Colgate Palmolive Company ¡V The Precision Toothbrush

1. The toothbrush market was divided into three segments: super-premium, professional, and value brushes. The retail prices for each segment by 1992 were as follows:
„X Super-premium ¡V between $2.29 and $2.89
„X Professional ¡V between $1.59 and $2.09
„X Value ¡V averaged at $1.29
By 1992, super-premium brushes accounted for 35% of unit volume and 46% of dollar sales. Professional brushes accounted for 41% and 42%, and value brushes accounted for 24% and 12% respectively. Three companies dominated the U.S. toothbrush market: Colgate-Palmolive, Johnson & Johnson, and Oral-B.


2. Mainstream Positioning

The objective of positioning Precision as a mainstream brush was to broaden the appeal of being the most effective brush available on the market. Precision¡¦s price would be at parity with Oral-B regular and Aquafresh Flex at $1.85 (Exhibit 4). This raised concerns about possible cannibalization of......

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Title: Colgate Palmolive
Approximate Word Count: 780
Approximate Pages: 4 (250 words per double-spaced page)

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