Colgate-Palmolive Company: The Precision Toothbrush Recommendation: Positioning the brush in the super premium niche segment. Continuing to develop the new superior product by adding tongue pellicle removing rubber cover on the head and semi water resistant bristle! Developing a new specialty toothpaste with portion feeding! Problem statement: Colgate Palmolive (CP) was a global leader in the household and personal care products market (they have secured a considerable percentage of the toothbrush market and almost half of the toothpaste market in 1992) but they faced a highly competitive market with new product activity. CP’s brushes were positioned in the value segment (Colgate Classic) and in the professional segment (Colgate Plus) but there was nothing in the super-premium toothbrush segment.
Prior to 1990s toothbrush industry growth rates were single digits, but the profit margin was high in this business so the companies started to release more and more products every year. In 1992, 47 new products/line extensions were released. This led to a big growth of value and volume in the industry. Before 1992 CP had 2 types of toothbrushes; Colgate Classic was in the value segment and Colgate Plus was in the professional segment. The market share and volume of Classic were decreasing and Plus’ were increasing.
Across its brands Smuckers aims to be the number one product in all of the product lines in which they compete. Smuckers expanded beyond jams, and jellies to protect it from becoming an acquisition of a larger firm. By expanding Smuckers has made itself less likely to be acquired by increasing its cash flow and size. Smuckers has been very successful so far in expanding purchasing number one brands and increasing both revenues and profits by large margins along with an increase in stock price. Smuckers decision to expand the business has been a successful one.
1. Why do the forecasts differ? The forecast differ because: Patel wants to retain advertising expenditure at 9% of gross sales and still make sure a 20% increase in toothbrush unit sales which was primarily fueled by rising demand for modern oral care products in India and target rural audiences by persuading them to brush and increase the incidence of the same On the other hand Lang believed by increasing toothbrush related advertising and promotional spending by 3% and making it beyond 12% of the sales a unit growth rate of 25%-30% was achievable by shifting the product mix and messaging towards mid range and high end audience because a similar model was followed in Thailand and was successful. The audiences catered to by different alternatives vary hence the forecast differ. 2.
Also, if you absolutely hate a job – cleaning the bathroom, for example – knowing you’re going to spend just 10 minutes in there may make you feel less bothered about tackling it. Avoid concentrated products This isn’t something the manufacturers are going to shout about, but unless you use them sparingly, you’re just throwing money away when you choose expensive, high-powered cleansers. Standard-strength products are quite sufficient for most jobs. You actually need very little detergent to clean a dirty kitchen floor – about 2 tablespoons of most standard brands, swished into half a bucket of water. With bleach, adding more doesn’t make it more effective, either.
The primary customers of KR+H cabinetry are those who want to optimize the amount of useable space in their homes that stock cabinets cannot provide. The industry in 1992 was comprised of 61% stock cabinetry, and custom cabinets similar to those produced by KR+H comprised of only 20%. This is down from 26% in 1989 resultant from poor economic conditions between 1989 and 1992. KR+H uses a direct sale to consumer approach that only accounted for 2% of total industry sales. Industry sales by use of cabinet dealers and distributors contributed for 31% and 30% respectively.
Harrington needs to determine whether or not these are the optimal prices that will achieve higher profits for the new Vigor line. Alternatives 1. Introduce Vigor active-wear at proposed prices 2. Introduce Vigor active-wear at 20% higher prices than proposed prices Criteria Quantitative Criteria: * High profit margins * Sales potential * Market share potential Qualitative Criteria: * Customer satisfaction * Brand perception Alternative 1: Introduce Vigor active-wear at proposed prices Because the number of women’s active-wear units is expected to double by 2009, Harrington could take advantage of this trend by introducing active-wear to the fifty stores carrying its Vigor line of clothing. Department stores have already begun to sell active- wear at double the turnover rate that Harrington collection has been turning over.
One of Sam Walton's techniques for change is technological changes. By the 1990's the organization had been so successful and had more increasing growth than any other department store in the United States. Wal-Mart's product categories include: soft goods (apparel, linen and fabrics) accounts for 29% of sales, hard goods (hardware, house-wares automobile supplies, and small appliances) constitutes 28% of sales, candy (11% of sales) sporting goods and toys (10%), health and beauty aids (9%), gifts, records, and electronics (5%), shoes (3%), pharmaceuticals (3%), and jewelry (2%)." Wal-Mart provides consumers with "Everyday Low Prices" (Walmart.com). The price sensitive merchandise allows customers to get more for their dollar.
Rising awareness of dental health benefits , combined with the increasing incomes and influence of western habits, propelled industry wide oral care growth within India. Persuading consumers to upgrade to mid range or Premium products. 2. How is Cottle doing in India? Has Cottle enjoyed a first mover advantage?
Plastic Surgery survives in spite of an economic down-turn Nowadays, plastic surgery business in Thailand has been accepted in worldwide. While there are as efficient as other countries, the cost of surgery in Thailand is cheaper than other countries for more 50%.So there are many Thais and foreigners come to Thailand to do plastic surgery which makes the beauty market has received more 10,000 million baths. Despite an economic recession in this day, surgery plastic surgery can continue growing in Thailand. Most plastic surgery customers are teenagers. As you see, Korea cultures are in almost everywhere in Thailand and Korea stars have attracted Thai teenagers to change their appearances to be beautiful like their stars by doing plastic surgery.