Colgate-Palmolive Case Study: Business Statistics

RealisticThallium avatar

Start Quiz

Study Flashcards

3 Questions

What percentage of U.S. households purchased Total at least twice in the first 10 months of its release?


Is age category independent of willingness to try new products?


What is the probability that a randomly selected U.S. consumer is either in the 45–64 age category or purchased Total during the initial 10-month period?


Study Notes

Colgate-Palmolive's Marketing Strategy for Colgate Total

  • In the mid-1990s, Colgate-Palmolive developed a new toothpaste, Colgate Total, with an antibacterial ingredient successfully sold overseas.
  • However, the term "antibacterial" was not allowed by FDA rules for such products in the US market.
  • Market researchers found that US consumers were overwhelmed by the differences between various toothpaste brands and sought simplicity in their shopping experiences.
  • In response, Colgate-Palmolive named the product "Total" in the US, implying it was the complete package of benefits.
  • Young & Rubicam developed several commercials highlighting Total's benefits, testing them with focus groups.
  • One commercial showcasing Total's long-lasting benefits was particularly successful.
  • Colgate-Palmolive received FDA approval for Total in 1997, five years after applying for it.

Test your knowledge of business statistics with this case study on Colgate-Palmolive's marketing strategy for their toothpaste, Colgate Total. Explore the statistical methods used and their impact on the U.S. market.

Make Your Own Quizzes and Flashcards

Convert your notes into interactive study material.

Get started for free

More Quizzes Like This

Business Statistics
4 questions

Business Statistics

BrilliantCalcite avatar
Advanced Business Statistics Quiz
10 questions
Business Statistics Quiz
3 questions
Use Quizgecko on...