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Case Questions: Colgate Palmolive

  1. What changes are occurring in the toothbrush category? Assess Colgate- Palmolive’s competitive position.
  • How is the toothbrush market segmented? Compare consumer behavior for toothbrushes and toothpaste.
  • What are the arguments for launching Precision as (a) a niche product and (b) a mainstream brand?
  • What marketing recommendations would you make to Steinberg?

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