Essay about Oral Hygiene and Markets Toothbrush Market

Submitted By spacecat
Words: 669
Pages: 3
Open Document
A NEW ERA BEGINS FOR COLGATEPALMOLIVE
In August 1992, CP plans to launch a newly designed toothbrush
CP’s R & D Oral care division uses technology to create an advanced model brush
• Designed to prevent gum disease
It’s designed to remove plaque better than leading
• Designed for efficiency

toothbrushes

• Short bristles to scrub plaque from surface of teeth
• Long stiff bristles to remove plaque from in between teeth
• Angled bristles to sweep the plaque from the gum line

Proven to remove 33% more plaque than Oral-B
• Oral-B finally meets it’s match with Colgate-Palmolive’s “Precision Toothbrush”

Toothbrush Manufacturers Invests
Millions
Only three Giants Stand unopposed
Colgate-Palmolive Johnson & Johnson Oral-B
• Oral care is important
• Education is essential
• CP is king of household and personal care products
• 1991 Toothbrush sales of $77million with operating profits of $9.8 million

• CP has big Plans
Develops five year plan for new product launches and expanding to new global markets

Toothbrush Market Segmentation
• Two segments: Value and Professional (super-premium in professional segment)
• Therapeutic vs. Cosmetic
• 4 Oral care brands currently in super premium toothbrush market (CP currently not in market)
• Oral-B leader in professional premium market
• Super-premium brushes = 35% unit volume / 46% dollar sales CONSUMER BEHAVIOR:
TOOTHBRUSHES VS. TOOTHPASTE
•
•
•
•
•
•
•

Consumers agree toothbrushes equally important to toothpaste
Involved therapeutic consumers: 46% of adults (reliable %)
Involved cosmetic consumers: 21% of adults
Uninvolved consumers: 33% of adults
Toothpaste replaced when used
Toothbrushes replaced every 7.5 months on average
Toothpaste: new products steal sales from existing products to increase demand
• Toothbrushes: Increased advertising and promotion increase demand

NICHE
Niche
Positioning
Strategy

Mainstream
Positioning
Strategy

# units retail

Year 1 = 8mm ,
Year 2 = 15 mm

Year 1 = 26.8 mm
Year 2 = 44.1 mm

# units consumer promotion sampling

Year 1 & 2 = 2 mm Year 1 & 2 = 7 mm

# units through
Year 1 & 2 = 3mm professionals • Loss on profit gains in Y1 and Y2 to Mainstream

Year 1 & 2 = 8mm

• Niche approach ‘Need’ for product by many Baby boomers and consumers concerned with gum care (76+ million pop.)
• Technology breakthrough more appealing to niche customers willing to pay premium price

MAINSTREAM
• Potentially cannibalize Colgate Classic and Plus
• Colgate Classic and Plus = 35-60% sales volume
• Lead time increases 10 months with production
• Projected sales well above niche market in Y1 and Y2 (see table C.)
• Best all around toothbrush in the market as supported by
Steinberg

RECOMMENDATIONS
Precision displayed in super-premium category shelf, which will help consumer compare prices with competitors and the design of the Precision can be compared with competitors.

Place in super-premium area with Oral-B Indicator/
Regular because it does what it is designed to do,
Show More

Related Documents: Essay about Oral Hygiene and Markets Toothbrush Market

Cottle Case Essay

EXPANDING THE ORAL CARE GROUP IN INDIA 1. a) What factors determine the demand for toothbrushes? As we read through the case we find there are various factors that influence the demand for toothbrushes which is affected by both social and economical factors. These factors are: * Affordability: The economic conditions that prevail in the markets, this focuses on the amount of disposable income and the income of the consumers and can they even afford to buy a toothbrush or not, so affordability…

Words 1208 - Pages 5

Colgate Case Study Essay

The toothbrush product category has undergone numerous changes. As toothbrush companies are constantly trying to create the best products, gain a competitive advantage and discover new methods of efficiency in manufacturing and distribution, they must also find the right balance between their marketing mix in order to be profitable. The first change that has occurred in the toothbrush product category is that toothbrush firms are investing more money to accentuate both the purposeful features of…

Words 337 - Pages 2

Essay on New Product Development for Marketing: New Toothbrush Proposal for Oral-B

Abstract. This report looks into the needs, usage and gathering of information for a new product launch for a company called Oral-B. The research plan looks at various information sources, as well as forms and processes of collecting data; in order to analyse these and use graphs to give a clear conclusion to the market research. Oral-B want to launch a new electric toothbrush that incorporates music; by the end of the report, this will go…

Words 1820 - Pages 8

Branding Strategy of Colgate Essay

helped the Brand in acquiring substantial amount of share in the oral care market of India. In order to strengthen its' Brand Identity, Colgate is still restructuring its Branding Strategy. Colgate Branding Strategy was strong enough to position the company as a major brand in the oral care market of India. The brand Colgate emerged as a market leader as it bagged considerable amount of market share in all the segments of oral care market like toothpaste segment, tooth powder segment and toothpaste…

Words 1560 - Pages 7

Essay on MARKETING 301 PRELIMINARY REPORT

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…

Words 3950 - Pages 16

Dental Floss Summary

The article A Concise History: Dental Floss” says that “The first use of dental floss was recorded during the 13th century persecution of the cathars, when plaited lengths of spiderweb studded with crushed glass no employed by the inquisition to extract confessions from the recalcitrant.” From the book Dental Hygienist by Barbara A. Somervill she says that “floss and toothpicks are as old as egypt’s pyramids.”. She continues to say about if these products saw success or not by saying “ These instruments…

Words 1348 - Pages 6

p&g products Essay

FragrancesLacoste Fragrances Site MACH3Overview | MACH3 Site Naomi CampbellNaomi Campbell Site Natural InstinctsNatural Instincts Site Nice 'n EasyNice 'n Easy Site NioxinNioxin Site OlayOverview | Olay Site Old SpiceOld Spice Site Oral-BOverview | Oral-B Site PanteneOverview | Pantene Site Prestobarba/BlueOverview PumaPuma Site RejoiceOverview | Rejoice Site SK-IIOverview | SK-II Site SafeguardOverview | Safeguard Site ScopeScope Site Sebastian ProfessionalSebastian Professional Site…

Words 3216 - Pages 13

Essay on preschool

California Preschool Learning Foundations Volume 2 CALIFORNIA DEPAR TMENT OF EDUCATION • SACRAMENTO, 2010 California Preschool Learning Foundations Volume 2 Visual and Performing Arts Physical Development Health Publishing Information The California Preschool Learning Foundations (Volume 2) was developed by the Child Development Division, California Department of Education. This publication was edited by Faye Ong, working in cooperation with Laura Bridges and Desiree…

Words 46134 - Pages 185

Essay about An Introduction to Hydrophonics and Controlled Environment Agriculture

Introduction to Hydroponics and Controlled Environment Agriculture by Patricia A. Rorabaugh, Ph.D. University of Arizona Controlled Environment Agriculture Center 1951 E. Roger Road Tucson, AZ 85719 Revised December, 2012 TABLE OF CONTENTS CHAPTER 1: Controlled Environment Agriculture and Hydroponics: Past, Present and Future The Plant How to grow greenhouse crops Plant Protection: Insects and Diseases Basic Principals of Hydroponics Transplant Production Pollination, Fertilization and Bee…

Words 40128 - Pages 161