Colgate Palmolive Company

COLGATE PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH INTRODUCTION: In 1991 Colgate Palmolive social club had two lines of soup-straineres in the grocery store: * Colgate Classic: For the cheer Segment. * Colgate positivistic: For the Professional Segment. In August 1992 Colgate Palmolive indirect requested to build a new toothbrush named Colgate preciseness, a technologically passe-partout toothbrush and 35% more efficient in organization remotion as compared to toothbrushes of its competitors, Oral B and Reach. In 1991 Colgate Palmolive held 16% of the adult male toothbrush commercialise and held the number virtuoso position in the US retail toothbrush market with a 23.3% in volume plow. The company is number genius in confiness of volume gross revenue but is non a attraction in terms of dollar sales and revenue. The box market has huge potential, and until now Colgate Palmolive had market share only in the areas of Value and Professional to othbrushes. However with the send of Colgate clearcutness they leave behind have now entered the deferral segment as well. passport: The company is contemplating whether to introduce Colgate precision through the niche transmit or through trade merchandising. The company should introduce Colgate Precision through the niche channels, generally drug stores, and then plump toward mass merchandising.

The reason being, Colgate Precision is a super premium, technologically advanced toothbrush. Therefore consumers would freshman have to be amend about the characteristics and attributes of the intersection p oint. one 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 means 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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