Colgate-Palmolive Co.: The Precision Toothbrush. Colgate-Palmolive Co.: The Precision Toothbrush. case study. John A. Quelch · Nathalie. Colgate-Palmolive Company: The Precision Toothbrush. Anthony Garver. Issue: In , Colgate-Palmolive (CP) faced a dilemma regarding the release and. Colgate-Palmolive (CP), a global leader in household and personal care products, is poised to launch its new toothbrush in the United States, Colgate Precision.

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The toothpaste grew brand extensions into liquid or gel toothpastes, kids’ toothpastes. Colgate-Palmolive India currently leads with an over 50 per cent market share in the Rs 1,crore toothpaste market. Ultimately, CP should pursue alternative C in the short run. S retail toothbrush market. The probability of Colgate Precision cannibalizing Colgate Plus market share is. And Colgate-Palmolive does not yet have a super-premium brush on the market.

Colgate-Palmolive Company: The Precision Toothbrush – Google Books

Cite Toothrbush Details Educators Purchase. S than does any other firm, comparing to the position colgate-palomlive toothpaste market, CP isn’t world’s leading toothbrushes provider. Their decisions are based on price and convenience rather than the performance attributes of the brush. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.

Technology and Operations Management. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy.


The Colgate Precision Toothbrush will be news in the mainstream market, and could use the prestige of the Tootubrush Company in order to position itself in the market. CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in These customers were born from the mid s through the early s and are entering the years during which oral health begins to erode noticeably.

Should Precision be precosion as a niche product or mainstream product?

Colgate Palmolive Company: The Precision Toothbrush Essay – Words – BrightKite

Colgate-pa,molive all this, there are weaknesses to this alternative as well. The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest. The company has introduced new products worldwide and started its production in China and Eastern Europe becoming one of the main. To enter the super-premium segment of a highly competitive US toothbrush market with its technologically innovative product, the company should decide on positioning, branding and communication strategies.

An alternative direction CP can pursue with Precision toothnrush to market it as a mainstream product. In and Colgate-Palmolive CP been a dominant force in the Oral Care industry, mainly in the toothbrush segment.

Finance Globalization Health Care. Eliot’s “The Love Song of J. Students should find the product and distribution easy to understand, but the international market preclsion provides a unique opportunity to apply core marketing principles. This alternative poses a few strengths if chosen.


Any decisions made should take into account that the product at hand is highly superior in design and has a great deal of potential to overpower all competitive products in the industry. Its most recent product introduction, Indicator, is a super-premium offering that makes it easy for customers to know when to change brushes. General AnalysisCustomer AnalysisAccording to different intensity of involvement in oral hygiene, oral care consumers can be classified into three groups.

Colgate-Palmolive Company: the Precision Toothbrush

Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which the promotion will be directed.

Current production schedules are initially planned for niche productions, and mainstream production requires at least a 10 month lead time, therefore, production plans must be considered. In addition, initially positioning Precision as a niche product can allow CP to conquer all the therapeutic brushers first.

At the gum line and between the teeth is even more impressive, the brush achieves double the plaque removal scores of competitor brushes. Marketing strategyAs the most innovative product in the market, Precision possesses huge market