Brighter Smiles for the Masses Colgate vs P&G Case Solution

Posted by John Smith on February 1st, 2018

Brighter Smiles for the Masses Colgate vs P&G Case Solution

Case Solution

In 2000, Procter & Gamble Co. introduced Crest Whitened strips, a brand new, revolutionary product which permitted customers to whiten their teeth in your own home. With Whitened strips, P&G produced a whole new category in dental care, worth 0 million in 2002. Whitened strips sent P&G's primary competitor in dental care, Colgate Palmolive Co., scrambling because several patents protected the strips, which makes it hard for Colgate to repeat the invention. However in September 2002, the tables switched. Colgate introduced Simply Whitened, a positively listed whitening product which customers could simply fresh paint on their own teeth. 30 days after its introduction, Simply Whitened had taken half from the market, and Crest Whitened strips lost a lot more than 50% of their share. However, P&G's tests of Simply Whitened established that Colgate's cool product was largely ineffective. Had Colgate just committed a significant proper blunder by presenting something that didn't work? And, if that's the case, how could P&G best make use of the situation?