For those hard to reach

Colgate-Palmolive
places The Precision
Toothbrush
Group 7
Changes in Toothbrush Category
• Entry into geographical markets
• Emergence of “Super-premium” sub-category
• Increase frequency of toothbrush purchases
• Toothbrushes purchased based on performance benefits
• Technology allowed for measuring effectiveness
• Advancements in marketing techniques brought greater awareness
Market Segmentation
Uninvolve
d
21%
Therapeuti
c
46%

Cosmetic
33%
 Positioning for Precision by
Colgate
• Launch to the niche market, specifically therapeutic brushers
• Captures product essence
• Segment is fitting for the design and benefits of the product
• For therapeutic brushers, the Colgate-Palmolive Precision toothbrush is
the superior premium toothbrush because of its innovative design that
provides the best brush possible and removes 35% more plaque than
other leading toothbrushes.
 Recommendations
• Utilize the Colgate-Palmolive task force
• Aid in increasing credibility to niche market
• Present with toothpaste on shelves
• Showcase in commercial pharmacies using floor stands
• Employ infographics
• Aim to be the “home brush”