Harvard Business School Case Study Created by Harshit Sharma, NIT Kurukshetra, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow

1. This is Joe
Joe stopped using Colgate Precision
Now no one likes Joe’s smile
Don’t be like Joe !!

2. Colgate-
Palmolive
Company: The
Precision
Toothbrush

3. The Iconic Colgate Precision
advertisement

4. Nature of Demand
• Tooth brush market is close to a century old, but last few
decades have witnessed many changes
• Now, there is a shift in demanded benefits
Cavity Prevention
Healthier Gums
Young generation ready to pay for superior
toothbrush
• Market is emerging from value and premium range to a
third category of “Super Premium” range – Enhanced Oral

5. 26%
23%
22%
6%
2%
5%
16%
$ Market share in 1992
Colgate Oral-B J&J Lever P&G Aquafresh Others

6. $ Market Shares by Class of Trade: 1991 -
FOOD
$ Market Shares by Class of Trade: 1991 -
MASS
$ Market Shares by Class of Trade: 1991 -
DRUG

7. Brushing FrequencyChange in Toothbrush
Frequency of Purchase

8. Inception of Super Premium Segment changed the Toothbrush industry

10. Forces behind Market Demand
• US population is increasing on ave 1.23%
annually
• Media Support and coupon promotions are
increasing rapidly
• Baby boomers becoming more health
conscious and willing to pay more for a
toothbrush
• Increasing frequency of replacing a
toothbrush over last few years

12. Recommendations
1. Since people are becoming more health
conscious it needs to enter into categories such as
:
• Anti-Cavity
• Medicinal
• Herbal
• Cleaning
• Taste
• Mouth freshening

13. 2. Short term channels
2.1 Drug Stores
2.1.1 Attract customers with gum diseases
2.1.2 Design products for specific gum disease
eg. Special Products for Gingivitis
Recommendations

14. 2. Short term channels
2.2 Food Store
2.2.1 Comprises 43% of the whole market in US
(1992)
2.2.2 Make home users gradually accept the
products
Recommendations

15. 2. Short term channels
2.3 Dentist & Professionals
2.3.1Need to directly compete with Oral-B
Recommendations

16. 3. Long term channels
3.1 Mass Merchandiser
3.1.1 Increase sales in mass merchandises
3.1.2 More in-store promotion
Recommendations

17. 3. Long term channels
3.2 Food Stores
3.2.1 Still biggest share
3.2.2 Focus on home users
Recommendations

18. Recommendations
4. Campaign focusing on Oral hygiene for
children

19. Bibliography
• http://bv-f.org/12.%20BV%20Final.-13.pdf
• https://www.youtube.com/watch?v=rMtCs6IhCMk
• http://www.colgate.co.in/en/in/oc

20. Disclaimer
Created by Harshit Sharma, NIT Kurukshetra, during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow