Colgate palmolive company the precision toothbrush case analysis

BMK 710 Seneca College Mod 207 Brand Strategy Case Analysis
Subject
Business Finance

Course
BMK 710

School
Seneca college

Department
BMK

Question Description
After you take this task, I will send you the whole case.

REMINDER

This is an individual case and, as such, must demonstrate your knowledge of the appropriate course material and your ability to effectively communicate. It is not to be worked on as a “team” effort.

THE MANDATE

This case takes place in August 1992 and your analysis, alternatives & recommendations must reflect the situation at that point in time. You are the new Brand/Product Manager for Toothbrushes for Colgate-Palmolive U.S. replacing Susan Steinberg who has left the company for another opportunity. Your business decision deck must be written from that perspective and your madate is to:

Build the business case (qualitative & quantitative) to decide on whether or not Colgate should launch the Precision toothbrush and then present it to Colgate’s Chief Marketing Officer (your professor) in a business meeting format.

This recommendation is to be done in two phases (Part A and Part B). The financial business case is to be based on the projections and forecasts for two years (1993 and 1994) using the information supplied in the case (1989 – 1991 actuals, 1992 estimates), your interpretation and analysis of the case information. Other than , and any external research that you believe is required to support the business case (this should be relatively minimal ). You should consider the information supplied for 1992 as actual numbers for the purpose of this case.

** IMPORTANT **

As you read the case, you may note that there are some forecasts provided for total market size, market share and unit sales of certain products. Just because there are forecast numbers mentioned in the case, it does not mean that they are the right forecasts or the forecasts that you should be using for your document.

The Chief Marketing Officer (CMO) is looking for you to provide YOUR forecast based on YOUR analysis of the facts and situation in the case along with YOUR rationale for the forecasts that you have provided. You are the NEW Brand/Product Manager for Colgate-Palmolive and you have been asked to make take a fresh look at this opportunity and prepare & present YOUR business decision deck to Colgate's CMO on the Colgate Precision Toothbrush opportunity using YOUR forecasts NOT Susan Steinberg’s.