The Precision Toothbrush

A Harvard case study analysis about the launch of the Precision Toothbrush by Colgate - Palmolive company.

1. The P recision T oothbrush Case study

2. Umm.. Case study? What does that mean? Documented study and analysis of a specific real-life situation or an imagined scenario

3. So What t his Case study is about ?

4. The Problem Statement Colgate Palmolive wanted to launch The Precision Toothbrush But what strategies are to be opted to position, brand, and communicate effectively..?

5. The company is quite profitable in its toothbrush business..

6. l et’s study some consumer behaviour...

7. We are baby boomers and we are more concerned about health of our gums and wouldn’t mind paying premium for new products addressing this issue.

8. Cosmetic Brushers (21% of adults) Uninvolved oral health consumers (33% of adults) I want my teeth white! I want my teeth healthy! Whatever! Therapeutic Brushers (46% of adults)

9. competitors in super premium segment…

10. Oral- B Reach Advanced Design Crest Complete Aquafresh Flex

11. Oral- B Reach Advanced Design Crest Complete Aquafresh Flex Lever Sunstar Pfizer

12. advertising and promotion…

13. c olgate tag lines across years.. advertising and promotion…

14. Shaped to keep your whole mouth in shape 1985-1986

15. Odd looking, super-cleaning, comfy feeling toothbrush 1987-1990

16. Because your smile was meant to last a lifetime 1991

17. In the fight against plaque, it’s a Plus 1992

18. Colgate Toothbrush Points-of-sale display racks

19. d istribution…

20. Retail Toothbrush Sales: 1989-1992E

21. Competitor market shares: 1991-1992E

22. The Precision Marketing Mix

23. p roduct design and testing…

24. Reproductions of the Colgate Precision Toothbrush

25. Reproductions of the Colgate Precision Toothbrush

26. Reproductions of the Colgate Precision Toothbrush

27. Mission was to develop a superior, technical, plaque-removing device

28. Five Goals Of Research and Development

29. 1 Understanding the varying techniques consumers used when brushing their teeth.

30. 2 Testing the between-teeth access of different toothbrush designs.

31. 3 Establishing an index to score clinical plaque-removal efficacy at the gum line and between teeth.

32. 4 Creating a bristle configuration and handle design offering maximum plaque-removing efficacy.

33. 5 Determining the efficacy and acceptance of the new toothbrush design.

34. p ositioning…

35. Two possibilities.. Super-premium product Niche product

36. Concerns of positioning Precision as a mainstream product Cannibalization of Colgate Plus Pressure on Production schedules

37. How Unit Volumes Reach Consumer

38. Investment Tufters Handle molds Packaging machinery

39. Investment Costs Tufters Handle molds Packaging machinery $ 500,000 $150,000 $ 3 00,000

40. branding…

41. Colgate System III Colgate Advantage Colgate Precision Colgate Contour Colgate Sensation Colgate Probe Colgate 1.2.3

42. Colgate System III Colgate Advantage Colgate Precision Colgate Contour Colgate Sensation Colgate Probe Colgate 1.2.3

43. Stressing Precision as opposed to Colgate would, it was argued, limit the extent of cannibalization of Colgate Plus

44. c ommunication and promotion…

45. Concept tests, conducted among 400 adult professional brush users 18 to 54 years of age, were run during 1990-1991

46. Copies of the Advertisements used in the Consumer Concept Tests

47. Summary of Consumer Concept Test Results

48. Well.. Want the conclusion?

49. Want the conclusion? Well.. Precision was more than a niche product or simple line extension and the proven benefits to consumers represented a technological breakthrough.

50. You can really feel it working! Consumers’ overwhelming response

51. You can really feel it working! Consumers’ overwhelming response YAYY!

52. Thank you..!

53. Disclaimer Created by Bhavana Manjusha, Osmania University, during a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.