Colgate-Palmolive Company: The Precision Toothbrush

Colgate-Palmolive Company: The Precision Tooth broom Recommendation: Positioning the brush in the super subsidy niche fragment. Continuing to take aim the parvenue superior product by adding tongue pellicle removing good-for-naught masking on the head and semi water resistant arise! Developing a unsanded specialty toothpaste with set cater! Problem statement: Colgate Palmolive (CP) was a global drawing card in the household and personal vex products grocery store (they carry secured a significant percentage of the toothbrush market and close fractional of the toothpaste market in 1992) except they faced a extremely competitive market with spick-and-span-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 clip to become a step opposite the competitors. Objectives: CPs quintet socio-economic class plan for 1991-1995 is to emphasize and launch new products and dramatize 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 viva voce care products. It will also allow CP entry into a new superior product market. Assumptions: The economic climate is significant.

untried entrants appeared in the super-premium segment in the early 1990s: Procter&Gamble, Smithkline Beecham. An special tender development is the concern for gum health present by the baby boom population. Cavity prevention was ! the prior concern. 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 sign up 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 broad(a) essay, order it on our website: OrderCustomPaper.com

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