Costs need to remain low as well as switching costs

costs need to remain low as well as switching costs. The decision to switch between companies
would take little thought if relatively inexpensive, compared to daily purchases made by
consumers like coffee and newspapers.
B: Colgate-Palmolive Toothbrush Segment
Strength – Colgate Palmolive introduced a toothbrush called the Precision. This brush stood out
from the competition due to its design. The design was offered with 3 different lengths and
orientations to accommodate any size mouth. Exhibit 3 of our case displayed study results of the
main reasons consumers use specific brands [ CITATION Que06 \l 1033 ]. This brush also was
tested and recorded to remove 35% more plaque than other premium brands of brushes
[ CITATION Que06 \l 1033 ]. The results depict reason 1 as comfortable fit.
Weakness – The Precision toothbrush is going to enter the market where the other Colgate
toothbrushes such as the Plus are already dominating. Positioning will make the difference on

RUNNING HEAD: COLGATE-PALMOLIVE CASE ANALYSIS 3
BRITTANI DANIELS, MBA646
whether or not a profit is earned from the Precision toothbrush. Supply and demand may also
offer a potential weakness. By designing a mainstream product offered to a larger market supply
needs to keep up with demand.
Opportunities – The opportunities for the Precision is endless. As mentioned in strengths,
consumers want comfortability with size and Precision addressed this head on. Due to its prefect
size it helps reach more plaque in hard to reach places, which was surveyed second as reasons
consumers choose specific brands [ CITATION Que06 \l 1033 ].
Threats – Other mainstream brands will pose the biggest threat to the Precision for Colgate
Palmolive. They all have a product that is similar so the Precision has to be marketed and
advertised in store to stand out. Since the sales of other Colgate brands may slow down the space
on shelves should be used accordingly to emphasize Precision and its benefits.
2. According to the case, what changes are occurring in the toothbrush category? Assess
Colgate Palmolive’s competitive position.

RUNNING HEAD: COLGATE-PALMOLIVE CASE ANALYSIS 4
BRITTANI DANIELS, MBA646

RUNNING HEAD: COLGATE-PALMOLIVE CASE ANALYSIS 5
BRITTANI DANIELS, MBA646
3.How is the toothbrush market segmented? Compare consumer behavior between highly
involved and less involved consumers for toothbrushes.