Colgate-Palmolive Company: The Precision Toothbrush

Colgate-Palmolive Company: The Precision Toothbrush tri hardlye: Positioning the brush in the super subsidy nook segment. Continuing to develop the upstart(prenominal) superior product by adding tongue pellicle removing rubber covering on the head and fishing rig water resistant boot out! Developing a unsanded specialty toothpaste with portion supply! Problem statement: Colgate Palmolive (CP) was a global leader in the household and personal plump up products market (they have secured a considerable percentage of the toothbrush market and almost incomplete of the toothpaste market in 1992) ask out they faced a exceedingly competitive market with youthful 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- bonus toothbrush segment. It was the time to blend in a step resister the competitors. Objectives: CPs five socio- sparing secernate plan for 1991-1995 is to emphasize and build mod products and expand into sensitive geographic markets. CP plans to launch a new toothbrush tentatively named Colgate Precision. This launch would involve intensifier growth and market development, and total overall market pct in the oral apprehend by products. It will also leave behind CP entry into a new superior product market. Assumptions: The economic climate is significant.

New entrants appeared in the super-premium segment in the early on 1990s: Procter&Gamble, Smithkline Beecham. An additional accessible development is the concern for gingiva health demonstrated by the baby boom population. infernal region prevention was the previous concern. discourse and analysis: The company prides itself on innovative new products and provide these products with superior quality and feat consumers demand. Susan Steinberg should concentrate the premium niche segment with Colgate Precision, which is more than consistent than mainstream market for the stylish gum care (Exhibit 1 shows pros and cons of positioning). Despite of the considerable perfect(a) sales and profit...If you want to get a full essay, tack it on our website: Orderessay

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