To insure that the three goals are met and maintained,a series of strategies are to be
implemented. Keys to successcan be determined based upon Colgate andits
competitions’ past and currentmarket share, trends, strengths and weaknesses. Over the
past sixty years there has been a power struggle between Colgate, AquafreshandCrest to
acquire marketshare. As a category leader it is imperative to follow and predict trends
within the United States toothpaste industry. Basedon the MRI data, regular paste
outsellsbeyond all other typesof toothpasteand has the highest percentage of users.