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. This product, tentatively named Colgate Precision will be ready to be released into the market in late However, the toothbrush market has been evolving quickly and Precision product manager Susan Steinberg needed to establish the appropriate positioning, branding and communication strategy in light of all internal and external factors that will potentially affect the business. One of the big questions Susan had to answer was: Should Precision be positioned as a niche product or mainstream product? This alternative poses a few strengths if chosen. Despite all this, there are weaknesses to this alternative as well.
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But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co.
CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in CP has consistently continued with research and development since the Colgate Plus breakthrough. The company has been able to gain the most shelf space in retail stores in the USA.
The company has been able to get middle shelf space between its competitors because of its recognized brand. Introduction and Company Background. The company was also the No. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy.
The issue can be divided into the following four major areas: 1. Positioning: Which market should be targeted? How much should Colgate invest in advertising Colgate Precision? Channel: Which distribution channel should Colgate use? Susan Steinberg, the product manager, has to determinate the best marketing mix to implement and which of the follow options are the best in order to position the product in the market: A Under a mainstream B Under a niche strategy.
Each strategy has involves different prices and volumes of unit sold.
Colgate Palmolive-the Precision Toothbrush
Colgate-Palmolive Co. Quelch, Nathalie Laidler. The Colgate-Palmolive Co. It also touches upon business topics such as - Value proposition, Marketing. Case Description of Colgate-Palmolive Co. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.
Colgate-Palmolive Co.: The Precision Toothbrush Case Study Solution & Analysis / MBA Resources
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Colgate-Palmolive Co.: The Precision Toothbrush