Introduction:
The Colgate-Palmolive Company (CP.Co) is poised to launch a new toothbrush in the United States, tentatively called, “Colgate Precision Toothbrush”. The Cp’s Oral Care Division has developed Colgate Precision after three years of intensive research but now face a significant market competition with substantial new product activity. Ms.Susan Steinberg, CP’s Precision Product Manager is responsible to determine the appropriate marketing mix and recommend positioning, branding and communication strategies to division manager Nigel Burton.
Synopsis:
Colgate-Palmolive is the global leader in household and personal care products with 1991 sales of $6.06 billion and a gross profit of $2.76 billion. The company had an expenditure of $114 million in R & D and total of $428 million on media advertising. During this period, it held 43% of the world toothpaste market and 16% of the world toothbrush market. Since 1985, the company’s gross margin climbed from 39% to......

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Title: Colgate Palmolive
Approximate Word Count: 2063
Approximate Pages: 9 (250 words per double-spaced page)

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