Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 9 pages
Data source: Published sources
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Abstract
Among America''s most well-known brands, Crest toothpaste has etched a special place in the mind of the American consumers. Procter & Gamble (P&G) first introduced Crest in 1956 and has maintained a progressive leadership in the toothpaste category ever since. Competing for the same place was Colgate, another toothpaste that had more than a 100-year history. Eventually in 1998, Colgate''s Total toothpaste succeeded in surpassing Crest to become the new market leader. To put a break on Colgate''s rising market share, Crest retorted with a series of brand launches, eventually creating a new category of toothpastes. This case study details P&G''s efforts to regain market leadership after the success of Colgate Total. The case also outlines the circumstances that led to the creation of a new category of toothpastes.
About
Abstract
Among America''s most well-known brands, Crest toothpaste has etched a special place in the mind of the American consumers. Procter & Gamble (P&G) first introduced Crest in 1956 and has maintained a progressive leadership in the toothpaste category ever since. Competing for the same place was Colgate, another toothpaste that had more than a 100-year history. Eventually in 1998, Colgate''s Total toothpaste succeeded in surpassing Crest to become the new market leader. To put a break on Colgate''s rising market share, Crest retorted with a series of brand launches, eventually creating a new category of toothpastes. This case study details P&G''s efforts to regain market leadership after the success of Colgate Total. The case also outlines the circumstances that led to the creation of a new category of toothpastes.