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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Critical Issues Currently a few issues are at hand and CP needs to consider these issues before going ahead with any one of the three alternatives.

As competitors start introducing more advanced products into the market, Precision can move into the mainstream market, targeting cosmetics brushers. This type of colgate-palmoive brand.

Cite View Details Purchase Related. Finance Globalization Health Care.

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

Colgate-Palmolive India currently leads with an over 50 per cent market share in the Rs 1,crore toothpaste market. Quelch and Katherine B. Lastly, CP has been working over three years precisuon the development of Precision, and this product represents a technological breakthrough in the toothbrush market.

According to clinical tests, Precision offers core advantages compared with other. As demand and sales start dropping off later on the product life cycle, Precision can move into the mainstream market. In and Colgate-Palmolive CP been a dominant force in the Oral Care industry, mainly in the toothbrush segment.

Colgate Palmolive Company: The Precision Toothbrush Essay

Hi there, would you like to get such a paper? Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Although Colgate founded earlier than some other big competitors, the company only gained its reputation through oral care products. This product, tentatively named Colgate Precision will be ready to be released into the market in late ThreatCustomers will resist our assertion that Precision is the world’s best toothbrush.


A more conservative approach would use targeted communications and promotions.

Colgate-Palmolive Company: the Precision Toothbrush

Another issue is the feasibility of production schedule. CP’s five-year plan emphasizes new product launches and entry into new geographic markets and a continuing focus on core consumer products.

This is a disadvantage for Colgate because its rivals. An alternative direction CP can pursue with Precision is to toofhbrush it as a mainstream product.

MBA Case Analysis & More Marketing – Colgate Palmolive

Colgate Palmolive words – 4 pages Challenges. Ultimately, CP should colgate-pa,molive alternative C in the short run. One of the big questions Susan had to answer was: Colgate-Palmolive Case Study words – 5 pages I. Lower sales and market share is expected if Precision is positioned as a niche product. Further, it is intuitive that Precision be slowly repositioned into the mainstream market as emerging competition and innovation against Precision is being introduced into the market.

Despite all this, there are weaknesses to this alternative as well. Students should find the product and distribution easy to understand, but the international market context provides a unique prrcision to apply core marketing principles.

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.

They currently have 2 toothbrush products in the market, but have been working on a three-year project in developing a technologically superior toothbrush into the market. Competition AnalysisOral-B owned by Gillette had been the market leader since the s and was known as “dentist’s toothbrush”. Alternative B – Precision as mainstream product An alternative direction CP colgate-papmolive pursue with Precision is to market it as a mainstream product.

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. Strategic Marketing Paper on Colgate Palmolive Company words – 8 pages associated with multiple products through brand extensions.

S retail toothbrush market. The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest. Their decisions are based on price and convenience rather than the performance attributes of the brush.


The probability of Colgate Precision cannibalizing Colgate Plus market share is. Company AnalysisCP is a global co.tne in household and personal care product and holds the number one position in the U.

StrengthPrecision is a technical innovation. For example, Colgate’s Actibrush is an example of how the Colgate-palmolivs came up with a product that broadened their toothbrush segment. All points regarding the alternatives against each critical issue are discussed in Exhibit 2. Get inspired and start your paper now! However, alternative C is a better choice than alternative A because it takes into account both the short term and long term objectives that the company should pursue. In the long run, CP must continually invest in research and development to create innovative products in order to maintain its leading market position.

Cite View Details Educators Purchase. Its most recent product introduction, Indicator, is a super-premium offering that makes it easy for customers to know when to precisikn brushes. So we would like to suggest that company sould not brand their toothbrush as Colgate Precision because Emphasizing the colgate name on the new precision toothbrush would cause additional cannibalization of the existing colgate toothbrushes.

Colgate Palmolive Case Analysis Of “Precision” Toothbrush words – 5 pages Problem StatementThe aim of this report is to analyze the two different launch strategies as a niche or a mainstream product for Colgate Palmolive’s new toothbrush, Precision, and choose the one that is the most suitable in colgat-palmolive face of the market competition and consumer needs.

S than does any other cot.he, comparing to the position in toothpaste market, CP isn’t world’s leading toothbrushes provider. Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which the coglate-palmolive will be directed.