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WAC for Colgate-Palmolive The Precision Toothbrush Introduction Colgate-Palmolive CP is a global leader in household and personal care products with over 606 billion in sales and a gross profit of 276 billion CPs 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 CPs strong suit accounting for 64 of sales and 67 of profits in 1991 the company faced tough competition in international markets from PG Unilever Nestles LOreal Division Henkel of Germany and Kao of Japan Situation 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 In 1991 the US Oral Care market was 29 billion in retail sales toothbrushes accounted for 155 453 million in retail sales 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 Net sales in 1993 however was projected to be slower due to a buildup in household inventories of toothbrushes in 1992 as a result of increased sampling of free brushes through dentists and an abnormally high number of two-for-one consumer promotions Due to the high competency level of the toothbrush industry and an ongoing search for innovation and product differentiation in the market CP has planned to launch its most recent creation - The Precision Toothbrush The situation of CP and the introduction of the Precision Toothbrush is evaluated
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