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Colgate-Palmolive Company: The Precision Toothbrush

I. Problem Definition

Colgate-Palmolive (Colgate) needs to determine how Precision should be positioned in the tooth brush market. Colgate must decide what segment of the market to target and how Precision should be marketed to its target market.
II. Solution Possibilities
Colgate's objective is to position and market Precision to fully utilize the products potential. To accomplish this objective, Colgate must determine what segment Precision should target, the super premium niche or the broader professional brush market, and the marketing mix that would be most effective for that position.
Colgate can position Precision as a niche product. Colgate does not have a tooth brush currently positioned in the super premium niche. Oral B, Johnson & Johnson, Procter & Gamble and Smithkline Beecham currently compete in this product segment. Due to the number of quality competitors in the tooth brush market, product innovation is an important factor to be able to differentiate......


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Approximate Word Count: 1773
Approximate Pages: 8 (250 words per double-spaced page)

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