Running head: Colgate-Palmolive Case Study – Product and Pricing Strategy 1

Colgate-Palmolive Case Study – Product and Pricing Strategy Paper

Lydia Hines

Indiana Wesleyan University

August 25th 2013

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Colgate-Palmolive Case Study – Product and Pricing Strategy

Introduction

Colgate – Palmolive is a multinational company based in United States. It is a consumer

product organization which focuses mainly on the health care and personal products. The products are

widely available in many countries and are popular among the general consumers. The company has

been able to position itself in the market as a major company in the industry.

In the year 1991, the sales of the company were recorded as $ 6.06 billion. With this success,

the company was considered as a global leader in the industry. In 1992, the company launched a new

toothbrush in the United States.The division of the company, Oral Core Division, developed the

toothbrush which was at the time of launch a unique product.

Evaluation of the Current Product positioning and product Life Cycle

The product, Precision toothbrush was introduced as a unique product in the market and hence

the product launch can be referred as a niche market strategy. The product was targeted at the

consumers with gum disease. The product’s unique selling proposition now has become quite

common in the market. However, the Precision Toothbrush by the Colgate Palmolive is a market leader.

The market has been extended by the Colgate Palmolive and now the product is at still at the growth