Case Analysis: Colgate Precision Prepared for Instructor University Prepared by Student University October 19‚ 2011 INTRODUCTION Colgate-Palmolive has been researching and developing a superior toothbrush‚ the Colgate Precision‚ and as the Precision Product Manager I have overseen the development of the Precision from start to finish. We have been developing a technical innovation in the toothbrush industry‚ and with the product’s launch pending there have been several factors
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effect of increased marketing spending and increases in raw material and packing costs. Looking ahead in 2005‚ Colgate will need to address the cost-effectiveness of adapting its marketing strategies implemented in the developed United States (US) market for the emerging Chinese and Mexican markets‚ each consisting of distinctly different consumer wants‚ needs and cultures that Colgate will first need to research on and understand. Consequently‚ it has to evaluate how it can tailor its marketing
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Colgate-Palmolive (CP)‚ the leading retail toothbrush manufacturer in the United-States is looking to expand its market share by entering into the competitive high-end toothbrush market segment with the introduction of its technologically innovative Precision. Though the product ’s introduction promised highly profitable returns‚ it also presented Colgate with a number of challenges including a significant financial investment‚ fierce competition‚ manufacturing limitations‚ and potential cannibalization
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Introduced in September 2002‚ Colgate’s ‘Simply White’ posed a threat to P&G’s dominant market share in the over- the-counter teeth whitening product category. Colgate emphasized that its product bleached teeth as effectively as P&G’s Crest Whitestrips and priced it at a significant 65% lower than Whitestrips which allowed it to gain almost 50% market share. Although concept tests done by P&G indicated that consumers perceived both products to be equal in terms of whitening levels‚ P&G’s internal
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Background * Crest Crest is a brand of toothpaste made by Procter & Gamble in Germany and in the United States of America and sold worldwide. Crest was introduced in the United States in 1955. The Crest brand has also been associated with about twenty brands of dental care products‚ including toothpaste‚ toothbrushes‚ mouthwash‚ dental floss‚ as well as a tooth-whitening product called Crest Whitestrips. Examples of toothpastes include Crest Pro Health‚ Crest 3D White‚ Crest Tartar Protection
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Colgate Palmolive Case Analysis “Position Niche vs. Mainstream: In Respect to Sales Cannibalization” Analysis of the marketing strategic for Colgate-Palmolive’s (CP) new product launch of “Precision by Colgate” Toothbrush. How we would recommend to position (niche vs. mainstream)‚ brand‚ and communicate the product in respect to sales cannibalization of the existing Colgate-Palmolive product “Colgate Plus” to ensure achieving the highest possible return. Positioning: Consider Appendix 1.
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Colgate-Palmolive established in 1806‚ it is a $17.1 billion buyer items organization that serves individuals around the globe with surely understood brands that make their lives more beneficial and more pleasant. Colgate works in more than 75 nations and offers items in more than 200 nations and regions. Around 75 percent of offers originate from operations outside of the United States. Headquartered in New York City‚ Colgate works through five divisions around the world. Challenges faced by the
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there are many uncertainties about the marketing environment of that country. Colgate-Palmolive is a good example of the companies which are successful in international marketing and its success is a result of its expansion strategy which emphasizes on all these essential facts. Colgate-Palmolive Co. was founded in 1806 by William Colgate‚ and today the company sells its well-known products in more than 150 countries. Colgate-Palmolive is in a very desirable position‚ which many other firms can only
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(1)colgate (2)closeup (3)pepsodent (4)dabur red (5) sensodyne Intro about toothpastes Earlier in India‚ oral hygiene was the domain of local home made ayurvedic powders and natural herbs. The history of toothpaste industry in India can be traced back to the year 1975. Now‚ the awareness regarding oral hygiene in the Indian society has increased and thus many companies have come up with their brands of toothpaste. The first toothpaste to enter the Indian market was Colgate. In recent years the
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Colgate Palmolive Precision Toothbrush Case Study Basil Faruqui After developing a new the Precision toothbrush Colgate Palmolive is evaluating how to position it. The two options being considered for Precision’s positioning are a mainstream toothbrush‚ where they already have another toothbrush‚ or a super premium niche position where they don’t have any offerings. Other decisions that will follow the positioning decision would be price‚ distribution channels‚ advertising and promotion planning
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