Colagte
Case Analysis: Colgate-Palmolive Precision Toothbrush
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Rick McPherson/Brian Marr
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Table of Contents
Analysis & Strategy
Executive Summary Situation Analysis Strategic Alternatives Proposed Strategy
1 1 1 2 3 4 4 5 5 6 6 6 7 7 7 8 8 9 9 9 i Appendix A: Competitive Strategy
Porter’s Generic Strategies Applied
Appendix B: Environmental Assessment
SWOT Matrix
Appendix C: Alternatives Assessment
Alternatives: Introduction of the Precision Alternatives: Naming Convention Matrix
Appendix D: Segmentation & Targeting
Segmentation of Toothbrush Users Consumers Educated on Precision’s Effectiveness
Appendix E: Positioning
Positioning of Precision in the Industry
Appendix F: Positioning Map
Positioning of Niche, Super-Premium Toothbrush Models Positioning of Mainstream, Professional Toothbrush Models
Case Study: Colgate-Palmolive Precision Toothbrush
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Analysis & Strategy
Executive Summary
In July 1992, CP senior management announced a new toothbrush model, the Precision, that was set to launch in early 1993. In order to meet consumer demand CP could introduce the toothbrush as a niche, super-premium or a mainstream, professional product. It could also introduce the product using standard naming conventions or introduce a new labeling system by calling it the “Precision by Colgate.” CP could leverage existing industry relationships and make an effort to form new ones in order to gain a competitive edge. At launch, CP could plan to offer competitive promotions, a popular offering that was slowly becoming standard practice in the oral care industry. The company could also increase its advertising budget to include educating the public on the dangers of gum disease.
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Rick McPherson/Brian Marr
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Table of Contents
Analysis & Strategy
Executive Summary Situation Analysis Strategic Alternatives Proposed Strategy
1 1 1 2 3 4 4 5 5 6 6 6 7 7 7 8 8 9 9 9 i Appendix A: Competitive Strategy
Porter’s Generic Strategies Applied
Appendix B: Environmental Assessment
SWOT Matrix
Appendix C: Alternatives Assessment
Alternatives: Introduction of the Precision Alternatives: Naming Convention Matrix
Appendix D: Segmentation & Targeting
Segmentation of Toothbrush Users Consumers Educated on Precision’s Effectiveness
Appendix E: Positioning
Positioning of Precision in the Industry
Appendix F: Positioning Map
Positioning of Niche, Super-Premium Toothbrush Models Positioning of Mainstream, Professional Toothbrush Models
Case Study: Colgate-Palmolive Precision Toothbrush
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Analysis & Strategy
Executive Summary
In July 1992, CP senior management announced a new toothbrush model, the Precision, that was set to launch in early 1993. In order to meet consumer demand CP could introduce the toothbrush as a niche, super-premium or a mainstream, professional product. It could also introduce the product using standard naming conventions or introduce a new labeling system by calling it the “Precision by Colgate.” CP could leverage existing industry relationships and make an effort to form new ones in order to gain a competitive edge. At launch, CP could plan to offer competitive promotions, a popular offering that was slowly becoming standard practice in the oral care industry. The company could also increase its advertising budget to include educating the public on the dangers of gum disease.