Game Theory And Strategic Marketing Individual Case Analysis [pic] Brighter Smiles for the Masses----Colgate vs. P&G [pic] [pic] BY: ZHUANG Lingzhi ( Erin ) 52373176 Individual Case Analysis The Procter &Gamble Company (P&G) was the first one to launch the over-the-counter tooth-whitening product, Crest Whitestrips, which is able to be used at home to the market. After two years, Colgate followed to launch the rival product, Simply White, and snatched big part of the market share from P&G. The market share of Whitestrips dropped from 80% to 37% while Simply White achieved almost 50%. Apparently, Colgate has won this teeth-whitening competiton. Usually, a new product would have …show more content…
What P&G can do is to find a third party which is authoritative to do the test again and announce the results to the public. The effectiveness of Whitestrips is doultless cause it have won the challenge before the NAD. Once the consumers notice that Simply White is not as effective as it claimed, their trust towards Simply White wouled be lowerd and very
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Throughout everyone’s lives either children and adults, brushing teeth is nessecary to maintain fine-white looking teeth. Yet many people who constantly brush when needed still fall short in achieving white, shiny, teeth even though they brush after every meal. This is due to stains from wines, acidic foods, or the coming of old age. Either one of these reasons could be responsible for why your white-shinny teeth become yellow. Imagine having a fine dinner with your special someone, only to smile and have them see your ugly, disgusting, yellow colored teeth. With 3D White Strips made by Crest, say goodbye to those ugly teeth and say hello to shiny, sparkly, white teeth. When people ask other people “How did you get your teeth so white?” Most
The media sources use a scare tactic way of presenting their information. They make the story very compelling that these products absolutely do cause adverse effects. More studies most definitely need to be done, which is what the authoritative sources stated. They found some links but their results were usually not statistically significant. If more people become familiar with the potential risks and side effects of consuming these products, we can make a push towards natural food colorings in all of our products. Also if enough people continue to report adverse reaction to the FDA it can lead to further studies being done and then maybe we can make a change in the U.S. As we learned in this paper, the media may have a point to what they are saying but typically they “jump the gun” so to say. By this I mean that they make statements off of their own judgments, and when they do use studies to back themselves up they find studies that fit what they are trying to prove. Take everything the media says with a grain of
Results: The results indicated that all three agents provided significant shade lightening about baseline tone. The results showed no difference in tooth whitening efficacy between the three whitening products. Using Whitestrips is probably the most convenient way to whiten teeth at home.
Colgate produce variety of oral care products and one of the factor that cause Colgate to success in the market is positioning. In this case, Colgate positioned themselves as number one recommended by dentist worldwide. Each of the Colgate’s toothpaste positioned differently in the market. Colgate Total 12 positioned itself as unbiddable protection for healthy mouth which provide 12hours protection against bacteria. It claimed that it is the only one product that reduces bacteria that build up by 90 per cent and worked for 12 hours in their advertisement. (Colgate Total Tv Commercials, 2016) On the other hand, Colgate Sensitive Pro Relief positioned itself as exclusive Pro-Argin for instant relief lasting relief. Colgate Pro Relief state that they were dentist’s 1st reccommendation product for
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.
It did, however, have a “professional dentist” advising his patient to use that particular brand. The “dentist” repeatedly stated that Colgate Dental Cream proved with scientific evidence that it stops tooth decay “best.” The dentist continues to say that no other toothpaste has “proved so completely” with dental research that Colgate stops tooth decay and bad breath. Again, just like the Pepsodent commercial, we see that scientific formula (though we have not been told how or with what) Colgate leads to physical attraction and kissing. In this commercial, an explanation of anything is not needed, because there is a supposed trusted professional telling the audience that the evidence exists. Use the toothpaste that has backed scientific research and get the
According to Brazil basic social characteristics, and several other major competitors’ product, we decided our product types covered by the child toothpaste for the kids, healthy toothpaste for the elder, white toothpaste for young people, economic toothpaste for family. Our team pricing standards are to ensure that company earnings, guaranteed price competitive enough in the market, and guaranteed consumers can afford the price.
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,
This would result in Unilever hitting back, thus causing P&G to deliver a second punishment. There is no doubt that Unilever analysed this position of P&G and decided on the probability of P&G 's response. Since P&G has value in other markets, it is likely that they would respond and react. Though a reaction is likely, Unilever knew that its consumers are risk-averse. Thus by surprising P&G with higher price promotions, consumers would attach loyalty to Unilever products before P&G could come up with a strategy. If P&G reacted by offering similar promotions, consumers would continue to purchase Unilever products till the prices offered by P&G are low enough (resulting in lower profits) to make consumers shift their loyalties.
Many times the assumptions made by the companies need to be either verified or revisited. The Harvard professor Robert Kaplan states that ‘most decisions are based on an underlying assumption. Positions articulated in a debate are based on an assumption. The problem is that, too often, in business, the assumption is never made explicit, or if it is, its accuracy is never questioned’ (qtd. in “Never Make Decisions Based On Assumptions”). Well, the most important estimation that Goodbite did was their claim that white strips are most needed by people from 20 to 29 years old. This perception, though, on the one hand may be true but from the other, I believe that it is not too accurate. The fact that people aged from 20 to 29 want to whiten their teeth is displayed by some routines from their personal activities that probably are yellowing their teeth. Those are likely to be the excessive use of tobacco (smoking cigarettes) and the fact that they often drink coffee or tea. Through this opportunity, they may find an extra way becoming more attractive, beautiful and handsome. One of the things that a man first see to another are the teeth, quite reasonable if anyone thinks that it is the most visible part of our body. So, making a positive first impression to a person seems an important factor for someone to use white strips. Thus, I am convinced that youngsters whiten their teeth not only
The United States, Mexican and Chinese markets all took very different approaches to the release of Colgate-Palmolive’s (CP) newest oral care product in 2004-2005. The new toothpaste is called Colgate Max Fresh (CMF). It is a cavity preventing gel with breath-freshening strips suspended in it that dissolve while consumers brush their teeth. The technology behind the breath strips is patented, and Colgate was hoping the product would be a big success by providing unique freshness.
The Colgate Max Fresh: Global Brand Roll-Out article presented a case of Colgate-Palmolive Company and the process of taking a new product, Colgate Max Fresh, global. Colgate-Palmolive had the leading value market share of toothpaste in the U.S. 2004 with 34.8% and Crest from Proctor & Gamble close behind at 31.6%. Colgate also had a commanding lead in the international market with a global toothpaste market value share of 39.7% in 2004, compared to Proctor & Gamble with only 14.7%. Colgate looked to continue its dominance in the toothpaste market by taking advantage of the increase in the demand of cosmetic attributes to toothpaste.
This was apparent with the case of Colgate ' Palmolive introducing a new toothpaste that fights not only cavities but bad breath, yellowing teeth, sensitive gums and also gingivitis.
What is Proctor & Gamble’s corporate strategy? Do the company’s businesses seem to be related or unrelated? Are Gillette’s businesses closely related to P&G’s businesses? How will a merger with Gillette provide a 1 + 1 = 3 effect for P&G?