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To address the customers' need, manufacturers launched new products with technical performance improvements, including both functional and aesthetic changes. These toothbrushes were higher-priced with higher margin, which stimulated marketing and promotion input from both the manufacturers and distributors. These promotion efforts further drove up demand of the professional, super-premium toothbrushes.
Colgate-Palmolive was encountered with strong competition from existing companies such as Johnson & Johnson and Oral-B and new companies such as Procter & Gamble and Smith Kline Beecham who positioned their new product launches in the super-premium toothbrush segment...
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