This is Joe Joe stopped using Colgate Precision Now no one likes Joe’s smile Don’t be like Joe !!
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This is JoeJoe stopped using Colgate PrecisionNow no one likes Joes smileDont be like Joe !!
Colgate-Palmolive Company: The Precision Toothbrush
The Iconic Colgate Precision advertisement
Nature of Demand
Tooth brush market is close to a century old, but last few decades have witnessed many changes
Now, there is a shift in demanded benefits Cavity Prevention Healthier Gums Young generation ready to pay for superior toothbrush
Market is emerging from value and premium range to a third category of Super Premium range Enhanced Oral Care
$ Market Shares by Class of Trade: 1991 - FOOD$ Market Shares by Class of Trade: 1991 - MASS$ Market Shares by Class of Trade: 1991 - DRUG
Brushing FrequencyChange in ToothbrushFrequency of Purchase
Inception of Super Premium Segment changed the Toothbrush industry
Forces behind Market Demand US population is increasing on ave 1.23% annually
Media Support and coupon promotions are increasing rapidly
Baby boomers becoming more health conscious and willing to pay more for a toothbrush
Increasing frequency of replacing a toothbrush over last few years
Recommendations1. Since people are becoming more health conscious it needs to enter into categories such as :Anti-Cavity Medicinal Herbal Cleaning Taste Mouth freshening
2. Short term channels 2.1 Drug Stores 2.1.1 Attract customers with gum diseases 2.1.2 Design products for specific gum disease eg. Special Products for Gingivitis Recommendations
2. Short term channels 2.2 Food Store 2.2.1 Comprises 43% of the whole market in US (1992) 2.2.2 Make home users gradually accept the productsRecommendations
2. Short term channels 2.3 Dentist & Professionals 2.3.1Need to directly compete with Oral-B Recommendations
3. Long term channels 3.1 Mass Merchandiser 3.1.1 Increase sales in mass merchandises 3.1.2 More in-store promotion Recommendations
3. Long term channels 3.2 Food Stores 3.2.1 Still biggest share 3.2.2 Focus on home users Recommendations
Recommendations4. Campaign focusing on Oral hygiene for children
Bibliographyhttp://bv-f.org/12.%20BV%20Final.-13.pdfhttps://www.youtube.com/watch?v=rMtCs6IhCMkhttp://www.colgate.co.in/en/in/oc
DisclaimerCreated by Harshit Sharma, NIT Kurukshetra, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow
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