Colgate Palmolive- the precision toothbrush
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Colgate-Palmolive (CP) was a global leader in household and personal care products. CP's 5-year plan from 1990 to 1995 emphasized new product launches and entering new geographic markets. The document discusses defining the marketing strategy for CP's new precision toothbrush, including positioning, branding, and communication. It analyzes the US toothbrush market and CP's strengths as an innovator with a strong global brand, as well as weaknesses in educating consumers and lack of presence in the super-premium market.
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Colgate palmolive
The document summarizes a case study about Colgate's launch of a new toothbrush called Colgate Precision. It provides background on Colgate, an overview of the toothbrush market and competitors. It then details the development of Precision by product manager Susan Steinberg, including test marketing and naming. Steinberg developed marketing mix options to either position Precision as a mainstream or niche product. The document concludes by noting Steinberg's challenge to develop a plan to maximize Precision's potential while gaining approval from her colleagues.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive was planning to launch a new Precision Toothbrush in the US market in August 1992. However, it faced significant competition from other major players like Oral-B, Johnson & Johnson, and Procter & Gamble who were introducing new products. The document discusses Colgate's strategies around positioning, branding, and promoting the Precision Toothbrush to gain an edge over competitors in the crowded market. It analyzes targeting the product towards mainstream consumers versus a niche, exploring different price points, naming options, and the importance of sampling and dentist recommendations for building credibility. The conclusion recommends a mainstream positioning strategy to expand Colgate's market reach and long term performance.
Colgate Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Harvard business school case study- Created by Anu Gond during marketing internship under Professor Sameer Mathur, IIM Lucknow
Colgate-Palmolive Company:The Precision Toothbrush ppt
This document analyzes Colgate Palmolive's launch of the Precision Toothbrush in 1991. It provides background on Colgate's market share in toothpaste and toothbrushes. It then discusses consumer research showing concerns about gum health and unplanned toothbrush purchases. The document analyzes competitors like Oral-B, Johnson & Johnson, and Procter & Gamble. It considers positioning the Precision as a niche or mainstream product and developing branding, communications, and advertising strategies. Finally, it concludes the Precision should initially be niche marketed before transitioning to mainstream and leveraging Colgate's distribution channels.
Colgate - Palmolive, Harvard Business Case Study By Abhinav Singh
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Colgate-Palmolive Company : The Precision Toothbrush | HBS Case Presentation ...
Presentation on HBS Case Colgate-Palmolive Company: The Precision Toothbrush. It thoroughly analyzes the various details provided in the case while carefully evaluating the final decision of positioning, branding, and communication of the Colgate Precision Toothbrush to the consumers.
Colgate Palmolive Case Study Analysis
Colgate Palmolive developed a new toothbrush called Colgate Precision and the product manager must recommend a marketing strategy. There is a conflict over the advertising budget between Colgate Precision and Colgate Plus. The product manager proposes progressively increasing the total budget and allocating 25% more to Precision each year. Analyzing pricing and sales projections, niche positioning earns $1.79 million in profit Year 1 and $19.96 million Year 2, showing increased volume leads to higher profits.
Colgate palmolive company
CP was a global leader in household products with $6.06 billion in 1991 sales. Its five-year plan emphasized new products, markets, and efficiencies. In 1991, it spent $243 million upgrading plants, introduced 275 new products, and expanded to China and Eastern Europe. The document discusses CP's development of the Colgate Precision toothbrush through research, concept testing, production planning, pricing strategies, and advertising approaches to launch the new product as either a niche or mainstream brand.
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Colgate palmolive
The document summarizes a case study about Colgate's launch of a new toothbrush called Colgate Precision. It provides background on Colgate, an overview of the toothbrush market and competitors. It then details the development of Precision by product manager Susan Steinberg, including test marketing and naming. Steinberg developed marketing mix options to either position Precision as a mainstream or niche product. The document concludes by noting Steinberg's challenge to develop a plan to maximize Precision's potential while gaining approval from her colleagues.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive was planning to launch a new Precision Toothbrush in the US market in August 1992. However, it faced significant competition from other major players like Oral-B, Johnson & Johnson, and Procter & Gamble who were introducing new products. The document discusses Colgate's strategies around positioning, branding, and promoting the Precision Toothbrush to gain an edge over competitors in the crowded market. It analyzes targeting the product towards mainstream consumers versus a niche, exploring different price points, naming options, and the importance of sampling and dentist recommendations for building credibility. The conclusion recommends a mainstream positioning strategy to expand Colgate's market reach and long term performance.
Colgate Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Harvard business school case study- Created by Anu Gond during marketing internship under Professor Sameer Mathur, IIM Lucknow
Colgate-Palmolive Company:The Precision Toothbrush ppt
This document analyzes Colgate Palmolive's launch of the Precision Toothbrush in 1991. It provides background on Colgate's market share in toothpaste and toothbrushes. It then discusses consumer research showing concerns about gum health and unplanned toothbrush purchases. The document analyzes competitors like Oral-B, Johnson & Johnson, and Procter & Gamble. It considers positioning the Precision as a niche or mainstream product and developing branding, communications, and advertising strategies. Finally, it concludes the Precision should initially be niche marketed before transitioning to mainstream and leveraging Colgate's distribution channels.
Colgate - Palmolive, Harvard Business Case Study By Abhinav Singh
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Colgate-Palmolive Company : The Precision Toothbrush | HBS Case Presentation ...
Presentation on HBS Case Colgate-Palmolive Company: The Precision Toothbrush. It thoroughly analyzes the various details provided in the case while carefully evaluating the final decision of positioning, branding, and communication of the Colgate Precision Toothbrush to the consumers.
Colgate Palmolive Case Study Analysis
Colgate Palmolive developed a new toothbrush called Colgate Precision and the product manager must recommend a marketing strategy. There is a conflict over the advertising budget between Colgate Precision and Colgate Plus. The product manager proposes progressively increasing the total budget and allocating 25% more to Precision each year. Analyzing pricing and sales projections, niche positioning earns $1.79 million in profit Year 1 and $19.96 million Year 2, showing increased volume leads to higher profits.
Colgate palmolive company
CP was a global leader in household products with $6.06 billion in 1991 sales. Its five-year plan emphasized new products, markets, and efficiencies. In 1991, it spent $243 million upgrading plants, introduced 275 new products, and expanded to China and Eastern Europe. The document discusses CP's development of the Colgate Precision toothbrush through research, concept testing, production planning, pricing strategies, and advertising approaches to launch the new product as either a niche or mainstream brand.
HBR Case Study Colgate Palmolive
This document discusses a case study about Colgate Palmolive launching a new precision toothbrush in the United States. It provides background on key players like Susan Steinberg, the product manager. It analyzes the toothbrush market and Colgate's competitors. It discusses two positioning strategies for the new brush - niche or mainstream. It also considers whether to emphasize the Colgate brand name or the Precision name. In the end, it recommends positioning the brush in the super premium segment tailored to therapeutic brushers, pursuing professional endorsements and an advertising campaign, and associating it with a super premium toothpaste.
Colgate-Palmolive HBR Case Study
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Colgate Palmolive - The Precision Toothbrush - Case Study Analysis
Colgate Palmolive is analyzing the launch of its new Precision toothbrush. The Precision toothbrush provides triple brushing action and is more effective at plaque removal than rivals. It is positioned in the super-premium market segment at a higher price point. While the toothbrush market has grown steadily, Colgate aims to target the niche segment of therapeutic brushers with the Precision. Colgate's recommendations include providing free samples to dentists to promote the Precision as the professional's choice and offering refund guarantees to build customer loyalty for the new product.
Advertising and Promotion Expenditures for Colgate Toothbrushes
Colgate-Palmolive Company is a global leader in household and personal care products. In 1991, it generated $2.76 billion in gross profits. CP launched a new technologically superior toothbrush called the Precision to target the growing super-premium toothbrush market. The Precision was designed to provide a more effective clean and protect gums. CP considered both niche and mainstream positioning strategies for the Precision. Its marketing mix for the Precision included product testing, branding, television and retail promotions, coupons, and expanded display systems to drive sales.
Colgate palmolive company-the precision tooth brush
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COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH
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WashLady is an online laundry service app that aims to make laundry easy and stress-free for customers. It plans to partner with existing laundry services to outsource the actual laundry work while providing a seamless app experience. The app targets housewives, students, and young professionals between 18-40 years who want convenient laundry without the hassle. WashLady will use a freemium model and focus on excellent customer service, data analytics, and partnerships to provide quality laundry solutions on-demand.
Colgate palmolive case study
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Colgate palmolive
This document discusses Colgate's launch of the Precision toothbrush in 1992. It provides background on Colgate as a global consumer products company and the US toothbrush market. Research found that baby boomers were increasingly concerned with gum health. The Precision was developed over 3 years under Product Manager Susan Steinberg. It was positioned as a premium product between value and professional segments. The marketing mix discussed promotion through TV, print, and dental office advertising, distribution through retailers and dentists, and competitive pricing. Testing found the Precision removed more plaque but looked unusual, so education was key. The document concludes Steinberg must determine positioning, branding, and communication to reach the product's full potential.
Colgate-palmolive company:The precision toothbrush(harvard case study)
The document summarizes information about Colgate Palmolive's planned launch of a new precision toothbrush. It discusses Colgate's competitors and market position, consumer behaviors, potential positioning as a niche or mainstream product, branding strategies and names being considered, advertising and promotion plans and budgets, and debates around cannibalization of other Colgate product lines and trade support. Financial projections were developed for both niche and mainstream scenarios. The conclusion was that a niche positioning initially with potential later transition to mainstream could work, using the Precision name while considering Colgate Plus sales, and optimizing the promotion budget.
Colgate case study
Colgate Palmolive launched a new toothbrush called Colgate Precision in the US market. Susan Steinberg has to recommend positioning, branding, and communication strategies. Positioning the Precision as a niche toothbrush initially and then broadening to mainstream would help gain recognition while avoiding cannibalizing existing products. Branding it as "Precision By Colgate" would reduce cannibalization of Colgate Plus. The communication strategy should invest more in advertising and promotion to give the product a head start, while marketing it as providing superior oral care and appealing to therapeutic consumers.
Colgate-Palmolive Company:The Precision Toothbrush
Colgate-Palmolive Company:The Precision Toothbrush case study of Harvard Business Review made during Marketing Internship under guidance of Prof. Sameer Mathur, IIM Lucknow
RIEDEL CREATIVE GROUP 2016
The document outlines various branding, marketing and website development campaigns conducted by a consulting firm, including national advertising, dealer promotions, and internal communications campaigns to promote corporate branding, products, and services. It also shows logos and brand identities developed by the firm for clients in industries like computer services, software packaging, and chemistry. The campaigns generated millions in new business and successfully launched new brands and product lines.
Colgate
Colgate-Palmolive case study examines the launch and marketing of their Precision toothbrush from 1991-1995. The document outlines Colgate's product segments, consumer behavior research on demographics and segmentation, competitors, advertising strategies, in-store displays, distribution channels, the toothbrush's triple-action design to remove plaque, positioning, production costs, and communications plan for the Precision brand. The case study was created by K. Sasipriya during an internship at IIM Lucknow to analyze Colgate-Palmolive's toothbrush business over a five-year period.
Colgate case study
Colgate-Palmolive developed the Precision toothbrush over 3 years of research to be technologically superior. It has a unique bristle design that provides a triple action cleaning effect, removing more plaque from teeth and gumlines than other leading brands. Extensive consumer testing showed 77% found Precision much more effective than their current toothbrush. While initially considering niche or mainstream positioning, Colgate positioned Precision as a technological breakthrough for superior oral hygiene, developing an appropriate marketing mix to maximize its potential in the market.
Colgate-Palmolive Company: The Precision Toothbrush Case study.
Created by Shanthi Bhushan s, NIT Trichy during marketing management internship under Prof. Sameer Mathur, IIM Lucknow.
Colgate-Palmolive Company:The Precision Toothbrush
The document discusses Colgate-Palmolive's Precision Toothbrush and its marketing strategy. It summarizes that Colgate developed the Precision Toothbrush through research to be more effective at removing plaque, especially at the gumline. It targeted the toothbrush at consumers concerned with gum disease as a niche, super-premium product and a mainstream professional product. The marketing strategy involved product testing, pricing comparisons to competitors, promotional advertising tests, and positioning Precision as a niche product initially to build the brand in the gum care market.
Colgate Palmolive: The precision Toothbrush
The document discusses Colgate-Palmolive's launch of a new toothbrush called Precision in the United States. It provides background on Colgate-Palmolive and analyzes the oral care market and consumer behavior. Research found the Precision toothbrush was more effective at plaque removal than competitors' brushes. The case examines different positioning and branding strategies for Precision and reviews test marketing and concept testing to refine the product and messaging.
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HBR Case Study Colgate Palmolive
This document discusses a case study about Colgate Palmolive launching a new precision toothbrush in the United States. It provides background on key players like Susan Steinberg, the product manager. It analyzes the toothbrush market and Colgate's competitors. It discusses two positioning strategies for the new brush - niche or mainstream. It also considers whether to emphasize the Colgate brand name or the Precision name. In the end, it recommends positioning the brush in the super premium segment tailored to therapeutic brushers, pursuing professional endorsements and an advertising campaign, and associating it with a super premium toothpaste.
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Colgate Palmolive is analyzing the launch of its new Precision toothbrush. The Precision toothbrush provides triple brushing action and is more effective at plaque removal than rivals. It is positioned in the super-premium market segment at a higher price point. While the toothbrush market has grown steadily, Colgate aims to target the niche segment of therapeutic brushers with the Precision. Colgate's recommendations include providing free samples to dentists to promote the Precision as the professional's choice and offering refund guarantees to build customer loyalty for the new product.
Advertising and Promotion Expenditures for Colgate Toothbrushes
Colgate-Palmolive Company is a global leader in household and personal care products. In 1991, it generated $2.76 billion in gross profits. CP launched a new technologically superior toothbrush called the Precision to target the growing super-premium toothbrush market. The Precision was designed to provide a more effective clean and protect gums. CP considered both niche and mainstream positioning strategies for the Precision. Its marketing mix for the Precision included product testing, branding, television and retail promotions, coupons, and expanded display systems to drive sales.
Colgate palmolive company-the precision tooth brush
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WashLady is an online laundry service app that aims to make laundry easy and stress-free for customers. It plans to partner with existing laundry services to outsource the actual laundry work while providing a seamless app experience. The app targets housewives, students, and young professionals between 18-40 years who want convenient laundry without the hassle. WashLady will use a freemium model and focus on excellent customer service, data analytics, and partnerships to provide quality laundry solutions on-demand.
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This document discusses Colgate's launch of the Precision toothbrush in 1992. It provides background on Colgate as a global consumer products company and the US toothbrush market. Research found that baby boomers were increasingly concerned with gum health. The Precision was developed over 3 years under Product Manager Susan Steinberg. It was positioned as a premium product between value and professional segments. The marketing mix discussed promotion through TV, print, and dental office advertising, distribution through retailers and dentists, and competitive pricing. Testing found the Precision removed more plaque but looked unusual, so education was key. The document concludes Steinberg must determine positioning, branding, and communication to reach the product's full potential.
Colgate-palmolive company:The precision toothbrush(harvard case study)
The document summarizes information about Colgate Palmolive's planned launch of a new precision toothbrush. It discusses Colgate's competitors and market position, consumer behaviors, potential positioning as a niche or mainstream product, branding strategies and names being considered, advertising and promotion plans and budgets, and debates around cannibalization of other Colgate product lines and trade support. Financial projections were developed for both niche and mainstream scenarios. The conclusion was that a niche positioning initially with potential later transition to mainstream could work, using the Precision name while considering Colgate Plus sales, and optimizing the promotion budget.
Colgate case study
Colgate Palmolive launched a new toothbrush called Colgate Precision in the US market. Susan Steinberg has to recommend positioning, branding, and communication strategies. Positioning the Precision as a niche toothbrush initially and then broadening to mainstream would help gain recognition while avoiding cannibalizing existing products. Branding it as "Precision By Colgate" would reduce cannibalization of Colgate Plus. The communication strategy should invest more in advertising and promotion to give the product a head start, while marketing it as providing superior oral care and appealing to therapeutic consumers.
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The document outlines various branding, marketing and website development campaigns conducted by a consulting firm, including national advertising, dealer promotions, and internal communications campaigns to promote corporate branding, products, and services. It also shows logos and brand identities developed by the firm for clients in industries like computer services, software packaging, and chemistry. The campaigns generated millions in new business and successfully launched new brands and product lines.
Colgate
Colgate-Palmolive case study examines the launch and marketing of their Precision toothbrush from 1991-1995. The document outlines Colgate's product segments, consumer behavior research on demographics and segmentation, competitors, advertising strategies, in-store displays, distribution channels, the toothbrush's triple-action design to remove plaque, positioning, production costs, and communications plan for the Precision brand. The case study was created by K. Sasipriya during an internship at IIM Lucknow to analyze Colgate-Palmolive's toothbrush business over a five-year period.
Colgate case study
Colgate-Palmolive developed the Precision toothbrush over 3 years of research to be technologically superior. It has a unique bristle design that provides a triple action cleaning effect, removing more plaque from teeth and gumlines than other leading brands. Extensive consumer testing showed 77% found Precision much more effective than their current toothbrush. While initially considering niche or mainstream positioning, Colgate positioned Precision as a technological breakthrough for superior oral hygiene, developing an appropriate marketing mix to maximize its potential in the market.
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Colgate palmolive company-the precision tooth brush
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The document discusses Colgate-Palmolive's Precision Toothbrush and its marketing strategy. It summarizes that Colgate developed the Precision Toothbrush through research to be more effective at removing plaque, especially at the gumline. It targeted the toothbrush at consumers concerned with gum disease as a niche, super-premium product and a mainstream professional product. The marketing strategy involved product testing, pricing comparisons to competitors, promotional advertising tests, and positioning Precision as a niche product initially to build the brand in the gum care market.
Colgate Palmolive: The precision Toothbrush
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Colgate case study raghu vamsi
The Precision toothbrush was a new product in development by Colgate-Palmolive that featured bristles of different lengths and orientations designed through research to more effectively remove plaque, especially from the gumline and between teeth. Colgate faced challenges in positioning and marketing the Precision against competing new products in the market and determining the optimal pricing and distribution strategy. Consumer research was conducted to understand buying behaviors and test potential marketing messages to help guide these decisions.
Colgate
Colgate-Palmolive was poised to launch a new toothbrush called Precision in the US. It analyzed positioning and branding strategies. As the largest household products company, Precision offered improved plaque removal. However, competitors like Oral-B had stronger dental endorsements. Research found consumers wanted brushes that fit comfortably and reached hard areas. The document debated niche vs mainstream positioning and emphasizing the Precision brand to reduce cannibalizing existing products. Ultimately, it recommended a niche launch transitioning to mainstream, using dentists for sampling, and higher advertising to support Precision's potential.
Colgate Palmolive Company-The Precision Toothbrush
This case study examines Colgate-Palmolive's launch of the Precision toothbrush. A task force was created comprising executives from R&D, Marketing, and dental professionals to design and test a new toothbrush. Their goals were to understand brushing techniques, test plaque removal between teeth, establish a plaque scoring index, and create a brush design that removes maximum plaque. The task force debated whether to position Precision as a niche product targeting gum disease or a mainstream brush appealing to effectiveness. They predicted 3-5% market share with niche positioning versus 10-14.7% with mainstream. The conclusion was that Precision represented a technological breakthrough with the potential to reach more consumers through mainstream positioning and marketing.
Colgate palmolive company - the precision toothbrush
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Colgate palmolive ppt
Colgate-Palmolive was poised to launch a new toothbrush called Precision in the US. There were debates around whether to position it as a niche product targeting gum health or go mainstream. Mainstream would capture more market share but risked cannibalizing existing products. Research found consumers were motivated by gum prevention and the product was seen as different but the design was uninspiring. It was recommended to start with niche positioning and later broaden to mainstream. The brand should emphasize "Precision by Colgate" to reduce cannibalization. A communication strategy including advertising, promotions and dental sampling was needed to support the launch.
Colgate palmolive company
The Precision toothbrush was a technologically superior product developed by Colgate-Palmolive over three years. It faced a competitive market with new products from rivals like Oral-B and Crest. Steinberg had to decide on Precision's positioning, branding, and communication strategy. She recommended an initial niche positioning targeting gum health, the Colgate Precision name, and a substantial promotional budget including sampling to drive trial and purchase intent. This approach would maximize profits while avoiding risks like supply issues and cannibalizing existing products.
A comprehensive report on strategy analysis of Colgate.
This document provides an overview of the toothpaste industry and Colgate's position as the market leader. It discusses Colgate's history dating back to the 1800s, its marketing strategies, competitive advantages, and reasons for long-term success. Colgate established itself as the first major brand of toothpaste and has maintained the top market share for decades through innovative products and marketing tactics like endorsements from dentists.
Colgate Palmolive company- the precision toothbrush
Colgate-Palmolive is launching a new precision toothbrush and must decide whether to market it to the mainstream or niche market. The document analyzes the toothbrush market, Colgate's competitors, and evaluates marketing the brush to the mainstream versus niche "super premium" segment. It concludes the niche market is the best strategy since the brush's benefits cater especially to those seeking advanced gum care, it would avoid cannibalizing other Colgate product sales, and niche markets attract fewer competitors.
Colgate-Palmolive Company
The document discusses Colgate-Palmolive's development and planned launch of the Precision toothbrush. It summarizes research conducted to design the toothbrush for maximum plaque removal. Precision could be positioned as either a niche premium product targeting gum disease, or a mainstream product appealing as the most effective brush. The marketing plan considers segmentation, pricing, placement, promotion and advertising strategies to launch Precision and capture market share from competitors.
Colgate palmolive precision toothbrush, a harvard case study by ayan ghosh
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Colgate case study
Colgate-Palmolive was considering launching a new toothbrush called Precision in the United States. It analyzed positioning Precision as either a niche product targeting gum health or a mainstream product. Mainstream positioning would capture more market share but risked cannibalizing other Colgate products. Consumer research found the brush design underwhelming and its gum health message not broadly appealing. The document recommends initially positioning Precision as a niche product and later transitioning to mainstream. It also suggests branding it as "Precision By Colgate" and promoting it heavily through dentist sampling and advertising to help it gain recognition without threatening Colgate's market position.
Case file : Colgate Palmolive Company : The Precision Toothbrush
Colgate Palmolive is developing a new precision toothbrush based on research into brushing techniques. A task force established goals including understanding brushing techniques, testing brush designs, establishing a plaque removal index, and creating an optimal brush design. The precision brush uses bristles of different lengths and orientations designed through computer modeling. It could be positioned as a niche product for gum health or a mainstream product. The branding, advertising budget, and marketing strategy need to be determined to help the precision brush reach its full potential.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive developed the Precision toothbrush to target consumers concerned about gum disease. As a market leader in oral care, Colgate held 43% of the toothpaste market and 16% of the toothbrush market in 1991. The Precision was positioned as a technical innovation with a triple brushing effect superior to other products. There was debate around whether to position Precision as a niche product targeting gum health or mainstream. Positioning it niche initially would limit losses in year one but grow more slowly, while mainstream could achieve greater market share faster but with larger initial losses. It was recommended to start with a niche approach and therapeutic positioning, with potential to expand mainstream later.
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive was poised to launch a new toothbrush called Precision. It had to decide whether to position it as a niche product targeting gum health or go mainstream. As a niche product it could avoid cannibalizing existing lines but require lower marketing investment. However, Colgate's strategy was to build its brand so going mainstream aligned with this despite risk of cannibalization. Precision offered technological benefits over competitors by removing more plaque so it was more than just an extension. Its unique design positioned it for mainstream success by differentiated it from others.
Colgate-Palmolive Company Case Analysis
Colgate-Palmolive is launching a new technologically superior toothbrush called the Precision Toothbrush in a competitive market. It faces challenges in gaining credibility and preventing cannibalization of existing products. The document analyzes positioning the brush as a niche or mainstream product, branding, test results that found the brush more effective but unusual looking, and recommendations such as niche marketing initially, aggressive advertising of its benefits, and free dental checkups to promote the issue it addresses.
Colgate precision case study
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Colgate palmolive company - the precision toothbrush
A comprehensive report on strategy analysis of Colgate.
A comprehensive report on strategy analysis of Colgate.
Colgate Palmolive company- the precision toothbrush
Colgate Palmolive company- the precision toothbrush
Colgate palmolive precision toothbrush, a harvard case study by ayan ghosh
Colgate palmolive precision toothbrush, a harvard case study by ayan ghosh
Case file : Colgate Palmolive Company : The Precision Toothbrush
Case file : Colgate Palmolive Company : The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive Company: The Precision Toothbrush
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Colgate Palmolive- the precision toothbrush
- 5. COMPANYBACKGROUND COMPANY BACKGROUND CP WAS A GLOBAL LEADER IN HOUSEHOLD AND PERSONAL CARE PRODUCTS. CP’S 5-YEAR PLAN FOR1990 TO1995 EMPHASIZED NEW PRODUCT LAUNCHES AND ENTRY INTO NEW GEOGRAPHIC MARKETS.
- 6. Defining the marketing strategy – Positioning , Branding & Communication for new precision Toothbrush .
- 8. INCOME STATEMENT FORCOLGATE PALMOLIVE TOOTHBRUSHES 1989-1992
- 9. MAIN ASPECTS
- 10. The U.S Toothbrush Market
- 22. Strength CP is global leader in personal and household products Strong Brand Image Worldwide Technical Innovation - Triple Action Brushing Effect Concepts tests - 77% found Colgate Precision more effective.
- 23. Weakness 33% adults - Uninvolved Oral Health Consumers - Difficult to educate about the technical innovation. CP is not yet into the super-premium market while CP’s main competitor Oral-B has professional endorsement as dentist’s toothbrush.
- 25. Emphasizing Colgate name on new precision toothbrush would cause additional Cannibalization of existing Colgate toothbrush–Estimated at 20 % Using Colgate name would be congruent with Colgate’s Branding strategy .
- 36. Created by Hardik , Thapar University, Patiala during a marketing internship under Prof. Sameer Mathur , IIM Lucknow .