• The average price for the category was 21,59 CZK for piece.
• The strongest price band was 19-20 CZK per piece (14% of total category, 30% of Aquafresh, 24% of Signal). 20,- CZK was a threshold, at which category volume lowered significantly.
• Odol, produced by a local manufacturer, was positioned in lower price segment (av. price 18,35 CZK, its strongest price cluster was 16-17 CZK). Colgate marked its presence also in the economic segment – its strongest price cluster was 12-13 CZK, folllowed by 19-20 CZK.
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