Colgate Palmolive The precision toothbrush
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This document summarizes information about Colgate-Palmolive's Precision toothbrush product launch. It provides background on Colgate's history and leadership. Research was conducted on brushing techniques, bristle designs, and efficacy. The Precision was positioned as a niche super premium product initially and later repositioned as mainstream. Advertising included coupons, displays, and iconic ads. Distribution expanded across stores. The total marketing budget was estimated at $35.3 million, with advertising costs comprising $24.1 million.
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Colgate palmolive- A case study
Colgate is launching a new premium toothbrush called the Precision Toothbrush to enter the highly competitive toothbrush market. The document discusses Colgate's market position and recommendations for positioning, branding, and promoting the new product. It recommends positioning the Precision as a niche, premium product initially to build loyalty, then positioning it as the most effective brush to attract more customers. The branding should emphasize quality as "Precision by Colgate" to prevent cannibalizing other Colgate products. Communication should include extensive initial advertising and promoting the product's benefits to dentists before launching.
Colgate palmolive case study
The document discusses Colgate's launch of a new toothbrush called Precision. It provides background on Colgate, the toothbrush market, consumer behavior, competitors, and Precision's superior plaque-removing design. Product manager Susan Steinberg developed two scenarios: a niche positioning targeting professionals or a mainstream positioning. Tests showed consumers preferred Precision and it was more effective than other brushes. Steinberg recommended a marketing mix and financial projections to support a mainstream positioning and launch Precision as a technological breakthrough, not just a niche product. This would allow it to reach its full sales and profit potential while gaining acceptance from colleagues.
Colgate palmolive
Colgate Palmolive is developing a new precision toothbrush to address the competitive toothbrush market. It identified several strengths of the precision brush, including its unique three-length bristle design and superior plaque removal. However, it must determine the best positioning strategy and address potential cannibalization of its existing Colgate Plus brush. Testing showed mainstream positioning could achieve a larger market share compared to niche positioning. The recommendation is to initially position it as a niche product focused on gum health, then broaden to mainstream, and brand it as "Precision by Colgate" to limit impact on Colgate Plus sales. Significant sampling and advertising will also be needed to promote the new precision brush.
Colgate palmolive
Colgate-Palmolive was poised to launch a new toothbrush called Precision with innovative bristle technology. It needed to decide on positioning, branding, and marketing strategies. Precision was developed to be the most effective brush by a task force over several years. It could be positioned as a niche product for gum health or mainstream. Production costs were estimated under niche and mainstream scenarios. Testing showed the name "Precision" was favored and the Colgate brand strengthened equity. The document concluded Precision has breakthrough benefits and should be positioned mainstream to reach its full potential.
Hitesh kumar vyas_case_study_colgate_palmotive
Colgate-Palmolive developed a new precision toothbrush based on 3 years of intensive research. Testing showed the precision brush was more effective than competitors at removing plaque from between teeth and gumlines. It provided a triple-brushing action that removed an average of 35% more plaque. The product manager believed the precision brush was a technological breakthrough that could appeal beyond a niche market with the right marketing strategy. However, a full marketing plan and financial projections still needed to be developed to realize the product's full potential.
Colgate palmolive company
Colgate-Palmolive Company:The Precision Toothbrush, Marketing strategy, ppt prepared during summer internship under Prof Sameer Mathur, IIM Lucknow
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 precision toothbrush
The document discusses Colgate-Palmolive's (CP) plans to launch a new toothbrush called Colgate Precision. It analyzes the toothbrush market, CP's competitors, consumer behaviors, and potential positioning strategies for Precision. Key points include:
- CP wanted to develop a technically innovative toothbrush that offered superior plaque removal. Extensive research was conducted to design a brush with varied bristle lengths for a triple-action clean.
- The US toothbrush market had three main segments: value, professional, and super-premium. CP and J&J dominated professional while Oral-B led super-premium.
- Precision could be positioned as a niche, technologically superior product or launched more broadly
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Colgate palmolive- A case study
Colgate is launching a new premium toothbrush called the Precision Toothbrush to enter the highly competitive toothbrush market. The document discusses Colgate's market position and recommendations for positioning, branding, and promoting the new product. It recommends positioning the Precision as a niche, premium product initially to build loyalty, then positioning it as the most effective brush to attract more customers. The branding should emphasize quality as "Precision by Colgate" to prevent cannibalizing other Colgate products. Communication should include extensive initial advertising and promoting the product's benefits to dentists before launching.
Colgate palmolive case study
The document discusses Colgate's launch of a new toothbrush called Precision. It provides background on Colgate, the toothbrush market, consumer behavior, competitors, and Precision's superior plaque-removing design. Product manager Susan Steinberg developed two scenarios: a niche positioning targeting professionals or a mainstream positioning. Tests showed consumers preferred Precision and it was more effective than other brushes. Steinberg recommended a marketing mix and financial projections to support a mainstream positioning and launch Precision as a technological breakthrough, not just a niche product. This would allow it to reach its full sales and profit potential while gaining acceptance from colleagues.
Colgate palmolive
Colgate Palmolive is developing a new precision toothbrush to address the competitive toothbrush market. It identified several strengths of the precision brush, including its unique three-length bristle design and superior plaque removal. However, it must determine the best positioning strategy and address potential cannibalization of its existing Colgate Plus brush. Testing showed mainstream positioning could achieve a larger market share compared to niche positioning. The recommendation is to initially position it as a niche product focused on gum health, then broaden to mainstream, and brand it as "Precision by Colgate" to limit impact on Colgate Plus sales. Significant sampling and advertising will also be needed to promote the new precision brush.
Colgate palmolive
Colgate-Palmolive was poised to launch a new toothbrush called Precision with innovative bristle technology. It needed to decide on positioning, branding, and marketing strategies. Precision was developed to be the most effective brush by a task force over several years. It could be positioned as a niche product for gum health or mainstream. Production costs were estimated under niche and mainstream scenarios. Testing showed the name "Precision" was favored and the Colgate brand strengthened equity. The document concluded Precision has breakthrough benefits and should be positioned mainstream to reach its full potential.
Hitesh kumar vyas_case_study_colgate_palmotive
Colgate-Palmolive developed a new precision toothbrush based on 3 years of intensive research. Testing showed the precision brush was more effective than competitors at removing plaque from between teeth and gumlines. It provided a triple-brushing action that removed an average of 35% more plaque. The product manager believed the precision brush was a technological breakthrough that could appeal beyond a niche market with the right marketing strategy. However, a full marketing plan and financial projections still needed to be developed to realize the product's full potential.
Colgate palmolive company
Colgate-Palmolive Company:The Precision Toothbrush, Marketing strategy, ppt prepared during summer internship under Prof Sameer Mathur, IIM Lucknow
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 precision toothbrush
The document discusses Colgate-Palmolive's (CP) plans to launch a new toothbrush called Colgate Precision. It analyzes the toothbrush market, CP's competitors, consumer behaviors, and potential positioning strategies for Precision. Key points include:
- CP wanted to develop a technically innovative toothbrush that offered superior plaque removal. Extensive research was conducted to design a brush with varied bristle lengths for a triple-action clean.
- The US toothbrush market had three main segments: value, professional, and super-premium. CP and J&J dominated professional while Oral-B led super-premium.
- Precision could be positioned as a niche, technologically superior product or launched more broadly
Colgate-Palmolive Co.: The Precision Toothbrush
Colgate-Palmolive developed the Precision toothbrush over three years of research. It aimed to be technologically superior to other brushes on the market. The Precision toothbrush manager had to decide whether to position it as a niche product or target the mainstream market. The toothbrush market was highly competitive with new entrants positioning products in the super-premium segment. The manager believed the Precision's proven benefits warranted a mainstream positioning, upgraded advertising, and a marketing mix to reach its full potential.
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.
Colgate Palmolive
This document summarizes a Harvard Business School case study about Colgate Palmolive's launch of a new toothbrush called Precision. It provides background on Colgate Palmolive, an overview of their toothbrush market share and product segments. It then discusses the Precision launch and includes a SWOT analysis and discussion of positioning strategies. Key points are that Precision is aimed at the super-premium niche market and designed to be the best plaque removing toothbrush. Niche marketing is recommended to target this super-premium segment effectively.
Colgate Palmolive- Precision Toothbrush HBR Analysis
Colgate-Palmolive developed a new toothbrush called the Precision Toothbrush over 3 years of research. It aimed to be technologically superior to competitors like Oral-B, Johnson & Johnson, Procter & Gamble, and Smithkline Beecham. The Precision product manager had to decide whether to position it as a niche product or target the mainstream market. Research found the Precision removed plaque more effectively and was well-accepted by consumers. However, the toothbrush market was highly competitive. The product manager believed Precision could succeed with the right marketing mix and targeting mainstream consumers rather than a niche.
Harvard Colgate Palmolive case study
This document summarizes Colgate-Palmolive's (CP) business in 1991. It discusses that CP had $6.06 billion in sales and $2.76 billion in gross profits in 1991. CP held 43% of the global toothpaste market and 16% of the toothbrush market. $243 million was spent upgrading manufacturing plants and 275 new products were introduced. The US oral care market was $2.9 billion in 1991, with toothpaste accounting for 46% of sales. Toothbrush sales grew at an average of 9.3% annually but increased 21% in value and 18% in volume in 1992. The document discusses trends in toothbrush bristle firmness, price points, and consumer brush
Colgate palmolive the precision toothbrush
Colgate-Palmolive was developing a new precision toothbrush to compete in the toothbrush market. The precision toothbrush was designed with three different length bristles to improve plaque removal. It faced competition from other toothbrush brands. The document discusses positioning the precision as a niche or mainstream product, setting an advertising budget, and pricing the new toothbrush competitively to maximize profits.
Colgate palmolive
Colgate Palmolive introduced a new technologically-advanced toothbrush called the Precision Toothbrush. It was developed over three years by CP's Oral Care Division. CP was a global leader in household products known for introducing new products and expanding into new markets. The Precision Toothbrush featured bristles of different lengths and orientations designed using infrared motion analysis. CP planned to target both the mainstream and niche "super-premium" toothbrush markets with an aggressive advertising campaign to build brand equity and increase the toothbrush category's visibility. Consumer concept tests were conducted to help determine the best positioning and naming strategy for the new Precision Toothbrush.
Colgate Palmolive HBR Case Study
Colgate-Palmolive developed the Precision toothbrush based on 3 years of intensive research. It used motion analysis and plaque testing to create a brush with triple-action bristles that could clean between teeth and the gumline more effectively than competitors. The marketing team hypothesized that positioning it as a technologically superior product and communicating its benefits through advertising could make it more than just a niche product. While early tests showed it removed more plaque than other brands, more work was needed to develop a full marketing plan to realize the Precision toothbrush's potential.
Harvardbusinesscase 170628190215
It is the Harvard case of Colgate Palmolive. It is based on the competitors of the company. The marketing Strategy of the company.
Analysis of 'Colgate-Palmolive:The precision toothbrush'- Harvard business case
A brief description of the situation and challenges related to Precision toothbrush and its launch in the market
Colgate palmolive case study
This is a brief case study analysis on Colgate Palmolive Toothbrush Brand. This presentation has been done as a fulfillment of an assignment given by Prof. Sameer Mathur, Marketing Professor, IIM Lucknow.
This presentation bases its focus on marketing strategy of the company and break-even analysis on the basis of the exhibits given at the end of the case.
Colgate palmolive case study
The analysis of the harvard business review case study Colgate-Palmolive Company: The Precision Toothbrush.
Colgate Palmolive Case Study
Colgate-Palmolive was developing the Precision toothbrush, a technically advanced toothbrush designed to provide superior plaque removal and gum protection. It had undergone over three years of development. The Precision would be launched in three segments - Value, Professional, and Super-Premium - at various price points between $1.29 to $2.89. Market analysis identified three types of brushers as target consumers. Colgate considered both niche and mainstream positioning strategies for the Precision, weighing benefits and threats of each approach. It developed promotional campaigns including product bundling and dentist endorsements to launch the Precision brush.
Colgate Palmolive - The Precision Toothbrush
Colgate-Palmolive was preparing to launch a new toothbrush called the Precision. The product manager was deciding between a niche or mainstream positioning strategy. A niche strategy would target gum health concerns but capture less of the market. A mainstream strategy would position the Precision as the most effective brush overall, allowing it to capture more of the growing retail market through stores like mass merchandisers and clubs. Analysis of pro forma income statements showed the mainstream strategy would lose more money initially but earn greater profits in the long run. Therefore, the document recommends a mainstream strategy to maximize long-term performance and take advantage of expanding retail outlets.
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.
THE PRECISION TOOTHBRUSH
This presentation is prepared by Shivang Thakkar, under guidance of Sameer Mathur, IIM-Lucknow. SOURCE:- The Colgate-Palmolive Company : The Precision Toothbrush (Harvard Case)
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive was developing the Colgate Precision toothbrush, a technically innovative brush intended to outperform competitors. Testing found the brush more effectively removed plaque, especially at the gumline. However, its unusual design received mixed first impressions. The company considered niche or mainstream positioning. Niche positioning targeted gum disease prevention, while mainstream appealed more broadly. Concept tests showed claims of preventing gum disease drove greatest interest. An initial niche launch could later broaden if production increased. The "Precision" brand name was preferred to limit sales cannibalization of Colgate Plus.
Colgate Palmolive Company : The Toothpaste Company
Created by Shriya Jangid, Dyal Singh College(M), Delhi University, during a marketing internship by Prof. SAMEER MATHUR, IIM LUCKNOW
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive is an American consumer products company focused on oral care, personal care, home care, and pet nutrition. The document discusses Colgate-Palmolive's five-year plan from 1991-1995, which emphasized new product launches, expanding into new markets, improving manufacturing efficiency, and focusing on core consumer products. It also analyzes Colgate-Palmolive's toothbrush market and the development of a new toothbrush called Precision, which was designed to be superior at plaque removal through extensive research, testing, and consumer feedback. The document considers Precision's marketing mix, promotion strategy involving dental professionals, and potential as either a niche product or mainstream brand.
Colgate palmolive
This document discusses Colgate's plans to launch a new precision toothbrush. It provides background on Colgate and the toothbrush market. The Precision toothbrush was designed using motion analysis to improve plaque removal. It has three bristle lengths that provide triple cleaning action. The document considers positioning it as either a niche or mainstream product. As a niche product targeting gum health, it could gain 3-5% market share in two years. As a mainstream product, it could gain 10-15% market share. Costs to manufacture the specialized brush head are also discussed, as well as branding and advertising strategies.
Colgate Palmolive: The precision Toothbrush
This presentation has been created by Sneharth Bhajani, SVNIT Surat during a Marketing Management Internship under Prof. Sameer Mathur, IIM Lucknow.
Case Study: Colgate- Palmolive Company: The Precision Toothbrush
Study of this Harvard case help us to know about the background of the company,its current scenario and various analysis which was done during this entire process.
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Colgate-Palmolive Co.: The Precision Toothbrush
Colgate-Palmolive developed the Precision toothbrush over three years of research. It aimed to be technologically superior to other brushes on the market. The Precision toothbrush manager had to decide whether to position it as a niche product or target the mainstream market. The toothbrush market was highly competitive with new entrants positioning products in the super-premium segment. The manager believed the Precision's proven benefits warranted a mainstream positioning, upgraded advertising, and a marketing mix to reach its full potential.
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Colgate-Palmolive Company:The Precision Toothbrush case study of Harvard business review made during marketing internship under guidance of Prof. Sameer Mathur.
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This document summarizes a Harvard Business School case study about Colgate Palmolive's launch of a new toothbrush called Precision. It provides background on Colgate Palmolive, an overview of their toothbrush market share and product segments. It then discusses the Precision launch and includes a SWOT analysis and discussion of positioning strategies. Key points are that Precision is aimed at the super-premium niche market and designed to be the best plaque removing toothbrush. Niche marketing is recommended to target this super-premium segment effectively.
Colgate Palmolive- Precision Toothbrush HBR Analysis
Colgate-Palmolive developed a new toothbrush called the Precision Toothbrush over 3 years of research. It aimed to be technologically superior to competitors like Oral-B, Johnson & Johnson, Procter & Gamble, and Smithkline Beecham. The Precision product manager had to decide whether to position it as a niche product or target the mainstream market. Research found the Precision removed plaque more effectively and was well-accepted by consumers. However, the toothbrush market was highly competitive. The product manager believed Precision could succeed with the right marketing mix and targeting mainstream consumers rather than a niche.
Harvard Colgate Palmolive case study
This document summarizes Colgate-Palmolive's (CP) business in 1991. It discusses that CP had $6.06 billion in sales and $2.76 billion in gross profits in 1991. CP held 43% of the global toothpaste market and 16% of the toothbrush market. $243 million was spent upgrading manufacturing plants and 275 new products were introduced. The US oral care market was $2.9 billion in 1991, with toothpaste accounting for 46% of sales. Toothbrush sales grew at an average of 9.3% annually but increased 21% in value and 18% in volume in 1992. The document discusses trends in toothbrush bristle firmness, price points, and consumer brush
Colgate palmolive the precision toothbrush
Colgate-Palmolive was developing a new precision toothbrush to compete in the toothbrush market. The precision toothbrush was designed with three different length bristles to improve plaque removal. It faced competition from other toothbrush brands. The document discusses positioning the precision as a niche or mainstream product, setting an advertising budget, and pricing the new toothbrush competitively to maximize profits.
Colgate palmolive
Colgate Palmolive introduced a new technologically-advanced toothbrush called the Precision Toothbrush. It was developed over three years by CP's Oral Care Division. CP was a global leader in household products known for introducing new products and expanding into new markets. The Precision Toothbrush featured bristles of different lengths and orientations designed using infrared motion analysis. CP planned to target both the mainstream and niche "super-premium" toothbrush markets with an aggressive advertising campaign to build brand equity and increase the toothbrush category's visibility. Consumer concept tests were conducted to help determine the best positioning and naming strategy for the new Precision Toothbrush.
Colgate Palmolive HBR Case Study
Colgate-Palmolive developed the Precision toothbrush based on 3 years of intensive research. It used motion analysis and plaque testing to create a brush with triple-action bristles that could clean between teeth and the gumline more effectively than competitors. The marketing team hypothesized that positioning it as a technologically superior product and communicating its benefits through advertising could make it more than just a niche product. While early tests showed it removed more plaque than other brands, more work was needed to develop a full marketing plan to realize the Precision toothbrush's potential.
Harvardbusinesscase 170628190215
It is the Harvard case of Colgate Palmolive. It is based on the competitors of the company. The marketing Strategy of the company.
Analysis of 'Colgate-Palmolive:The precision toothbrush'- Harvard business case
A brief description of the situation and challenges related to Precision toothbrush and its launch in the market
Colgate palmolive case study
This is a brief case study analysis on Colgate Palmolive Toothbrush Brand. This presentation has been done as a fulfillment of an assignment given by Prof. Sameer Mathur, Marketing Professor, IIM Lucknow.
This presentation bases its focus on marketing strategy of the company and break-even analysis on the basis of the exhibits given at the end of the case.
Colgate palmolive case study
The analysis of the harvard business review case study Colgate-Palmolive Company: The Precision Toothbrush.
Colgate Palmolive Case Study
Colgate-Palmolive was developing the Precision toothbrush, a technically advanced toothbrush designed to provide superior plaque removal and gum protection. It had undergone over three years of development. The Precision would be launched in three segments - Value, Professional, and Super-Premium - at various price points between $1.29 to $2.89. Market analysis identified three types of brushers as target consumers. Colgate considered both niche and mainstream positioning strategies for the Precision, weighing benefits and threats of each approach. It developed promotional campaigns including product bundling and dentist endorsements to launch the Precision brush.
Colgate Palmolive - The Precision Toothbrush
Colgate-Palmolive was preparing to launch a new toothbrush called the Precision. The product manager was deciding between a niche or mainstream positioning strategy. A niche strategy would target gum health concerns but capture less of the market. A mainstream strategy would position the Precision as the most effective brush overall, allowing it to capture more of the growing retail market through stores like mass merchandisers and clubs. Analysis of pro forma income statements showed the mainstream strategy would lose more money initially but earn greater profits in the long run. Therefore, the document recommends a mainstream strategy to maximize long-term performance and take advantage of expanding retail outlets.
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.
THE PRECISION TOOTHBRUSH
This presentation is prepared by Shivang Thakkar, under guidance of Sameer Mathur, IIM-Lucknow. SOURCE:- The Colgate-Palmolive Company : The Precision Toothbrush (Harvard Case)
Colgate-Palmolive Company: The Precision Toothbrush
Colgate Palmolive was developing the Colgate Precision toothbrush, a technically innovative brush intended to outperform competitors. Testing found the brush more effectively removed plaque, especially at the gumline. However, its unusual design received mixed first impressions. The company considered niche or mainstream positioning. Niche positioning targeted gum disease prevention, while mainstream appealed more broadly. Concept tests showed claims of preventing gum disease drove greatest interest. An initial niche launch could later broaden if production increased. The "Precision" brand name was preferred to limit sales cannibalization of Colgate Plus.
Colgate Palmolive Company : The Toothpaste Company
Created by Shriya Jangid, Dyal Singh College(M), Delhi University, during a marketing internship by Prof. SAMEER MATHUR, IIM LUCKNOW
Colgate-Palmolive Company: The Precision Toothbrush
Colgate-Palmolive is an American consumer products company focused on oral care, personal care, home care, and pet nutrition. The document discusses Colgate-Palmolive's five-year plan from 1991-1995, which emphasized new product launches, expanding into new markets, improving manufacturing efficiency, and focusing on core consumer products. It also analyzes Colgate-Palmolive's toothbrush market and the development of a new toothbrush called Precision, which was designed to be superior at plaque removal through extensive research, testing, and consumer feedback. The document considers Precision's marketing mix, promotion strategy involving dental professionals, and potential as either a niche product or mainstream brand.
Colgate palmolive
This document discusses Colgate's plans to launch a new precision toothbrush. It provides background on Colgate and the toothbrush market. The Precision toothbrush was designed using motion analysis to improve plaque removal. It has three bristle lengths that provide triple cleaning action. The document considers positioning it as either a niche or mainstream product. As a niche product targeting gum health, it could gain 3-5% market share in two years. As a mainstream product, it could gain 10-15% market share. Costs to manufacture the specialized brush head are also discussed, as well as branding and advertising strategies.
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Colgate-Palmolive Company: The Precision Toothbrush
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Similar to Colgate Palmolive The precision toothbrush
Colgate Palmolive: The precision Toothbrush
This presentation has been created by Sneharth Bhajani, SVNIT Surat during a Marketing Management Internship under Prof. Sameer Mathur, IIM Lucknow.
Case Study: Colgate- Palmolive Company: The Precision Toothbrush
Study of this Harvard case help us to know about the background of the company,its current scenario and various analysis which was done during this entire process.
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's Company: The Precision Toothbrush.
This is a Marketing Analysis on the Harvard Case Study
Colgate Palmolive's Company: The Precision Toothbrush.
Colgate Precision
Colgate developed a new Precision Toothbrush that removes 35% more plaque than other brushes through its unique bristle design. To position the product, Colgate debated targeting therapeutic brushers by positioning it as a niche brush that prevents gum disease, or taking a broader mainstream appeal by claiming it is the most effective brush. Colgate also debated whether to brand it as "Colgate Precision" to leverage its brand or "Precision by Colgate" to avoid cannibalizing other Colgate brushes. Consumer research showed that sampling would be critical to success, as enthusiasm and purchase intent increased greatly after trying the Precision brush.
Colgate Precision: A Case Study
The document discusses the launch of Colgate Precision, a new toothbrush entering a competitive market in 1992. It summarizes the major competitors at the time, including Crest, Oral-B, Johnson & Johnson, and SmithKline Beecham. It also outlines Colgate Precision's product design and testing process. The document considers options for positioning Colgate Precision as either a niche or mainstream product. Additionally, it discusses branding tests and selecting the name "Colgate Precision." Finally, it emphasizes the importance of sampling and professional endorsements in the communication and promotion strategy.
Colgate
The document discusses the launch of a new Precision Toothbrush by an American consumer products company in 1992. It was facing significant competition from brands like Crest, Oral-B, Reach, and Aquafresh. The company tested different brush designs and positions it between the Colgate Plus and Oral-B lines. They chose the name "Colgate Precision" and planned to emphasize sampling and endorsements from dentists to establish credibility for the new product in the competitive market. The manager had to recommend strategies to successfully launch the Precision Toothbrush.
Colgate palmolive company
Colgate-Palmolive was developing a new toothbrush called Precision to target dental plaque removal. Research found adults were concerned about gum health and willing to pay more for products that fit their mouths well and removed plaque effectively. Tests showed Precision removed 35% more plaque than competitors. The case analyzed niche versus mainstream positioning and recommended a niche strategy with promotional advertising to emphasize Precision's clinical benefits. Precision was projected to lose $1.4 million in year 1 but gain $7.4 million in year 2 under this positioning.
CP's Road to Precision
Colgate Palmolive was considering launching a new precision toothbrush. In 1991, total sales were $6.06 billion with 64% from international markets. Research found the new brush removed 35% more plaque than competitors. Tests showed claims of preventing gum disease drove the most purchase intent. The precision could be positioned as a niche high-end product or mainstream. As a niche product, profits over 2 years were estimated at $12.5 million versus $9.5 million as mainstream. Extensive marketing research, promotions, and a $24.1 million advertising budget in 1992 were planned.
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.
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
Colgate palmolive- The precision toothbrush
Colgate Palmolive is a global leader in oral care. In the 1980s, the toothbrush category was divided into value, professional, and super premium segments. Colgate had two brush lines - Colgate Classic in the value segment and Colgate Plus in the professional segment. Research found that consumers were willing to pay more for products preventing cavities. Colgate developed the Precision toothbrush to target these consumers, with a bristle configuration and handle designed for maximum plaque removal. Initially positioning it as a niche product allowed it to gain market recognition before expanding to mainstream.
Colgate palmolive HBR case study
Colgate-Palmolive developed the Precision toothbrush over 3 years using extensive research and testing. It features a unique bristle configuration and handle design that provides a triple action brushing effect, removing 35% more plaque than leading brands. Consumer research showed people were ineffective at removing plaque from gumlines and between teeth. The Precision brush was tested to be more efficient than competitors at accessing front and back teeth. While the product manager believed Precision could be more than a niche product, further work was needed to refine the marketing mix and determine profitability potential.
Colgate Palmolive Precision : Case Study
Colgate-Palmolive has developed a new technologically superior toothbrush called Precision but faces significant competition in the market. Precision has bristles of different lengths and orientations that provide triple action cleaning and removes 35% more plaque than competitors' brushes. However, competitors like Oral-B, Johnson & Johnson, P&G, and SmithKline Beecham have established brands in the market and invest heavily in advertising and promotions. Susan Steinberg, the Precision product manager, must decide whether to position Precision as a mainstream or niche product and whether to brand it under the Colgate or Precision name. Test consumers responded positively to Precision's plaque removal benefits but had mixed reactions to its unusual design.
Colgate Palmolive: The Precision Toothbrush
Colgate-Palmolive developed a new toothbrush, the Precision, using an innovative design with bristles of different lengths and orientations to provide superior plaque removal, especially at the gumline and between teeth. Clinical trials found it removed 35% more plaque than competitors. After concept and positioning tests, CP decided to launch Precision in 1993 as a niche product targeted at consumers concerned with gum health. This would require lower capacity investment than a mainstream launch and was better suited to the brush's benefits based on consumer research.
Colgate palmolive
Colgate Palmolive was preparing to launch a new precision toothbrush in the US market. The product manager needed to determine positioning, branding, and communication strategies. Research found consumers cared more about gum health and were willing to pay more. Testing showed the precision brush removed 35% more plaque than competitors. It was recommended to initially position it as a niche product to limit cannibalization of other Colgate brushes, then broaden to the mainstream. Branding should emphasize "Precision by Colgate" over "Colgate Precision". Communication should include advertising, promotions, and dental samples to promote the product's benefits.
Colgate palmolive company: The Precision Toothbrush
Analysing the positioning, branding and communication strategies of the precision toothbrush launched by Colgate-Palmolive company.
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.
colgate palmolive case study
Colgate-Palmolive is a global leader in household and personal care products. It introduced 275 new products worldwide and held the number one position in the US toothbrush market. The Precision toothbrush was a technical innovation developed through motion analysis and computer-aided design to have bristles of three lengths and orientations for improved cleaning. It was recommended to initially position Precision in the niche market targeting specific consumers and commanding a 15% price premium, and later reposition it mainstream to broaden its appeal and capture 10% of the total market as production capacity increases. This staged approach balances establishing Precision as the top-tier brush while avoiding cannibalization of other products and ensuring adequate supply.
Colgate-Palmolive: The precision toothbrush (A Harvard Business School Case S...
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Case Study: Colgate- Palmolive Company: The Precision Toothbrush
Case Study: Colgate- Palmolive Company: The Precision Toothbrush
Colgate Palmolive's Company: The Precision Toothbrush.
Colgate Palmolive's 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
Colgate-Palmolive: The precision toothbrush (A Harvard Business School Case S...
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- 2. ESTABLISHMENT • FOUNDER : WILLIAM COLGATE IN 1806 • FIRST TOOTHPASTE : COLGATE RIBBON DENTAL CREAM • PRODUCTS: TOOTHPASTE, TOOTHBRUSH, MOUTHWASH,KIDS PRODUCTS,SPECIALITY PRDCUTS,HOUSEHOLD PRODUCTS.
- 3. • CEO – REUBEN MARK • PRECISION PRODUCT MANAGER – SUSAN STEINBERG • DIVISION GENERAL MANAGER- NIGEL BURTON MAJOR DECISION MAKERS
- 5. CHRONOLOGY OF TOOTHBRUSH INNOVATIONS IN THE USA
- 7. • DEVELOPING TECHNOLOGICALLY SUPERIOR TOOTHBRUSH. • HIGH COMPETITIVE MARKET WITH NEW PRODUCT ACTIVITY • DEFINING THE MARKETING STRATEGY FOR COLGATE PRECISION
- 8. QUESTIONS RAISED 1. How to promote the new product as a high quality niche product or as a mainstream toothbrush? (SLIDE 40) 2. How develop budget constraints and generate a marketing mix that would maximize the sales and revenues of the new product? (SLIDE 41)
- 9. STRENGTH 1.unique brush with three different lengths and orientations 2.removes 35% more plaque than other super premium brushes WEAKNESS 1. the availability of production capacity at CP OPPORTUNITIES Also consumers are willing to experiment with new toothbrushes. THREATS 1. Competition from other leading brands J&J,P&G. SWOT
- 16. WHICH ONE TO CHOOSE?
- 18. NICHE POSITIONING • Niche could later be broadened to a mainstream position. • Less cannibalization of Colgate plus Brand. • Entry into new super premium category where CP currently holds no value. • Less competition due to small group. Less contribution to net profit
- 20. RESEARCH AND SURVEYS 1. Varying techniques consumers used when brushing their teeth. 2. Testing the between-teeth access of different toothbrush designs. 3. Establishing an index to score clinical plaque-removal efficacy 4. Creating a bristle configuration and handle design offering maximum plaque- removing efficacy. 5. Determining the efficacy and acceptance of the new toothbrush design
- 21. CUSTOMERSEGMENTATION THERAPEUTIC BRUSHERS(46% OF ADULTS) COSMETIC BRUSHERS(21% OF ADULTS) UNINVOLVED HEALTH CONSUMERS(33% OF ADULTS)
- 28. Analysis
- 30. PRODUCT DESIGN AND TESTING The triple action brushing effect with longer outer bristles, Longer inner bristles resulted in 35% increase in plaque removal compared with Reach and Oral-B
- 33. • Brushes reached the customers either free with paste or with another Tooth brush( BUY ONE GET ONE FREE ). • The number of coupons increased from 10 in 1990 to 33 in 1992. • Extensive retail advertising features. • In store displays. • Point of purchase displays , variety of items, bristle qualities and handle Colours.
- 34. THE ICONIC COLGATE PRECISION ADVERTISEMENT
- 37. • The traditional food stores originally had 75% of oral products . • In 1992: toothbrush = 43% toothpaste = 47% • The SKU’s increased from :31 to 35 mass Merchandisers 27 to 34 for drug stores 30 to 35 for food outlets • Shelf space increased • In 1992 22% of all toothbrushes were expected to be distributed to consumers by dentists.
- 39. NICHE OR MAINSTREAM PRODUCT? Colgate-Palmolive is recommended to position the Precision toothbrush as a niche market product during its introductory and growth life cycle stages. Thereafter, during the products’ maturity, Precision should be repositioned to the mainstream market NICHE OR MAINSTREAM?
- 40. Advertising Costs = $9.6 million Promotion and trade = $14.4 million Total advertising cost = $24.1 million For Colgate precision = $24.1 million + $11.2 million = $35.3 million BUDGET CONSTRAINTS
- 42. Prof Sameer Mathur Marketing professor IIM LUCKNOW Carnegie Mellon University PhD and MS in marketing. Created by: Samikshya Swain IIIT Bhubaneswar during Summer marketing internship Under Prof Sameer Mathur