RSM251H1 Lecture 4: RSM251 Assignment#1.docx

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After three years of researching, in august 1992, colgate-palmolive (cp) was ready to announce a new toothbrush product that was to be launched in early 1993. The product was named as the precision and could position it as a niche, super-premium product or a mainstream, professional product. The company could also introduce the product using standard naming conventions, or introducing a new labeling system named. Precision by colgate. when competing with others, cp could plan to offer abundant promotions. The company could also increase its advertising budget on public media and workshop. However, the super-premium market was dominated by oral-b in the past two years. Thus, cp"s triple acting brush faced challenges and crucial issues in positioning, branding, and communication strategies in a highly competitive market. Depending on how it would introduce the precision to the market, 1992 could be an important year for cp to establish itself as a leading oral health care company.

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