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Lemonade-Flavored Toothpaste

Introducing a new product is never an easy task, but when a company is a market leader in a particular product category, introducing an addition to that category can be a sound business decision. ColgatePalmolive faces this situation with regard to toothpaste. It is a market leader in this category, and is contemplating introducing a new addition to the category in the form of a lemonadeflavored toothpaste. Aimed at children as end users, the toothpaste will also be marketed to adults who make the purchasing decisions in most households.

The internal factors at ColgatePalmolive are favorable for a new product in this category since the company can benefit from existing economies of scale and from the company's strong market presence in this area. External factors are neither particularly positive or negative since the threat of additional competitors is low, and the regulatory environment is little concerned with toothpaste.

By positioning the product as a member of the existing ColgatePalmolive toothpaste family, the company should be able to gain access to shelf space in retail outlets and use its existing distribution system. In addition, the company can price the product as a brand name since it is part of a larger family of products. All of these factors suggest that the product should be successful in the market if the taste can be accepted by consumers.

External Opportunities and Threats 

Product, Price, Place/Distributionand Promotion Objectives 

Benefit and/or Psychographic Description 

This research presents the marketing plan for a new lemonade flavor of toothpaste to be marketed by Colgate-Palmolive. The goal is to bring consumers into the Colgate-Palmolive brand as early as possible; having a lemonade flavored toothpaste should help do that. The marketing will address parents, since these are the actual decision makers, but the product will be targeted to children (although it is expected th...

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Lemonade-Flavored Toothpaste. (1969, December 31). In LotsofEssays.com. Retrieved 17:04, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1695484.html