Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, P&G in US Toothpaste Market, A Formidable Comeback

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Case Title:

P&G in US Toothpaste Market: A Formidable Comeback

Publication Year : 2004

Authors: Uma Shanker Shastry & T Phani Madhav

Industry: Home Appliances and Personal Care Products


Case Code: MKS0010

Teaching Note: Not Available

Structured Assignment: Not Available

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Among America's most well-known brands, Crest toothpaste has etched a special place in the mind of the American consumers. Procter & Gamble (P&G) first introduced Crest in 1956 and has maintained a progressive leadership in the toothpaste category ever since. Competing for the same place was Colgate, another toothpaste that had more than a 100-year history. Eventually in 1998, Colgate's Total toothpaste succeeded in surpassing Crest to become the new market leader. To put a break on Colgate's rising market share, Crest retorted with a series of brand launches, eventually creating a new category of toothpastes.

Pedagogical Objectives:

  • To discuss P&G's efforts to regain market leadership after the success of Colgate Total
  • To discuss the circumstances that led to the creation of a new category of toothpastes.

Keywords : Crest toothpaste, Procter & Gamble (P&G), Marketing Strategies Case Study, Colgate Total, Crest whitestrips, Tooth whiteners, Marketing and advertising campaigns, Cosmetic-style toothpaste, Market shares, Toothpaste flavours, Category filler


  • Introduction
  • The first crest
  • Whiteness in demand
  • P&G's marketing blitzkrieg

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