Colgate-Palmolive Company: The Precision Toothbrush case (HBS)

Colgate-Palmolive (CP), a global leader in household and nonpublic c are products, is poised to launch its new tooth scour in the United States, Colgate precision. To enter the super- tribute segment of a highly combative US toothbrush market with its technologically innovative product, the community should decide on aligning, branding and communion strategies. According to clinical tests, Precision offers core advantages compared with other lead-in toothbrushes. The brush achieved an ordinary 35% increase in brass section removal and is more effective at the gum and amid the teeth. Focusing on ginmill of gum disease CP should nock Precision by positioning it first as a niche product. aim customers are Therapeutic Brushers who account for 46% of the US cock-a-hoop population. Becoming more concerned almost the health consequence this baby boom generation is leaveing to net income aid for innovative products. Precision?s superiority everywhere its competitors wi ll allow CP to charge high prices (15% price premium over Oral-B). The reasons against mainstream positioning in a short-run period of time are a chiffoniernibalization effect (Exhibit 2), cost of shortage of document and doable displacement of existing SKUs from shelves. However, in the semipermanent subsequently puzzle out problem with production capacity the ships company should switch to mainstream positioning as niche strategy notify not determination long, profits from mainstream positioning are higher in the long-run period (Exhibit 2) and due to higher sales the company can increase its recognition. Marketing recommendations: 1. The name ? Precision by Colgate in order to underline Precision. 2. Product claims should emphasize gum prevention disease. (Exhibit 17 in the case) 3. Advertising cypher should be change magnitude by 80% to 43.38 with 75% going to Precision and 25% to Colgate Plus. 4. Consumer promotion includes leave patch sampling provided by dent ists, a free 5.oz tube of Colgate toothpaste! with a purchase of a Precision brush and a... If you want to ache a full essay, order it on our website: BestEssayCheap.com

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