Colgate Oral-B

Product: Colgate Sensitive Pro-Relief Toothpaste Product: Oral-B Professional Sensitivity Toothpaste

Colgate’s Product Positioning

 Colgate Sensitive Pro-Relief is positioned as the toothpaste that has the best effectiveness in
solving tooth sensitivity as instantly compared with other toothpastes.
 The product positioning for “Colgate Sensitive Pro-Relief” toothpaste is well reflected in their
advertisements and product packaging

Oral-B’s Product Positioning

 Oral-B Professional Sensitivity is positioned as the toothpaste that best protects against teeth
sensitivity by creating an acid-resisting protective shield around sensitive teeth.
 The Product positioning for “ Oral-B Professional Sensitivity” toothpaste is reflected in their
advertisements particularly in their tag line, “Healthier and Stronger Teeth starting from day vs.
ordinary toothpaste”