Colgate Palmolive free essay sample

In order to meet consumer demand CP could introduce the toothbrush as a niche, super-premium or amainstream, professional product. It could also introduce the product using standard naming conventions or introduce anew labeling system by calling it the â€Å"Precision by Colgate. † CP could leverage existing industry relationships and makean effort to form new ones in order to gain a competitive edge. At launch, CP could plan to offer competitive promotions,a popular offering that was slowly becoming standard practice in the oral care industry. The company could also increaseits advertising budget to include educating the public on the dangers of gum disease. Depending on how it chooses tointroduce the Precision toothbrush to the market, 1992 could serve as an important year for CP to establish itself as thedefinitive oral health care company. Situation Analysis Environmental Analysis In 1992, Colgate-Palmolive (CP) was the global leader in household and personal care products. It was also the leader inretail toothbrush sales in the United States. We will write a custom essay sample on Colgate Palmolive or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Prior to the 1990s, consumers were satisfied with toothbrushes that were aesthetically pleasing. As therapeutic toothbrush sales rose it became apparent that baby boomers were becoming increasingly concerned with their oral health, specifically their gums. As a result, the toothbrush industry experienced amassive influx of worthy competitors and the formation of a niche, super-premium market. In order to gain an edge eachcompetitor worked on developing new toothbrush technology, forming alliances with dental professionals, expandingadvertising budgets and offering promotions that would grab consumer attention. Industry Analysis Not only can the industry be broken down by price models (super-premium, professional, and value), it can broken down a second time into niche and mainstream offerings. Consumers of this industry can be sorted into three categories: * therapeutic, * cosmetic, * uninvolved. Competitive Analysis One promising conclusion that can be drawn from the competitive analysis is that every company has been affected by the changing pattern of consumer behavior, emergence of new technology, and introduction of new players entering the playing field. For example, in 1988, Johnson Johnson introduced â€Å"new brush technology† only to phase it out by 1992. Environmental Analysis In order to get an edge, competitors, Johnson Johnson, Oral-B, Procter Gamble, and Smithkline Beecham (lattertwo are new competitors), are offering promotions in the form of coupons, mail-in refunds, and bundles. Strengths With 43% of the global toothpaste market and 16% of the global toothbrush market, CP has defined itself a leader of household and personal are products worldwide, and positioned itself as the number one retailer of toothbrush productsin the United States. CP utilizes a cutting-edge infrared motion analysis and technique to measure exact levels of plaque removed by its products in consumer tests. CP’s Triple Action head removes 35% more surface plaque and 100% more gum line and in-between teeth plaque than its competitors’ products. As a company with years of experience, CP hasformed a strong relationship with subcontracting manufacturer, Anchor Brush. It has also put together a task force of research development, marketing experts, dental professionals, and outside consultants. Because of its good standingrelationship with retail stores, it is able to position its products on the middle shelf, right between its competitors, Reachand Oral-B. Weaknesses Although industry players are manufacturing products to improve oral health, it has been difficult to educated consumersof the importance of preventing gum disease (which is a common motivator to improve dental care habits). One majoradvantage that the competitor, Oral-B, has over the other companies is the ability to say it is recommended by dental professionals.