Publications
Publications
- June 2011 (Revised August 2011)
- HBS Case Collection
Colgate-Palmolive: Staying Ahead in Oral Care
By: Rebecca M. Henderson and Ryan Johnson
Abstract
In 2011, Colgate-Palmolive (Colgate) was the global leader in oral care, with a dominant market share lead in toothpaste and a growing presence in toothbrushes and mouthwash. However, the firm faced stiff competition with perennial rivals P&G increasing their focus on the oral care and emerging markets where Colgate had traditionally been untouchable. To defend its lead Colgate attempted to cover all fronts, leveraging brand equity, fostering close relationships with dental professionals, innovating in underutilized markets, using its global network to quickly move products to market and reinvesting steadily in its brand.
Keywords
Innovation Strategy; Brands and Branding; Product Positioning; Distribution Channels; Relationships; Competition; Competitive Advantage; Customization and Personalization; Health Industry
Citation
Henderson, Rebecca M., and Ryan Johnson. "Colgate-Palmolive: Staying Ahead in Oral Care." Harvard Business School Case 311-120, June 2011. (Revised August 2011.)