Colgate Precision Case Analysis - 1318 Words

Case Analysis: Colgate Precision Prepared for Instructor University Prepared by Student University October 19, 2011 INTRODUCTION Colgate-Palmolive has been researching and developing a superior toothbrush, the Colgate Precision, and as the Precision Product Manager I have overseen the development of the Precision from start to finish. We have been developing a technical innovation in the toothbrush industry, and with the product’s launch pending there have been several factors yet to be decided upon. With a tremendous amount of resources pooled into the development of the Precision and the recent competitive market we are launching it in, it is essential the positioning and branding of this toothbrush are executed†¦show more content†¦The brush will still be communicated to consumers as a design by Colgate, it will not be excluded from the packaging; therefore brand equity should not be a concern. The possible threat of a near saturated premium toothbrush market with Johnson amp; Johnson and Proctor amp; Gamble now entering the industry hopefully will be reduced with a brand focused on the spec ific product and not Colgate. Positioning the Precision Taking a multi-step approach to our positioning of the Precision is crucial to ensure that it exceeds initially and continues to thrive when introduced to a larger target market. As one of our competencies, the gum disease prevention and plaque removal effects, needs to be stressed to a target market that is interested in it. While it is also convenient for distribution purposes going to a niche position first can also reach those segments that are interested most in our product. I believe that through our in-depth research of developing a brush for the super-premium segments we should be reaching those interested in paying the premium price as well, which might not do so well initially selling to a mainstream market. Those going to a drug or food store would be more interested in finding a brush that is going to be of distinct value rather than a big retailer where one would find cheaper brushes attached to 2-for-1 deals and coupons. OnceShow MoreRelatedColgate Palmolive Company : T he Precision Toothbrush Case Analysis2312 Words   |  10 PagesColgate-Palmolive Company: The Precision Toothbrush Case Analysis Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. 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