COLGATE: The Precision Toothbrush

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Colgate Palmolive's senior management decided to launch a new toothbrush priced in the Super Premium segment. Susan Steinberg, the product manager, has to determinate the best marketing mix to implement and which of the follow options are the best in order to position the product in the market: A) Under a mainstream B) Under a niche strategy. Each strategy has involves different prices and volumes of unit sold.


Customers: More and more customers look for toothbrushes that satisfy their needs. For example Baby boomer's generation, one of our main targets, look for products that help them to have healthy gums. Colgate research identified that 82% of the toothbrush sales were unplanned, as well the average of the consumer replaced their brushes occurred every 7.5 months. Consumers differed in the industry of their involvement in oral hygiene: 1) involved oral health consumers – therapeutic brushers (46%); 2) involved oral health consumers – cosmetic brushers (21%); 3) uninvolved oral health consumers (33%).

Competition: Competition in the Toothbrush market for Colgate Palmolive was tough. Competition by segments. Value segment: Level (7.2% by volume of total market shares in 1991), Pizar and Sunstar. Professional segment: Johnson & Johnson (19.2% by volume of total market shares in 1991). Super-premium segment: Oral-B (23.1% by volume of total market shares in 1991), Procter & Gamble and Smithkline Beecham (0.9 % by volume of total market shares in 1991). Oral B's brushes were positioned in the super premium segment. Where it had no strong competition for the moment since Johnson and Johnson, with its Reach brand focused only on the professional segment.

Company: CP – global leader ...

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...igating and develop new products in order to be the leader in the category. Children's is a potential market for Colgate, therefore we recommend to develop a children's super-premium Colgate Precision Toothbrush.

- Implement aggressive exhibition strategy on the shelf, the recommendations is to put Colgate Precision between Colgate Plus product and Oral-B. Design a display, which have proved to be very effective (Exhibit 10). Note that the Colgate brand is emphasized with big white letters. Another recommendation is to use other kinds of displays like Floor stand, top shelf and Sidekick would for Food stores and Counter Unit and Top Shelf in Drug Stores with limited space. The exhibition of the Colgate Precision should be displayed with Colgate Toothpaste since it's the Brand Awareness and recognition of this product is Top of mind in a major of the customers.

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