Colgate-Palmolive was preparing to launch the Precision toothbrush to compete in the toothbrush market. The Precision used three different bristle lengths and orientations to remove 35% more plaque. Research showed consumers found it more effective than other brushes. Initially, Colgate considered niche or mainstream positioning. Niche positioning would target specific consumers and avoid cannibalizing other Colgate brushes, while mainstream would capture a larger market share. Colgate ultimately decided on an initial niche positioning, followed by a transition to mainstream once capacity increased to meet higher demand.

1. The Precision Toothbrush
- Kanad Barua
IIEST Shibpur

2. • In August 1992, Colgate-Palmolive (CP) was poised to launch a new
toothbrush in the United States, tentatively named Colgate Precision
• They now faced a highly competitive market with substantial new
product activity.
• Susan Steinberg, Precision product manager, had managed the
entire new product development process and now had to recommend
positioning, branding, and communication strategies to division
general manager Nigel Burton.

3. Most consumers agreed that toothbrushes
were as important as toothpaste to effective
oral hygiene and that the primary role of a
toothbrush was to remove food particles;
plaque removal and gum stimulation were
considered secondary.
Brand choice was based
on features, comfort and
professional
recommendations.
48% of consumers change their brushes at least every 3
months; the trigger to purchase a new brush for 70% of them
was when their toothbrush-bristles became visibly worn

4. Oral-B
• Has been in the market
leader since the 1960s
• In 1991, it held a 23.1%
volume market share and a
30.7% value share of U.S
retail sales.
• Television commercials
featuring ‘Rob the
dentist’
had a long lasting impact
• The Indicator brush was
a
Johnson and
Johnson
• Has been in the
market in the 1970s
• Has excellent
innovations like –a
bevelled handle
to help consumer brush
at 45% angle.
Proctor & Gamble
• Newest entrant in
the toothbrush
market
• Claimed to have “the
ability to reach
between the teeth up
to 37% farther than
leading flat
brushes.”
Smithkline
Beecham
• Entered the
market in 1991
• Had innovative
television
commercials
• Innovative offers
like
“buy two get one
free”

5. • In the toothpaste category, it was hard to increase primary demand, so new products tended to
steal sales from existing products. In the case of toothbrushes, however, increased advertising and
promotion enhanced the category’s visibility which, in turn, seemed to fuel consumer demand.
• The CP toothbrush line held 25% to 40% of the category shelf space in most stores
• When Colgate toothbrush were combined with Colgate toothpaste, the sales increased by 170%
• Retail advertising features and in store displays increased toothbrush sales

6. The 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. With this knowledge and
through computer aided design,
CP developed a unique brush with
bristles of three different
lengths and orientations

7. • Understanding the varying techniques consumers
used when brushing their teeth.
• Testing the between-teeth access of
different toothbrush designs.
• Establishing an index to score clinical
plaque-removal efficacy at the gum line and
between teeth.
• Creating a bristle configuration and handle design offering maximum plaque- removin
• Determining, through clinical and consumer research, the efficacy and
acceptance of the new toothbrush design.

8. Precision was developed with the objective of creating best brush possible and as
such becoming a top of the range product.
The Niche positioning –
• Targets specific consumers.
• It was expected that Colgate would command 15% price premium over the competitors.
The Mainstream positioning –
• It would have a broader appeal of being the most effective brush available on
the market.
• As a mainstream brush, Precision could capture 10% of the market.

9. Pros Cons
• Unsatisfied demand could create
the perception of a hot product,
which may increase sale
• Greater proportion of sales would
occur through mas merchandisers
and club stores
• Raised concerns about
Cannibalization of Colgate Plus and
about pressure on production
schedules that had been developed
for Niche positioning
• Production capacity increases
required 10 months lead – resulting
in inadequate supply of products.

10. Pros Cons
• Niche could later be broadened to a
mainstream position as additional capacity
came on line. This would be an easy transition
in the product life cycle.
• Less erosion of Colgate Plus. The product are
more isolated.
• Entry into new superior toothbrush market
which CP currently holds no position.
• CP would face les competition.
Less contribution to net profit in future years.

11. • Executives believed that products should stand alone and the PRECISION brand name should
be emphasized.
• Stressing Precision as opposed to Colgate would limit the extent of cannibalization of Colgate
Plus.
• It was estimated, both under mainstream and niche positioning scenarios, the cannibalization
figures.
For Colgate Plus would increase by 20% if the Colgate brand name was stressed.

12. Information that may contribute to success
• Four concept tests conducted among 400 adult professional brush users (Colgate Plus, Reach and Oral B)
• The results indicates – consumers were highly motivated by the Precision toothbrush claims
• Additional in-home usage tests were conducted
 77% claimed that Precision was much more effective than their current toothbrush.
 Other consumer research revealed that higher the exposure to the product, the greater the consumer
acceptance.

14. STRENGTH
• It is a unique brush with three different lengths and orientations.
• It removes 35% more plaque than other premium brushes.
• Innovation for precision also stands as a strength upon which
Colgate-Palmolive can lean for other market differentiating
advancements
• Diversification of product types within the toothbrush market is
another strength factor Colgate-Palmolive holds.

15. WEAKNESS
• Although industry players are manufacturing products to improve oral health, it has
been difficult to educate consumers to prevent gum diseases.
• The advantage of the competitor, Oral-B, has over the other companies the ability to
say that is recommended by dental professionals.
• By going for a more mainstream marketing approach to the Colgate precision, CP
may steal sales from the Colgate Plus.
• By pursuing a more mainstream approach to capture a larger market share, there is
a chance that CP may not be able to produce a large enough supply of toothbrushes
to keep up with the demand.

16. OPPORTUNITIES
• 77% of testers claimed Precision was more effective
and informed customers are more willing to make a
purchase.
• Studies have shown that consumers are becoming
more concerned about the health of their gums – A
product like Precision toothbrush addresses this
trend perfectly.

17. THREATS
• 82% of the consumer toothbrush purchases are unplanned. Thus,
there is a need to educate public on benefits of brushing.
• Some of the threats to CP include other competitors like Oral-B,
Johnson & Johnson, and Crest. CP is also struggling against its
competition in international markets.

18. • Rapid skimming pricing would be most appropriate for Precision.
• First, as a niche market product, Precision will be offered at a cost equivalent to that of the highest
priced toothbrush
• currently available at $2.13 per unit.
• Secondly, Precision’s unique and innovative design has created its own category of toothbrush within
the super-premium
• Segment, as it is distinctly different from the other currently available toothbrushes.

19. • Precision has patented the design and features of the triple action bristles that work with one
another so that the
• Short, long, and angled bristles remove 35% more plaque than a standard toothbrush.
• Colgate-Palmolive should have considered utilizing the line extension tactic of ‘introducing
additional items in the same
• product category under the same brand name, thereby marketing the toothbrush as ‘Colgate
Precision’

20. Colgate-Palmolive targets both involved oral health consumer groups.
Today’s generation are even more concerned about their oral health
than previous generations.
The next step to develop effective communication is designing the
message.
Two appropriate approaches to communicate Precision’s core values
would be messages appealing to either the rational or emotional side of
consumers.

22. Initially positioning Colgate Precision as Niche Toothbrush and later broadening to
mainstream positioning would help the product gain sufficient recognition by avoiding
cannibalization and would ensure additional capacity once it enters thee mainstream.
Broadening into the mainstream positioning would enhance greater proportion of sales.
Positioning

23. Precision by Colgate would be more prominent as it would reduce cannibalization of Colgate
Plus – which is the bread and butter of CP’s toothbrush line and secure its market position.
Placing the Precision at the centre of the brushes in the storage shelves would ensure easy
acceptance due to the prevalence of the Brand and at the same time, bring unique position to
the brand.
Branding

24. Investing a little more on Advertising and Promotion would not do much harm as it shall give a
head start to this potential product.
There must be several consumer promotions to back the launch for the mainstream positioning
as this would attract a lot more potential buyers.
Communication Strategy

25. In summation, Colgate-Palmolive should be positioned in the niche marketing category
during its introductory ad growth life cycle stages.
Thereafter, during the product’s maturity, Precision should be repositioned to the
mainstream market.
Analysis show that the explained attributes, benefits and values of the product are best
suited for niche consumers and therefore enjoy the greatest such a market.

26. CREATED BY KANAD BARUA, IIEST SHIBPUR
DURING A MARKETING INTERNSHIP UNDER
PROF. SAMEER MATHUR, IIM LUCKNOW
DISCLAIMER