Colgate Palmolive Company

COLGATE PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH INTRODUCTION: In 1991 Colgate Palmolive guild had two lines of soup-straineres in the grocery store: * Colgate Classic: For the mensurate Segment. * Colgate positivistic: For the Professional Segment. In August 1992 Colgate Palmolive call fored to throw a new toothbrush named Colgate preciseness, a technologically top-flight 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 trade and held the number genius position in the US retail toothbrush market with a 23.3% in volume pct. The company is number iodine in statuss of volume sales but is non a attraction in terms of dollar sales and revenue. The ecological niche market has huge potential, and until now Colgate Palmolive had market share only in the areas of Value and Professional toothbrushes. However with the set in motion of Colgate preciseness 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 mountain merchandising. The company should introduce Colgate Precision through the niche channels, principally drug stores, and then plump toward mass merchandising.

The reason being, Colgate Precision is a super premium, technologically advanced toothbrush. Therefore consumers would first-year have to be amend about the characteristics and attributes of the intersection point. at a time this is done, the company would have achieved two things in t he short term: * Spread awareness of th! e product, through product differenciation. * Generated revenues to go mainstream. This elbow room 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 swop 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: OrderEssay.net

If you want to get a full information about our service, visit our page: How it works.