WAC for Colgate-Palmolive "The Precision Toothbrush" Introduction Colgate-Palmolive (CP) is a global leader in household and personal care products, with over $6.06 billion in sales and a gross profit of $2.76 billion. CP's five-year plan emphasizes new product launches and entry into new geographic markets and a continuing focus on core consumer products. Although international sales remained CP's strong suit, accounting for 64% of sales and 67% of profits in 1991, the company faced tough competition in international markets from …
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…disease and tartar build-up to insure the appropriate market share. Precision should be located next to Colgate Plus, and during the first year of its launching it should be sold including a free Colgate toothpaste; by doing this CP assures that the market will recognize the product as a part of CP's product line, as well as promoting its product in a time in which sales are estimated to fall due to increased household inventories.