Brighter Smiles for the Masses–Colgate vs. P&G Harvard Case Solution & Analysis

In 2000, Procter & Gamble presented by Crest Whitestrips, a revolutionary new product that will allow consumers to whiten teeth at home. With Whitestrips, P & G created a whole new category in oral care, is worth $ 460 million in 2002. Whitestrips sent the main competitor to P & G oral care, Colgate Palmolive Co, scrambling, because the band is protected by several patents, making it difficult for Colgate, to copy the invention. But in September 2002, the tables turned. Colgate Simply White introduced, favorable price whitening product that consumers can simply draw on their teeth. A month after its introduction, Simply White captured half of the market, and Crest Whitestrips lost more than 50% of its shares. However, tests on the P & G Simply White pointed out that new product Colgate has been largely ineffective. If Colgate had just made a big strategic mistake by introducing a product that does not work? And, if so, how could P & G the best use of the situation? "Hide
by Felix Oberholzer-Gee, Dennis Yao, Philip Jorge Azevedo Source: Harvard Business School 15 pages. Publication Date: December 7, 2005. Prod. #: 706435-PDF-ENG

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Brighter Smiles for the Masses–Colgate vs. P&G

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