CP has researched the most advanced Toothbrush in oral care industry, and has to decide how market it. Decisions regarding Promotion and Placement have to be done, whether to follow a niche or mainstream positioning strategy and its consequences for, internal marketing budget allocation, possible cannibalization of the Colgate plus toothbrush, stress of the manufacturing plants to meet expected sales depending on the niche or mainstream position strategy, going for concerned consumers or general public
Today market is divided into three segments: Super-premium, Professional and Value. Actually CP does not have any brand in the Super-premium segment.
o Buying behavior analysis shows that 46% of toothbrushes are bought for Therapeutic reasons, and Colgate Plus is not the preferred choice. Today users are more concerned with the oral health and are on disposition to pay an extra premium for high quality toothbrushes that accomplish therapeutic and cosmetic issues
o The two main brand decision factors surveyed are Comfort in my mouth (63%) and best for getting at hard-to-reach places (52%). The expected purchase frequency for 1992 is 9.7 months.
- Company / Products:
o Colgate Precision represent a clear technological breakthrough for oral care industry
o Colgate has a big presence in Professional and Value zone.
o As for distribution channel, Food Stores and Drugstores are slightly decreasing, and Mass Merchandisers’ presence is increasing.
o One of biggest competitors, ORAL-B has a big share in Professional zone and strong reach to Dentists. Another biggest competitor, J&J also has a big presence in Professional zone with its claim “bristles different sizes reach between teeth 37% better”.
o Competing Brands in the super-premium segment lower than Precision
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