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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In spite of this, as a mainstream product, Precision will have a lower list price that may cannibalize Colgate Plus sales. Similar Essays Colgate Palmolive Company: As demand and sales start dropping off later on the product life cycle, Precision can move into the mainstream market.

Business and Environment Business History Entrepreneurship. According to clinical tests, Precision offers core advantages compared with other. StrengthPrecision is a technical innovation.

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.

The effectiveness of the purpose of this text: 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. For instance, Colgate Palmolive Company first started manufacturing toothpaste, then toothbrushes, dental floss, and mouth rinse through brand extensions. At the gum line and between the teeth is even more impressive, the brush achieves double the plaque removal scores of competitor brushes.


Alternative B – Precision as mainstream product. Colgate-Palmolive Case Study words – 5 pages I. In the long run, CP must continually invest in research and development to create innovative products in order to maintain its leading market position.

Colgate-Palmolive Co.: The Precision Toothbrush

Cite View Details Educators Purchase. Company AnalysisCP is a global leader in household and personal care product and holds the number one position in the U. Eliot’s “The Love Song of J. All points regarding the alternatives against each critical issue are discussed in Exhibit 2. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.

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.

However, when Aim entered the market inthey focused on comfort, which made Colgate’s. This type of multiple brand. Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which the promotion will be directed. 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.

With 7 sku’s for adult and child, it will require a loss of two of the sku’s with low rotation. Reach Between, the most recent introduction, is a colgatep-almolive brush designed for increased effectiveness between the teeth. 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.


Colgate-Palmolive Company: The Precision Toothbrush – Google Books

Niche Market Mainstream Market. The Colgate Precision Toothbrush will be news in the mainstream market, and could use the prestige of the Colgate Company in order to position itself in the market. Finance General Management Marketing.

An alternative direction CP can pursue with Precision is to market it as a mainstream product. Another issue is the feasibility of production schedule. The Precision Toothbrush Essay words – 4 pages. The probability of Colgate Precision cannibalizing Colgate Plus market share is. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth.

Colgate Palmolive Company: The Precision Toothbrush Essay

Its most recent product introduction, Indicator, is a super-premium offering that makes it easy for customers colgate-paalmolive know when to change brushes. Colgate-Palmolive expansion in international market is considered as another strength.

This positioning will have a broader appeal of being the most effective brush available on the market. ThreatCustomers will resist our assertion that Precision is the world’s best toothbrush. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.

Colgate-palmloive, there will be inadequate supply of products to meet purchase demands.