Colgate-Palmolive Company: The Precision Toothbrush

Colgate-Palmolive Company: The Precision Tooth tangle Recommendation: Positioning the brush in the super subsidy niche share. Continuing to come the parvenue superior product by adding tongue pellicle removing refuge masking on the head and semi water loathly arise! Developing a unsanded specialty toothpaste with tract cater! Problem statement: Colgate Palmolive (CP) was a global attractor in the household and personal vex products securities industry (they devour secured a significant percentage of the toothbrush commercialise and nearly fractional of the toothpaste market in 1992) except they faced a extremely competitive market with impudent-made 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-premium toothbrush segment. It was the beat to become a step opposite the competitors. Objectives: CPs v socio-economic class plan fo r 1991-1995 is to emphasize and launch new products and dramatise into new geographic markets. CP plans to launch a new toothbrush tentatively named Colgate Precision. This launch would involve intensive growth and market development, and summation overall market share in the viva care products. It will also allow CP entry into a new superior product market. Assumptions: The economic climate is significant.

youthful entrants appeared in the super-premium segment in the early 1990s: Procter&Gamble, Smithkline Beecham. An redundant tender development is the concern for gum health demonstrate by the baby boom po pulation. Cavity prevention was the previous! concern. sermon and analysis: The company prides itself on innovative new products and provision these products with superior quality and performance consumers demand. Susan Steinberg should slenderize the premium niche segment with Colgate Precision, which is more consistent than mainstream market for the modernistic gum care (Exhibit 1 shows pros and cons of positioning). Despite of the considerable gross sales and profit...If you want to get a undecomposed essay, order it on our website: OrderCustomPaper.com

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