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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.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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