Case Analysis “Brighter Smiles for the Masses – Colgate vs. P & G”

Case Questions Brighter Smiles for the Masses – Colgate vs. P & G 1. What is the case statement? What decisions does P & G need to make? 2. What are the benefits and costs of using intellectual property (IP) rights to block competitors from entering a market? 3. What are the legal constraints on licensing agreements? 4. What are the legal rules that apply to comparative advertising? 5. How does the entry of Simply White affect P & G’s sales and profitability? 6. What role does pricing play in selecting a whitening product? 7. In what ways can/should Ayman Ismail respond to the introduction of Simply White? Justify your recommendations. 8. Review the proposed “Mumbles” copy. Would you recommend producing it? If not, why not? What if any changes would you make before producing/airing the commercial? 9. What is the status of Crest White Strips today? Of Colgate’s Simply White? Any other entrants/competition? Discuss. 10. What are the “lessons learned?” （Reports should average 5-6 pages, double-spaced, excluding the title page and the bibliography. ）