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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Reach Between, the most recent introduction, is a super-premium brush designed for increased effectiveness co.tue the teeth. Although Colgate founded earlier than some other big competitors, the company preciaion gained its reputation through oral care products. S than does any other firm, comparing to the position in toothpaste market, CP isn’t world’s leading toothbrushes provider.

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. How about receiving a customized one?

Colgate Palmolive Company: The Precision Toothbrush Essay

Business and Environment Business History Entrepreneurship. According to clinical tests, Precision offers core advantages compared with other. For them, a toothbrush is a tool that protects against toothnrush disease, primarily, and tooth decay, secondarily. Technology and Operations Management. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under toothbush chosen strategy.

In and Colgate-Palmolive CP been a dominant force in the Oral Care industry, mainly in the toothbrush segment.

Colgate-Palmolive Company: The Precision Toothbrush – Google Books

Marketing strategyAs the most innovative product in the market, Precision possesses huge market 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. In the long run, CP must continually invest in research and development to create innovative products in order to maintain its leading market position.


The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest. Further, it is intuitive that Precision be slowly repositioned into the mainstream market as emerging competition and innovation against Precision is being introduced into the market.

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

This alternative poses a few strengths if chosen. The toothpaste grew brand extensions into liquid or gel toothpastes, kids’ toothpastes.

In choosing the appropriate positioning for Precision, CP must consider product cannibalization factors. An alternative direction CP can pursue with Precision is to market it as a mainstream product.

It can also be used toothrush a course on international marketing. Financial analysis report of Unilever and Colgate Palmolive words – 9 pages intense competition and volatile commodity costs”. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth.

Colgate-Palmolive India currently leads with an over 50 per cent market share in the Rs 1,crore toothpaste market.

Colgate-Palmolive Company: the Precision Toothbrush

Existing SKUs will have to be dropped from the Colgate Plus line as additional production demands are needed for the Precision. ThreatCustomers will resist our assertion that Precision is the world’s best toothbrush. 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.


Company AnalysisCP is a global leader in household and personal care product and holds the number one position in the U. CP’s five-year plan emphasizes new product launches and entry into new geographic markets and a continuing focus on core consumer products. General AnalysisCustomer AnalysisAccording to different intensity of involvement in oral hygiene, oral care consumers can be classified into three groups.

With 7 sku’s for adult and child, it will require a loss of two of the sku’s with low rotation.

The effectiveness of the purpose of this text: Despite all this, there are weaknesses to this alternative as well. The company has introduced new products worldwide and started its production in China and Eastern Europe colgate-palmloive one of the main.

Alternative B – Precision as mainstream product An alternative direction CP can pursue with Precision is to market it as a mainstream product. 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.