1. Colgate-Palmolive The Precision Toothbrush Group 7
For those hard to reach places

2. Changes in Toothbrush Category
Entry into geographical markets
Emergence of “Super-premium” sub-category
Increase frequency of toothbrush purchases
Toothbrushes purchased based on performance benefits
Technology allowed for measuring effectiveness
Advancements in marketing techniques brought greater awareness

3. Market Segmentation

4. Positioning for Precision by Colgate
Launch to the niche market, specifically therapeutic brushers
Captures product essence
Segment is fitting for the design and benefits of the product
For therapeutic brushers, the Colgate-Palmolive Precision toothbrush is the superior premium toothbrush because of its innovative design that provides the best brush possible and removes 35% more plaque than other leading toothbrushes.

5. Recommendations Utilize the Colgate-Palmolive task force
Aid in increasing credibility to niche market
Present with toothpaste on shelves
Showcase in commercial pharmacies using floor stands
Employ infographics
Aim to be the “home brush”