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Colgate palmolive precision toothpaste
- 2. Colgate-Palmolive A global leader in household and personal care product
- 3. In 1992 Colgate- Palmolive poised to launch a new toothbrush named “The precision Toothbrush”
- 5. Susan Steinburg had to recommend the Positioning, branding and communication strategies Prior to the finding the different strategies , an extensive analysis of the company should be done
- 6. • Was a global leader in household and personal care products • Introduced 275 different products worldwide • Held the no 1 position the the US toothbrush market
- 7. • Unable to get creditability from dentists like Oral-B • Introduction of new products may lead to cannibalization of other products
- 8. •Expandinginto “Super premium “ market would increase market share • Younger generation are becoming more health conscious
- 9. •Severe competition by other brands. •Aggressive expansion in other product segments by other brands
- 10. Product Segmentation 3 product segments 1. Value 2. Professional 3. Super –Premium Different brands for different segments
- 11. Analysing consumer behaviour • Consumer were willing to pay premium to address problems related to gum care • 48 % of consumers claimed to change toothbrushes every 3 months • Consumers chose their toothbrush based on the recommendation of professionals, Features and comfort
- 12. Competition analysis • Oral-B has heavy professional endorsement and is known as “The dentist’s toothbrush” thus giving a tough match in the competition. • J&J’s Reach-has excellent innovations like-a beveled handle to help consumer brush at 45 degree angle. The Brand has scheduled the Launch of ‘Reach Between’ on September 1992.This has to be kept in mind-after few months- Precision has to launched • P&G ‘s Product claims to have the ability to reach between the teeth upto 37% farther than leading brands.
- 13. Advertising and Promotion • Growing competition increased the featured and value of consumer promotion event. • Retail advertising features and in store displays increased toothbrush sales • When Colgate toothbrush were combined with Colgate toothpaste, the toothbrush sales increased by 170%
- 15. Mainstream positioning Pros • Access to larger market size • Simple Campaigning • Possibility of greater returns Cons • Higher price can turn people off • Uninvolved consumers cant be considered in the target market
- 16. NICHE POSITIONING Pros • A clear cut strategy can be used • Can be later broadened to a mainstream position: can’t be done the other way round • Target group more open to paying higher prices • Less erosion of existing products Cons • Less contribution to profit in coming years • Reach limited to a specific section
- 17. Branding Should the brush be known as “Colgate Precision” or as “Precision by Colgate?”
- 18. The Test Results were • The toothbrush’s feature of reducing gum disease motivated the greatest intent among the test consumers •55% of costumers found the toothbrush to be very different from others • More the costumers were told about the working of precision ,more the enthusiasm for the costumers.
- 19. However… • Fewer consumers would admit that they had gum diseases. •The cliched look of the brush put the costumers in a dilemma.
- 20. Recommendation • Position Precision toothbrush as a niche product • Market the product as a providing a superior and distinctive oral care. • Appeal to therapeutic costumers. • Use dentists to sample costumers since professional endorsements are more credible.
- 21. Made by Amitesh Kumar during an internship under Dr Sameer Mathur(IIML)