EXECUTIVE SUMMARY________________________________________SIGNIFICANT FACTORSBranding: Should the name of the product on the package and in advertizement be ?Colgate clearcutness? or as ?Precision by Colgate?Communication and promotion: This is an effective way to pull a food market share because it is hard to increase primary choose unless stealing sales from existing productsMajor competitors in the super-premium segment: viva-B, tint Advance Design, Crest Complete, and Aquafresh FlexDifferential pricing structure: Niche market vs. Mainstream marketDifferent advantages/ disadvantages: Niche market vs. Mainstream marketDramatically change in technology advances: refreshful toothbrushes come out very quickly and frequentlyCannibalization: New Precision toothbrush might taken away positioning of Colgate plus and Colgate ClassicConsumer purchasing power: Personal preferences, behavior, product evaluation, and reasons in purchasing toothbrushesFactors impact consumers? decision: Great influence from dental professional for people who concern about gum diseaseDesigning a pro-forma income account to compare the profit implications of the niche vs. mainstream positioning strategiesCENTRAL ISSUEHow can Colgate-Palmolive carry away its new Precision toothbrush?s position, brand, and communication strategies and acquire the market leader position in the toothbrush market.
BACKGROUND________________________________________COMPANY BACKGROUNDAs a global leader with 1991 sales of $6.06 billion and a staring(a) profit of $2.76 billion, Colgate had spent about five hundred millions in its R&D and advertising.
CP?s five-year plan had three strategies which are:1.Launch new product (275 worldwide new products) and adit into new geographic markets (acquisition of Mennen men?s toiletries company, manufacturing in china and Eastern Europe);2.
Improve efficiencies in manufacturing and distribution (upgrade 25 CP?s manufacturing embed;3.Focus on core consumer products continuously.
Colgate-Palmolive?s Oral Care calling and The U.S. Toothbrush Market:In 1991, CP held 43% of the world toothpaste market and 16% of the world toothbrush market. In 1991, the toothpaste accounted for 46% of the U.S. Oral Care market, mouth rinses 24%, toothbrushes 15.5%, with dental floss and separate products making up the remainder.
Until the...
Wow.. I just did a merchandise plan for my graduation project... it was a bout a dairy farm company..
your plan is really good! Clear and well written..I bid your strategies. Keep up!
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