HARVARD BUSINESS SCHOOL CASE

COLGATE-PALMOLIVE COMPANY:THE PRECISION TOOTHBRUSH

COMPANY BACKGROUNDCP WAS A GLOBAL LEADER IN HOUSEHOLD AND

PERSONAL CARE PRODUCTS.

CP’S 5-YEAR PLAN FOR 1990 TO 1995 EMPHASIZED NEW PRODUCT LAUNCHES AND ENTRY INTO NEW GEOGRAPHIC MARKETS.

Colgate-Palmolive Co is a consumer products company.The Company manages its business in two product segments:Oral,Personal and Home Care ; and Pet Nutrition.

INCOME STATEMENT FOR COLGATE PALMOLIVE TOOTHBRUSHES 1989-1992

THE US TOOTHBRUSH MARKET

THE CHRONOLOGY OF TOOTHBRUSH INNOVATIONS IN THE US MARKET

PRODUCT SEGMENTSMAJOR NEW PRODUCTS IN THE SUPERPREMIUM TOOTHBRUSH SEGMENT

CONSUMER BEHAVIOURCONSUMER SEGMENTATION OF TOOTHBRUSH USERS

WHY CONSUMERS USED SPECIFIC BRANDS

COMPETITIONMAJOR BRANDS AND PRODUCT PRICES FOR ESCH OF THE

THREE TOOTHBRUSH PRODUCT SEGNMENTS

NUMBER AND TYPE OF SKUs FOR EACH MAJOR BRAND

SUMMARY OF MARKET SHARES OVER TIME AND BY CLASS OF TRADE

BRAND UNIT AND DOLLAR MARKET SHARE

ADVERTISING AND PROMOTION

ADVERTISING EXPENDITURES AND SHARES OF VOICE

TELEVISION AND ADVERTISING COPY STRATEGIES

COLGATE PLUS TELEVISION ADVERTISING

DISTRIBUTION

PRECISION MARKETING MIX•PRODUCT DESIGN AND TESTING

•POSITIONINGVOLUMES CAPACITY AND INVESTMENT COSTS

PRODUCTION COSTS AND PRICING

•BRANDING•COMMUNICATION AND PROMOTION

Who is responsible for the entire product design research and development process of The Precision Toothbrush???

STEINBERG

SUMMARY OF CONSUMER CONCEPT TEST RESULTS

DISCLAIMERCREATED BY PRIYADARSINI S , PSGCT, COIMBATORE DURING A MARKETING INTERNSHIP BY PROF.SAMEER MATHUR , IIM , LUCKNOW