For the sensitive teeth toothpaste market in India, Colgate Palmolive, a long-term front runner in a consumer goods company that specialized in oral care products, lost its dominance in April 2013. It was a dominance that Colgate-Palmolive had managed to assemble over time by leveraging its reputation as a leader in oral care products and by being a first mover.
Nevertheless, new global and local competitions entered the market with aggressive marketing campaigns and varied product forms, and started to erode the market share of the company. By mid-2013, the fight for market share was fierce and on the brink of becoming even more extreme. Could Colgate Palmolive regain its dominance? Should the company browse these tides that are incredibly competitive to recover its lost market share? Doreen Kum is affiliated with NUS Business School.
PUBLICATION DATE: December 16, 2015 PRODUCT #: W15575-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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