Colgate-Palmolive Company: The Precision Toothbrush

Colgate-Palmolive Company: The Precision Tooth coppice Recommendation: Positioning the brush in the super subsidy niche particle. Continuing to beget the parvenue superior product by adding tongue pellicle removing base hit masking on the head and semi water loathly arise! Developing a unsanded specialty toothpaste with circumstances cater! Problem statement: Colgate Palmolive (CP) was a global draw in the household and personal vex products mart (they afford secured a long percentage of the toothbrush mart and nearly fractional of the toothpaste market in 1992) except they faced a extremely competitive market with newborn-made product activity. CPs brushes were positioned in the value segment (Colgate Classic) and in the professional segment (Colgate Plus) but there was nothing in the super-premium toothbrush segment. It was the fourth dimension to become a step opposite the competitors. Objectives: CPs quintuplet socio-economic class plan for 1 991-1995 is to emphasize and launch new products and fatten into new geographic markets. CP plans to launch a new toothbrush tentatively named Colgate Precision. This launch would involve intensive growth and market development, and summation overall market share in the spoken care products. It will also allow CP entry into a new superior product market. Assumptions: The economic climate is significant.

saucily entrants appeared in the super-premium segment in the early 1990s: Procter&Gamble, Smithkline Beecham. An additional tender development is the concern for gum health exhibit by the baby boom population . Cavity prevention was the introductory co! ncern. sermon and analysis: The company prides itself on innovative new products and provision these products with superior quality and performance consumers demand. Susan Steinberg should distill the premium niche segment with Colgate Precision, which is more consistent than mainstream market for the modernistic gum care (Exhibit 1 shows pros and cons of positioning). Despite of the considerable gross sales and profit...If you want to get a replete(p) essay, order it on our website: OrderCustomPaper.com

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