Marketing Strategies / Strategic Marketing Case Study

P&G in US Toothpaste Market: A Formidable Comeback

OR

Abstract:
Among America's most well-known brands, Crest toothpaste has etched a special place in the mind of the American consumers. Procter & Gamble (P&G) first introduced Crest in 1956 and has maintained a progressive leadership in the toothpaste category ever since. Competing for the same place was Colgate, another toothpaste that had more than a 100-year history. Eventually in 1998, Colgate's Total toothpaste succeeded in surpassing Crest to become the new market leader. To put a break on Colgate's rising market share, Crest retorted with a series of brand launches, eventually creating a new category of toothpastes.

Pedagogical Objectives:

• To discuss P&G's efforts to regain market leadership after the success of Colgate Total
• To discuss the circumstances that led to the creation of a new category of toothpastes.

Keywords : Crest toothpaste, Procter & Gamble (P&G), Marketing Strategies Case Study, Colgate Total, Crest whitestrips, Tooth whiteners, Marketing and advertising campaigns, Cosmetic-style toothpaste, Market shares, Toothpaste flavours, Category filler

Contents:

• Introduction
• The first crest
• Whiteness in demand
• P&G's marketing blitzkrieg