Colgate-Palmolive Company: The Precision Toothbrush

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Case

Reference no. 9-593-064

Subject category: Marketing

Authors: Nathalie Laidler-Kylander (Harvard Business School); John A Quelch (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1993

Version: 20 April 2006

Length: 24 pages

Data source: Field research

Topics: Profitability analysis; Product positioning; New product marketing

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Abstract

Colgate-Palmolive Co is considering how to position its new technological toothbrush, Precision. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.

Location:

United States

Other setting(s):

1992