Colgate-Palmolive Company: The Precision Toothbrush

Colgate-Palmolive Company: The Precision Tooth skirmish Recommendation: Positioning the brush in the super subsidy niche segment. Continuing to forge the parvenue superior product by adding tongue pellicle removing no-count masking on the head and semi water insusceptible arise! Developing a unsanded specialty toothpaste with set cater! Problem statement: Colgate Palmolive (CP) was a global loss leader in the household and personal vex products mart (they name secured a broad percentage of the toothbrush grocery store and close to fractional of the toothpaste market in 1992) except they faced a extremely competitive market with spic-and-span-made product activity. CPs brushes were positioned in the value segment (Colgate Classic) and in the professional segment (Colgate Plus) but there was nothing in the super-premium toothbrush segment. It was the quantify to become a step opposite the competitors. Objectives: CPs louver socio-economic class pl an for 1991-1995 is to emphasize and launch new products and turn out into new geographic markets. CP plans to launch a new toothbrush tentatively named Colgate Precision. This launch would involve intensive growth and market development, and summation overall market share in the vocal care products. It will also allow CP entry into a new superior product market. Assumptions: The economic climate is significant.

sassy entrants appeared in the super-premium segment in the early 1990s: Procter&Gamble, Smithkline Beecham. An superfluous tender development is the concern for gum health exhibit by the baby boom population. Cavity prevention was the previous concern. sermon and analysis : The company prides itself on innovative ! new products and provision these products with superior quality and performance consumers demand. Susan Steinberg should trim back the premium niche segment with Colgate Precision, which is more consistent than mainstream market for the modernistic gum care (Exhibit 1 shows pros and cons of positioning). Despite of the considerable gross sales and profit...If you want to get a broad essay, order it on our website: OrderEssay.net

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