Colgate-Palmolive Essay

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Colgate-Palmolive Company: The Precision Toothbrush, Harvard Business School Rev: April 20, 2006 Course Code/Title Group Week Case/Article Team Members : CMGB 6101 Marketing Management : Group 1 (Monday 6.30 – 9.30pm) –Dr. Gita Gayatri :8 : John Quelch & Nathalie Laidler (2006) "Colgate-Palmolive Company: The Precision Toothbrush" Harvard Business School, April 20, 2006 : Group H NO. 1. 2. 3. 4. NAME Nor Wahida Abdullah Tey Mee Ling Wong Pei Pei Nik Nor Hidayu Abdul Jamel MATRIX NO. CGA130028 CGA120069 CGA120019 CGA130001 The article of ‘Colgate-Palmolive Company: The Precision Toothbrush’ written by John Quelch and Nathalie Laidler on 2006, discussed about the process of introducing CP new product, the challenges in new product development and also the stages involved in the new product development process. In 1991, CP offered two lines of toothbrushes; the Colgate Classic which was positioned in the ‘value’ segment and Colgate Plus which was positioned as a higher-quality product in the ‘professional’ segment. New product launches had increased more recently, and performance benefits had become increasingly important purchase criteria. The Precision toothbrush was entered to the market in 1993 by CP. The marketing plan of this article summarizes the company’s situation at the time of introducing the Precision toothbrush and the different marketing strategies. The marketing strategies include proposed strategies involving product, price, place and promotion. Besides, included in the marketing plan are pro-forma income statements for CP if they want to launch the product, and also if they were to choose not to launch the product. Advertising budget also included in the marketing plan. The three players dominated the U.S. toothbrush market overall in 1992; Colgate-Palmolive, Johnson & Johnson and Procter & Gamble. Many competitors are striving to succeed in
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