Cottle Executive Summary

Each generation has its own characteristics, attitudes and lifestyle. Understanding their needs, wants and buying behaviors is essential to be able to connect with them. Efficient communication to convey the message will help gain their trust. Once gained, with their attention captivated, it will be easy to position the brand in their minds.

Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co. was in a problem of considering the how to position its new product--Precision, and to define the market strategy in terms of positioning, branding, and communication strategy. It provided some options with details to the reader, hence, for such purpose, this case would be a decision case, finding the optimum to segment the new product to the target and how it should be marketed.

“Makes tooth brushing an enthusiastic habit” is a popular quote used by Sanitol Chemical company during the 1900s. From the moment, we first learn to brush our teeth, we are taught that we should always keep them clean and white. Sanitol tooth powder made this possible during the early 19th century. Having pearly white teeth is seen as an attractive quality to have. Therefore, Sanitol made various ads to display the beauty of having white teeth in their ads. Although both advertisements are from 1911 and, one ad targets the female audience by presenting sanitol tooth powder as being a beauty product and the other ad targets parent by presenting sanitol tooth powder

When a dental company seeks to establish clientele firstly, they will have just a few chances to make an individual consumer, and only one danger to make a first influence. Realizing this makes it essential for dental companies to make an notably spectacular first impact. A method for dental organizations to achieve this is by means of direct mail advertising and marketing.

“There are 2 types of Competitive Advantage. Firms with lower relative cost than rivals have a Cost Advantage. Firms that are able to charge higher prices (have a higher WTP) than their competitors have a Differentiation Advantage. Firms that have both, low cost and high WTP, have Dual Advantage”( Proenca,Jose).

The end of the first year, we had 30% of the products left, in view of the traditional market accounted for 40.5% of the overall toothpaste market, we decided to increase three sales people into traditional sales channels in the next year. Due to the selling of whole market Economy toothpaste are great, we add advertising investment. At the same time, the poor sell of children's toothpaste prompted us to reduce 5 million budgets on its advertising fee. According to the results of marketing, and sales of other companies, appropriate to improve the economy, white, healthy toothpaste price and their allowance, try to stimulate the sales.

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By increasing successful and ideal operations and strengthening relationships with their customers, companies existing in this market diminish the significance of threat over newly accepted competitors. Toothpaste companies are still growing strongly, therefore additional firms are trying to enter the market to benefit from the increasing profits. However, most toothpaste companies have already made their name and their customers stay loyal to their brand, therefore it is hard to get into this market. With toothpaste being such a popular item and an essential in households,

Many members of this age group are highly impressionable (Media Smarts, n.d.) and also have a major social media presence and online presence through which they can be reached (Media Smarts, n.d.), making them accessible in a variety of ways. Within the Avalon region of Newfoundland and Labrador, there are many stores where toothpaste can be accessed, either by members of this segment who are purchasing the product for themselves or by people who are purchasing toothpaste for them. For example, in St. John’s alone there are 3 Walmart stores (“Walmart - Find a Store”, n.d.), 7 Lawtons Drug Mart's (“Store Locator”, n.d.) and 6 Sobeys stores (“Store Locator - Sobeys Inc.”, n.d.) and many other store options in the city where toothpaste can be purchased - not to mention the rest of the Avalon

A company named Goodbite has made a decision on launching a new product in the oral care market. They are interested in selling a teeth whitening strip with an advance scheme. The teeth whitening strips are small, elastic and can be adjusted to the surface of your teeth, being left in the mouth for several minutes helps on facilitating a whitening effect. The Goodbite’s product focuses on uniqueness by trying to select some attributes that might be considered as important. Its main competitive advantage focuses on product differentiation, which “deals with making changes in the marketing mix of a product so as to differentiate it from whatever the competition is offering” (“Product Differentiation”). The company differentiates from the

Competitive strategy is the moves and methods that the firm has taken and is taking to appeal buyers, improve its market position, and to endure competitive pressures. The strategy is about what a firm’s capability to try to knock off competitors and attain competitive advantage, which can be offensive or defensive. There are three approaches to competitive strategy, which are low-cost leadership strategy where struggling to be the overall low-cost manufacturer in the in industry. Moreover, pursuing to distinguish one’s product offering from competitors (differentiation strategy), and the last one is focus or niche strategy where aiming on thin portion of the market rather than the whole market (Porter, 1998).

Could you identify any product systems in this product mix? Is the toothpaste considered a shopping, specialty or convenience product? At what conditions, could this product considered a business product? With respect to Scope, do you consider it a "star" or "cash cow"? Why? With respect to the product life cycle of scope, what is the current status of the product? What is your marketing advice at this particular product life cycle stage?

Gillette is seeking means to retain dominance in market share they have lead for the last century. Along with sustaining market share Gillette has continued focus on expanding worldwide into less saturated markets. In this analysis multiple alternatives will be explored in order to make a recommendation on steps that would favor Gillette’s organization in meeting their aspirations.

Context: In 2009, India was the world’s largest democracy; with a population of 1.16billion growing at 1.4% per annum, the country suffered from a huge disparity in income with the majority of Indian population (78%) living in rural areas, and as many as 80% living under $2 per day. The 78% who lived in rural areas accounted for c. 64% of total expenditures in India. Around 50% of the Indian population did not have sufficient awareness of dental healthcare, and did not associate dental problems with improper care but rather to eating habits or genetics; most of these Indians were using natural remedies as chewing twigs from the Neem tree. Among the remaining population who used modern dental healthcare or a toothbrush, 77% brushed their teeth less than twice a day (recommended usage), and out of the 747.1million brushes sold every year, only 8.6% replaced their brush every 3 months. Cottle-Taylor (CT) enjoyed a large market share in India and focused on toothbrushes. Given the peculiarities of the market, CT decided to focus on toothbrushes where it enjoys larger gross margins by virtue of its existing manufacturing infrastructure that has been built over the years.

The report is about the market segmentation, targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1, 2 million, toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal, Close up, Casino and other make of toothpaste. Nowadays to be able to survive in this fierce competition world, firms need to satisfy the needs of its potential customers, hence keeping the existing and gaining new ones. For this to be