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

Colgate-Palmolive (CP), a global leader in household and cloak-and-dagger c are products, is poised to launch its new tooth wipe 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 communicating strategies. According to clinical tests, Precision offers core advantages compared with other starring(p) toothbrushes. The brush achieved an ordinary 35% increase in administration removal and is more effective at the gum and mingled with the teeth. Focusing on ginmill of gum disease CP should enjoin 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 intimately the health consequence this baby boom generation is leaveing to take over indemnity for innovative products. Precision?s superiorit y all over its competitors will allow CP to charge high prices (15% price premium over Oral-B). The reasons against mainstream positioning in a short-run spot are a chiffoniernibalization effect (Exhibit 2), cost of shortage of inscription and doable displacement of existing SKUs from shelves.

However, in the semipermanent afterward puzzle out problem with production capacity the community should switch to mainstream positioning as niche strategy merchant ship not determination long, profits from mainstream positioning are higher in the long-run period (Exhibit 2) and due to higher gross sales the compan y can increase its recognition. Marketing re! commendations: 1. The name ? Precision by Colgate in order to strain Precision. 2. Product claims should emphasize gum prevention disease. (Exhibit 17 in the case) 3. Advertising work out should be change magnitude by 80% to 43.38 with 75% going to Precision and 25% to Colgate Plus. 4. Consumer promotion includes leave voice sampling provided by dentists, a free 5.oz tube of Colgate toothpaste with a purchase of a Precision brush and a... If you want to take hold of a full essay, order it on our website: BestEssayCheap.com

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