Colgate Palmolive is launching a new precision toothbrush to target the premium oral care market segment. They currently hold the number one market share for toothbrushes but want credibility from dental associations that their products prevent cavities and improve gum health. The document discusses positioning and branding strategies for the new toothbrush, including targeting consumers concerned with gum disease under a niche positioning or a broader mainstream audience. It also proposes promotional strategies like coupons and offers with Colgate toothpaste to drive initial market share of 3% under niche positioning and 10% under mainstream positioning.

1. COLGATE PALMOLIVE
JOURNEY OF THE PRECISION
TOOTHBRUSH

2. Define positioning, branding and
communication strategies for the new
Toothbrush-Colgate Precision.
OBJECTIVE

3. • Was a global leader in the house
hold and personal care products
• Introduced 275 new products
world wide
• Held the number one position in
the U.S retail toothbrush market
with a 23.3% volume share.
• Was unable to achieve proper
credibility from the dental
association on its products when
compared to its competitor
ORAL-B
• Introduction of new products
may result in cannibalization of
other products like colgate plus.

4. NATURE OF DEMAND
• Shift in demanded benefits:
• Cavity prevention
• Healthier gums
• Ready to pay for superior toothbrush
Market is emerging from value and premium to Super premium-
Enhanced Oral Care

5. US Oral care market: -$2.9
billion in retail sales -growing
at a rate of 6.1% annually
Toothbrush Market growth:
average 9.3% per annum
since 1987

6. CP’s
toothbrush
sales in
1991 - $77
million
Number one
in US retail
toothbrush
market with
23.3%
volume
share

10. CONSUMER SEGMENTATION

15. •Emphasizing the Colgate name on the new
Precision toothbrush would cause additional
cannibalization of the existing Colgate
toothbrushes - estimated at 20%.
•Using the Colgate name would be congruent
with Colgate’s strategy to build the Colgate
brand equity.

17. • Under the niche market -Aggressive advertising campaign -
Demonstrate technical superiority of the toothbrush.
Under mainstream position -through financial incentives - Coupon,
buy one get one free
• Through professional channels- Dentists
• Consumer promotions in CP market
• A free 5 oz. tube of Colgate toothpaste with a Precision brush
• A 50% off offer on Colgate toothpaste
• A 50 cent coupon

18. Satisfaction Guarantee if an unsatisfactory check up has
occurred, the consumer can send in the certificate for a
full refund of the cost of the toothbrush
Emphasizing the Colgate name on the new Precision
toothbrush would cause additional cannibalization of
the existing Colgate toothbrushes - estimated at 20%.
Using the Colgate name would be congruent with
Colgate’s strategy to build the Colgate brand equity.

21. • When positioned as Niche product
,it would target at consumers
concerned about gum diseases.
• As such it could command a 15%
price premium over ORAL-B and
would be expected to capture 3%
of the U.S toothbrush market by
the end of 1st year following its
launch.
• No SKU’s needed to be dropped!
as Niche product!
• If Precision is positioned as a
Mainstream brush, Precision
would capture 10% of the market
share at the end of 1st year
following its launch.(Very high
when compared with Niche
positioning)
• The volume shares when
positioned as mainstream would
be 10% in 1 year when
comparedto5% when positioned

25. DISCLAIMER
• Made by Prarit Agarwal , PDPU Gandhinagar ,
• During a Marketing Internship under
• Prof. Sameer Mathur, IIM LUCKNOW