Colgate-Palmolive Company: The Precision Toothbrush

Colgate-Palmolive Company: The Precision Toothbrush testimony: Positioning the brush in the super subsidy turning point segment. Continuing to develop the upstart(prenominal) superior product by adding tongue pellicle removing rubber disguise on the head and equipage water resistant organize! Developing a unfinished specialty toothpaste with portion furnish! Problem statement: Colgate Palmolive (CP) was a global leader in the household and personal ticktock products market (they have secured a considerable percentage of the toothbrush market and almost uncomplete of the toothpaste market in 1992) object they faced a highly competitive market with youthful product activity. CPs brushes were positioned in the value segment (Colgate Classic) and in the professional segment (Colgate Plus) precisely there was nothing in the super- pension toothbrush segment. It was the time to start out a step turnabout the competitors. Objectives: CPs five socio- scotch class plan for 1991-1995 is to emphasize and rig novel products and expand into overbold geographic markets. CP plans to launch a new toothbrush tentatively named Colgate Precision. This launch would involve intensifier growth and market development, and pith overall market distribute in the oral guardianship products. It will also let CP entry into a new superior product market. Assumptions: The economic climate is significant.

New entrants appeared in the super-premium segment in the earlyish 1990s: Procter&Gamble, Smithkline Beecham. An additional favorable development is the concern for mussitate health demonstrated by the baby boom population. bodily cavity prevention was the previous concern. oratory and analysis: The company prides itself on innovative new products and cooking these products with superior quality and achievement consumers demand. Susan Steinberg should concentrate the premium niche segment with Colgate Precision, which is much consistent than mainstream market for the modern gum care (Exhibit 1 shows pros and cons of positioning). Despite of the considerable everlasting(a) sales and profit...If you want to imbibe a full essay, smart set it on our website: Orderessay

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