While being innovative in this market, Colgate-Palmolive introduced the Wisp, a new product that they believed would make having a fresh breath while on-the-go a reality. This would definitely be of interest to many consumers since it did not require water, rinsing and lastly toothpaste. Although this seemed like a brilliant idea, it appears that Colgate-Palmolive didn’t forecast that there new idea would probably cause them to lose some of the revenue they generated from their toothpaste and toothbrush sales.…
From this case, we can conclude that Clorox develop new products in their current market to gain more customers.…
WICS lacks the marketing insight to target clients appropriately. As a solely premium brand, market research is crucial to customer perception and increasing the 40% share of customers willing to pay premium prices for WICS products. Moreover, new lines or line extensions are difficult to launch when there is no market research. In an evidently growing industry, the inability to provide an appealing value proposition to 60% of the customers has caused WICS to halt sales growth and struggle to keep its…
The next step is to decide where to sell the product line. The most obvious is to make it available in grocery stores, both the neighborhood stores and the large superstores around the world. In addition, since oral care is…
60% of consumer toothpaste brand decisions are made in store which means there is room to gain new customers who don’t have current brand loyalty…
The Canadian mouthwash market is a competitive market that hit its peak growth in 1987 with a 26% shift upwards in sales. The market is still in the mature growth stage with a 5% yearly increase in 1990. The market had total retail sales of $68.6 million in 1990 with approximately 65% of those sales coming from drugstores and the other 35% coming from food stores. The market is comprised of after-brushing rinses, pre-brushing rinses, fluoride rinses, and flavored rinses. The growth potential for market profitability in the Canadian mouthwash market is possible due to the innovative development of pre-brushing rinses such as Plax as well as flavored rinses that reduced the “sting” of regular mouthwashes. The introduction of Plax was a major turning point in the Canadian mouthwash market with competing brands suffering considerable market share loss after Plax’s introduction. In a 1990 study, 75% of Canadian households used one or more mouthwash brands at least three times a week for each household member. Procter &…
This case investigates a potential business opportunity for the Gillette Company. Gillette provides many personal grooming products for men including deodorants, body washes, and shaving cream, but its core business remains in the sales of razors and associated shaving products (Gillette, 2015). In an effort to evaluate the possibility of creating a new razor to bring to market, Gillette performed a market research study at the cost of $1,500,000. This study found that the target market consisted of 30,000,000 American males, with 5% to 12% of them interested in purchasing the new razor. The study also proposes that Gillette could initially gain 10% market penetration and that it would experience cannibalization of 30% of its sales from other product lines.…
Though the profit generated by “new customers” under niche strategy scenario is $4.7 million more than mainstream strategy, it is still necessary to look into the additional profit generated from exist customers who switch from Paramount’s other products to Clean Edge Razor. Unfortunately, the case does not provide the sales…
With the recent introduction of the new “super-premium” sub-category, CP has the option of revealing Precision as a niche product. Serving to the ‘therapeutic brushers’ who are in search of functionally effective products and are generally the most concerned group of consumers in regards to their oral health. This alternative poses a few strengths if chosen. First of all, there are fewer competitors in the “super-premium” market. Second, since existing CP toothbrushes participate in the “professional” and “value” market, introducing the Precision into the “super-premium” market will cause less erosion of Colgate Plus. Third, CP can take this chance to submerge itself into the “super-premium” market since none of its existing products are in this segment. Lastly, no existing SKUs will need to be dropped if CP chooses this alternative. Despite all this, there…
Up till now, the non-disposable razor and refill cartridge market was dominated by three multinational players: Paramount, Prince and Benet & Klein. New entrants, Radiance Health Inc. and Simpsons have recently intensified the competition in this space. The market can be segmented into three categories based on price and quality – value, moderate and super-premium. Paramount Pro is positioned in the mainstream moderate market while Avail sells in the ‘value’ market. As far as the company is concerned, it had not yet tapped the niche ‘Super-premium’ market.…
Colgate Total Advanced Fresh Gel contains an added flavor booster to keep breath ultra fresh for up to 12 hours.…
With this product we realized that creating something different and innovative it's hard and it costs time and money; we experienced it in our DEC company and it isn't easy to sell a product on the with a high price, specially when being a new on the market. It was a good experience to get us interested on having our own…
3.)do think that it is possible to change the product's advertising without sacrificing brand loyalty as long as they do a good job of letting consumers know that it is the same product just with a different name. I also think that having a satisfaction guarantee which offers money back will be good to let consumers know it is the same product. I think that the risk of sacrificing brand loyalty is why Colgate is not responding quickly to complaints. They may think that people will stop buying this product and the company will lose many sales.…
The Procter &Gamble Company (P&G) was the first one to launch the over-the-counter tooth-whitening product, Crest Whitestrips, which is able to be used at home to the market. After two years, Colgate followed to launch the rival product, Simply White, and snatched big part of the market share from P&G. The market share of Whitestrips dropped from 80% to 37% while Simply White achieved almost 50%. Apparently, Colgate has won this teeth-whitening competiton.…
On this repot we compare Strength and Weakness for pepsodent toothpaste and meril baby gel toothpaste. We do Segmentation, Target Market, Positioning for those product.then we do Comparative analysis. After that we do product, pricing, distribution and promotion…