Case Analysis: Colgate-Palmolive Precision Tooth brush
Monique Priestley
Winter 2011: MCDM COM588 Digital Press Marketing & Branding
Rick McPherson/Brian Marr
Monique Priestley
Winter 2011: MCDM COM588 Digital Mass media Marketing & Branding
Desk of Material
Analysis & Strategy
Business Summary
Condition Analysis
Ideal Alternatives
Proposed Approach
1 1 1 a couple of 3 5 4 a few 5 six 6 6th 7 7 7 almost 8 8 on the lookout for 9 9
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Appendix A: Competitive Strategy
Porter's Generic Tactics Applied
Appendix B: Environmental Assessment
SWOT Matrix
Appendix C: Alternatives Assessment
Alternatives: Introduction in the Precision
Alternatives: Naming Conference Matrix
Appendix D: Segmentation & Concentrating on
Segmentation of Toothbrush Users
Consumers Informed on Precision's Effectiveness
Appendix Elizabeth: Positioning
Setting of Precision in the Industry
Appendix F: Positioning Map
Setting of Specific niche market, Super-Premium Tooth brush Models
Positioning of Mainstream, Professional Toothbrush Models
Case Study: Colgate-Palmolive Precision Tooth brush
Monique Priestley
Winter 2011: MCDM COM588 Digital Press Marketing & Branding
Analysis & Approach
Executive Brief summary
In Come july 1st 1992, CLUBPENGUIN senior management announced a fresh toothbrush unit, the Finely-detailed, that was set to start in early 1993. In order to fulfill consumer require CP may introduce the toothbrush being a niche, super-premium or a mainstream, professional item. It could as well introduce the product using standard naming events or present a new marking system by calling that the " Precision by Colgate. ” CP may leverage existing industry relationships and try to form new ones to acquire a competitive edge. In launch, CP could intend to offer competitive promotions, a favorite offering that was gradually becoming regular practice inside the oral attention industry. The corporation could also maximize its marketing budget to include educating the public on the dangers of gum disease. Depending on just how it chooses to introduce the Finely-detailed toothbrush towards the market, 1992 could act as an important 12 months for CLUBPENGUIN to establish on its own as the definitive dental health care firm.
Situation Analysis
Environmental Evaluation In 1992, Colgate-Palmolive (CP) was the world leader in household and personal care products. It was as well the leader in retail tooth brush sales in the United States. Prior to the 1990s, consumers were satisfied with toothbrushes that have been aesthetically pleasing. Because therapeutic tooth brush sales flower it became obvious that baby boomers were becoming increasingly concerned with their particular oral health, specifically their gumline. As a result, the toothbrush industry experienced an enormous influx of worthy competition and the formation of a market, super-premium marketplace. In order to gain an edge each rival worked on producing new toothbrush technology, developing alliances with dental specialists, expanding promoting budgets and offering marketing promotions that would get consumer attention. Industry Research Not only can your industry end up being broken down simply by price designs (super-premium, specialist, and value), it can separated a second period into market and mainstream offerings. Customers of this market can be categorized into three categories: beneficial, cosmetic, and uninvolved. Competitive Analysis One promising bottom line that can be drawn from the competitive analysis is the fact every firm has been found off safeguard by the enhancements made on consumer behavior, emergence of new technology, and introduction of recent players entering the playing field. For instance , in 1988, Manley & Manley introduced " new remember to brush technology” simply to phase it by 1992. In order to get an advantage, competitors, Johnson & Johnson, Oral-B, Procter & Wager, and Smithkline Beecham (latter two happen to be new competitors), are offering offers in the form of discount codes, mail-in reimbursments, and packages.
Environmental Research
Strengths With 43% in the global toothpaste market and 16% with the global...
