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Brighter Smiles for the masses Colgate & P&G: Strategy Sheet

Arena:

Geographical location: USA with expansion to the lucrative Europe Patent protection, Brand equity and presence across the world

Maing the strips !ore convenient, "ast and cheaper i" possi#le

Vehicle:

Ensuring greater availa#ility o" product at various outlets

$aunching the product in Europe % which is the #iggest !aret "or&ral 'ealth (are Products

Dierentiator:

Better quality o" product: $ong lasting whiteness unlie (olgate)sproduct which gets washed away within *+ seconds

Proven trac record o" hite-strips unlie Si!ply hite which is verynew in the !aret

Staging:

.ae legal recourse at /A01 2" not e3ective, tae it up under the$anha! Act

2" success"ul, "ollow it up with the 4Mu!#les) Ad (a!paigne!phasising on the legal victory and reduce prices si!ultaneously

to wipe (olgate o3 the !aret Geographical expansion to Europe and then to Asia

Economic Logic:

.o re-esta#lish P5G as the !aret leader in the tooth-whitening oralcare seg!ent #y using the proprietary 5 patented product to chargepre!iu! prices

6ecover the cost o" 650 and advertising

Decision:

.ae legal recourse at /A01 2" not e3ective, tae it up under the$anha! Act

2" success"ul, "ollow it up with the 4Mu!#les) Ad (a!paigne!phasising on the legal victory and reduce prices to 7*+si!ultaneously to wipe (olgate o3 the !aret

Geographical expansion to Europe and then to Asia

Being a direct attac on the core pro8t !aing area "or P5G, ourmoti!ationlevel "or getting #ac at (olgate will #e high1 (onsidering the"act that our a"areness level has #een quite high, it will #e easier to

retaliate to this !ove #y (olgate1 Ca#a$ility o" the co!pany is alsoextre!ely high as it is the !aret leader in consu!er products across the

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S G Shrinivas

Section A

7/25/2019 Colgate Strategy Sheet

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7/25/2019 Colgate Strategy Sheet

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leading to greater #rand equity "or the! and !oving our product

"urther down, in the Decline Phase= it is in right now1

S%##ort and actors:S%##ort from:

.he research that indicates that our product is ? ti!es !oree3ective, giving us a strong ground in the legal #attle1

Proven .rac record in the seg!ent

uality o" the product

Mu!#les ad ca!paign which is ready "or launch i!!ediately