Podcast
Questions and Answers
What percentage of U.S. households purchased Total at least twice in the first 10 months of its release?
What percentage of U.S. households purchased Total at least twice in the first 10 months of its release?
4.03%
Is age category independent of willingness to try new products?
Is age category independent of willingness to try new products?
No
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?
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?
43.8%
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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
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.
