Marketing Colgate Essay

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MARKETING EXAM, DEC 2011 CASE STUDY: COLGATE- PRECISION TOOTHBRUSH CP aim: Global leader in households and personal care product. New product launches + new Strategy: improve efficiency and ……… and distribution. Focus on care consumer products Oral care aim: Hold positions 43% world TP market + 16% world TB market Toothbrush aim: Hold no 1 position in volume TB market (also become leader in value share) Objective: Develop a superior, technical plaque removing device Aim: US leader of the TB market Positioning statement: The Precision by Colgate - The dental tooth brush to prevent and treat oral care problems such as gum disease, due to three different length and angle which clean deeply 35% more plaque in the surface and 100% in the gum line and between the teeth giving you a beautiful and healthy smile. Proforma Forecast - Niche: First year: 151,000 Second year: SWOT for CP: WEAKNESSES: - difficult to educate consumers of the importance of preventing gum disease. - Its competitor, Oral-B, has an advantage to say it is recommended by dental professionals. WEAKNESSES: - difficult to educate consumers of the importance of preventing gum disease. - Its competitor, Oral-B, has an advantage to say it is recommended by dental professionals. STRENGTHS: - 43% of the global toothpaste market. - 16% of the global toothbrush market. - Global leader in households and personal care product. - Number 1 retailer of toothbrush products in the US. - CP’s Triple Action head removes 35% more surface plaque and 100% more gum line and in-between teeth plaque than its competitors’ products. - CP has formed a strong relationship with subcontracting manufacturer, Anchor Brush. - Has R&D, marketing experts, dental professionals, outside consultants. - Good relationship with retail stores, able to position its products on middle shelf.

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