I am Chittoori Meha from NIIT University.Created during an internship under Prof. Sameer Mathur. Colgate Palmolive Company The Precision Toothbrush Harvard Case Study

1. A Case Study
The Precision Toothbrush

2. How Did It
All Began

3. The story of Colgate Palmolive
company started in way back
1806 by soap and candle maker
William Colgate.
In 1883 he suffered from heart
attack and stopped his
business sales.

4. CP CEO, Ruben Mark is the
main person who is
responsible for transforming
"sleepy and inefficient"
company into a lean and
profitable one through his
leadership

5. Founded: 1806
Head Quarters: New York
City, U.S.
Revenue: US $15.3 billion
Employees: 36,002
Website: www.colgate.com

6. Retail Prices
value $1.29
Professional between $1.59
and $2.09
Super
premium
between $2.29
and $2.89

9. Innovative
Large investment and
encouragement towards
Research and Development.
Large number of stock
keeping units for their
toothbrush line

11. Media expenditure of the
brand is limited compared to
its rivals
Introducing Precision
toothbrush may cannibalize
the sales of Colgate plus and
Colgate Classic

13. People in future becoming
very self conscious
77% testers claimed that
Precision was more effective

15. Severe Competition
Other brands are very fastly
expanding their different
product segments.

16. How About
Some
Question??

17. What Are The
Different Type of
Toothbrush
Consumers Use
In The Market?

18. Therapeutic Brushers
Cosmetic Brushers
Uninvolved Brushers

19. Who Has The
Biggest Market
Share?

20. Oral-B

21. What is the
Overall
Marketing
Objective?

22. Provide the customers with a
wide range oral hygiene
products in order to meet
their desires in each market
segmentation in order to
increase their brand
perception in the market

23. What Is The Role Of
Marketing Communications
In The Overall Marketing
Mix?

24. Focus On Competition
Analysis
Find Out The Factors That
Describe The Marketing
Problem

26. Niche Positioning
Mainstream Positioning

27. By targeting a subdivision of
market segment we can use a
clear cut strategy
If the strategy works out that
can be broadened to
mainstream

28. By performing mass
promotion, mass production
and distribution their access
to market increases
Possibility of greater returns

30. Hindustan Unilever Ltd
Procter & Gamble (P&G)
Clorox Co Del

32. Marketing Mix

33.  Precision toothbrush was a technical
innovation
 In laboratory experiments, researchers
used infrared motion analysis to track
consumers’ brushing movements and
consequent levels of plaque removal

34. Testing the between-teeth
access of different toothbrush
designs. The tests revealed
that CP’s new design was
superior to both Oral-B and
Reach in accessing front and
back teeth, using either
horizontal or vertical
brushing.

35.  Precision was developed with the
objective of creating the best brush
possible and as such, becoming a top-
of-the range, super-premium product.
 It could be positioned as a niche
product to be targeted at consumers
concerned about gum disease.

36.  Production was subcontracted to
Anchor Brush who also manufactured
CP’s Plus line of toothbrushes
 Positioning Precision as a mainstream
toothbrush raised concerns about the
possible cannibalization of Colgate
Plus and about pressure on production
schedules that had been developed for
a niche positioning.

38. Position precision
toothbrush as a niche
product
Appeal to therapeutic
consumers

39. Created by Chittoori Meha,
NIIT University, Rajasthan,
during an internship under
Prof. Sameer Mathur, IIM
Lucknow