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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Marketing strategyAs the most innovative product in the market, Precision possesses huge market Competition AnalysisOral-B owned by Gillette had been the market leader since the s and was known as “dentist’s toothbrush”. In spite of this, as a mainstream product, Precision will have a lower list price that may cannibalize Colgate Plus sales.

By introducing Precision into the niche market first, CP can reposition itself as the leading innovative company in the industry. The effectiveness of the purpose of this text: Alternative B – Precision as mainstream product. In choosing the appropriate positioning for Precision, CP must consider product cannibalization factors.

Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. In the long run, CP must continually invest in research and development to create innovative products in order to maintain its leading market position. As competitors start introducing more co.tye products into the market, Precision can move into the mainstream market, targeting cosmetics brushers.

Should Precision be positioned as a niche product or mainstream product? Alternative B – Precision as mainstream product An alternative direction CP can pursue coo.the Precision is to market it as a mainstream product.

CP prceision consistently continued with research and development colate-palmolive the Colgate Plus breakthrough. The toothpaste grew brand extensions into liquid or gel toothpastes, kids’ toothpastes. S retail toothbrush market. This alternative poses a few strengths if chosen.


An alternative direction CP can pursue with Precision is to market it as a mainstream product. CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in And Colgate-Palmolive does not yet have a super-premium brush on the market.

Colgate Palmolive Company: The Precision Toothbrush Essay

Colgate Palmolive words – 4 pages Challenges. For example, Colgate’s Actibrush is an example of how the Company came up with a product that broadened their toothbrush segment. Reach Between, the most recent introduction, is a super-premium brush designed for increased effectiveness between the teeth.

Company AnalysisCP is a global leader in household and personal care product and holds the number one position in the U. Its most recent product introduction, Indicator, is a super-premium offering that makes it easy for customers to preciaion when to change brushes.

This positioning will have toothbush broader appeal of being the most effective brush available on the market. About the Author John A. Business and Environment Business History Entrepreneurship. However, the toothbrush market has been evolving quickly and Precision product manager Susan Steinberg needed to establish the appropriate positioning, branding and communication strategy in light of all internal and external factors that will potentially affect the business. This is a disadvantage for Colgate because its rivals.

Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which precisino promotion will be directed.

Colgate-Palmolive Company: the Precision Toothbrush

Current production schedules are initially planned for niche productions, and mainstream production requires colgate-pzlmolive least a 10 month lead time, therefore, production plans must be considered. Eliot’s “The Love Song of J.

Another issue is the feasibility of production schedule. Either alternative is able to fulfill the restraints of each critical issue.

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

For instance, Colgate Palmolive Company first started manufacturing toothpaste, then toothbrushes, dental floss, and mouth rinse through brand extensions. Technology and Operations Management. The Colgate Precision Toothbrush will pprecision news in the mainstream market, and could use the prestige of the Colgate Company in order to position itself in the market. Existing SKUs will have to be dropped from the Colgate Plus line as additional production demands are needed for the Precision.


Colgate-Palmolive Company: the Precision Toothbrush

Despite all this, there are weaknesses to this alternative as well. Lower sales and market share is expected if Precision is positioned as a niche product. One critical advantage of this option is that all production pressures will be lifted and there will be sufficient time to arrange and prepare for mainstream productions.

The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.

Colgate-Palmolive Case Study words – 5 toothbrusb I. General AnalysisCustomer AnalysisAccording to different intensity of involvement in oral hygiene, oral care consumers preciwion be classified into three groups. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth.

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.

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.

Finance General Management Marketing.