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COLGATE - PALMOLIVE COMPANY
The Precision Toothbrush
Harvard Business School Case
WHAT IS COLGATE-PALMOLIVE?
- American worldwide consumer products company
- Focussed on the production, distribution and provision of household, health care
and personal products,
KEY PLAYERS• Susan Steinberg
Precision Product manager • Nigel Burton
Division General Manager• John Philips
Colgate Plus Manager
SITUATION ANALYSIS
COLGATE PRECISION • In 1992,Colgate-Palmolive set to launch
Colgate Precision (new toothbrush). • Precision - technologically superior
toothbrush • Developed for over three years
CURRENT SCENARIO
QUESTIONS AT HAND
HOW TO BRAND THE PRODUCT
ADVERTISING AND PROMOTION BUDGET NEEDS TO BE FIXED
ADVERTISING AND PROMOTION BUDGET NEEDS TO BE FIXED
HOW TO POSITION & COMMUNICATE PRECISION TO THE
CONSUMERS
EVALUATING THE ORAL CARE MARKET
IN 1992
HOW
Product Market - Precision Colgate was entering into (1992)
Precision was entering a market space with already existing
brands with a trusted reputation .. And CP having their toothbrush Colgate Plus , doing well as a
consumer product.
CONSUMER BEHAVIOUR
Consumer Segmentation
Reasons to buy a Toothbrush
BRAND CHOICE
FEATURES
COMFORT
PROFESSIONAL RECOMMENDATIONS
ADVERTISING &
PROMOTION
COMPETITOR BRANDS AND THEIR STRATEGIES
COLGATE PLUS ADVERTISING STRATEGIES
PRECISION
TECHNICAL INNOVATION
3 DIFFERENT BRISTLES
35% INCREASE IN PLAQUE REMOVAL
POSITIONING PRECISION
NICHE PRODUCT
MAINSTREAM PRODUCT
OR
3% Volume Share - Year 15% - Year 2
10% Volume Share - Year 114.7% - Year 2
BRANDING PRECISION
BRANDING PRECISION WITHOUT CANNIBILISING
COLGATE PLUS
CONSUMER PROMOTIONS METHODS
5.oz tube of Colgate Toothpaste with the purchase of a Precision brush
50%-off offer on any size of Colgate Toothpaste
with a 50cent off on the brush
Dentist Endorsing the product
Consumer Concept Test Results
Precision was bound to do well given GOOD promotional strategy
PRECISION
NICHE PRODUCT
SHOULDN’T CANNIBALISE COLGATE
PLUS
PROMOTIONAL CAMPAIGNSNEEDED TO REACH ITS FULL POTENTIAL
WITH THE BUDGETING BEING ACCEPTABLE TO
COLGATE PLUS
DISCLAIMER:Created by Ankita Elizabeth Mathew, Govt.
Model Engineering College , during an internship by Prof. Sameer Mathur , IIM
Lucknow.
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