Colgate Palmolive Case

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COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH MARKETING MANAGEMENT (MKT 6301/SYSM 6318) SPRING 2014 - CASE ANALYSIS REPORT 2/25/2014 Submitted by:- Ellen Hsieh Junai Kang Gopichand Movva Yasemin Polat Iqra Sawani Vivek Siva Iyer PROBLEM STATEMENT Colgate-Palmolive (CP) was preparing to launch the Precision toothbrush early in 1993. CP developed the Precision toothbrush with three different brush lengths and orientations to increase plaque removal and access to gums and teeth. Before proceeding with launch of the product, CP's main concern was in regards to promotion of the toothbrush, including positioning, branding, promoting and advertising. CP debated the placement of the Precision toothbrush between niche and mainstream positioning. Subsequently, CP deliberated emphasizing the branding of the toothbrush between Precision or Colgate. Finally, CP faced a dilemma in deciding the method of promotion that would best appeal to consumers while focusing on plaque removal. ISSUES Consumer and demand analysis For Colgate Palmolive, determining the demand of consumers in the oral hygiene market was crucial to determine how to market the product in terms of price, design, advertising, and other promotions. Consumers for toothbrushes include the general population with any concern oral hygiene. The difference in consumers was the types of brushers . The therapeutic brushers would be CP’s best consumers since they are the most concerned about their oral hygiene. Next, the cosmetic brushers, who brush their teeth to prevent bad breath and maintain white teeth, serve as an important segment in Colgate Palmolive’s marketing campaign. Lastly, although not a large segment, the uninvolved brushers who only adjust their behavior when faced with oral hygiene issues, could be targeted through dental samples

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