Colgate Palmolive Essay

2124 Words9 Pages
Colgate-Palmolive This writing will focus on the feedback and evaluation strategies used by Colgate-Palmolive (CP) when the Precision toothbrush was introduced and will examine the current CP toothbrush and toothpaste markets. This analysis will include evaluation of the research techniques CP uses and an assessment of the company’s organization research and evaluation management. Further, a review will be provided of the marketing intelligence system utilized for consumer feedback. Recommendations will follow comparing strategies along with suggestions for dropping strategies or whether one strategy appears to be better than others. The Precision toothbrush emerged in 1992 as a technically innovative product with an emphasis on greater plaque removal and gum care. The action of the bristles is what put this toothbrush in the innovative category. Prior to the launch of the Precision, “Extensive consumer research was carried out over a period of 18 months to test product design and characteristics, marketing concept, and competitive strengths” (Pearson, 2010). In 1989, CP formed a taskforce headed by Susan Steinberg, CP Product Manager for the Precision. Steinberg assembled a team comprised of executives from R & D and Marketing, dental professionals and outside consultants whose purpose was to “develop a superior, technical, plaque removing device” (Pearson, 2010). This task force was charged with determining how effective the Precision stood up to other super premiums. The Precision was tested in a large number of clinical studies and consistently met or exceeded established standards of efficacy. In initial clinical tests, the brush achieved a 35% increase in plaque removal, as compared to Reach and Oral-B. Other consumer research conducted reveals greater consumer acceptance when repeated exposure to the product occurred. In-home
Open Document