Colgate had to make when assessing the market‚ Colgate must find out how to position their new toothbrush. There are two possibilities when it comes to positioning of a product such as the Precision Toothbrush. The first possible segment is a mainstream brush in a general market. In this segment‚ Colgate would
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1. What is changing in the toothbrush category? Assess Colgate Palmolive’s competitive position. Toothbrush manufacturers have poured millions of dollars and hours‚ to marry form and function in oral health care products that enable their users to brush frequently‚ comfortably‚ and above all‚ properly. Along the way‚ they have built the U.S. oral care market into a $2.9 billion industry‚ changed the brushing habits of millions and turned the lowly toothbrush into a trendy lifestyle accessory. As
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toward premium shaving products. Known as the “social/ emotional” segment‚ it commands 39 percent of the total non-disposable users‚ which is a greater percentage overall than either the “aesthetic” or “maintenance shavers”. This change has created a niche market‚ where men are willing to pay a premium for razors with better features and/or quality. The razor industry is addressing this trend with more elaborate and higher end offerings in a bid to capture a greater portion of this emerging segment.
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$42 million to use mainstream strategy to promote Clean Edge Razor‚ the expense will account for 87% of the company’s annually marketing budget‚ which will definitely squeeze the budget of Paramount’s other cash cow products‚ and thus cause the tremendously potential risks on other product’s competitiveness in Moderate and value market. Secondly‚ after deducting the cannibalization effect‚ the profit come from “Paramount’s new customers” who buy Clean Edge Razor under niche strategy scenario
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References: Biasi‚ A. (2012). Successful niche marketing. Smart marketing solutions. Retrieved from http://www.smartmarketingllc.com/2012/05/07/successful-niche-marketing. Economist. (2013). Razing prices. Retrieved from http://www.economist.com/blogs/schumpeter/2013/08/male-grooming. Johnson‚ W. (n.d.). Definition of perceived value. Chron.com. Retrieved
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I. Problem. In 1991 and 1992 Colgate-Palmolive (CP) been a dominant force in the Oral Care industry‚ mainly in the toothbrush segment. CP has been an successful company since the introduction of Colgate Plus‚ a toothbrush with a diamond-shaped head‚ in 1985. CP has consistently continued with research and development since the Colgate Plus breakthrough. However‚ when Aim entered the market in 1987‚ they focused on comfort‚ which made Colgate’s market share suffer. CP has a unique toothbrush that
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1) One major problem that Paramount faces in marketing their Clean Edge Razor surrounds the method in which the company chooses to position the new product. Should Paramount decide to launch the new razor as a mainstream entry‚ versus marketing as a more differentiated niche strategy‚ they will likely cannibalize their existing core products‚ Pro and Avail. These core products are both marketed as a
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razor in a niche or mainstream position. After analysis‚ we recommend that Paramount launch Clean Edge in niche position. Analysis of Clean Edge Financial Analysis Launching Clean Edge as a niche product would require significantly less ad expense compared to attempting a mainstream positioning‚ $15 million compared to $42 million‚ respectively. Furthermore‚ there would be significant cannibalization of sales to our current product offerings if Clean Edge were positioned as a mainstream product
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Case Brief #1 : Clean Edge Razor October 29‚ 2013 1. Problem Statement: Paramount Health and Beauty Company having difficulty to choose position their new product (Clean Edge) in the market. 2. Situation Analysis: Company (Paramount Health and Beauty Company) Paramount is a respected brand in the industry since 1962 Paramount offered two lines of nondisposable razors and refill cartridges. The Paramount Pro for moderate segment and the Paramount Avail for a value offering Paramount is
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Market Analysis POSITIONING AND MARKETING Clean Edge’s improved design provided better performance. Within the super-premium segment‚ Clean Edge could be positioned as a Niche product focusing on high involvement & fastidious groomers looking for a superior shaving experience. Pros: Positioning Clean Edge as niche will complement company’s existing
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