Colgate Palmolive Company

COLGATE PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH INTRODUCTION: In 1991 Colgate Palmolive cabaret had two lines of soup-straineres in the grocery store: * Colgate Classic: For the cherish Segment. * Colgate positivistic: For the Professional Segment. In August 1992 Colgate Palmolive destinyed to dump a new toothbrush named Colgate preciseness, a technologically tops(predicate) toothbrush and 35% more efficient in governance remotion as compared to toothbrushes of its competitors, Oral B and Reach. In 1991 Colgate Palmolive held 16% of the adult male toothbrush grocery and held the number angiotensin-converting enzyme position in the US retail toothbrush market with a 23.3% in volume bundle. The company is number peerless in names of volume sales but is non a attraction in terms of dollar sales and revenue. The nook market has huge potential, and until now Colgate Palmolive had market share only in the areas of Value and Professional toot hbrushes. However with the unveiling of Colgate preciseness they leave behind have now entered the break segment as well. passport: The company is contemplating whether to introduce Colgate clearcutness through the niche transmit or through good deal merchandising. The company should introduce Colgate Precision through the niche channels, primarily drug stores, and then plump toward mass merchandising.

The reason being, Colgate Precision is a super premium, technologically advanced toothbrush. Therefore consumers would original have to be amend about the characteristics and attributes of the intersecti on point. erst 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 expression 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 merchandise 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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