This website uses cookies to ensure you have the best experience. Learn more

Colgate Palmolive Case Study.

1234 words - 5 pages

I. Problem.In 1991 and 1992 Colgate-Palmolive (CP) been a dominant force in the Oral Care industry, mainly in the toothbrush segment. CP has been an successful company since the introduction of Colgate Plus, a toothbrush with a diamond-shaped head, in 1985. CP has consistently continued with research and development since the Colgate Plus breakthrough. However, when Aim entered the market in 1987, they focused on comfort, which made Colgate's market share suffer. CP has a unique toothbrush that is sure to be successful in toothbrush market once it the product launches, Precision. There are several issues that CP must address in order to gain full-potential market penetration for the new Precision. A marketing mix must first be created to ensure full-potential market penetration. Also Precision needs to be communicated and branded, and to the consumer in such a way that it is more desirable than other toothbrushes on the market. Then an advertising and promotions budget must be constructed, in order to penetrate the market. Finally, an acceptable profit-and-loss pro forma must be created enabling Precision to reach its full potential.In order for Precision to be a successful product in the toothbrush market the following two objectives must be met:* Increase market share by 8% within 2 years (3% in year 1 and 5% increase in year 2).* Decrease the risk of cannibalization of the Colgate Plus market.* Expand into new geographic markets.II. SituationColgate Palmolive is a global leader in household and personal care products. The strengths of CP include the following:* Colgate is a well-known brand name in the Oral Care industry.* CP is creating a new and innovative product, Precision.* CP has up-graded 25 of 91 manufacturing plants.* CP acquired Mennen, a men's toiletry company.There are a couple of weaknesses that Colgate Palmolive has. The weaknesses are:* CP has been the laggards in advertising and marketing in the late 1980's.* Colgate has never placed any toothbrushes in the "Super-premium" toothbrush category.Consumers concerns regarding have shifted from "cavity prevention" to "healthier gums." The baby boomers are more concerned with healthier gums rather than the whiteness of their teeth and are willing to pay more for a superior toothbrush that would protect their gums against disease.Initially there were two sectors of the toothbrush market: value and premium. There is now an opportunity for "super-premium" market to be created. Colgate Palmolive is focusing on the new "super-premium" niche market and is determined to meet the baby boomer desire.Oral-B is Colgate Palmolive's major competitor followed by Johnson & Johnson. In the early 1990's two large corporations companies, Proctor & Gamble and Smithkline Beecham entered the Oral Care market. Both new competitors were attempting to enter the "super-premium" toothbrush market.The Marketing Mix below is dependent upon the following external opportunities:* Penetration of foreign...

Find Another Essay On Colgate-Palmolive Case Study.

Financial analysis report of Unilever and Colgate Palmolive

2293 words - 9 pages A FINANCIAL ANALYSIS REPORT OFUNILEVER &COLGATE - PALMOLIVEPrepared byNguyễn Phương ThảoNguyễn Mạnh QuânNguyễn Minh ThủyLê Trọng KhánhLê Phương DungProfessor: Pham Sy LongEXECUTIVE SUMMARYThis financial analysis report examines two big competitors within the household and personal products industry: Unilever and Colgate - Palmolive (or Colgate). Overall

Financial analysis report of Unilever and Colgate Palmolive

2293 words - 9 pages A FINANCIAL ANALYSIS REPORT OFUNILEVER &COLGATE - PALMOLIVEPrepared byNguyễn Phương ThảoNguyễn Mạnh QuânNguyễn Minh ThủyLê Trọng KhánhLê Phương DungProfessor: Pham Sy LongEXECUTIVE SUMMARYThis financial analysis report examines two big competitors within the household and personal products industry: Unilever and Colgate - Palmolive (or Colgate). Overall

Colgate-Palmolive Company is a truly global company doing business in over 200 countries over the world

2718 words - 11 pages care products and pet nutrition. Colgate-Palmolive is global No. 1 in oral care products business, particularly in oral chemical products such as toothpaste, 2 in 1 toothpaste, mouthwash and whitening products, etc., holding 20% of the global oral care market share in 2002. However, the sales turnover of the oral care products is only 32% of the company's total sales.2.Brand AwarenessColgate is a well-known brand in oral care products; the brand

Colgate-Palmolive Company Is a Global Leader

879 words - 4 pages Strengths A Colgate-Palmolive Co has a strong customer loyalty as it has become one of the most recognizable products in all 6 continents. Customer in all over the world still preferring to use the products of Colgate Palmolive Co. due to its accessibility, quality and innovation. Colgate-Palmolive Co is recognized as a leader in sales of oral hygiene products sales. In 1991 the sales of the company exceeded the level of $6 billion and gained

Colgate-Palmolive Company: The Precision Toothbrush

930 words - 4 pages leading toothbrushes, special Oral-B and Reach, it achieves an average of 35% better plaque removal. At the gum line and between the teeth is even more impressive, the brush achieves double the plaque removal scores of competitor brushes.WeaknessAlthough selling more toothbrushes in the U.S than does any other firm, comparing to the position in toothpaste market, CP isn't world's leading toothbrushes provider. And Colgate-Palmolive does not yet have a

Strategic Marketing Paper on Colgate Palmolive Company

2013 words - 8 pages Colgate Palmolive Company's toothpastes and brushes strategy product paper Marketing ManagementExecutive Summary:The toothpaste and brush market is changing rapidly due to advanced technologies being used. Consumer preferences, behavior, product evaluation, and a reason in buying Colgate toothpaste brushes factors impact consumers' decision. Great influence from dental professionals for people with concerns about gum diseases, plaque and

Arctic Power Case Study

2877 words - 12 pages Arctic Power Case Study CURRENT SITUATION It is the summer of 1987. Arctic Power laundry detergent has contracted with the consulting firm of Smith and Jones, LTD to assist Arctic Power in determining their strategic direction and their product positioning. BACKGROUND AND HISTORY Arctic Power, a laundry detergent specially formulated to clean in cold water, is part of Colgate-Palmolive Canada family of products. Colgate-Palmolive Canada is


1818 words - 7 pages Colgate Max Fresh (CMF), a new toothpaste formula with patented breath-freshening technology, had been introduced in the U.S. and was in the global pipeline for 2005. Nigel Burton, president of global oral care at Colgate-Palmolive Company (CP), had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each plan sought to maximize business potential in the local market. Burton needed to assess these plans from a global

Basic/Black Zale Youngman, Inc

5107 words - 20 pages to better react to this setback. The underlying issue between BBZ and BZY goes further than this case. Frankly, there is a communication gap and perhaps a lack of networking at BZY in relaying to its subsidiaries relevant information. This can certainly not be assumed to have occurred out of a malicious intent to hurt BBZ as that would ultimately hurt BZY as well. At this juncture, Colgate & Palmolive is willing to assign 6-7% of its business

Darkie toothpaste: Colgate

2418 words - 10 pages culture, there are more black people compare to Asia. According to their culture, attitude, believe and norms that logo and trademark identify them as a black people. In US culture, no one can identify according to their color. According to US constituent, to tell any one black is odious. From the brief understanding of this case; one can judge that ethics has a relative effect.As Colgate had given a statement indicating that there position may be

Burt's Bees Market Opportunity Factors

1034 words - 5 pages free brand image, a severe enough economic downturn could cause consumers to find substitutes offered at a lower price. Cultural Social: The current health and wellness megatrend is evidenced by the acquisition of smaller natural personal care brands by larger corporations. Clorox acquired Burt’s Bees, Colgate Palmolive acquired Tom’s of Maine, and L’Oreal acquired The Body Shop. Consumers are increasingly seeking cosmetics and toiletries

Similar Essays

Colgate Palmolive Company: The Precision Toothbrush Case (Hbs)

831 words - 3 pages Colgate-Palmolive (CP), a global leader in household and personal care products, is poised to launch its new toothbrush in the United States, Colgate Precision. To enter the super-premium segment of a highly competitive US toothbrush market with its technologically innovative product, the company should decide on positioning, branding and communication strategies. According to clinical tests, Precision offers core advantages compared with other

Colgate Palmolive Case Analysis Of "Precision" Toothbrush

1243 words - 5 pages Problem StatementThe aim of this report is to analyze the two different launch strategies (as a niche or a mainstream product) for Colgate Palmolive's new toothbrush, Precision, and choose the one that is the most suitable in the face of the market competition and consumer needs. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy.Situation

Colgate Palmolive Essay

929 words - 4 pages -company-precision-toothbrush-case-hbs Gibbs, A. (1997). Focus Groups. Retrieved from: Lizbeth5, (2011). Colgate Palmolive. Retrieved from: essays/106819.html Oppapers.Com, (2011). Colgate Palmolive Toothbrush case study. Retrieved from: Priestley, M. (2011). Case Analysis: Colgate-Palmolive

Cmpetitive Advantage Of Colgate Palmolive Essay

1015 words - 4 pages WAC for Colgate-Palmolive "The Precision Toothbrush"IntroductionColgate-Palmolive (CP) is a global leader in household and personal care products, with over $6.06 billion in sales and a gross profit of $2.76 billion. CP's five-year plan emphasizes new product launches and entry into new geographic markets and a continuing focus on core consumer products. Although international sales remained CP's strong suit, accounting for 64% of sales and 67