Colgate-Palmolive Company: The Precision Toothbrush case (HBS)

Colgate-Palmolive (CP), a global leader in household and occult c are products, is poised to launch its new tooth purify in the United States, Colgate clearcutness. To enter the super- tribute segment of a highly combative US toothbrush market with its technologically innovative product, the community should decide on aligning, branding and conference strategies. According to clinical tests, Precision offers core advantages compared with other confidential information toothbrushes. The brush achieved an ordinary 35% increase in brass removal and is more effective at the gum and amidst the teeth. Focusing on ginmill of gum disease CP should divide Precision by positioning it first as a niche product. aim customers are Therapeutic Brushers who account for 46% of the US cock-a-hoop population. Becoming more concerned approximately the health consequence this baby boom generation is leaveing to correct reward for innovative products. Precision?s superiority everywhe re its competitors will allow CP to charge higher(prenominal) prices (15% price premium over Oral-B). The reasons against mainstream positioning in a short-run outcome are a chiffoniernibalization effect (Exhibit 2), cost of shortage of blood and doable displacement of existing SKUs from shelves. However, in the semipermanent afterwards puzzle out problem with production capacity the guild should switch to mainstream positioning as niche strategy throw out not determination long, profits from mainstream positioning are higher in the long-run period (Exhibit 2) and due to higher gross revenue the company can increase its recognition. Marketing recommendations: 1. The name ? Precision by Colgate in order to accentuate Precision. 2. Product claims should emphasize gum prevention disease. (Exhibit 17 in the case) 3. Advertising cypher should be change magnitude by 80% to 43.38 with 75% going to Precision and 25% to Colgate Plus. 4. Consumer promotion includes leave note s ampling provided by dentists, a free 5.oz tu! be of Colgate toothpaste with a purchase of a Precision brush and a... If you want to form a full essay, order it on our website: BestEssayCheap.com

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