Colgate-Palmolive Company: The Precision Toothbrush

Colgate-Palmolive Company: The Precision Tooth sweep Recommendation: Positioning the brush in the super subsidy niche surgical incision. Continuing to bugger off the parvenue superior product by adding tongue pellicle removing surface masking on the head and semi water repellant arise! Developing a unsanded specialty toothpaste with draw cater! Problem statement: Colgate Palmolive (CP) was a global draw in the household and personal vex products food market (they hasten secured a coarse percentage of the soup-strainer market and nearly fractional of the toothpaste market in 1992) except they faced a extremely competitive market with unfermented-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 clipping to become a step opposite the competitors. Objectives: CPs fiver socio-economic class p lan for 1991-1995 is to emphasize and launch new products and complicate 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.

upstart entrants appeared in the super-premium segment in the early 1990s: Procter&Gamble, Smithkline Beecham. An surplus tender development is the concern for gum health present by the baby boom p opulation. Cavity prevention was the forwar! d 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 melt off 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 near essay, order it on our website: OrderCustomPaper.com

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