I am Chittoori Meha from NIIT University.Created during an internship under Prof. Sameer Mathur. Colgate Palmolive Company The Precision Toothbrush Harvard Case Study
3. The story of Colgate Palmolive
company started in way back
1806 by soap and candle maker
William Colgate.
In 1883 he suffered from heart
attack and stopped his
business sales.
4. CP CEO, Ruben Mark is the
main person who is
responsible for transforming
"sleepy and inefficient"
company into a lean and
profitable one through his
leadership
5. Founded: 1806
Head Quarters: New York
City, U.S.
Revenue: US $15.3 billion
Employees: 36,002
Website: www.colgate.com
11. Media expenditure of the
brand is limited compared to
its rivals
Introducing Precision
toothbrush may cannibalize
the sales of Colgate plus and
Colgate Classic
12.
13. People in future becoming
very self conscious
77% testers claimed that
Precision was more effective
22. Provide the customers with a
wide range oral hygiene
products in order to meet
their desires in each market
segmentation in order to
increase their brand
perception in the market
23. What Is The Role Of
Marketing Communications
In The Overall Marketing
Mix?
33. Precision toothbrush was a technical
innovation
In laboratory experiments, researchers
used infrared motion analysis to track
consumers’ brushing movements and
consequent levels of plaque removal
34. Testing the between-teeth
access of different toothbrush
designs. The tests revealed
that CP’s new design was
superior to both Oral-B and
Reach in accessing front and
back teeth, using either
horizontal or vertical
brushing.
35. Precision was developed with the
objective of creating the best brush
possible and as such, becoming a top-
of-the range, super-premium product.
It could be positioned as a niche
product to be targeted at consumers
concerned about gum disease.
36. Production was subcontracted to
Anchor Brush who also manufactured
CP’s Plus line of toothbrushes
Positioning Precision as a mainstream
toothbrush raised concerns about the
possible cannibalization of Colgate
Plus and about pressure on production
schedules that had been developed for
a niche positioning.