Colgate Palmolive Company

COLGATE PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH INTRODUCTION: In 1991 Colgate Palmolive expect had two lines of soup-straineres in the grocery store: * Colgate Classic: For the pass judgment Segment. * Colgate positivistic: For the Professional Segment. In August 1992 Colgate Palmolive indispensablenessed to put a new toothbrush named Colgate preciseness, a technologically schoolmaster toothbrush and 35% more efficient in boldness remotion as compared to toothbrushes of its competitors, Oral B and Reach. In 1991 Colgate Palmolive held 16% of the adult male toothbrush marketplace and held the number matchless position in the US retail toothbrush market with a 23.3% in volume share. The company is number champion in landmarks of volume sales but is non a attraction in terms of dollar sales and revenue. The niche 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 niche segment as well. passport: The company is contemplating whether to introduce Colgate preciseness through the niche transmit or through spate merchandising. The company should introduce Colgate Precision through the niche channels, primarily drug stores, and then plump toward mass merchandising.

The reason being, Colgate Precision is a super premium, technologically advanced toothbrush. Therefore consumers would initiative have to be amend about the characteristics and attributes of the intersection point. er stwhile this is done, the company would have! achieved two things in the short term: * Spread awareness of the product, through product differenciation. * Generated revenues to go mainstream. This counsel 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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