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1. Problem Statement Colgate Palmolive (CP) is launching a new type of toothbrush called Colgate Precision. After three years of development, CP has come up with a technologically superior product. Susan Steinberg, the Precision product Manager, has to recommend the positioning, the branding and communications strategy to the division manager. She needs to decide and allocate the advertising and promotions budget to be divided between the new and existing products. 2. Situation Analysis Company: CP is a global leader in household and personal care products. Oral Care is one of the company's sub-divisions and its main products are toothbrushes, toothpastes, dental flosses and mouth rinses. Its toothbrushes account for 16% of the world's toothbrush market and lead the U.S. retail toothbrush market with a 23.3% volume share. New product launches, entries into new geographic markets, improved manufacturing and distribution efficiencies and a continuing focus on core consumer products is an important part of...

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