This presentation has been created by Suyash Vyas, IIT Bombay, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

2. About the Company(1991)
● CP was a global leader in household and personal care products
● CP’s 5 year plan: new product launches and entry to new
geographical markets
● 43% share of the world toothpaste market
● 16% share of the world toothbrush market

3. Consumer Behaviour
● Therapeutic Brushers
● Cosmetic Brushers
● Uninvolved oral health consumers
Each customer segment has its own
requirements

4. Consumer Behaviour
Consumers feel that toothbrush
are as important as toothpaste
for oral hygiene

5. Competitors
Oral-B, Johnson & Johnson, Procter &
Gamble, Smithkline Beecham, Lever,
Pfizer, and Sunstar are some of the
competitors

7. Product
● Consumers increased interest in toothbrush and
increased the purchase frequency
● Company focuses on newer designs and comfort
● Huge R&D before any product launch
● Technologically advanced products

8. Promotion
● Advertisements through different media
channels
● Popular faces for advertisements
● Fare share of promotion on consumer and
trade promotions

9. Price
● Colgate plans to place this product
in the premium range
● Colgate faces a risk of cannibalizing
colgate plus if it tries to put
precision as mainstream brand

10. Place
Sales would be conducted via dental
professionals, food and general stores,
marts and shopping complexes

11. SWOT Analysis

12. Strength
● Global leader in oral care products
● Huge market share
● Incredible overseas market
● Investments in R&D
● Brand Trust among consumers

13. Weakness
● Launch of Precision might affect
the other products of the brand
● Competitors have a huge market
share already
● Lesser media investments

14. Opportunity
● Upcoming generations are more health
conscious
● Product is technologically ahead of any
other product in the market
● Product can help in establishing premier
brand image

15. Threats
● Extensive competition in the
premium market segment
● Increasing number of competitors
● Incentives given by other brands

16. The Precision
Marketing Mix

17. Product Designing
and Testing

18. 5 Goals of R&D
● Understand different techniques of brushing
● Testing between-teeth access of different designs
● Establishing an index to score clinical plaque-removal efficacy
at the gum line and between teeth
● Creating a bristle configuration and handle design offering
maximum plaque- removing efficacy
● Determining the efficacy and acceptance of the new
toothbrush design

19. Branding
Colgate Precision:
Will help building
brand equity but
cannibalize colgate
plus by 20%
Precision by Colgate:
Product is its own
brand and does not
affect colgate plus

20. Positioning
Mainstream: Has broader
appeal for effective
marketing but it can
affect the sales and
market share of existing
products
Niche: Target consumers
may be ready to pay
higher price and can be
converted to mainstream
in the future but reach is
not very wide

21. Positioning

22. Communication and Promotion
No. of Concept tests were
conducted among 400
adult professional brush
users 18 to 54 years of age

23. Communication and Promotion

24. Conclusion
● Niche positioning should be followed to enjoy high price and
further it can be changed to mainstream
● Brand should be named ‘Precision by Colgate’ as it doesn’t
affect Colgate Plus
● The promotion budget should be designed such that it would
enable the brand to reach its full potential

26. This presentation has been created
by Suyash Vyas, IIT Bombay, during
a marketing internship under the
guidance of Prof. Sameer Mathur,
IIM Lucknow.