Group Members: Alexander McGregor, Jason Zolkowski, Haiying Li, Nurten Freson, SeungWoo Cho, Bomin Kim, Michael B Jones
Description of the Firm and Its Strategy
Procter and Gamble (P&G) is the world's largest consumer goods company and owns twenty-four brands comprising a wide variety and substantial number of products. Their products are sold in “140 countries and employ almost 140,000 people in 80 countries worldwide” (Osborne 1). “Three billion times a day, P&G brands touch the lives of people around the world” (“Procter & Gamble”). Their “corporate tradition is rooted in the principles of personal integrity, respect for the individual and doing what's right for the long-term” (“Procter & Gamble”).
Crest, founded in 1955, is one of the most popular brands in oral healthcare products. Consumers could potentially use Crest products multiple times every day when brushing their teeth and using mouth rinse. Crest not only helps people keep teeth and gums clean, but also freshens their breath. “Crest is among the most trusted household brands, a value reinforced by the continued recognition of many of its products by the American Dental Association (ADA). Crest’s dream is to lead the way in the passionate pursuit of perfect oral health so that everyone can have a healthy, beautiful smile for life” (“Crest”). Procter & Gamble began their first research on toothpaste in the early 1940s, when they “tried to find ingredients that, when added to toothpaste, would reduce tooth decay” (“Crest”). Crest put their toothpaste with Fluoristan onto the national market after a long period of research in 1956 (“Crest”). “In 1960, the American Dental Association confirmed that Crest effectively prevents tooth decay. And by 1962, Crest had become the best-selling toothpaste in the United States” (“Crest”). Being a lead brand of oral care products, there are five product lines under the brand of Crest, with many product categories. The first product line is Crest Toothpaste which is also their main product line. Each type of toothpaste has a different flavor. Crest Baking Soda & Peroxide Whitening with Tartar Protection Striped Toothpaste is one of the Crest toothpastes that “gives you protection against tartar and cavities” and “freshens your breath” (“Crest”). Crest Extra Whitening with Tartar Protection Gel Toothpaste is another product from its toothpaste product line. They are well-known by customers for “fighting cavities and visible tartar with the clinically proven tartar blockers and Fluoristat that help the natural whiteness of your teeth come through by gently polishing away surface stains for a healthy, beautiful smile” (“Crest”). The second product line that Crest possesses is toothbrushes. For example, the Crest Youth Toothbrush possesses “soft, rippled bristles and a rubber-grip handle which helps children clean deeply between teeth, fight cavities and plaque. And the tapered head and neck were specifically designed for smaller mouths” (“Crest”). Rinses are a third product line that helps maintain fresh oral hygiene such as Crest Pro-Health Night Rinse. Its highlights are killing germs, clean teeth, preventing both gingivitis and plaque at night (“Crest”). Fourth, Crest Glide Floss has several sizes for different customers. It “effectively removes tough plaque between teeth Silky-smooth texture easily slides between teethAvailable in the following sizes and flavors:Contains a light coating of natural wax for improved grand just below the gum line” (“Crest”). Additionally, Crest Whitestrips is a new fifth product line. Recently, Crest released their new Whitestrips product advertised as Crest Whitestrips Advanced Seal. It is “a teeth whitening system that removes surface stains and those below the enamel (“Crest”).” Crest continues to study and release new products to the
