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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This product, tentatively named Colgate Precision will be ready to be released into the market in late Hi there, would you like to get such a paper? Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which the promotion will be directed. ThreatCustomers will resist our assertion that Precision is the world’s best toothbrush.

Lower sales and market share is expected if Precision is positioned as a niche product. Another issue is the feasibility of production schedule.

Colgate-Palmolive Co.: The Precision Toothbrush

Consequently, there will be inadequate supply of products to meet purchase demands. According to clinical tests, Precision offers core advantages compared with other. Colgate-Palmolive India currently leads with an over 50 per cent market share in the Rs 1,crore toothpaste market. In choosing the appropriate positioning for Precision, CP must consider product cannibalization factors.

The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest.


By introducing Precision into the niche market first, Co,gate-palmolive can reposition itself as the leading innovative company in the industry. For example, Colgate’s Actibrush is an example of how the Company came up with a product that broadened their toothbrush segment. Niche Market Mainstream Market.

This type of multiple brand.

MBA Case Analysis & More Marketing – Colgate Palmolive

In addition, initially positioning Precision as a niche product can allow CP to conquer all the therapeutic brushers first.

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 colgxte-palmolive the existing colgate toothbrushes. Although Colgate founded earlier than some other big competitors, the company only gained its reputation through oral care products. Cite Precosion Details Purchase Related. 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.

Ultimately, CP should pursue alternative C in the short run. The dramatic growth of toothbrush in the United States is due primarily to more concern for oral health by baby boomers. Their decisions are based on price and convenience rather than the performance attributes of the brush.

For them, a toothbrush is a tool that protects against gum disease, primarily, and tooth decay, secondarily. The effectiveness of the purpose of this text: The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives. Colgate-Palmolive expansion in international market is considered as another strength.


The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy. This is a disadvantage for Colgate because its rivals.

Competition AnalysisOral-B owned by Gillette had been the market leader since the s and was known as “dentist’s toothbrush”. It can also be used in a course on international oclgate-palmolive.

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Colgate Palmolive Company: The Precision Toothbrush Essay

The probability of Preciskon Precision cannibalizing Colgate Plus market share is. In and Colgate-Palmolive CP been a dominant force in the Oral Care industry, mainly in the toothbrush segment. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants.

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.

StrengthPrecision is a technical innovation. Cite View Details Educators Purchase.