The Industry:
The marketing of toothbrushes changed to aesthetic features while dividing into two functional segments - value and professional markets in the 1980 's. Later on in the 1980 's, the professional market was further segmented and led to the development of the super-premium niche. In 1992, the super premium niche accounted for 35% of toothbrush unit volume and 46% of sales. The three identified market segments are the super-premium segment (price range: over $2.00, unit volume: 35% and dollar sales: 46%), professional segment ($1.59-2.09, 41%, 42% respectively) and value segment (below $1.29, 24% and 12% respectively). The major players in the toothbrush market are CP and Johnson & Johnson, Oral-B. The impending release of the Colgate Precision toothbrush will be CP 's first entry into the super-premium market segment that Oral-B virtually controls.
After extensive testing, results show that CP Precision showed a 35% increase in plaque removal and