colgate shilpa rani-nita
TRANSCRIPT
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COLGATE THE PRECISION TOOTHBRUSH
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By 1991, a global leader in household
products. Emphasis on new product launches. To enter new geographic markets.
WHY LAUNCH A NEW PRODUCT?
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Strategic acquisitions. Manufacturing in China and East Europe to
avail low production cost. Investment in R&D for new technologies.
TOWARDS AN EFFICIENT LEADERSHIP
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Colgate Classic: positioned in value segment.
Colgate Plus: higher quality product for professional segment.
PRODUCT SEGMENTATION
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POSITIONING
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Launched with the
objective of being the best brush .
A SUPER PREMIUM PRODUCT…… Mainstream positioning
would result in 10% volume share in a year as compared to 33% in case of niche positioning.
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Somewhere in
between Colgate Plus and Oral B products.
Initial discounts and mainstream price.
But mainstream product implies more supply.
However can lead to cannibalization.
PRICING AND SITUATION
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VIEWS RELATING TO
POSITIONING I consider , already well established market is
meant to bring newer and modified products with enhanced versions.
Precision , since targeted towards gum disease , it had a message.
Lethargic projects to be shut and greater focus over premium products with increment in investment.
So initial launch with high price as a brand would be somewhat lucrative.
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Surveys revealed that the
primary utilization of toothbrush is to remove the food particles.
Plaque removal and gum stimulation comes secondary.
Consumers’ shifting concern towards health of gum.
Willing to pay attention towards secondary issues.
RESEARCH AND SURVEYS
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Oral-B: The dentist’s
toothbrush. Its product lines comprises
of oral-b indicator product.
COMPETITION
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JOHNSON AND
JOHNSON: JOHNEEN
Prevent: Brush at 45 degree angle.
Consumer promotions an offers buy-two-get-one-free.
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Procter and Gamble.
Smithkline: Aqua fresh in US market.
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In store promotional activities. Adequate media expenditure. Incentives and offers using the established
platform of Colgate toothpaste to create and introduce the new brush via coupons and discounts on paste.
PROMOTION
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WHY SHOULD CUSTOMERS PREFER IT OVER OTHERS?
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MESSAGE……
Serve its need?
Will a well sorted demonstration and
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REASON…….
Provide , the consumers a
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“ YOU CAN REALLY FEEL IT
WORKING”
BEGINS THE CAMPAIGN..
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Greater the
knowledge of the product, greater the enthusiasm to use it.
A comparative exposure to claims by competitors.
CONSUMER INSIGHT:
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Advertising budget and its impact on
sales of auxiliary and mainstream products.
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Precision: Launch program for a main stream
positioning strategy or niche positioning.
Segmentation of promotional budget.
A greater % for precision or allocation as per sale of each product i.e. Classic, Plus, Precision.
The Challenges….
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UNCERTAINTY AND AMBIGUITY.
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‘Plus’ a mainstream brand
and pioneer of its toothbrush line i.e. of company.
Less for Precision and more for Plus to defend its market position.
So is niche positioning a considerable solution for Precision.
Will 2 toothbrush category simultaneously be supported?
ARGUMENTS AND POINTS TO PONDER.
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Precision should reach
its full sales potential. Increased budget for
Precision promotion compared to Plus.
Providing incentives and offers based on established categories.
A mainstream launch for precision.
STEINBERG’S IDEOLOGY.
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CANNIBALIZATION?..
BUT WILL A NEW PRODUCT LEAD TO
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Focus on
“PRECISION”
TO BE PRECISE
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A technological breakthrough( Paved the way for its success).
Success= strategic budget plan + positioning + promotion.
INFERENCE
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THANK YOU
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DISCLAIMER
Created by Shilpa Rani, NIT Agartala(Tripura),
during an internship under Prof. Sameer Mathur , IIM Lucknow.