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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The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. Reach Between, the most recent introduction, is a super-premium brush designed for increased effectiveness between the teeth.

Further, it is intuitive that Precision be slowly repositioned into the mainstream market as emerging coltate-palmolive and innovation against Precision is being introduced into the market.

Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

The company has introduced new products worldwide and started its production in China and Eastern Europe becoming one of the main. For them, a toothbrush is a tool that protects against gum disease, primarily, and tooth decay, secondarily. 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.

Colgate-Palmolive Co.: The Precision Toothbrush

The toothbrush category also has new multiple extensions like the Classic, Plus, Precision, Diamond and wild heads.

Financial analysis report of Unilever and Colgate Palmolive words – 9 pages intense competition and volatile commodity costs”. Hi there, would you like to get such a paper? Strategic Marketing Paper on Colgate Palmolive Company words – 8 pages associated with multiple products through brand extensions. Its most recent product introduction, Indicator, is a super-premium offering that makes it easy for customers to know when to change brushes.


The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy. This product, tentatively named Colgate Precision will be ready to be released into the market in late Colgate Palmolive words – 4 pages Challenges.

With 7 sku’s for adult and child, it will require a loss of two of the sku’s with low rotation. Ultimately, CP should pursue alternative C in the short run. 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.

Lower sales and market share is expected if Precision is positioned as a niche product. According to clinical tests, Precision offers core advantages compared with other.

Similar Essays Colgate Palmolive Company: 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.

Quelch and Katherine B. This is a disadvantage for Colgate because its rivals. 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 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.

Consequently, there will be inadequate supply of products to meet purchase demands. Current production schedules are initially planned for niche productions, and mainstream production requires at least a 10 month lead time, therefore, production plans must be considered. Technology and Operations Management.

Marketing strategyAs the most innovative product in the market, Precision possesses huge market Get inspired and start your paper now! Precision by coalgateCommunicatingColgate-Palmolive could conduct the campaign to determine the audience to which the promotion will be directed. Colgate-Palmolive expansion in international market is considered as another strength.

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Either alternative is able to fulfill the restraints tootybrush each critical issue. CP has consistently continued with research and development since the Colgate Toothbrusj breakthrough. The dramatic growth of toothbrush in the United States is due primarily to more concern for oral health by baby boomers.

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

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. How about receiving a customized one?

The emphasis precsion be placed on getting the customer’s attention and quickly moving them through the interest. Another issue is the feasibility of production schedule. StrengthPrecision is a technical innovation.

MBA Case Analysis & More Marketing – Colgate Palmolive

Cite View Details Purchase Related. 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 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, colgate-palmopive choose the one that is the most suitable in the face of the market competition and consumer needs.