COLGATE: The Precision Toothbrush

1562 Words4 Pages
bulb-icon

Recommended: Product pricing and strategies

PROBLEM STATEMENT

Colgate Palmolive's senior management decided to launch a new toothbrush priced in the Super Premium segment. Susan Steinberg, the product manager, has to determinate the best marketing mix to implement and which of the follow options are the best in order to position the product in the market: A) Under a mainstream B) Under a niche strategy. Each strategy has involves different prices and volumes of unit sold.

SITUATION ANALYSIS

Customers: More and more customers look for toothbrushes that satisfy their needs. For example Baby boomer's generation, one of our main targets, look for products that help them to have healthy gums. Colgate research identified that 82% of the toothbrush sales were unplanned, as well the average of the consumer replaced their brushes occurred every 7.5 months. Consumers differed in the industry of their involvement in oral hygiene: 1) involved oral health consumers – therapeutic brushers (46%); 2) involved oral health consumers – cosmetic brushers (21%); 3) uninvolved oral health consumers (33%).

Competition: Competition in the Toothbrush market for Colgate Palmolive was tough. Competition by segments. Value segment: Level (7.2% by volume of total market shares in 1991), Pizar and Sunstar. Professional segment: Johnson & Johnson (19.2% by volume of total market shares in 1991). Super-premium segment: Oral-B (23.1% by volume of total market shares in 1991), Procter & Gamble and Smithkline Beecham (0.9 % by volume of total market shares in 1991). Oral B's brushes were positioned in the super premium segment. Where it had no strong competition for the moment since Johnson and Johnson, with its Reach brand focused only on the professional segment.

Company: CP – global leader ...

... middle of paper ...

...igating and develop new products in order to be the leader in the category. Children's is a potential market for Colgate, therefore we recommend to develop a children's super-premium Colgate Precision Toothbrush.

- Implement aggressive exhibition strategy on the shelf, the recommendations is to put Colgate Precision between Colgate Plus product and Oral-B. Design a display, which have proved to be very effective (Exhibit 10). Note that the Colgate brand is emphasized with big white letters. Another recommendation is to use other kinds of displays like Floor stand, top shelf and Sidekick would for Food stores and Counter Unit and Top Shelf in Drug Stores with limited space. The exhibition of the Colgate Precision should be displayed with Colgate Toothpaste since it's the Brand Awareness and recognition of this product is Top of mind in a major of the customers.

Show More
Related

  • How To Write A Rhetorical Analysis Of Toothpaste

    803 Words  | 2 Pages

    Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any

    Read More

  • Analysis of Kingsford Charcoal

    1709 Words  | 4 Pages

    Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.

    Read More

  • The Success of Dell Computer

    1176 Words  | 3 Pages

    Rivalry among established firms is fierce. There are several factors that illustrate this: established market players (6.1). The product is highly standardized and the switching costs of the customers are low. Players are aggressive (6.2)

    Read More

  • Clorox Portfolio Analysis: Marketing Strategy

    946 Words  | 2 Pages

    According to Benno Dorer, Clorox’s EVP and COO of Cleaning International & Corporate Strategy, the key marketing strategy is the “Always on Principle”, this principle is applied through the digital platform. This strategy works in such a way that a person searching for disinfecting wipes on babycenter.com receives a customized advert, this advert is informed by what the potential consumer is looking for. The company also ensures a great presence in Facebook so that products are introduced to millions of users who are then directed to say Amazon or other selling points (King, 2012). Clorox also carries out product marketing in mobile retailer applications such as Safeway. The company also tries to have representatives in stores who can deal on a one-on-one basis with the customers/consumers.

    Read More

  • Johnson and Johnson Product Listerine Mouthwash

    897 Words  | 2 Pages

    Listerine created a market for mouthwash in the 1920’s when they marketed it as a solution to chronic halitosis. However, in 1983, a new feature was added in which Listerine also fights plaque making it more desirable for consumers concerned with dental hygiene. Today, it continues to fight bad breath, and plaque having 70% of the total market share. According to Johnson & Johnson’s 2012 Annual Report one of the positive contributors to operational results was international sales of Listerine oral care products.

    Read More

  • dental hygiene philosophy

    658 Words  | 2 Pages

    As I started my new journey of becoming a dental hygienist, I came into the program with no background of dental. I came into this program with an open mind and willing to embrace new concepts as well as develop new skills. During my time at the Canadian Academy of Dental Hygiene (CADH), I learned that as a dental hygienist that I am committed to promoting and helping each individual achieve their optimal oral health goals. In support of my client’s goals, I may assume any or all of the roles included in the dental hygiene scope of practice. My goal throughout this program was to help my clients achieve their optimal oral health goals through education, health promotion and providing preventive and clinical therapy.

    Read More

  • Executive Summary of Proctor and Gamble

    4495 Words  | 9 Pages

    During 1911, Proctor and Gamble introduced Crisco, the first all-vegetable shortening, beginning what would be the first in a long line of different unrelated products the company would develop in the future. Such products include Tide washing detergent, Crest toothpaste, Charmin toilet paper, Pampers baby diapers, Folgers coffee, Bounce fabric softener, Pert Plus shampoo, and Bounty paper towels, just to name a few. With these products, and the more than thousand others, Proctor and Gamble leads the world in sales in almost all categories of household products. Sales hit the one million mark by 1859, roughly 22 years after the company was formed.

    Read More

  • Analysis Of Victoria's Secret

    1016 Words  | 3 Pages

    The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand of products in the market. Price, Product, Promotion and Place, are known as the 4Ps that make up a typical marketing mix. As marketing evolves, there are additional Ps that can also be included in the marketing mix, however, focusing on the 4 core Ps of the marketing mix, price, place, promotion and Product, taking an in-depth look at the aspects of Victoria’s Secret in general and in terms of the selected product. All the elements of the marketing mix influence each other. They contribute to the business plan for a company and if managed correctly, can give it a great success. In order to successfully master marketing mix, it needs understanding,

    Read More

  • Dentinal Hypersensitivity Essay

    728 Words  | 2 Pages

    Tooth brushing techniques causing gingival trauma are a significant factor for gingival recession. The frequency, duration and force of brushing all contribute to recession. Excessive force and improper technique may lead to ...

    Read More

  • Yip Case Study

    2436 Words  | 5 Pages

    This report is about Procter and Gamble Co., which is a consumer goods company headquartered in the US. However this report focuses on P&G’s perfume brands and cosmetics. The company’s brief introduction followed by the market analysis has been explained. Moreover its competitive environment using Porters five forces has also been analysed. Further analysis include the company’s growth strategies using Ansoff’s Matrix and the company’s drivers of internationalization examined using Yips framework.

    Read More

  • Summary Of Procter & Gamble

    1531 Words  | 4 Pages

    By investing more in market research than any other company, conducting thousands of research studies and investing millions in consumer understanding every year, P&G has made a success out of articulating unspecified consumer wants and needs translating them into products. Not only is their a successful transition from idea to product, but P&G has also demonstrated global success in branding these products into household names with the logistics and distribution capabilities to translate it into meeting consumer and retailers needs satisfactorily. By translating these characteristics into continuously improving efficiency and productivity, P&G can give the best brand value to the Indian market by building relationships with consumers,businesses and retailers, making Oral B the toothbrush household name in India.

    Read More

  • Marketing Strategies of an Ice Cream Firm

    6747 Words  | 14 Pages

    · The Right Marketing Mix – Is the product right?, Is it sold in the

    Read More

  • Assessment of Colgate Palmolive's Competitive Position

    1633 Words  | 4 Pages

    In 1991, CP launched new products in the U.S market CP and held 43% of the world toothpaste market and 16% of the world toothbrush market. Other oral care products included dental floss and mouth rinses. In 1991, worldwide sales of CP's oral care products increased 12% to $1.3 billion, accounting for 22% of CP's total sales.

    Read More

  • Branding In Marketing Essay

    2042 Words  | 5 Pages

    The second problem was solved by the brand is a simplification of choice. Every day consumer is faced with many similar products, and he just physically does not have time to compare all the annotations, the percentage composition, indications and specifications (f...

    Read More

  • Successful Marketing Strategies

    1006 Words  | 3 Pages

    To be a successful business, the owner of the business should use the marketing mix and the results of market research; having identified its key audience a company has to ensure a marketing mix is created that is targeted specifically to those people. The marketing mix is a term used to describe the four main marketing tools, Price, Product, Promotion and Place (EStartup business blog, 2010). An example of each 4P’s are: which products are well received, what prices consumers are willing to pay, what TV programs, newspapers and advertising consu...

    Read More

More about COLGATE: The Precision Toothbrush

Open Document