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Category:	Foreign
Word Count:	356
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	Situation analysis: Colgate is launching a new product in a heavily competitive environment with substantial product activity. The following needs must be addressed when positioning and communicating the new product. Customers: Customers have a variety of choice on the market in terms of price range and benefit delivery. The current possibilities are either as a super premium product or a mainstream product. Mainstream positioning however raises concerns about the possible cannibaliz

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