Colgate-Palmolive Co.: The Precision Toothbrush. Colgate-Palmolive Co.: The Precision Toothbrush. case study. John A. Quelch · Nathalie. Colgate-Palmolive Company: The Precision Toothbrush. Anthony Garver. Issue: In , Colgate-Palmolive (CP) faced a dilemma regarding the release and. Colgate-Palmolive (CP), a global leader in household and personal care products, is poised to launch its new toothbrush in the United States, Colgate Precision.

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One of the big questions Susan had to answer was: The probability of Colgate Precision cannibalizing Colgate Plus co.yhe share is. ThreatCustomers will resist our assertion that Precision is the world’s best toothbrush. StrengthPrecision is a technical innovation.

OpportunitiesConsumers of the baby boomers are becoming more concerned about the health of their gums as opposed to cavity prevention and are willing to pay a premium for new products addressing this issue.

Colgate-Palmolive Company: the Precision Toothbrush

One critical advantage of this option is that all production pressures will co.tne lifted and there will be sufficient time to arrange and prepare for co.yhe productions. This is a disadvantage for Colgate because its rivals. The company has introduced new products worldwide and started its production in China and Eastern Europe becoming one of the main. However, the toothbrush market has been evolving quickly and Precision product manager Susan Steinberg needed to establish the appropriate positioning, branding and communication strategy in light of all internal and external factors that will potentially affect the business.


Financial analysis report of Unilever and Colgate Palmolive words – 9 pages intense competition and volatile commodity costs”. Further, it is intuitive that Precision be slowly repositioned into the mainstream market as emerging competition and innovation against Precision is being introduced into the market.

Colgate-Palmolive Company: the Precision Toothbrush

Either alternative is able to fulfill the restraints of each critical issue. For example, Colgate’s Actibrush is an example of how the Company came up with a product that broadened their toothbrush segment.

Existing SKUs will have to be dropped from the Colgate Plus line as additional production demands are needed for the Precision. S than does any other firm, comparing to the position in toothpaste market, CP isn’t world’s leading toothbrushes provider.

CP has consistently continued with research and development since the Colgate Plus breakthrough. Should Precision be positioned as a niche product or mainstream product? Lower sales and market share is expected if Precision is positioned as a xo.the product. Cite View Details Educators Purchase. The toothbrush category co,gate-palmolive has new multiple extensions like the Classic, Plus, Precision, Diamond and wild heads.

General AnalysisCustomer AnalysisAccording to different intensity of involvement in oral hygiene, oral care consumers can be classified into three groups.


S retail toothbrush market. Niche Market Mainstream Market. Consequently, there will be inadequate supply of products to meet purchase demands. These customers were born from the mid s through the early s and are entering the years during which oral health begins to erode noticeably. According to clinical tests, Precision offers core advantages compared with other.

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This positioning will have a broader appeal of being the most effective brush available on the market. The emphasis should be placed on getting the customer’s attention and quickly moving them through the interest. Colgate-Palmolive expansion in international market is considered as another strength.

Colgate-Palmolive Co.: The Precision Toothbrush

CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in Despite all this, there are weaknesses to this alternative as well. The effectiveness of the purpose of this text: Their decisions are based on price and convenience rather than the performance attributes of colgate-lalmolive brush.

The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants.