Assessing Colgate Palmolive's Competitive Position Toothbrush manufacturers have invested millions of dollars and hours to marry form and function in oral health care products -dental that allow their users to brush their teeth frequently, comfortably and, above all, correctly. Along the way, they transformed the U.S. oral care market into a $2.9 billion industry, changed the brushing habits of millions, and transformed the humble toothbrush into a lifestyle accessory fashionable. As consumers are increasingly concerned about the health of their teeth, toothbrush manufacturers are working to help them achieve optimal dental health and are offering different types of toothbrushes; to do this, they must be constantly focused on the needs of the customer. And for this reason, toothbrush manufacturers have made many functional and aesthetic changes to the heads and bodies of their products. Some toothbrushes have an indicator that tells you when to change your toothbrush; the handles have been thickened for a more comfortable grip and extended to extend the reach of the bristles. Shaft materials have changed, incorporating translucent, more flexible plastics in the grip and rubber components shaped into thumb ridges to help prevent slippage. The toothbrush market has become very competitive and Colgate-Palmolive faces strong competition for its products from existing companies like Johnson & Johnson and Oral-B and new companies such as Procter & Gamble and Smith Kline Beecham who have positioned their new products on the market. super high-end toothbrush segment. In 1991, CP introduced new products to the US CP market and held 43% of the global toothpaste market and 16% of the global toothbrush market. Other oral care products included dental floss and mouthwash. In 1991, worldwide sales of CP oral care products increased 12% to $1.3 billion, representing 22% of CP's total sales.2. How is the toothbrush market segmented…? Compare consumer behavior for toothbrushes and toothpaste….. The toothbrush category is divided into two segments: value and professional. Additionally, toothbrushes differ in bristle type (firm, medium, soft, and extra soft) and head size (full/adult, compact, and child/youth). Initially, toothbrushes were introduced based on functional features, but by the late 1980s this changed and many new toothbrushes were introduced based on aesthetics. Of course, this changed because in 1991 the introduction of new products was again focused on improving technical performance. Generally, different people have different needs when it comes to purchasing a toothbrush. In addition, we have three consumer groups: