Colgate-Palmolive Case Study

Colgate-Palmolive Company: The Precision Toothbrush

The intent of this analysis is to evaluate the current promotional strategies, integrating marketing communications (IMC) strategies for the Colgate-Palmolive Precision toothbrush. Recommendations for a promotion and IMC-based strategy for the company are provided in addition to support for the specific decision. In 1992, Colgate-Palmolive faced the decision of positioning their latest generation toothbrush as mainstream, niche, or super-premium. Compounding this decision of which market position to address with the product, the "Precision by Colgate' brand messaging was being heavily favored. The messaging of precision and accuracy that "Precision by Colgate" illustrated was consistent with empowering a brand with positive, intangible value (Vigneron, Johnson, 1999). Colgate Precision was also considered, as this branding also conveyed the same value and positive, intangible attributes as the first one.

Analysis

The design criterion and consumer tests provided a wealth of statistics and quantified insights that...
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