Csae study-- Colgate Precision

Slide 1: 

May 09 1 1 WELCOME ALL Group -1

Launch of Technically Superior Toothbrush-Colgate precision : 

May 09 2 2 Launch of Technically Superior Toothbrush-Colgate precision Group 1 Abhishek Anshuman Amit Birendra Deb Mishra Gopal Pandey Kishan Kona Mohit Manan Nitin Situation Analysis

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May 09 1 3 Changes occuring in Toothbrush category Customer choice - Performance benefits rather than price Brand choice - Feature, comforts and professional recommendations New products - Aesthetic features and technical performance improvement Customer preference- Soft bristle from firm bristle Toothbrush replacement frequency ----- once in 8.6 months in 1990 to 7.5 months in 1991 precision

Colgate- Palmolive's Competitive Position : 

May 09 1 4 Colgate- Palmolive's Competitive Position CP -43% of World Toothpaste market and 16% world Toothbrush Market CP -Numero uno in US retail Toothbrush market with 23.3% vol share Super Premium segment CP– No presence Oral-B – 23.1% Vol share and 30.7% value J & J Reach-- 19.4% Vol share and 21.8% value P & G Crest – 2.0% Vol share and 2.6% value SKB Aquafresh Flex-0.9% Vol share and 1.1% value Professional segment Colgate Plus —16.9% Vol and 18.5% value Value segment Colgate Classic— 6.4% Vol and 4.9% value

Toothbrush Market Segmentation : 

May 09 1 5 Toothbrush Market Segmentation PRICE- Value, Professional and Super premium based on price ATTRIBUTES - Toothbrushes on the basis of Bristle and head size DEMOGRAPHIC - Toothbrush market on the basis of adult and child (aesthetic look) PYSCHOGRAPHIC – Therapeutic, Cosmetic, Unconcerned

Consumer Behaviour for Toothbrush and Toothpaste : 

May 09 1 6 Consumer Behaviour for Toothbrush and Toothpaste Most consumers – Toothbrush and Toothpaste equally important No Sharing of Toothbrush in members of same household Combine Display of Toothbrush and Toothpaste increased sale by 170% (Colgate)

Launch of Precision in Niche Market : 

May 09 1 7 Launch of Precision in Niche Market Pros: New market for CP in super premium market CP USP – Brand Image and command 15% price premium Appeal to Gum diseases concerned customer Failure of Product – No cannibalization of Colgate existing market share Precision positioned in 4 SKU, no existing SKU will be dropped Cons: Per unit cost of the product is high Less Revenue generation Less market share as compared to Mainstream

Marketing Recommendation : 

May 09 1 8 Marketing Recommendation Precision Toothbrush placed in Niche market and after maturity repositioned to mainstream market Product- Precision continue to address targeted consumer' specific need—plaque Removal/attractive packaging Price – More value to consumers than competitor’ product Placement- Leveraging of intensive distribution channels. e.g. : toiletries, unique display model, vendor relationship Promotion- invest industry-standard amounts of capital for the new toothbrush promotion—target youth and dentist majorly

Opportunity : 

May 09 1 9 Opportunity GROW THE CAKE …

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May 09 1 10 Our primary responsibility:" Making every customer as happy as this Lady"

Slide 11: 

May 09 1 11 THANKYOU