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Introduced in September 2002, Colgate’s ‘Simply White’ posed a threat to P&G’s dominant market share in the over- the-counter teeth whitening product category. Colgate emphasized that its product bleached teeth as effectively as P&G’s Crest Whitestrips and priced it at a significant 65% lower than Whitestrips which allowed it to gain almost 50% market share. Although concept tests done by P&G indicated that consumers perceived both products to be equal in terms of whitening levels, P&G’s internal scientific data suggested that the whitening level for Whitestrips was 5 times higher than Simply White. Thus P&G is faced with the core issue - Whether Simply White works as well as Whitestrips and how can P&G regain its market share by communicating the superior effectiveness of its product vis-a-vis Simply White to the consumers, in turn disproving Colgate’s claim of an equally good yet cheaper product.
P&G, the world’s largest consumer products company, is almost four......

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Approximate Word Count: 1096
Approximate Pages: 5 (250 words per double-spaced page)

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