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Colgate vs Crest

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by

Oriol Asens Llanas

on 4 February 2015

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Transcript of Colgate vs Crest

September 2001
Colgate launches
Simply White
October 2002
Crest starts lowering its price

Colgate
vs

Crest

Jordi Lapiedra
Oriol Asens
Xavier Rosselló
Laia Preciado
Aina Solé
May 2001
Launchment of Crest Whitestrips
Colgate reaches 50% of market share in 3 months
The WAR of WHITENERS
And now?
WHAT
did Colgate do to counterattack Crest?
A BIG COMPETITOR: SIMPLY WHITE
RESEARCH
ONLY

3,4%
of families used whitening products
Vs
Crest launches an aggressive advertising campaign
Colgate sues Crest, and wins the trial
2004
Crest is again the number one in the whiteners segment
COLGATE
CREST
THANK YOU!
POSITION
NEW PRODUCT
Attributes
EASY USE
EVEN LOWER PRICE
BENEFITS
EASY
EFFECTS IN 14 DAYS
AFFORDABLE
NO UNCOMFORTABLE STICKY STRIPS
SAFE FOR TOOTH ENAMEL
INVISIBILITY
USAGE
2. Don't eat, drink, smoke.

3. Remove the product by brushing.
1. Apply the gel on your teeth for about 30 min.
STRATEGIES of COLGATE
1. INTRODUCTION

2. GROWTH
P&G created a new segment "out of nowhere"
A NEW PRODUCT: CREST WHITESTRIPS
How did they
POSITION
the product?
Attributes
PRICE
PENETRATION FAST STRATEGY

- LOW PRICE
- RISK OF COMPETITION
FLEXIBILITY AND COMMODITY
-HIGH PROFITS
-IMPROVEMENT OF CREST
Benefits
WHO WON THE BATTLE?
COLGATE WON THE WAR
CREST WON THE BATTLE
BUT...
STRATEGIES of CREST

Easy to use
Effectiveness in two weeks
Safety
Health benefits
usage


Place a disposable plastic strip directly onto the teeth (it contains an enamel safe whitening gel).

30 min. per day
1. INTRODUCTION
SKIMMING STRATEGY
- (relatively) High price
- No competitors

2. GROWTH
- TV advertisements
- Scientific studies
Full transcript