Colgate is considering increasing its precision toothbrush advertising budget to target the largest segment of toothbrush buyers - the 46% of adults who are therapeutic brushers seeking effective products. This growing demographic of baby boomers aged 30-50, making up 29% of the US population, will be the focus of the additional $19.3 million proposed for ads and promotions across North America, which has a 23.3% volume share of the US retail market for toothbrushes. The proposed increased budget of $43.4 million would be allocated with $14.6 million for advertising and the remainder for reach from existing Oral-B brands.

3. PROBLEM
STATEMENT

4. COLGATE
PRECISION

5. BACKGROUND

7. COMPETITION

21. SEGMENTATION
• Therapeutic brushers
• 46% of adults (biggest
segment)
• Search out functionally
effective products
DEMOGRAPHICAL
• Baby boomers (30-50)
• Approximately 76
million people in U.S.
(29%)
• Growth in health
conscious according
to ages.
GEOGRAPHICAL
• North America
• 23.3% volume share in
U.S. retail market

23. 1993 BUDGET
Increase overall
CP toothbrush
Ads& promotion
budget by $19.3 M
to $43.4 M(80%
over estimated
$24.1 M)
ADVERTISING BUDGET:
1. $14.6 million for Advertising
(45%)
2. Estimated $17.1MM from reach
and $11.2 from Oral-B

30. COMMUNICATION