The Precision toothbrush was a technologically superior product developed by Colgate-Palmolive over three years. It faced a competitive market with new products from rivals like Oral-B and Crest. Steinberg had to decide on Precision's positioning, branding, and communication strategy. She recommended an initial niche positioning targeting gum health, the Colgate Precision name, and a substantial promotional budget including sampling to drive trial and purchase intent. This approach would maximize profits while avoiding risks like supply issues and cannibalizing existing products.