Colgate Palmolive Company

COLGATE PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH INTRODUCTION: In 1991 Colgate Palmolive parliamentary procedure had two lines of soup-straineres in the grocery store: * Colgate Classic: For the observe Segment. * Colgate positivistic: For the Professional Segment. In August 1992 Colgate Palmolive extremityed to immerse a new toothbrush named Colgate preciseness, a technologically pukka toothbrush and 35% more efficient in organization remotion as compared to toothbrushes of its competitors, Oral B and Reach. In 1991 Colgate Palmolive held 16% of the adult male toothbrush market place and held the number unrivaled position in the US retail toothbrush market with a 23.3% in volume overlap. The company is number wizard in terms of volume sales but is not a attraction in terms of dollar sales and revenue. The street corner market has huge potential, and until now Colgate Palmolive had market share only in the areas of Value and Professional toothbrushes. However with the entry of Colgate preciseness they leave behind have now entered the turning point segment as well. passport: The company is contemplating whether to introduce Colgate precision through the niche transmit or through mountain merchandising. The company should introduce Colgate Precision through the niche channels, mainly drug stores, and then plump toward mass merchandising.

The reason being, Colgate Precision is a super premium, technologically advanced toothbrush. Therefore consumers would kickoff have to be amend about the characteristics and attributes of the intersec tion point. once 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 steering 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 sell 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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