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Kim Pauszek
Colgate-Palmolive Case-Marketing Plan
I. Executive Summary
A. Summary of situation analysis
The Colgate-Palmolive case involves the Precision toothbrush, which was
entered into the market in 1993 by Colgate-Palmolive. This marketing plan
summarizes the company's situation at the time the Precision toothbrush was
introduced, and the different marketing strategies that we believe would be
best for Colgate-Palmolive and their new toothbrush.
B. Summary of marketing strategies
The marketing strategies include proposed strategies involving product,
price, place, and promotion.
C. Budget summary
Included in the marketing plan are pro-forma income statements for
Colgate Palmolive if they were to launch the product, and also if they were to
choose not the launch the product. Also included is an advertising budget.
II. Situation Analysis
A. The Industry
1. Definition of industry
The purpose and main focus of the oral health care industry is to prevent
teeth and gum diseases and to deliver cosmetic benefits. Examples of
products in this industry include toothbrushes, toothpaste, dental floss, and
mouth rinses.
2. History of Industry
Toothbrushes first evolved in 3000 B.C., and advancements have
continued ever since. Such advancements include the head shape, size,
flexibility, bristle texture and type, color, and angled handles. Companies,
other than Colgate-Palmolive, that have entered into the toothbrush market
include Oral-B, owned by Gillete, Johnson and Johnson, Procter and Gamble,
Smithkline Beecham, Lever, Pfizer, and Sunstar.
3. Growth Patterns
Consumers first purchased toothbrushes without much knowledge or< ...