IntroductionColgate Palmolive is today's leading manufacturer and distributor of oral care and general hygiene products worldwide (Crescendo Networks, 2011). Almost every household in the world uses a Colgate Palmolive product. The success story of Colgate Palmolive began in 1873, when its founder Mr. Colgate established the company, and since then, the company has continued to progress in the corporate world to reach its current position. However, that doesn't mean everything went well. Every business environment has challenges that businesses must overcome to remain competitive. This is primarily done by formulating and adopting effective strategies that will not only help meet the challenge but also enhance creativity and innovation. At Colgate Palmolive, innovation is strongly encouraged and practiced, which explains its wide range of products. As part of its innovation strategy, Colgate Palmolive (CP) decided to produce a new product: a toothbrush in the early 1990s. This was after extensive research was conducted to determine the behavior of consumer purchasing and the extent of competitive rivalry in the industry. According to Allprojectsmba.com (2010), research can be carried out using a number of methods to collect the analyzed data in order to draw conclusions. These methods include interviews, focus groups, questionnaires and online research. Interviews can be conducted either face-to-face or by telephone, with the researcher/interviewer selecting a representative sample of the entire consumer population. The interviewer interviews and interacts with each person in the sample to gather the information they need. Alternatively, questionnaires can be produced and mailed to respondents who complete them and...... middle of paper ......almolive-company-precision-toothbrush-case-hbsGibbs, A. (1997). Discussion groups. Retrieved from: http://sru.soc.surrey.ac.uk/SRU19.htmlLizbeth5, (2011). Colgate Palmolive. Retrieved from: http://www.antiessays.com/free-essays/106819.htmlOppapers.Com, (2011). Colgate Palmolive Toothbrush Case Study. Retrieved from: http://www.oppapers.com/essays/Colgate-Palmolive-Toothbrush-Case-Study/553482 Priestley, M. (2011). Case analysis: Colgate-Palmolive precision toothpaste. Retrieved from: http://mcdm.mepriestley.com/docs/mepriestley_colgate.pdfStefano, (2009). Colgate Palmolive: Launch of precision toothbrush. Retrieved from: http://www.slideshare.net/Stefano/colgate-palmolive-toothbrush-precision Vikram, R. (2010). Market Intelligence Systems (MIS). Retrieved from: http://www.saching.com/Articles/Marketing-Intelligence-System-MIS-1404.html