dental samples to promote the product's benefits.
Colgate Palmolive Company: The Precision Toothbrush
Colgate is introducing a new toothbrush called the Colgate Precision. It is positioned as a technological innovation that is more effective at plaque removal and reducing gum disease than leading brushes. The toothbrush market is shifting towards a "super premium" range as consumers demand cavity prevention, healthier gums, and are willing to pay more for superior oral care. Colgate must determine the best positioning and marketing strategy for the Precision toothbrush to target consumer segments while mitigating threats from competitors and cannibalization of existing Colgate products. Positioning the Precision as a niche high-end product or mainstream product each have pros and cons to consider.
Colgate Palmolive company: The Precision Toothbrush
Detailed analysis of Colgate-Palmolive Company:
The Precision Toothbrush ( Harvard business school) case study.
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.
Colgate palmolive case study
This is a brief case study analysis on Colgate Palmolive Toothbrush Brand. This presentation has been done as a fulfillment of an assignment given by Prof. Sameer Mathur, Marketing Professor, IIM Lucknow.
This presentation bases its focus on marketing strategy of the company and break-even analysis on the basis of the exhibits given at the end of the case.
Colgate
Colgate-Palmolive was poised to launch a new toothbrush called Precision in the US. It analyzed positioning and branding strategies. As the largest household products company, Precision offered improved plaque removal. However, competitors like Oral-B had stronger dental endorsements. Research found consumers wanted brushes that fit comfortably and reached hard areas. The document debated niche vs mainstream positioning and emphasizing the Precision brand to reduce cannibalizing existing products. Ultimately, it recommended a niche launch transitioning to mainstream, using dentists for sampling, and higher advertising to support Precision's potential.
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 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
Colgate-Palmolive Company:The Precision Toothbrush case study of Harvard business review made during marketing internship under guidance of Prof. Sameer Mathur.
Colgate Palmolive - The Precision Toothbrush
Colgate-Palmolive was preparing to launch a new toothbrush called the Precision. The product manager was deciding between a niche or mainstream positioning strategy. A niche strategy would target gum health concerns but capture less of the market. A mainstream strategy would position the Precision as the most effective brush overall, allowing it to capture more of the growing retail market through stores like mass merchandisers and clubs. Analysis of pro forma income statements showed the mainstream strategy would lose more money initially but earn greater profits in the long run. Therefore, the document recommends a mainstream strategy to maximize long-term performance and take advantage of expanding retail outlets.
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 company : The precision toothbrush
This presentation has been created during marketing internship under Prof Sameer Mathur, IIM Lucknow.
Col Pal
This document discusses Colgate-Palmolive's Precision Toothbrush product. It provides background on Colgate's market share in toothpaste and toothbrushes. It analyzes customer brushing habits and consumer behavior. It also discusses competitors and features of the Precision Toothbrush. The document considers positioning the new product as a niche or mainstream product and recommends an initial niche strategy followed by eventual mainstream positioning.
Colgate palmolive- The precision toothbrush
Colgate Palmolive is a global leader in oral care. In the 1980s, the toothbrush category was divided into value, professional, and super premium segments. Colgate had two brush lines - Colgate Classic in the value segment and Colgate Plus in the professional segment. Research found that consumers were willing to pay more for products preventing cavities. Colgate developed the Precision toothbrush to target these consumers, with a bristle configuration and handle designed for maximum plaque removal. Initially positioning it as a niche product allowed it to gain market recognition before expanding to mainstream.
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 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.
Case study Colgate-Palmolive Company
Colgate launched the Precision toothbrush to enter the premium toothbrush market. It faced competition from other brands. The case study analyzed how to position, brand, and promote Precision. It considered niche vs mainstream marketing and the impact on Colgate's other products. Test markets helped determine the best name, price, and advertising strategies. Precision was positioned as a premium product and priced competitively to leverage Colgate's distribution while avoiding cannibalizing other Colgate toothbrush sales.
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 Co. : The Precision Toothbrush
Colgate-Palmolive was planning to launch its new Precision toothbrush in 1992. It analyzed positioning the brush as either a niche product targeting gum health or mainstream. Research found the unique three-bristle design removed more plaque but consumers needed education on its benefits. It was recommended to initially position Precision niche and emphasize its brand to limit cannibalizing Colgate Plus, then transition to mainstream. Advertising and promotions like dentist sampling, buy-one-get-one offers, and combo packs with toothpaste were advised to increase recognition and sales.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive is an American consumer products company focused on oral care, personal care, home care, and pet nutrition. The document discusses Colgate-Palmolive's five-year plan from 1991-1995, which emphasized new product launches, expanding into new markets, improving manufacturing efficiency, and focusing on core consumer products. It also analyzes Colgate-Palmolive's toothbrush market and the development of a new toothbrush called Precision, which was designed to be superior at plaque removal through extensive research, testing, and consumer feedback. The document considers Precision's marketing mix, promotion strategy involving dental professionals, and potential as either a niche product or mainstream brand.
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: The Precision Tootbrush
This document discusses Colgate-Palmolive's development and marketing strategy for a new precision toothbrush. It provides background on Colgate-Palmolive and the US toothbrush market. The precision toothbrush was designed with triple action brushing to clean all tooth surfaces. Colgate-Palmolive considered both niche positioning targeting gum disease or mainstream positioning appealing to most consumers. Mainstream positioning could increase sales and market share but risked cannibalizing existing products and requiring large production increases. Niche positioning allowed a gradual transition but with less profit potential. The document does not recommend a definitive strategy.
Colgate palmolive
This document discusses Colgate-Palmolive's development and marketing strategy for a new precision toothbrush. It provides background on Colgate-Palmolive and the US toothbrush market. The precision toothbrush was designed with triple action bristles to improve plaque removal. Colgate-Palmolive considered both niche positioning targeting gum disease or mainstream positioning appealing to most consumers. Mainstream positioning could increase sales and market share but risked cannibalizing existing products and requiring large production increases. Niche positioning allowed a slower transition but faced less competition. Colgate-Palmolive ultimately had to weigh factors like volumes, costs, branding in deciding their marketing strategy.
More Related Content
What's hot
Colgate Palmolive Company: The Precision Toothbrush
Colgate is introducing a new toothbrush called the Colgate Precision. It is positioned as a technological innovation that is more effective at plaque removal and reducing gum disease than leading brushes. The toothbrush market is shifting towards a "super premium" range as consumers demand cavity prevention, healthier gums, and are willing to pay more for superior oral care. Colgate must determine the best positioning and marketing strategy for the Precision toothbrush to target consumer segments while mitigating threats from competitors and cannibalization of existing Colgate products. Positioning the Precision as a niche high-end product or mainstream product each have pros and cons to consider.
Colgate Palmolive company: The Precision Toothbrush
Detailed analysis of Colgate-Palmolive Company:
The Precision Toothbrush ( Harvard business school) case study.
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.
Colgate palmolive case study
This is a brief case study analysis on Colgate Palmolive Toothbrush Brand. This presentation has been done as a fulfillment of an assignment given by Prof. Sameer Mathur, Marketing Professor, IIM Lucknow.
This presentation bases its focus on marketing strategy of the company and break-even analysis on the basis of the exhibits given at the end of the case.
Colgate
Colgate-Palmolive was poised to launch a new toothbrush called Precision in the US. It analyzed positioning and branding strategies. As the largest household products company, Precision offered improved plaque removal. However, competitors like Oral-B had stronger dental endorsements. Research found consumers wanted brushes that fit comfortably and reached hard areas. The document debated niche vs mainstream positioning and emphasizing the Precision brand to reduce cannibalizing existing products. Ultimately, it recommended a niche launch transitioning to mainstream, using dentists for sampling, and higher advertising to support Precision's potential.
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 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
Colgate-Palmolive Company:The Precision Toothbrush case study of Harvard business review made during marketing internship under guidance of Prof. Sameer Mathur.
Colgate Palmolive - The Precision Toothbrush
Colgate-Palmolive was preparing to launch a new toothbrush called the Precision. The product manager was deciding between a niche or mainstream positioning strategy. A niche strategy would target gum health concerns but capture less of the market. A mainstream strategy would position the Precision as the most effective brush overall, allowing it to capture more of the growing retail market through stores like mass merchandisers and clubs. Analysis of pro forma income statements showed the mainstream strategy would lose more money initially but earn greater profits in the long run. Therefore, the document recommends a mainstream strategy to maximize long-term performance and take advantage of expanding retail outlets.
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 company : The precision toothbrush
This presentation has been created during marketing internship under Prof Sameer Mathur, IIM Lucknow.
Col Pal
This document discusses Colgate-Palmolive's Precision Toothbrush product. It provides background on Colgate's market share in toothpaste and toothbrushes. It analyzes customer brushing habits and consumer behavior. It also discusses competitors and features of the Precision Toothbrush. The document considers positioning the new product as a niche or mainstream product and recommends an initial niche strategy followed by eventual mainstream positioning.
Colgate palmolive- The precision toothbrush
Colgate Palmolive is a global leader in oral care. In the 1980s, the toothbrush category was divided into value, professional, and super premium segments. Colgate had two brush lines - Colgate Classic in the value segment and Colgate Plus in the professional segment. Research found that consumers were willing to pay more for products preventing cavities. Colgate developed the Precision toothbrush to target these consumers, with a bristle configuration and handle designed for maximum plaque removal. Initially positioning it as a niche product allowed it to gain market recognition before expanding to mainstream.
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 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.
Case study Colgate-Palmolive Company
Colgate launched the Precision toothbrush to enter the premium toothbrush market. It faced competition from other brands. The case study analyzed how to position, brand, and promote Precision. It considered niche vs mainstream marketing and the impact on Colgate's other products. Test markets helped determine the best name, price, and advertising strategies. Precision was positioned as a premium product and priced competitively to leverage Colgate's distribution while avoiding cannibalizing other Colgate toothbrush sales.
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 Co. : The Precision Toothbrush
Colgate-Palmolive was planning to launch its new Precision toothbrush in 1992. It analyzed positioning the brush as either a niche product targeting gum health or mainstream. Research found the unique three-bristle design removed more plaque but consumers needed education on its benefits. It was recommended to initially position Precision niche and emphasize its brand to limit cannibalizing Colgate Plus, then transition to mainstream. Advertising and promotions like dentist sampling, buy-one-get-one offers, and combo packs with toothpaste were advised to increase recognition and sales.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive is an American consumer products company focused on oral care, personal care, home care, and pet nutrition. The document discusses Colgate-Palmolive's five-year plan from 1991-1995, which emphasized new product launches, expanding into new markets, improving manufacturing efficiency, and focusing on core consumer products. It also analyzes Colgate-Palmolive's toothbrush market and the development of a new toothbrush called Precision, which was designed to be superior at plaque removal through extensive research, testing, and consumer feedback. The document considers Precision's marketing mix, promotion strategy involving dental professionals, and potential as either a niche product or mainstream brand.
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)
What's hot (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
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
Similar to Colgate Palmolive case study HBS
Colgate Palmolive: The Precision Tootbrush
This document discusses Colgate-Palmolive's development and marketing strategy for a new precision toothbrush. It provides background on Colgate-Palmolive and the US toothbrush market. The precision toothbrush was designed with triple action brushing to clean all tooth surfaces. Colgate-Palmolive considered both niche positioning targeting gum disease or mainstream positioning appealing to most consumers. Mainstream positioning could increase sales and market share but risked cannibalizing existing products and requiring large production increases. Niche positioning allowed a gradual transition but with less profit potential. The document does not recommend a definitive strategy.
Colgate palmolive
This document discusses Colgate-Palmolive's development and marketing strategy for a new precision toothbrush. It provides background on Colgate-Palmolive and the US toothbrush market. The precision toothbrush was designed with triple action bristles to improve plaque removal. Colgate-Palmolive considered both niche positioning targeting gum disease or mainstream positioning appealing to most consumers. Mainstream positioning could increase sales and market share but risked cannibalizing existing products and requiring large production increases. Niche positioning allowed a slower transition but faced less competition. Colgate-Palmolive ultimately had to weigh factors like volumes, costs, branding in deciding their marketing strategy.
Colgate
Colgate-Palmolive Company produces cleaning agents and personal care products. It analyzed launching its new Precision toothbrush in either a niche or mainstream market. Positioning it as a niche product would allow it to command a price premium but capture less market share. As a mainstream product it could gain greater sales but risk cannibalizing existing Colgate toothbrush lines. The case study evaluates these options and recommends initially launching Precision in a niche market before expanding mainstream to gain market share from competitors over time.
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 case study
Colgate-Palmolive was considering launching a new toothbrush called Precision in the United States. It analyzed positioning Precision as either a niche product targeting gum health or a mainstream product. Mainstream positioning would capture more market share but risked cannibalizing other Colgate products. Consumer research found the brush design underwhelming and its gum health message not broadly appealing. The document recommends initially positioning Precision as a niche product and later transitioning to mainstream. It also suggests branding it as "Precision By Colgate" and promoting it heavily through dentist sampling and advertising to help it gain recognition without threatening Colgate's market position.
Colgate palmolive ppt
Colgate-Palmolive was poised to launch a new toothbrush called Precision in the US. There were debates around whether to position it as a niche product targeting gum health or go mainstream. Mainstream would capture more market share but risked cannibalizing existing products. Research found consumers were motivated by gum prevention and the product was seen as different but the design was uninspiring. It was recommended to start with niche positioning and later broaden to mainstream. The brand should emphasize "Precision by Colgate" to reduce cannibalization. A communication strategy including advertising, promotions and dental sampling was needed to support the launch.
Colgate Palmolive :A Precision Toothbrush
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.
Colgate palmolive
HBR Colgate Palmolive Case study submitted by Varun Kapila under the internship of Prof. Sameer Mathur (IIM L)
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 company- the precision toothbrush
Colgate-Palmolive is launching a new precision toothbrush and must decide whether to market it to the mainstream or niche market. The document analyzes the toothbrush market, Colgate's competitors, and evaluates marketing the brush to the mainstream versus niche "super premium" segment. It concludes the niche market is the best strategy since the brush's benefits cater especially to those seeking advanced gum care, it would avoid cannibalizing other Colgate product sales, and niche markets attract fewer competitors.
Colgate precision
- Colgate-Palmolive was poised to launch a new Precision toothbrush in the US market.
- The Precision toothbrush uses a unique three-bristled design that has been shown to remove 35% more plaque and be more effective at reducing gum disease than competitors.
- Susan Steinberg had to determine the positioning, branding, and communication strategies for the Precision toothbrush launch. This included deciding whether to position it as a niche or mainstream product.
Colgate palmolive precision toothpaste
Colgate-Palmolive was poised to launch a new precision toothbrush in 1992. Susan Steinburg had to recommend positioning, branding, and communication strategies. After analyzing Colgate's market position, consumer behavior, and competition, she recommended niche positioning the precision toothbrush as a superior product for therapeutic oral care. Dentist sampling and endorsements would appeal to consumers and provide more credibility against competitors like Oral-B. The toothbrush should be branded as "Precision by Colgate" to leverage Colgate's reputation while distinguishing the new product.
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, IIM Lucknow
Colgate- Palmolive:The Precision Toothbrush case analysis
This is a case analysis of Harvard Business School case, Colgate-Palmolive Company: The Precision Toothbrush prepared under the guidance of Prof. Sameer Mathur
Colgate-Palmolive Company Case Analysis
Colgate-Palmolive is launching a new technologically superior toothbrush called the Precision Toothbrush in a competitive market. It faces challenges in gaining credibility and preventing cannibalization of existing products. The document analyzes positioning the brush as a niche or mainstream product, branding, test results that found the brush more effective but unusual looking, and recommendations such as niche marketing initially, aggressive advertising of its benefits, and free dental checkups to promote the issue it addresses.
Colgate case study
Colgate Palmolive was considering launching a new precision toothbrush. They could position it as either a niche product targeting gum health or a mainstream product. As a niche product it would capture less of the market more slowly but with less risk, while mainstream would capture more of the market faster but with greater risk. They analyzed test marketing and financial projections. In the end, they recommended initially positioning it as a niche product to appeal to consumers concerned with gum health, then potentially expanding it 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 PALMOLINE HARVARD case study
Colgate Palmolive plans to introduce a new toothbrush called Precision and must determine the marketing strategy. They consider niche or mainstream positioning. Financial analysis shows niche positioning targeting therapeutic brushers can generate profits in the first year while avoiding cannibalizing existing products. The recommendation is for Colgate to initially position Precision in a niche therapeutic market and later expand to mainstream, while reducing their Classic line to make room for growth. Success requires addressing niche needs, competitive pricing, effective distribution, and standard promotion investment.
Colgate-palmolive
The document discusses the marketing strategy for Colgate Precision, a new toothbrush product with unique bristles designed to improve plaque removal and reduce gum disease. It considers positioning the product as either a super premium or mainstream offering. Testing showed consumers were motivated by gum disease prevention and liked the brush's effectiveness after using it. The summary outlines key details around product benefits, target segments, competition, advertising approaches, name testing results, and planned promotion budget.
HBR Case Study Colgate Palmolive
This document discusses a case study about Colgate Palmolive launching a new precision toothbrush in the United States. It provides background on key players like Susan Steinberg, the product manager. It analyzes the toothbrush market and Colgate's competitors. It discusses two positioning strategies for the new brush - niche or mainstream. It also considers whether to emphasize the Colgate brand name or the Precision name. In the end, it recommends positioning the brush in the super premium segment tailored to therapeutic brushers, pursuing professional endorsements and an advertising campaign, and associating it with a super premium toothpaste.
Similar to Colgate Palmolive case study HBS (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:The Precision Toothbrush case analysis
Colgate- Palmolive:The Precision Toothbrush case analysis
Colgate Palmolive Precision Toothbrush case study by Kanad Barua
Colgate Palmolive Precision Toothbrush case study by Kanad Barua
Recently uploaded
Boost Your Instagram Views Instantly Proven Free Strategies.
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
PickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
How to Make Your Trade Show Booth Stand Out
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastQuickBooks Sync Manager Repair Tool- What You Need to Know
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal DebastosDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Journey of amplification and buzz creation through podcast marketing, appealing to brands and marketers looking to expand their reach.Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationHow American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.Assignment 2 Task 1: Digital Marketing Course
How Consumers Use Technology And Its Impact On Their Lives
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Recently uploaded (20)
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
QuickBooks Sync Manager Repair Tool- What You Need to Know
QuickBooks Sync Manager Repair Tool- What You Need to Know
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal Debastos
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Colgate Palmolive case study HBS
- 1. Colgate-Palmolive Company- The Precision toothbrush
- 2. Situation: Colgate-Palmolive (CP) was poised to launch a new toothbrush in the United States, tentatively named Colgate Precision but now faced a highly competitive market with substantial new product activity. Decisions to be made: Product segment Branding Advertising Promotion
- 4. Product features the long inner bristles cleaned between teeth, The longer outer bristles cleaned around the gum line, The shorter bristles cleaned the teeth surface An average 35% increase in plaque removal
- 5. Competition 23% 19% 23% 35% Volume Share oral B johnson &johnson colgate others oral B 31% johnson &johnson 20% colgate 23% others 26% VALUE SHARE
- 6. 1991/92 Product launches by competitors Oral-B Indicator bristles Tells you when to change toothbrush Johnson & Johnson Angled neck; raised rubber; ridges on handle Cleans in even the hardest to reach places Procter & Gamble Ripped bristle design.Handle with rubber grip Reaches between teeth like a dental tool Smithkline Beecham Pressure sensitive, flexible neck linking brush and handle Prevents gum irritation
- 7. Consumer Research Analysis • Therapeutic Brushers • Cosmetic Brushers • Uninvolved Brushers
- 8. Consumer behaviour 63 52 46 36 35 30 0 10 20 30 40 50 60 70 Percentofconsumers Main reason for using a brand Consumer Behavior Fits most comfortably in my mouth Best for getting at hard-to-reach places The bristles are the right softness The bristles are the right firmness Toothbrush my dentist recommends Important part of my oral care regimen
- 9. Distribution 19% 10% 29% 42% Colgate plus Volume share food stores drug stores mass merchandisers others • Food Stores • Drug Stores • Mass Merchandisers 7% 4% 4% 85% Colgate Classic Volume share food stores drug stores mass merchandisers others
- 10. Positioning Where exactly to position Colgate Precision in the market place ?
- 11. Mainstream Positioning Strategy Niche Positioning Strategy Targeted at consumers concerned about gum disease Appeal of being the most effective brush available in the market
- 12. Niche positioning Advantages • Lower advertisement & production cost • Less cannibalization • No compromise on Colgate plus production Disadvantages • Smaller target audience • Less sales Mainstream positioning Advantages • More sales expected • Larger market Disadvantages • Cannibalization of Colgate plus • Higher promotion cost • More production required
- 14. Colgate Precision or Precision by Colgate ??
- 15. Colgate Precision • Estimated 20% cannibalization of Colgate plus • Will have the support of well established Colgate • Build brand equity of Colgate Precision by Colgate • Unchanged effect on Colgate plus sales. • Product could sustain on its own.
- 17. POSITIONING Niche positioning at launch Advantages: • Can be launched at higher cost than the competitors • Reduce cannibalization of Colgate plus • No SKU drops. • Demand can be met through the current capacity of firm After a year, Mainstream position Advantages: • Provide time for increasing production • Bringing more revenue and profit to the firm. • Product will gain recognition and loyalty
- 18. PROMOTIONS • Toothpaste free with every brush • Discount on products • Higher saving coupons than competitors • Professional endorsement through Dentists
- 19. DISTRIBUTION • Initially because of niche positioning, primarily sales by food and drug stores. • Under a mainstream launch scenario, a relatively large proportion of sales would occur through mass merchandisers and club stores
- 20. COMMUNICATION STRATEGY Investing a little more on advertising and promotion There must be several consumer promotions to back the launch of mainstream positioning of Colgate precision
- 22. DISCLAIMER • Created by Ashish kapoor, IIT Bombay, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.