I. Problem.
In 1991 and 1992 Colgate-Palmolive (CP) been a dominant force in the Oral parcel out industry, mainly in the toothbrush segment. CP has been an successful company since the base of Colgate Plus, a toothbrush with a diamond-shaped head, in 1985. CP has consistently continue with research and development since the Colgate Plus breakthrough. However, when Aim entered the mart in 1987, they focused on comfort, which made Colgates marketplace shargon suffer. CP has a unique toothbrush that is sure to be successful in toothbrush market once it the product launches, Precision. There are several issues that CP must address in straddle to recognise full-potential market penetration for the vernal Precision. A marketing assortment must first be created to ensure full-potential market penetration. excessively Precision needs to be communicated and branded, and to the consumer in such a way that it is more desirable than other toothbrushes on the market. wherefore an advertising and promotions budget must be constructed, in recount to penetrate the market. Finally, an acceptable profit-and-loss pro forma must be created modify Precision to reach its full potential.
In order for Precision to be a successful product in the toothbrush market the following two objectives must be met:
* Increase market share by 8% within 2 long time (3% in year 1 and 5% increase in year 2).
* Decrease the risk of cannibalization of the Colgate Plus market.
* Expand into new geographic markets.
II. Situation
Colgate Palmolive is a global leader in plate and personal care products. The strengths of CP include the following:
* Colgate is a well-known(a) brand name in the Oral Care industry.
* CP is creating a new and innovative product, Precision.
* CP has up-graded 25 of 91 manufacturing plants.
* CP acquired Mennen, a mens room toiletry company.
There are...
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