HBS case study: Colgate Precision Toothbrush
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Marketing analysis of the product launch of Colgate Precision by Colgate Palmolive company.
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Description of colgate
Colgate Total uses an indirect distribution channel involving dentists, drug stores, grocery stores, large retail stores, and department stores to reach consumers across many geographic areas. Key distribution activities include transportation via truck, rail, water and air. Promotion of Colgate Total involves advertising through television commercials, magazines, radio, billboards and dental office ads. Promotional strategies include coupons, rebates, in-store displays and demonstrations to induce trial of the new product.
Colgate Precision: A Case Study
The document discusses the launch of Colgate Precision, a new toothbrush entering a competitive market in 1992. It summarizes the major competitors at the time, including Crest, Oral-B, Johnson & Johnson, and SmithKline Beecham. It also outlines Colgate Precision's product design and testing process. The document considers options for positioning Colgate Precision as either a niche or mainstream product. Additionally, it discusses branding tests and selecting the name "Colgate Precision." Finally, it emphasizes the importance of sampling and professional endorsements in the communication and promotion strategy.
SLIDE FYDP2
1. The document outlines the objectives and presentation outlines for a final year design project to establish a stearic acid production plant with an annual capacity of 100,000 MT in Indonesia.
2. The key objectives are to develop the process flow diagram and engineering design for the plant, perform process integration and economic analyses, and ensure the plant's design complies with environmental and safety regulations.
3. The presentation will include sections on the design of equipment, process control and instrumentation, process integration, environmental considerations, economic analysis, and plant safety and layout.
Colgate max fresh ppt
This document provides a case study on Colgate Palmolive's launch of their Colgate Max Fresh product globally. It discusses the company and toothpaste market background. It then examines the product development and launch initiatives taken in the US, China, and Mexico markets. In the US, Colgate Max Fresh was positioned as a premium brand and advertised heavily on TV and online. In China, it was renamed Icy Fresh and promoted using a celebrity. In Mexico, consumer testing showed average success potential and volume was expected to come mostly from existing Colgate brands.
Colgate palmolive the precision toothbrush
The document discusses Colgate Palmolive's plan to introduce a new toothbrush, the Precision toothbrush, into the market. It analyzes the toothbrush market and identifies a niche for a "super premium" product targeting gum health. It considers mainstream versus niche positioning strategies and recommends a niche strategy to initially target the therapeutic brushing segment. Financial forecasts suggest the niche strategy would be more profitable than mainstream. The implementation plan includes professional endorsements, advertising, competitive pricing, and bundling the toothbrush with a premium toothpaste.
Recommandé
Description of colgate
Colgate Total uses an indirect distribution channel involving dentists, drug stores, grocery stores, large retail stores, and department stores to reach consumers across many geographic areas. Key distribution activities include transportation via truck, rail, water and air. Promotion of Colgate Total involves advertising through television commercials, magazines, radio, billboards and dental office ads. Promotional strategies include coupons, rebates, in-store displays and demonstrations to induce trial of the new product.
Colgate Precision: A Case Study
The document discusses the launch of Colgate Precision, a new toothbrush entering a competitive market in 1992. It summarizes the major competitors at the time, including Crest, Oral-B, Johnson & Johnson, and SmithKline Beecham. It also outlines Colgate Precision's product design and testing process. The document considers options for positioning Colgate Precision as either a niche or mainstream product. Additionally, it discusses branding tests and selecting the name "Colgate Precision." Finally, it emphasizes the importance of sampling and professional endorsements in the communication and promotion strategy.
SLIDE FYDP2
1. The document outlines the objectives and presentation outlines for a final year design project to establish a stearic acid production plant with an annual capacity of 100,000 MT in Indonesia.
2. The key objectives are to develop the process flow diagram and engineering design for the plant, perform process integration and economic analyses, and ensure the plant's design complies with environmental and safety regulations.
3. The presentation will include sections on the design of equipment, process control and instrumentation, process integration, environmental considerations, economic analysis, and plant safety and layout.
Colgate max fresh ppt
This document provides a case study on Colgate Palmolive's launch of their Colgate Max Fresh product globally. It discusses the company and toothpaste market background. It then examines the product development and launch initiatives taken in the US, China, and Mexico markets. In the US, Colgate Max Fresh was positioned as a premium brand and advertised heavily on TV and online. In China, it was renamed Icy Fresh and promoted using a celebrity. In Mexico, consumer testing showed average success potential and volume was expected to come mostly from existing Colgate brands.
Colgate palmolive the precision toothbrush
The document discusses Colgate Palmolive's plan to introduce a new toothbrush, the Precision toothbrush, into the market. It analyzes the toothbrush market and identifies a niche for a "super premium" product targeting gum health. It considers mainstream versus niche positioning strategies and recommends a niche strategy to initially target the therapeutic brushing segment. Financial forecasts suggest the niche strategy would be more profitable than mainstream. The implementation plan includes professional endorsements, advertising, competitive pricing, and bundling the toothbrush with a premium toothpaste.
Product design
This document discusses key factors in product and service design strategy including cost, quality, time-to-market, customer satisfaction, and competitive advantage. It emphasizes increased attention to customer satisfaction, reducing time to introduce and produce products/services, environmental concerns, and designing user-friendly products that use less material. Product and service design impacts development time/cost, quality, and the organization's production/delivery capabilities.
Product design and process selection
The document discusses product design and service operations. It defines product design as concerned with a product's form and functions. The product design process involves concept development, product planning, engineering, and pilot production. It also discusses various aspects of product design like design for function, manufacture, and sales. The document also defines different types of service operations and strategies for scheduling service operations to meet demand fluctuations and customer needs.
Ppt on colgate
Colgate has been in business since 1806 and began as a starch, soap and candle factory. It introduced its first toothpaste in 1873 and was the first to sell toothpaste in a tube in 1896. Over time, Colgate expanded globally through acquisitions and is now a leading oral care brand present in over 200 countries. Currently, Colgate focuses on innovation, emerging markets growth, and leveraging technology while facing competition from brands like HUL. It aims to increase rural penetration in India through affordable products and promotions.
marketing project on colgate
This document provides a project report on Colgate-Palmolive Ltd. It includes an introduction to the company, its history dating back to the 1800s, details on its marketing mix including product, price, place and promotion strategies. It also includes a BCG matrix analysis, SWOT analysis and STP analysis of Colgate's business and products. The project was submitted by five MBA students and provides a comprehensive overview of Colgate-Palmolive's business in 3 pages.
Product Design & Development - 1
This document discusses key aspects of product design and development. It defines product, product development process, and design process. It outlines the six phases of product development and different types of products. The document also discusses product conceptual design, form and function, fundamental design rules, concurrent engineering approach, and composition of effective design teams.
Product design concept
The document discusses product design concepts and the product design process. It defines product design as conceptualizing an idea for a product and transforming it into reality by considering constraints and analyzing all aspects of the product. The objectives and features of good product design are listed, including functionality, reliability, quality and cost-effectiveness. Concepts discussed include research and development, reverse engineering, and concurrent engineering. The steps of product design are outlined as synthesis, sketching, analysis, selection, engineering, prototyping, and manufacturing.
Growth strategies for FMCG
The document discusses various growth strategies for fast-moving consumer goods (FMCG) companies. These include pursuing a multibrand strategy to capture market share, product flanking to offer variations, brand extensions to leverage brand equity, building product lines, new product development, innovating core products, taking a long term outlook, extending product lifecycles, expanding markets through increased usage, developing wide distribution networks, monitoring consumer insights, advertising and promotions.
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Product design
This document discusses key factors in product and service design strategy including cost, quality, time-to-market, customer satisfaction, and competitive advantage. It emphasizes increased attention to customer satisfaction, reducing time to introduce and produce products/services, environmental concerns, and designing user-friendly products that use less material. Product and service design impacts development time/cost, quality, and the organization's production/delivery capabilities.
Product design and process selection
The document discusses product design and service operations. It defines product design as concerned with a product's form and functions. The product design process involves concept development, product planning, engineering, and pilot production. It also discusses various aspects of product design like design for function, manufacture, and sales. The document also defines different types of service operations and strategies for scheduling service operations to meet demand fluctuations and customer needs.
Ppt on colgate
Colgate has been in business since 1806 and began as a starch, soap and candle factory. It introduced its first toothpaste in 1873 and was the first to sell toothpaste in a tube in 1896. Over time, Colgate expanded globally through acquisitions and is now a leading oral care brand present in over 200 countries. Currently, Colgate focuses on innovation, emerging markets growth, and leveraging technology while facing competition from brands like HUL. It aims to increase rural penetration in India through affordable products and promotions.
marketing project on colgate
This document provides a project report on Colgate-Palmolive Ltd. It includes an introduction to the company, its history dating back to the 1800s, details on its marketing mix including product, price, place and promotion strategies. It also includes a BCG matrix analysis, SWOT analysis and STP analysis of Colgate's business and products. The project was submitted by five MBA students and provides a comprehensive overview of Colgate-Palmolive's business in 3 pages.
Product Design & Development - 1
This document discusses key aspects of product design and development. It defines product, product development process, and design process. It outlines the six phases of product development and different types of products. The document also discusses product conceptual design, form and function, fundamental design rules, concurrent engineering approach, and composition of effective design teams.
Product design concept
The document discusses product design concepts and the product design process. It defines product design as conceptualizing an idea for a product and transforming it into reality by considering constraints and analyzing all aspects of the product. The objectives and features of good product design are listed, including functionality, reliability, quality and cost-effectiveness. Concepts discussed include research and development, reverse engineering, and concurrent engineering. The steps of product design are outlined as synthesis, sketching, analysis, selection, engineering, prototyping, and manufacturing.
Growth strategies for FMCG
The document discusses various growth strategies for fast-moving consumer goods (FMCG) companies. These include pursuing a multibrand strategy to capture market share, product flanking to offer variations, brand extensions to leverage brand equity, building product lines, new product development, innovating core products, taking a long term outlook, extending product lifecycles, expanding markets through increased usage, developing wide distribution networks, monitoring consumer insights, advertising and promotions.