Presentation made as a project under marketing internship of Prof. Sameer Mathur, IIM Lucknow

2. Problem
Statement
Suggesting a marketing
strategy for the new
toothbrush: Colgate
Precision

3. What is Precision
toothbrush?
 A technical innovation.
 Triple-action brushing effect.
 More effective at plaque removal.

4. Product Segments:-
 Three segments:- Value, Professional and Super-
premium
 Different brands for different segments

5. Value:-
 More economic
 Average price: $1.29
Professional:-
 Better quality
 Average price: $1.59-$2.09
Super-Premium:-
Improved designs
Average price : $2.29-$2.89

6. Consumer Analysis
Three different consumer groups namely –Therapeutic brushers ,
Cosmetic brusher, Uninvolved brushers.
Each having different expectations from different toothbrushes.

7. Competitor Analysis
 Oral-B and Johnson and Johnson
trying to capture more market in
super-premium range
 Competitors offering coupons and
rewards to get an edge
 Sizeable revenues spent on
advertisement

9.  Leading brand in oral hygiene
 Number one spot in toothbrush
sales
 Extensive overseas reach
 Innovative product design

10.  Introduction of another variety of toothbrush may cannibalize the sales
of Colgate Plus and Colgate Classic which are its best selling product.
 Media expenditures is limited as compared to its rivals.
 Lack of dental endorsements by the brand.

11.  Super-premium category can increase
market share
 Younger generation becoming more health
conscious
 Can attract people who make unplanned
purchases by focused advertisements

12.  Severe competition and incentives given by competitors
 Aggressive expansion in different segments by other brands
 Competitors launching new products with improved features

13.  Emphasizing the Colgate name on the
new Precision toothbrush would cause
additional cannibalization of the
existing Colgate toothbrushes -
estimated at 20%
 Using the Colgate name would be
congruent with Colgate’s strategy to
build the Colgate brand equity

14. Positioning
Mainstream Niche

15. Pros:-
 Accessible to larger market size
 Simple and direct campaigning
 Possibility of greater returns

16. Cons:-
 Higher price can turn people off
 Uninvolved consumers can’t be involved in target markets.
 Greater cannibalism of Colgate Plus and Colgate Classic market
share

17. Pros:-
 A clear cut strategy can be used
 Can be later broadened to mainstream position, but not vise
versa
 Target group more open to pay higher prices
 Entry into superior market

18. Cons:-
 Less contribution to profit in coming years
 Reach limited to specific section of society

19. Recommendations
Branding:-
 “Precision by Colgate” would be more prominent as it would reduce
the cannibalization of Colgate Plus which the bread and butter of
company’s toothbrush line.
 Placing the Precision at “Centre of Brushes in the storage shelves”
would ensure easy acceptance due to prevalence of the brand at the
same time

20. Positioning:-
 Position the Precision toothbrush as a
niche market product
 Appeal to therapeutic consumers
 Market the product as providing
superior and unique oral care

21. Future Scope:-
 Can expand the toothbrush
mainstream market later
 Can replace the Oral-B as leader
in super-premium brushes
 Can expand into other oral care
products.

23. This presentation has been submitted by HARSHIT JAIN,
Btech. NIT JALANDHAR as a project on marketing
internship under Prof. Sameer Mathur , IIM Lucknow