...ICA02_Introduction Toothbrush design has gone through few substantial changes in its long history. Until the early 1900s, toothbrush bristles were generally made of Siberian hog hair. But in 1938, the soft-bristled Miracle Tuft Toothbrush was invented. Within a decade, Oral-B was mass-producing soft-bristled toothbrushes. In 1961, the electric toothbrush was introduced. Beginning in the late 1970s, the toothbrush industry started churning out a variety of new designs. They included variations in bristle shape, size, and texture, as well as unconventional handle styles. The Manufacturing Process: Injection molding is one of the most common methods of shaping plastic resin into useful objects. The process involves heating pellets of plastic resin to melting point then injecting the molten resin into a mold. Molding the handles and head. The first step in manufacturing a toothbrush is to create the toothbrush handle. Simple, manual toothbrushes and more complex electric toothbrushes require a plastic handle, though the molds used to shape these different types of brushes are quite different. The injection-molding machine deposits liquid plastic into the mold and then pushes the handle out of the mold once the handle is solidified. Multi Injection. For multicolored brushes, there will be two-stage injection process as described below: When the pre-injection is completed, the mold slides open with the handles still attached to it. Then the mold rotates 180° and closes so that...
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...Colgate-Palmolive Company: The Precision Toothbrush Company Background As of 1981, Colgate-Palmolive (CP) was an international leader in household and personal care products with sales of approx. $6 billion. An area of focus for CP in 1991 was their manufacturing and distributing plants along with their products. They spent $243 million on upgrading a handful of their manufacturing plants while introducing 275 products worldwide. These efforts were the results of Reuben Mark, CEO of CP who was credited with turning a “sleepy and inefficient” company into a much more profitable one. The main competitors for CP in international markets included Procter & Gamble, Unilever and Kao, along with others. Products and Industry Profile The current toothbrush market has been growing at an average of 9.3% annually since 1987. It increased further by an additional 21% in volume in 1992 due to the introduction of nearly 50 new products. The toothbrush industry was divided essentially into 2 segments: value and professional. What set these two categories apart was the type of bristles and the head size. It was clear that soft and extra-soft bristles were the way to go as they experienced the greatest year over year growth although they had relatively low market shares. Soon after, super-premium brushes were introduced into the toothbrush market to try and gain greater market shares than professional toothbrushes. Value brushes were priced at around $1.29, professional brushes started...
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...toothbrushes and toothpastes. In 1991, its sales topped at $6 billion and profits at $2.76 billion as it cornered 43% of the world’s toothpaste market and 16% of the world’s toothbrush market. Colgate-Palmolive’s positioning strategy for its toothbrush line in food stores has aided in capturing heir current dominant market share. Its in-store displays, combining toothbrushes with toothpaste packs and locating the Colgate-Palmolive line of toothbrushes in the middle of the stores’ shelves have contributed to this dominance. This strategy has been successful, as sales through food stores, drug stores and mass merchandising channels have produced the greatest volume and dollar sales historically. Colgate-Palmolive’s secret weapon in the war for supremacy in the super-premium market, Colgate-Palmolive, is proven to be very effective in removing plaque 35% more effective than existing brands – and in preventing gum disease. This advantage can be attributed to the innovative design, high-tech research using CAD and infrared scanning, consumer research and extensive product testing. Although this technology is a strong argument for positioning Precision in the “super-premium” category, Colgate-Palmolive could also use its design aspects to improve Colgate-Palmolive’s existing “professional” and “value” toothbrush lines to increase their respective market shares. Colgate-Palmolive’s patented innovation for Precision also stands as a strength upon which Colgate-Palmolive can lean for...
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...COTTLE-TAYLOR: EXPANDING THE TAYLOR: ORAL CARE GROUP IN INDIA COMPANY OVERVIEW (1815 (1815-2009) Cottle India: Focus on Oral Care Products Offered: • Toothpaste • Tooth Powder • Toothbrush 11.5 billion Dollar company ( 50% from emerging markets) Over 200 Product ( Home care, Personal care, Oral Care) 4 Geographic Divisions Products were sold across 450000 retail outlets With the growth of the modern market, Cottle planned to introduce mouthwash and dental floss CONSUMER BEHAVIOR FOR ORAL CARE IN INDIA 1dentist per 10000 people People in rural were least likely to use modern tools like toothbrush and paste, stuck to Neem twigs etc. In 2005 majority did not even visit a Dentist In 2009 50% of Indians not concerned of Dental issues India with a population of 1.16 billion was a huge market for Cottle India ORAL CARE IN INDIA: Frequency of Brushing 8% of toothbrush sold in 3 months were replaced Strategy was to have Basic Model at competitive prices Cottle Had 46% Market share, with 2 more major competitors Growth rate of oral Sector nearly 10% 1/week 2/week 3/week 1/day 2/day 23% 7% 9% 22% 39% Products By Cottle India end Low-end Manual The Complete, Sensitooth, Fresh gum, surround, kidsie Mid range Manual Zagger, Directionflex Battery operated Swirl, Swirl Refills FACTORS DETERMINING THE DEMAND FOR TOOTH BRUSH Affordability Oral Hygiene Awareness Frequency of Use Distribution and Accessibility • The disposable Income • 80% Indians...
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...company believed that hiring local talent is critical to maximizing international sales and driving country specific innovation. The company’s US headquarters relied on strategic advice and research on the Indian Market. In the Indian market which is the area of focus in this case, operations was conducted through a subsidiary- Cottle India and focused on manufacturing toothpaste, toothbrush and toothpowder. Issues / problems People in India are not very concerned with oral hygiene. Cottle has been working on informing and educating the Indian culture on the importance of oral care. Cottle wants to expand to new product development but the Indian culture has not fully adapted to the use of low-end and mid-range toothbrushes. They live on less than $2 a day and have low discretionary spending. The population in India has grown but so has poverty. Cottle faces a tough market with very low spending capacity. Overall penetration of dentists in India was very low. In 2005, the majority of Indians had never visited a dentist, and just 2% visited one regularly. More than 50% of rural India did not use a toothbrush to clean teeth. Logical analyzing of problems: Despite of the economic growth of India which served as the basis of Indian market being viewed of great scope, what was critical was to notice that only...
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...COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH MARKETING MANAGEMENT (MKT 6301/SYSM 6318) SPRING 2014 - CASE ANALYSIS REPORT 2/25/2014 Submitted by:- Ellen Hsieh Junai Kang Gopichand Movva Yasemin Polat Iqra Sawani Vivek Siva Iyer PROBLEM STATEMENT Colgate-Palmolive (CP) was preparing to launch the Precision toothbrush early in 1993. CP developed the Precision toothbrush with three different brush lengths and orientations to increase plaque removal and access to gums and teeth. Before proceeding with launch of the product, CP's main concern was in regards to promotion of the toothbrush, including positioning, branding, promoting and advertising. CP debated the placement of the Precision toothbrush between niche and mainstream positioning. Subsequently, CP deliberated emphasizing the branding of the toothbrush between Precision or Colgate. Finally, CP faced a dilemma in deciding the method of promotion that would best appeal to consumers while focusing on plaque removal. ISSUES Consumer and demand analysis For Colgate Palmolive, determining the demand of consumers in the oral hygiene market was crucial to determine how to market the product in terms of price, design, advertising, and other promotions. Consumers for toothbrushes include the general population with any concern oral hygiene. The difference in consumers was the types of brushers . The therapeutic brushers would be CP’s best consumers since...
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...to design the next best product in a fast developing dental field. New products, such as the Colgate Precision must not only be designed efficiently but must also be compared to similar products on the market to see if it will outsell their opponent’s newest products. Positioning, branding, and communication strategies must be considered when evaluating the potential of a new product. CP’s main strength is being a global leader in household and personal care products. The Colgate-Palmolive company also holds number one position in U.S. retail toothbrush market with a 23.3% volume share. Next, the company is concentrating on core consumer products. They also focus on innovation and new product launches. The company’s strong financials helps them in researching and introducing new products. One of the CP’s weaknesses is increased frequency of promotion by competitors. Due to promotions, purchase frequency was lagging the toothbrush replacement frequency. The consumers were often offered a “two for one” or a free sample, and most of the people were replacing their toothbrushes only when the bristles became visibly worn. This behavior was lagging the purchase frequency. In the 90’s there has been a substantial growth of the global oral hygiene market. There was also an increasing consumer interest and purchase frequency, which gave the company the prospect to expand its market. Second, the consumers were becoming more concerned about the health of their gums, which gave them...
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...A household name for paste and tooth powder, Colgate Palmolive (India) was established on 23rd September 1937 as a private limited company in Bombay, as a wholly owned subsidiary of Colgate Palmolive Co. Of USA Initially it started with trading activity and later set up manufacturing operations in 1949 at Sewry (Bombay). The company became a public limited company on 5th October 1978. In 1990-91 the company commissioned facilities for fatty acid and toilet soap at Waluj (Aurangabad). The plants at Sewri and Waluj manufacture oral care products like dental creams, tooth powder tooth brushes and personal care products like toilet soaps, shampoo, which are marketed under various brand names such as Colgate, Palmolive, Halo, Protex and Charmis. The company’s distribution network covers 1700 stockists and 4,50,000 retailers with ware house facilities in Mumbai, Calcutta, Delhi, Hyderabad, Lucknow and Madras ( and a new addition at Faridabad). The company has its own Research and development facilities and had also been getting the R&D benefits of the parent company. It has a well established quality Control Department at Sewri & Waluj. For 40 years, since inception till 1978, Colgate was carrying on its business in India with a paid up capital of Rs. 1.5 lakh made up of 1500 equity shares of Rs. 100 each, when it was increases to Rs. 1.96 crore, by a bonus issue in the ratio of 130:1. To comply with the FERA regulations, Colgate Palmolive, USA diluted its share holding to 40%...
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...Liquid and Viscous Products: Worksheet The principal display panel of a label must be located on that part of the container normally displayed to the user. The label must contain three basic mandatory statements which must, where applicable, appear in a prescribed manner: Product Identity Declaration. Net Quantity Declaration. Dealer Name and Principal Place Of Business. The product identity and net quantity declarations must appear on the principal display panel. The following sections will discuss these mandatory statements in detail. What To Put on a Label Product Identity Declaration (Common Name) The label must identify the common name of the product in terms of its generic name or function. Except in cases where the product is a test market product, a local product, a specialty product, or a product for which knowledge of a specific language is required, the product identity must be given in both English and French. The product identity declaration must be located on the principal display panel. The product identity declaration must be clearly legible, and meet the requirements for minimum type height. Net Quantity Declaration The net quantity declaration must be located on the principal display panel. The net quantity must be displayed clearly and prominently in distinct contrast to any other information shown on the label. The numerical portion of the net quantity must be in bold face type and meet the minimum type height requirements. ...
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...HIMALAYA HERBAL TOOTH PASTE Submitted to- Submitted by- Dr. D.D Swain Bibhu Prasad Rath Date-27/09/2012 DECLARATION I, Bibhu Prasad Rath, student of the International Management Institute, Bhubaneswar, do solemnly declare that the case write up on the “HIMALAYA HERBAL TOOTH PASTE ”, is of my own and that it is neither submitted to any other University or published anywhere prior to this. Bibhu Prasad Rath INDEX Serial No | Topics | Page No | 1 | Introduction | | 2 | History | | 3 | Issues | | 4 | Concept integration | | 5 | Environmental analysis | | 6 | Recommendation | | 7 | Conclusion | | 8 | Bibliography | | Introduction The word 'Ayurveda' comes from the word 'ayur' meaning 'life' and the word 'veda' meaning 'to know'. Ayurveda means 'the science of life',. Although today world is moving away from this aspect of world but still there is a niche segment who prefer Ayurveda or herbal products and one company that focuses on it is- HIMALAYA This legacy of researching nature forms the foundation of Himalaya’s operations. Himalaya uses the tools of modern science to create pharmaceutical-grade ayurvedic products. they have pioneered research that has converted Ayurveda’s herbal tradition into a complete range of proprietary formulations dedicated to healthy living and longevity. Today, these products have found...
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...1 What changes are occurring in the toothbrush category? Assess Colgate-Palmolive’s competitive position. In 1991 ,The U.S. Oral Care market was $2.9 billion in retail sales and had grown at annual rate of 6.1% since 1986.Dollar sales of toothbrushes had grown at an average rate of 9.3% per annum since 1987.All of this shows that toothbrush market is very big so all of these toothbrush company try to offer various type of toothbrush to meet customer requirement. Then the toothbrush companies have made numerous functional and aesthetic changes to the heads and bodies their products. Handles were thickened for a more comfortable grip and lengthened to extend the reach of the bristles. Shaft materials changed, incorporating translucent and more flexible plastics in the handle and rubber components fashioned into thumb ridges to help prevent slippage. Then the toothbrush market has become very competitive, and Colgate-Palmolive is facing strong competition for its products from existing companies like Johnson & Johnson and Oral-B and new companies such as Procter & Gamble and Smith Kline Beecham who positioned their new product launches in the super-premium toothbrush segment. In 1991, CP held 43% of the world toothpaste market and 16% of the world toothbrush market, worldwide sales of CP’s oral care products increased 12% to 1.3 billion, accounting for 22% of CP’s total sales. CP’s U.S. toothbrush sales in 1991 reached $77 million and represented 19% of CP’s U.S. Care Division...
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...INTRODUCTION Oral care industry in India has evolved from being just a purview of local homemade beneficial powders to attractive, cost-effective and user friendly gels neatly packed in a tube which can be easily applied on a Tooth brush. The use of tooth paste in India can be traced back to the year 1975. Nowadays, people are much more aware of oral hygiene which has led to a phenomenal growth in the Oral care Industry. But still, rural penetration is quite low as people there are still comfortable with the conventional methods of oral care. Due to this low per capita consumption, rural markets offer great opportunities for penetration. Rising per capita income of people and increasing awareness through advertisements, print media, etc is increasing the demand for oral care products. This marks a sharp transition from use of tooth powders to the use of value added toothpastes like mouth washes, gels and teeth whitening products. Currently the size of global oral care market is about $30 billion. Out of this, India contributes 5% of the total market which estimates the Indian oral care market to be $1.5 billion. The Indian oral care market registered an annual growth of 13% during FY 13. On the other hand, the growth in global market was 3% during the same period. The major players in the Indian Oral care industry are: Colgate, Unilever, Dabur and GlaxoSmithKline (GSK). P&G is a new entrant with the launch of Oral B Pro-Health in July‘13 in the Indian market. According...
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...order for our bodies to function daily, so it is very necessary that we care for them in the most special way, first lets take you into how the care for teeth got to where it is today. Before there was the invention of the toothbrush, people used rough cloth and chalk to rub across their teeth and even sometimes with the addition of products like salt and powder. The ancient Chinese would chew on twigs with a special flavor to freshen their breath. The ancient Greeks and Romans used crushed bones and oyster shells to clean their teeth with. But then, along came the invention of the tooth brush by the ancient Chinese, they cut open pigs and used the pieces of their neck to assemble what they called bristles to begin cleaning their beauties. Many years after, a man named William Addis was thrown into jail for starting a riot, since he wanted to stay fresh, he used his time to think of ways to stay on top of things, what he did was carve a bone handle, drill holes into it, and inserted boar bristles, that were held in place by wires. His contraption was very well known and he become very wealthy by the time he was released from jail. The toothbrush created a whole new pathway for the invention of other products such as floss, mouthwash. The toothbrush was used in order to maintain oral health and there was a need for something extra to keep that health up to par, that’s when the invention of toothpaste came along with that idea…………next came cosmetic...
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...Evidence Based Practice Western Governors University Tracy Wallace Hospital-acquired pneumonia has a very high morbidity and mortality rate here in the United States and is the second most common nosocomial infection. HAP consists of approximately fifteen percent of all hospital-acquired infections and occurs in five to fifteen percent of every 1,000 admissions. Critical care nurses are presented with unique challenges when caring for patients who are at risk for developing VAP. Strategies must be developed using evidence-based practice and incorporated into daily care in order to prevent VAP in patients receiving mechanical ventilation. ICU Doctors, Nurse Educators and the DON on the ICU unit are currently responsible for our current oral care practice. Our hospital is currently using (OAG), which stands for Eiders’ Oral Assessment Guide, it measures a patient’s oral health status and the frequency of oral hygiene. This tool measures oral health by using 8 different categories: swallow, lips, tongue, saliva, mucous membranes, gingiva, teeth, and voice. They are graded 1 (best), 2, or 3 (worst). Normal findings would be a score of 8, whereas 24 would be the total worst score in all 8 categories. I will now explain how using evidence based practice and OAG can improve the oral health of patients on ventilators. The conclusion will be supported by the research that I have obtained in this research project, which is decreasing the risk of pneumonia on patients who are on ventilators...
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...Introduction Cottle was founded in 1815 as a hand soap manufacture out of Philadelphia. The company would grow to produce more than 200 products in oral care, personal care and home care by the year 2009. Revenues were $11.5 billion in 2009 over a span of 200 countries. In 2009, Cottle focused on its ability to increase its earnings in India. The India marketing division of Cottle (Cottle-Taylor) oral care director, Brinda Patel, believed that India had a projected growth. From the information Brinda was able to obtain, she created a marketing plan that would support a 20% increase for toothbrush unit sales in 2010. Ms. Patel presented her findings to her manager Michael Lang (VP Manager for Asia and Africa). Mr. Lang felt that Ms. Patel was conservative in her numbers and felt the need to create a marketing strategy that would give the company an overall increase of 25% to 30% in toothbrush sales for 2010 was possible. Mr. Lang was under pressure to deliver results from his declining U.S. revenues and looked at India as an opportunity to boost his regions bottom line. Although India is one of the poorest countries, Lang seen this as an opportunity to engage over 500 million customers. What factors determine demand for toothbrushes? The factors that determine the need for toothbrushes are the needs within the population. In India 2009, most of the population depended on Neem trees, better known as “Nature’s Drugstore” to clean their teeth. In addition, a study in 2007 (See...
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