Colgate Palmolive

Topics: Toothpaste, Marketing, Procter & Gamble Pages: 4 (717 words) Published: November 13, 2011
CASE STUDY
COLGATE PALMOLIVE COMPANY
THE PRECISION TOOTHBRUSH
REPORT

Submitted By
Group-2, Section-D
Abhishek Chowdhary, PGP2011507
Baljinder Singh, PGP2011587
Jubin Mahajan, PGP2011668
Rishabh Ratna, PGP2011825
Roopak Bhartee, PGP2011833
Vasanth C, PGP2011930
Vineeta Singh, PGP2011940

Executive Summary
The Colgate-Palmolive case involves the Precision toothbrush, which was entered into the market in 1993 by Colgate-Palmolive. This marketing plan summarizes the company’s situation at the time the Precision toothbrush was introduced, and the different marketing strategies that we believe would be best for Colgate-Palmolive and their new toothbrush. The marketing strategies include proposed strategies involving product, price, place, and promotion. Included in the marketing plan are pro-forma income statements for Colgate Palmolive if they were to launch the product, and also if they were to choose not the launch the product. Also included is an advertising budget. Situation Analysis

Colgate Palmolive, having sales of $6.06 billion and a gross profit of $2.76 billion, was poised to launch a new toothbrush “Colgate Precision” in the United States. From early 1990s, therapeutic toothbrushes were gaining acceptance among common people. As a result, the toothbrush industry experienced a massive influx of competitors and formation of a niche market. In order to gain an edge each competitor worked on developing new toothbrush technology and offering promotions that would grab consumer attention. Competitors

Major competitors for Colgate Palmolive are as following:
* Oral-b: Indicator
* Proctor & Gamble: Crest Complete
* Johnson & Johnson: Reach
* Smithkline Beecham: Aquafresh Flex
Many competitors are striving to succeed in oral care market. The pricing and promotion of these products is not enough, product innovation is the major driver to gain maximum share of the market. Oral-B held 23.1% of the market share and...
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