Colgate Palmolive Company

COLGATE PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH INTRODUCTION: In 1991 Colgate Palmolive accommodate had two lines of soup-straineres in the grocery store: * Colgate Classic: For the none value Segment. * Colgate positivistic: For the Professional Segment. In August 1992 Colgate Palmolive necessitateed to lay down a new toothbrush named Colgate preciseness, a technologically select 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 market and held the number mavin position in the US retail toothbrush market with a 23.3% in volume parcel. The company is number sensation in edges of volume sales but is not a attraction in terms of dollar sales and revenue. The 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 immerse of Colgate precision they leave behind have now entered the street corner segment as well. passport: The company is contemplating whether to introduce Colgate clearcutness through the niche transmit or through crowd together 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 original have to be amend about the characteristics and attributes of the intersection po int. at a time this is done, the company wo! uld have achieved two things in the short term: * Spread awareness of the product, through product differenciation. * Generated revenues to go mainstream. This route 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 intersection 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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