Colgate palmolive toothbrush case study

Noon Squelch, To offer Precision in the niche market allows CAP for a more specific, concentrated promotion tactics within the relatively small promotion budgets so as to reach the specific population more effectively.

As a result, the toothbrush industry experienced a massive arrival of worthy competitors and the formation of a niche or premium market.

Whether the product is launched as niche or mainstream, one of our main considerations is to avoid cannibalization of Colgate Plus. Unwaxed floss can be more effective in parsing out fine debris particles and for reaching between crowded teeth, but it can snap and snare on teeth.

Recommendation Create a comprehensive product that appeals to all consumers with minimal advertising and marketing costs. Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand.

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Arguments for launching Precision as a a Niche Product and b Mainstream Brand Launching Precision into the market mix would give Colgate-Palmolive sufficient supply to meet the demand for a niche product. High incidence of dental caries has also significantly driven the market.

Colgate-Palmolive has been able to maintain its substantially high percentage of sales in both the toothpaste and toothbrush market. The purpose and main focus of the oral health care industry is to prevent teeth and gum diseases and to deliver cosmetic benefits. Because consumer interest and toothbrush purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class.

On the X-axis we have the therapeutic consumer. We understand the questions being asked about triclosan, have reviewed existing research, and have sponsored studies and assessments with others and on our own. Precision is inherently designed and developed to be the best toothbrush possible and placed in the super-premium category CAP would be able to charge premium price if they were to enter the niche market.

Regional Insights Asia Pacific dominated the market in and is also anticipated to exhibit the fastest growth. If you ever wondered whether the order of flossing and brushing matters, know that which one you do first isn't as important as doing both daily. However, introduction of herbal and flavored mouthwashes is expected to escalate its demand in the coming years.

The next step is organizing the solution based on the requirement of the case. When we are writing case study solution we often have details on our screen as well as in our head.


The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. The Product The product in which this marketing plan focuses around is the Precision toothbrush. Waxed floss glides more easily between teeth, snaps less often and is softer against your gumline.

Colgate-Palmolive created the original low-cost electric toothbrush back in the late ’s. After creating the category, the company faced aggressive competition that eventually eroded its.

Read this Business Case Study and over 88, other research documents. Colgate Palmolive Company - the Precision Toothbrush. Colgate Palmolive Company ЎV The Precision Toothbrush 1.

The toothbrush market was divided into three segments: super-premium, professional, and value /5(1). Cancer Protocol, Nutrition, Supplements, Herbs, Enzymes. Note: do not email me unless you would like a personalized protocol (free with a suggested donation of $ towards maintaining this site).

Colgate-Palmolive is recognized as the global leader in household and personal care products.

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Prior to the s, consumers were satisfied with toothbrushes that were aesthetically pleasing. As therapeutic toothbrush sales rose it became obvious that consumers were becoming increasingly concerned with their oral health, specifically their gums.

Get inspired with ideas for fall beauty, cool-weather clothing and easy dinner recipes. Save Money. Live Better. Colgate's priority is the safety of our products. For over 20 years Colgate Total® has been the subject of rigorous and continuous scientific review by the FDA and regulators in the UK, Republic of Ireland, rest of the EU, Australia, Canada and other countries, all of which affirm the safety and effectiveness of Colgate Total®.

Colgate palmolive toothbrush case study
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