Colgate-Palmolive The Precision Toothbrush Group 7

Colgate-Palmolive The Precision Toothbrush

Group 7

For those hard to reach places

Changes in Toothbrush Category• Entry into geographical markets• Emergence of “Super-premium” sub-category• Increase frequency of toothbrush purchases• Toothbrushes purchased based on performance benefits• Technology allowed for measuring effectiveness• Advancements in marketing techniques brought greater

awareness

Market SegmentationTherapeutic;

46%

Cosmetic; 33%

Uninvolved; 21%

Positioning for Precision by Colgate

• Launch to the niche market, specifically therapeutic brushers• Captures product essence• Segment is fitting for the design and benefits of the product

• For therapeutic brushers, the Colgate-Palmolive Precision toothbrush is the superior premium toothbrush because of its innovative design that provides the best brush possible and removes 35% more plaque than other leading toothbrushes.

Recommendations • Utilize the Colgate-Palmolive task force• Aid in increasing credibility to niche market

• Present with toothpaste on shelves• Showcase in commercial pharmacies using floor stands• Employ infographics• Aim to be the “home brush”