harvard business case

1. CASE
ANALYSIS HBR

2. WHO ARE
THEY?
Consumer products
company focused on the
production, distribution
and provision of
household, health care,
and personal products.

3. SITUATIO
N
ANALYSIS

4. • Company releasing
new toothbrush,
tentatively named
Colgate Precision.
NEW
TOOTHBRUSH
• The product has
been in
development for 3
Years.
3 Years in
development • Positioning,
branding and
communication
strategies have to
be decided.
The Marketing
Mix

5. PRODUCT
SEGMENTATION
•VALUE: $1.29
•PROFESSIONAL: $1.59-
$2.09
•SUPER PREMIUM: $2.29-
$2.89

6. THE KEY PLAYERS
PRECISION PRODUCT
MANAGER
• Susan Steinberg
GENERAL MANAGER
CP ORAL CARE
DIVISION
• Nigel Burton
COLGATE PLUS
MANAGER
• John Phillips

8. To analyze the feasibility of each
option in case of positioning, branding
and communication channel.
To make these decisions as objective
as possible.

9. DECISIONS TO BE
TAKEN

10. DECISION 1:
POSITIONING OF
THE PRODUCT:
V/s

11. NICHE
Entry into super
premium
products.
Targets
customers
concerned with
oral hygiene.
No
Cannibalization of
Colgate Plus is
expected.
MAINSTREAM
Higher share in
the US Market.
Cannibalization of
Colgate Plus is
expected.
No entry in the
super premium
segment.

12. Conclusion
Though Niche
positioning will be
able to capture
lower US market
share in
comparison, but it
should be preferred
as it is not
expected to lead to
cannibalization of
Colgate Plus.

13. DECISION 2:

14. V/s
by
•Can increase
Colgate’s
brand equity.
•20% more
cannibalizatio
n of Colgate
Plus.
•No change in
brand equity.
•Beneficial to
avoid
cannibalization
.

15. Conclusion
As the brand name
‘Precision by Colgate’
helps to avoid
cannibalization, I
would suggest it as
the best brand name.

16. DECISION 2:

17. •Sampling: to increase the
consumers’ intent to purchase.
•Sales Offers: such toothbrush free
with toothpaste.
•Targeting Dental Professionals: to
bring in credibility.

19. POSITIONING OF THE PRODUCT:
BRANDING
by
PROMOTION
OFFERS
SAMPLING
CREDIBILITY