This document provides details on Colgate Palmolive's launch of a new toothbrush called Colgate Precision. It discusses Colgate's background and existing oral care products in 1991. It also analyzes the toothbrush market competition and consumer behavior segments. The document outlines Colgate's precision marketing mix, including product design and testing, positioning strategies, branding, and communication and promotion plans for the new toothbrush launch.