Colgate-Palmolive Company: The Precision Toothbrush case (HBS)

Colgate-Palmolive (CP), a global leader in household and snobbish c are products, is poised to launch its new tooth mop in the United States, Colgate precision. To enter the super- tribute segment of a highly combative US toothbrush market with its technologically innovative product, the community should decide on aligning, branding and discourse strategies. According to clinical tests, Precision offers core advantages compared with other hint toothbrushes. The brush achieved an ordinary 35% increase in plaque removal and is more effective at the gum and amid the teeth. Focusing on ginmill of gum disease CP should strike out Precision by positioning it first as a niche product. aim customers are Therapeutic Brushers who account for 46% of the US cock-a-hoop population. Becoming more concerned near the health consequence this baby boom generation is leaveing to grant support for innovative products. Precision?s superiority everywhere its competitors will allow C P to charge higher(prenominal) prices (15% price premium over Oral-B). The reasons against mainstream positioning in a short-run effect are a chiffoniernibalization effect (Exhibit 2), cost of shortage of scroll and doable displacement of existing SKUs from shelves.

However, in the semipermanent subsequently puzzle out problem with production capacity the participation should switch to mainstream positioning as niche strategy elicit not determination long, profits from mainstream positioning are higher in the long-run period (Exhibit 2) and due to higher gross sales the company can increase its recognition. Marketing recommendations: 1. The name ? Pr! ecision by Colgate in order to accentuate Precision. 2. Product claims should emphasize gum prevention disease. (Exhibit 17 in the case) 3. Advertising cipher should be change magnitude by 80% to 43.38 with 75% going to Precision and 25% to Colgate Plus. 4. Consumer promotion includes leave section sampling provided by dentists, a free 5.oz tube of Colgate toothpaste with a purchase of a Precision brush and a... If you want to make for a full essay, order it on our website: BestEssayCheap.com

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