Harvard Business School Case study on the new Precision toothbrush by colgate palmolive ... a study on the marketing strategies

1. Colgate-Palmolive
The Precision
toothbrush

2. A presentation by
Preethi.M
A case study for
Marketing Management
internship of
Prof. Sameer Mathur

3. OVERVIEW

4. Current situation
Launch ideas
Pricing strategies
Market shares
Product segments
Consumer analysis
Competitors
Distribution
Positioning
Costs
Promotion
Recommendations

5. KEY PEOPLE
Susan Steinberg - ProductManager
Nigel Burton - General Manager

7. CP - a global leader of personal care products
R&D expenses - $114 million
Advertising expenses - $428 million
275 new products in 1991
91 manufacturing plants
43% toothpaste market
16% toothbrush market
August 1992- CP poised to launch Colgate
Precision toothbrush worldwide

9. Target therapeutic and cosmetic
brushers
Super premium niche
Launch worldwide
Target dentists and drugstores

10. PRICING STRATEGY

11. Increase Ads and promotion
budget by $19.2 million
$32.5 million to Precision
$10.8 million to Plus
Products aimed at prevention of
gum disease rather than removing
plaque and decay

12. MARKET SHARES

18. CONSUMERS

28. CAPACITY AND INVESTMENT
COSTS
The equipments required to
manufacture Precision brush was
1. Tufters
2. Handle molds
3. Packaging machinery

31. RECOMMENDATIONS

32. Position Precision toothbrush in the niche
market during its introductory stages to
capture the elite brushers and the later
position it in the mainstream market to
increase a steady revenue!