Post on 13-Apr-2017
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