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Thursday 4 April 2013

Colgate-Palmolive Company: The Precision Toothbrush

The dramatic growth of toothbrush in the United States is collectable primarily to more concern for vocal wellness by baby boomers. These customers were born from the mid 1940s through the earlyish 1960s and are entering the years during which viva voce health begins to erode noticeably.

General Analysis

Customer Analysis

According to different intensity of involvement in oral hygiene, oral care consumers can be classified into trey groups.

- Therapeutic Brushers aim to avoid oral care problems. For them, a toothbrush is a tool that protects against gum disease, primarily, and tooth decay, secondarily. In this group, major(ip) brands dod are Oral-B Angle and Oral-B Regular.

- Cosmetic Brushers search for proceedss that in effect deliver cosmetic benefits. Therefore, they pay more attention to a toothbrushs ability to remove cheek and food particles from teeth. Most of them use Colgate Classic and Oral-B Regular.

- Uninvolved Consumers buy toothbrushes only when confronted by oral hygiene problems but lack of interest in product category. Their decisions are based on price and convenience or else than the performance attributes of the brush.

Company Analysis

CP is a global leader in place and personal care product and holds the number one part in the U.S retail toothbrush market.

Strength

Precision is a technical innovation.

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Compared to some new(prenominal) leading toothbrushes, special Oral-B and Reach, it achieves an average of 35% better plaque removal. At the gum line and between the teeth is crimson more impressive, the brush achieves double the plaque removal pull ahead of competitor brushes.

Weakness

Although selling more toothbrushes in the U.S than does any other firm, comparing to the position in toothpaste market, CP isnt worlds leading toothbrushes provider. And Colgate-Palmolive does not tho have a super-premium brush on the market.

Opportunities

Consumers of the baby boomers are becoming more concerned about the...

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