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Title: Marketing

Essay Details

Subject: Business
Author: Ethel B
Date: September 7, 2012
Level: University
Grade: A
Length: 10 / 2713
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

Super-premium brushes sell at retail for an average price that is 41% higher than that of brushes in the professional category and, yet, they account for 35% of unit and 46% of dollar share in a market expected to reach 305 million in unit and $548 million in dollar sales in 1992. Colgate-Palmolive, the leader in U...

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Colgate-Palmolive, the leader in U.S. unit volume, has not yet introduced a super-premium category offering. Thus, our dollar share results lag our impressive unit share performance. We begin to change that in 1993 with the introduction of our first super-premium brush, Precision. This plan details the approach that we will take to retaining our leadership position in unit share and capturing the lead in dollar share in the U...

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