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.

1. COLGATE – PALMOLIVE COMPANY :
THE PRECISION TOOTHBRUSH
- HBR CASE STUDY

2. INSIDE !
• INTRODUCTION &
BACKGROUND
• U.S. TOOTHBRUSH MARKET
• THE PRECISION MARKET
STRATEGY
• HYPOTHESIS AND ACTIONS
• CONCLUSION

3. A little about the company
• American Diversified multinational corporation
• Focused on : Production, Distribution & Provision
• Headquarters : New York City, New York, U.S.
• CEO : Ian M. Cook
• More than 200 years older
• Three core corporate values : Caring, Global
Teamwork and Continuous Improvement

4. Statistics for 1991 !
• Sales : $ 6.06 Billion
• Gross Profit : $2.76 Billion
• Global Leader in Household and
personal care products !
• RnD Expenditure Cost : $114 Million
• Advertising Expenditure $428 Million
AND FURTHER
Further…

5. Sales growth over the years !!!

6. COLGATE PRECISION TOOTHBRUSH
• Household, healthcare and personal product
specialist company
• Launched in August 1992 in United States
• Developed by Susan Steinberg, the precision
product manager
• Product was developed with intense research
in 3 years
• Technologically Superior toothbrush over 3
years

7. So what is the point
of interest here
?

8. DEFINING THE
MARKET STRATEGY
• POSITIONING
• BRANDING
• COMMUNICATION STRATEGIES
FOR COLGATE PRECISION

9. Colgate Palmolive’s Oral Care Busines
43% World Toothpaste
Market
16% World Toothbrush
Market
Other include ~ Dental
Floss, Mouth Rinses
Team of 170 CP Researchers
New Products included :
- Colgate Baking Soda
Toothpaste
- Colgate Angle
- Wild Ones
Toothbrushes

10. Company at a glance !

11. U.S. TOOTHBRUSH MARKET

12. History

13. With Unimaginable Features!!!

14. Dominators of U.S. Toothbrush Marke
• Colgate – Palmolive
• Johnson & Johnson
]-Professional Segm
• Oral - B]- Super-Premium Segment

15. And a few more details !!!

16. Consumer Behavior
What to choose
and what not to??

17. Results of Consumer Research
• Adults Born in 1940s – 1960s –
concerned about gum health as
opposed to cavity prevention
• Willing to pay premium for new
products
• 82 % toothbrush purchase were
unplanned
• Toothbrush replacement after 7.5
months - 1991

18. Some Insights

19. Competition

20. 1. Oral-B
• Market Leader since 1960s
• Called as “the dentist’s toothbrush.”
• Launched indicator brush in 1991
• 1992 – Buy one Get one Free Offers
• Media Expenditure (1992) : $11.2
Million

21. 2. Johnson & Johnson (J&J)
• Entered the market in 1970s
• Second Product in 1988 – Prevent
• Prevent – Beveled handle with 45% angle
• Ranked third in 1991 in retail toothbrush
market
• 19.4 % Volume Share ; 21.8% Value Share
• Media Expenditure : $ 17.1 Million ( Expected
1992)

22. 3. Procter & Gamble (P&G)
• Most recent entrant in the market
• Crest Complete – tooth brush brand,1992
• Claimed – Ability to reach between the teeth up to
37% farther than leading flat brushes.
• 2% Volume Share; 2.6% Value Share
• Media Expenditure : $6.4 Million (Last Quarter,1992)

23. 4. Smithkline Beecham
• Entered the market in Aug, 1991
• First Product – Aquafresh Flex, toothpaste
• Aquafresh toothbrush – Allowed gentle
brushing
• 1991 –> 0.9% Volume Share; 1.1 % Value
Share
• Buy two get one free – promotional plans
• Media Expenditure : $10 Million

24. Other Competitors
• Lever – Aim , Pepsodent
Professional & Regular
• Pfizer – Plax Brush (groove for
thumb)
• Sunstar – Butler Brand

25. Advertising and Promotion

27. Some Important Figures!!

28. Distribution

29. Important Distribution Statistics

30. The Precision Marketing Fix

31. Product Design and Testing
• An Amazing Technical Innovation
• Used Infrared Motion Analysis to track
consumers brushing movements
• Analysed level of Plague removal.
These parameters developed a unique brush with
bristles cleaned the teeth surface. This resulted in a
triple action brushing effect

32. Hypothesis Time

33. Team Steinberg had 5 major goals set

34. . Understanding Consumer Technique
Concluded that brushing removed plaque from teeth
surface but ineffective in removing from gum line
and between teeth.

35. 2. Testing between teeth access of
different toothbrush design
Concluded that the new design was more
efficient than Oral-B and Reach in accessing
front and back teeth

36. 3. Index to score clinical plaque-removal efficacy
Here Presence of Plaque on each tooth area was
calculated - pre and post usage of toothbrush

37. 4. Creating an efficient bristle
configuration and handle design
An average 35% more plaque was found
to be removed than other leading brands

38. 5. Efficacy and Acceptance of new
toothbrush design
Extensive consumer research was carried to test
product design and characteristics, marketing
concept and strengths

39. Niche Vs Mainstream Positioning

41. Communication and Promotion

43. Summary of Promotional Activitie

44. Conclusion
• Steinberg believed that Colgate Precision
toothbrush was more than a niche product
• The Proven benefits to consumers were
technological breakthrough !
• The positioning, branding, advertising and
marketing of the product should be upgraded
• Still need to develop a marketing mix and profit
and loss pro forma to reach the product to its
potential

45. Disclaimer Created by Anmol Kumar Singh,
NIT Jamshedpur during a Marketing Internship by
Prof. Sameer Mathur, IIM Lucknow