COLGATE PALMOLIVE - THE PRECISION TOOTHBRUSH
CASE ANALYSIS QUESTIONS
1. List and briefly discuss the changes occurring in the toothbrush category and Colgate Palmolive’s competitive position.
The greatest change happening is the move of the consumers from value segment to the professional segment. Their professional brush market has increased. They are now trying to introduce a new toothbrush to the market which should be in a segment of its own. This toothbrush should get them in the super premium segment.
2. How is the toothbrush market segmented..?
The market is segmented in value, professional and super premium , represented by the price of each segment. We could argue the positioning of type of brushes divided by theirs design , and we can divide the market according to the knowledge of the customer and habits .
3. Compare and contrast consumer behavior for toothbrushes vs toothpaste.
First there is a segmentation in the behavior of the consumer in three groups , first there are people who are health aware and are familiar with tooth brushes and care for teeth , second group is the esthetic group which use the toothbrushes for white teeth and good breath and the third group is the one who are ignorant and don't care that much. Brushes are much personal items, toothpaste is and can be used by the whole family and when you ran out you go and buy new , where as you practically don't have that finite line where your toothbrush is out of order . So consumer behavior is rather different and have different habits.
4. What are the arguments for launching the Precision toothbrush as a niche product..? What are the arguments for launching it as a mainstream brand..?
If the precision toothbrush is lunched as a niche product we are avoiding the problem of cannibalism or acquisition of our own market share. However if the toothbrush is lunched as such it is target for a smaller group and it will take smaller market...
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