Colgate-Palmolive Company: The Precision Toothbrush_Elizabeth abraham
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Colgate-Palmolive Company: The Precision Toothbrush_Elizabeth abraham
- 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