Decision Sheet

Problem Statement:
Faced with significant new competition in the market for at-home tooth whitening,
Ismail’s team at P&G needed to decide how to counter Colgate’s recent advance.
At the same time, McBride’s group sought to anticipate P&G’s moves and studied
possible countermoves. P&G had many options. So what should be the course of
action for becoming the dominant player.

Counter plan by P&G:

● Since P&G is catering generally catering the premium segment with
Whitestrips whereas Colgate is not as such targeting them the first aim we
should be to retain and strengthen the current position.
● We will be launching a new product which will be superior to Whitestrips and
also which will cost less than Whitestrips. So that our product will be seen
as lucrative by more and more customers.
● Better Ad campaigns showing the effectiveness of Whitestrips and also the
ads will show how Whitestrips is better than Super White.

Counter plan by Colgate after P&G move:

● Since the margin of Colgate is quite high at 45% so it can further reduce the
price of the existing products so that the product becomes more lucrative
and can be accessible to the masses.
● Differentiating the two products Simply White and Simply White Night which
might help us to enhance the sales of the newly introduced brand.