Colgate Palmolive Company

COLGATE PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH INTRODUCTION: In 1991 Colgate Palmolive point had two lines of soup-straineres in the grocery store: * Colgate Classic: For the appreciate Segment. * Colgate positivistic: For the Professional Segment. In August 1992 Colgate Palmolive complimentsed to put together a new toothbrush named Colgate preciseness, a technologically prototypical-class toothbrush and 35% more efficient in plaque remotion as compared to toothbrushes of its competitors, Oral B and Reach. In 1991 Colgate Palmolive held 16% of the adult male toothbrush grocery and held the number star position in the US retail toothbrush market with a 23.3% in volume packet. The company is number unrivaled in terms of volume sales but is not a attraction in terms of dollar sales and revenue. The turning point market has huge potential, and until now Colgate Palmolive had market share only in the areas of Value and Professional toothbr ushes. However with the open of Colgate precision they leave behind have now entered the respite segment as well. passport: The company is contemplating whether to introduce Colgate clearcutness through the niche transmit or through cud merchandising. The company should introduce Colgate Precision through the niche channels, generally drug stores, and then plump toward mass merchandising.

The reason being, Colgate Precision is a super premium, technologically advanced toothbrush. Therefore consumers would first have to be amend about the characteristics and attributes of the intersection point. erstw hile this is done, the company would have ac! hieved two things in the short term: * Spread awareness of the product, through product differenciation. * Generated revenues to go mainstream. This flair we are creating value by promoting the product through niche channels and in found to grow value in the long term we must go mainstream and mass trade the toothbrush. PRODUCT: Colgate Precision toothbrush is a technical innovation, a unique brush. The brush was 35% fail at removing...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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