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Problem Statement The aim of this report is to analyze the two different launch strategies as a niche or a mainstream product for Colgate Palmolives 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 Analysis Company In 1991 CP held 43 of the world toothpaste market and 16 of the world toothbrush market Other oral care products included dental floss and mouth rinses In 1991 worldwide sales of CPs oral care products increased 12 to 13 billion accounting for 22 of CPs total sales Toothbrushes represented 19 of CPs US Oral Care Division sales and profits and CP held the number one position in the US retail toothbrush market with a 233 volume share Dollar sales of toothbrushes had grown an average rate of 93 per annum since 1987 but in 1992 they increased by 21 in value and 18 in volume due to the introduction of 47 new products and line extensions The high level of competition and innovation in the tooth brush industry obliges CP launch a supreme product super premium market Companys Strengths 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 mens toiletry company Companys Weaknesses CP has been the laggards in advertising and marketing in the late 1980s Colgate has never placed any toothbrushes in the Super-premium toothbrush category Competition CPs key toothbrush industry competitors are Johnson Johnson JJ and OralB All these have an extensive product toothbrushes portfolio offering distinct characteristics design bristle type headsize etc and claiming different benefits Out of the competitors OralB was the strongest second after Colgate It had 231 of
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