nurses and conducting free oral checkups, etc. Secondly, as with product development, Cottle should develop a wider portfolio of products and maybe develop complementary products which will better satisfy the local needs and wants such as herbal toothpaste, dentist floss, mouth wash, etc which could help accelerate the sales of toothbrush. Market segmentation for these products (low-end, mid-range & battery operated) should be based on income, education level, social status, age, geographical
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the brand arouses admiration of friends and relatives visiting the house. Ruggedness Dimension:-masculine—under the Ruggedness dimension is not applicable to the brand because Colgate users do not give any gender-specific characteristics to the toothpaste. Brand Portfolio When large businesses operate under multiple different brands, services and companies, a brand portfolio is used to encompass all these entities under one umbrella. Often, each of these brands has its own separate trademarks
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INTRODUCTION In middle 1992 Colgate-palmolive (CP) introduced a new toothbrush model ,called Precision, and it was expected to be announced during 1993.Susan Steinberg ,Precision product manager, had now the dilemma how to position,brand and communicate their new product.Would it be a niche,super-premium product or would it be a mainstream professional product?Would the name of the new toothbrush follow standard naming conventions or would they make a revolution and call it “Precision by colgate”
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apply the 5W model in Exhibit 3.4 to yourself: Toothpaste: Colgate Triple Action a. Who are you? This product is purchased by most of the people who care about their health and personal hygiene. Because of the price of the product, this is mainly a middle class product, because compared to other brands, Colgate is more expensive. b. What do you do with the product? This product normally is purchased in combo, when someone buys the toothpaste, normally they also buy a toothbrush, which Colgate
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Larry Werst has been a construction supervisor for Midwestern Construction for many years. He was known for getting the job done close to schedule and doing it right. Many rumors were going around that Larry was an alcoholic and he was drinking on the job. Many co-workers noticed his bad-breath odor smelling like alcohol and always purchasing two cokes. When Larry was confronted about the rumors, Larry denied he was drinking and the manager told Larry if he was ever caught he would be fired from
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$6.06 billion and a gross profit of $2.76 billion, was poised to launch a new toothbrush “Colgate Precision” in the United States. From early 1990s, therapeutic toothbrushes were gaining acceptance among common people. As a result, the toothbrush industry experienced a massive influx of competitors and formation of a niche market. In order to gain an edge each competitor worked on developing new toothbrush technology and offering promotions that would grab consumer attention. Competitors Major
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INFORMATION TECHNOLOGY ATTOCK OF COLGATE TOOTH PASTE The premium toothpaste market in India is a market that many players are aspiring to be a part of and Colgate has been trying for gaining a more and more market share of this market from a very long time and this is evident from the launch of a new and improved version
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consumers using Colgate toothpaste. Colgate has maintained its leadership and emerged as India’s No. 1 brand across all categories for eight out of nine years since 1992. • Launched a National Oral Health Program called “Bright Smiles, Bright Future” in association with the Indian Dental Association to spread awareness about oral care amongst children. Market Share CPIL is the market leader in the Indian oral care market with a market share of 51 per cent in the toothpaste segment, 48 per cent in
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Procter and Gamble, Inc. Scope The problem for Procter & Gamble`s (P&G) “Scope” brand is that their share at mouthwash market is slightly going down while a new brand called “Plax” launched by Pfizer Inc. has gained a %10 market share in a very short time period which created a situation that left “P&G”s management team in dilemma for how to respond. P&G has some constraints to solve the problem (in fact, the situation is so complex that for some, no problem and threat exist). First
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Global Adventures of Colgate Palmolive Today there are many firms whose products are widely known and are available in many countries all over the world, but international marketing is not a simple activity that can be successfully applied by very firm. First, to achieve success in international marketing activities, a company should consider economic, social and cultural facts about the countries which the firm plans to expand its activities to. These facts are extremely important because they
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