colgate palmolive company - the precision toothbrush :: a harvard case study
TRANSCRIPT
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COLGATE - PALMOLIVE COMPANY
The Precision Toothbrush
Harvard Business School Case
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WHAT IS COLGATE-PALMOLIVE?
- American worldwide consumer products company
- Focussed on the production, distribution and provision of household, health care
and personal products,
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KEY PLAYERS• Susan Steinberg
Precision Product manager • Nigel Burton
Division General Manager• John Philips
Colgate Plus Manager
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SITUATION ANALYSIS
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COLGATE PRECISION • In 1992,Colgate-Palmolive set to launch
Colgate Precision (new toothbrush). • Precision - technologically superior
toothbrush • Developed for over three years
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CURRENT SCENARIO
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QUESTIONS AT HAND
HOW TO BRAND THE PRODUCT
ADVERTISING AND PROMOTION BUDGET NEEDS TO BE FIXED
ADVERTISING AND PROMOTION BUDGET NEEDS TO BE FIXED
HOW TO POSITION & COMMUNICATE PRECISION TO THE
CONSUMERS
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EVALUATING THE ORAL CARE MARKET
IN 1992
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HOW
Product Market - Precision Colgate was entering into (1992)
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Precision was entering a market space with already existing
brands with a trusted reputation .. And CP having their toothbrush Colgate Plus , doing well as a
consumer product.
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CONSUMER BEHAVIOUR
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Consumer Segmentation
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Reasons to buy a Toothbrush
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BRAND CHOICE
FEATURES
COMFORT
PROFESSIONAL RECOMMENDATIONS
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ADVERTISING &
PROMOTION
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COMPETITOR BRANDS AND THEIR STRATEGIES
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COLGATE PLUS ADVERTISING STRATEGIES
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PRECISION
TECHNICAL INNOVATION
3 DIFFERENT BRISTLES
35% INCREASE IN PLAQUE REMOVAL
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POSITIONING PRECISION
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NICHE PRODUCT
MAINSTREAM PRODUCT
OR
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3% Volume Share - Year 15% - Year 2
10% Volume Share - Year 114.7% - Year 2
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BRANDING PRECISION
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BRANDING PRECISION WITHOUT CANNIBILISING
COLGATE PLUS
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CONSUMER PROMOTIONS METHODS
5.oz tube of Colgate Toothpaste with the purchase of a Precision brush
50%-off offer on any size of Colgate Toothpaste
with a 50cent off on the brush
Dentist Endorsing the product
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Consumer Concept Test Results
Precision was bound to do well given GOOD promotional strategy
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PRECISION
NICHE PRODUCT
SHOULDN’T CANNIBALISE COLGATE
PLUS
PROMOTIONAL CAMPAIGNSNEEDED TO REACH ITS FULL POTENTIAL
WITH THE BUDGETING BEING ACCEPTABLE TO
COLGATE PLUS
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DISCLAIMER:Created by Ankita Elizabeth Mathew, Govt.
Model Engineering College , during an internship by Prof. Sameer Mathur , IIM
Lucknow.