Get Full Essay Get access to this section to get all help you need with your essay and educational issues.
Through assessing the various consumer, competitor, and company analyses, along with evaluating the economic, qualitative, and marketing implications, CP must decide how Precision should be positioned, branded, and communicated to consumers through a structured advertising and promotion budget.
They must develop a strategy that will at once conform to stated corporate goals while maximizing long-term profit gain. Moreover, given their heightened concern for oral health, such consumers are willing to pay a premium for products offering performance benefits.
Along with functionality, consumers make brand choice based on their individual needs.
Over half of all consumers choose a specific brand because that toothbrush fits their mouths most comfortably.
Also, consumers replace their brushes on average only once every 7. Market Segmentation The toothbrush market was divided into three sections: Competitor Analysis Ina barrage of major new products was released in the super-premium toothbrush segment, as companies sought to capitalize upon this rapidly growing sub-category of brushes.
In the professional dental market their market share of They maintained their powerful market shares through their two toothbrush product lines: Though both were quite profitable, it was clear that for CP to remain competitive they must gain market share in the expanding super-premium segment.
Enter the technically innovative Colgate Precision. At the gum line and between teeth, the brush was even more effective, achieving double the plaque removal scores of competitor brushes.
Case Analysis: Colgate Precision Prepared for Instructor University Prepared by Student University October 19, 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. Nov 15, · Colgate being the biggest competitor hold nearly 60% of the market share. Competitors – Colgate Sensitive, Oral B, Pepsodent. Research Methodology – We tried to conduct a detailed study analysis on the product to derive methods to be used for the . The Precision Toothbrush is a Harvard Business (HBR) Case Study on Sales & Marketing, Fern Fort University provides HBR case study assignment help for just $ Our case solution is based on Case Study Method expertise & our global insights.
With the Precision, Colgate was ready to enter the highly competitive and quickly expanding super-premium segment. Certainly these forecasts were quite appealing to CP executives.
However, such market gains would not come without a cost. As described in Table A, the release of Colgate Precision using either a mainstream or niche positioning strategy would create a higher profit margin for CP than either the Classic or Plus product lines.
To determine this, CP must analyze the profit implications of the niche versus mainstream positioning strategies see Tables B and C.Colgate Case. Alex Colgate-Palmolive Case-Marketing Plan I. Executive Summary A. Summary of situation analysis The Colgate-Palmolive case involves the Precision toothbrush, which was entered into the market in by Colgate-Palmolive.
This marketing plan summarizes the company’s situation at the time the Precision toothbrush was. Read this Business Case Study and over 88, other research documents. Colgate Palmolive Company - the Precision Toothbrush.
Colgate Palmolive Company ЎV The Precision Toothbrush 1.
The toothbrush market was divided into three segments: super-premium, professional, and value. Colgate-Palmolive Case Analysis Colgate-Palmolive Company: The Precision Toothbrush Company Background As of , Colgate-Palmolive (CP) was an international leader in household and personal care products with sales of approx.
$6 billion. III-ANALYSIS In the year , budget was increased to cater for overall toothbrush ads and promotion budget by $ 2m (80%over estimated $24m). $ 5m was devoted to precision, $ m to Colgate plus. The Precision Toothbrush is a Harvard Business (HBR) Case Study on Sales & Marketing, Fern Fort University provides HBR case study assignment help for just $ Our case solution is based on Case Study Method expertise & our global insights.
Colgate: A SWOT analysis A name synonymous with the Indian oral care industry, Colgate, is the undisputed market leader in toothpastes with over 45% share in .