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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Lower sales and market share is expected if Precision is positioned as a niche product. This type of multiple brand. In spite of this, as a mainstream product, Precision will have a lower list price that may cannibalize Colgate Plus sales. As competitors start introducing more advanced products into the market, Precision can move into the mainstream market, targeting cosmetics brushers.

The effectiveness of the purpose of this text: Marketing strategyAs the most innovative product in the market, Precision colvate-palmolive huge market However, when Aim entered the market inthey focused on colgate-pslmolive, which made Colgate’s.

MBA Case Analysis & More Marketing – Colgate Palmolive

Its most recent product introduction, Indicator, is a coo.the offering that makes it easy for customers to know when to change brushes. Their decisions are based on price and convenience rather than the performance attributes of the brush. In the long run, CP must continually invest in research and development to create innovative products in order to maintain its leading market position.


One of the big questions Susan had to answer was: For instance, Colgate Palmolive Company first started manufacturing toothpaste, then toothbrushes, dental floss, and mouth rinse through brand extensions.

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. By introducing Precision into the niche market first, CP can reposition itself as the leading innovative company in the industry. Existing SKUs will have to be dropped from the Colgate Plus line as production demands are needed for the Precision.

Finance General Management Marketing. The probability of Colgate Precision cannibalizing Colgate Plus market share preclsion. CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest. This positioning will have a broader clgate-palmolive of being the most effective brush available on the market.

Recommendations From the conclusions of the table from Exhibit 2, we can see that the optimal alternative is split between either alternative A or C. Therefore, they pay more attention to a toothbrush’s ability to remove plaque and food particles from teeth. Reach Between, the most recent introduction, is a super-premium brush designed for increased effectiveness between the teeth.

This alternative poses a few strengths cklgate-palmolive chosen. As demand and sales start dropping off later on the product life cycle, Precision can move into the mainstream market.


OpportunitiesConsumers of the baby boomers are becoming more concerned about the health of their gums as opposed to cavity prevention and are willing to pay a premium for new products addressing this issue.

About the Author John A.

Colgate-Palmolive Company: the Precision Toothbrush

Lastly, CP has been working over three years on the development of Precision, and this product represents a technological breakthrough in the toothbrush market. Critical Issues Currently a few issues are fo.the hand and CP needs to consider these issues before going ahead with any one of the three alternatives. Company AnalysisCP is a global leader in household and personal care product and holds the number one position in the U.

CFI-M could expand aggressively by mass marketing to the general population. How about receiving a customized one?

And Colgate-Palmolive does not yet have a super-premium brush on the market. However, alternative C is a better choice than alternative A because it takes into account both the short term and long colgate-pzlmolive objectives that the company should pursue.

Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Eliot’s “The Love Song of J.