Marketing Plan of Close-up Toothbrush
Close-up toothbrush as name suggest the company manufactures toothbrush for the dental care of the people.This marketing plan summarizes the company's situation at the time the Precision toothbrush was introduced, and the different marketing strategies that we believe would be best for Close-up and their new toothbrush.
- Our mission to provide the highest quality products that communicate personal expression.
- To support our retailer's business objectives through inovation, responsiveness and productivity.
- Lead in the market we serve.
- Continuously improve the quality of everything we do.
- Offering what we think customers want and to providing what customers value.
- To create quality dental care products and support services that foster innovation, creativity and productivity for customers.
- To be premier toothbrush company.
The purpose and main focus of the oral health care industry is to prevent teeth and gum diseases and to deliver cosmetic benefits. Examples of products in this industry include toothbrushes.
History of Industry
Toothbrushes first evolved in 3000 B.C., and advancements have continued ever since. Such advancements include the head shape, size, flexibility, bristle texture and type, color, and angled handles. Companies, other than close-up toothbrush, that have entered into the toothbrush market include Oral-B, owned by Gillete, Johnson and Johnson, Procter and Gamble, Pepsodent, Colgate.
Growth Patterns of the industry
Consumers first purchased toothbrushes without much knowledge or information concerning the product's benefits. As new product development increased, and consumers became better informed about the benefits of toothbrushes, they began to focus their interest not only on cavity prevention, but also on the health of their gums, their oral hygiene, and their cosmetic appearance. Because consumer interest and toothbrush purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class.Consumers began to purchase toothbrushes based on the specific benefits each toothbrush and company had to offer.
Development of the product
The product in which this marketing plan focuses around is the Precision toothbrush.Close-up toothbrush referred to the toothbrush as a technical innovation, researchers used infrared motion analysis to track consumers' brushing movements and consequent levels of plaque removal. By studying consumers brushing techniques, and focusing on areas of the mouth that had developed excessive amounts of plaque build-up, such as in between the teeth and on the gum line, researchers were able construct a newly designed toothbrush. The research team tested and experimented with the toothbrush for eighteen months by the usage of “dental professional focus groups and product usage tests.” This led to the introduction stage of the product life cycle, with the “launching” of the Precision toothbrush to the oral health care market.
Design/Quality of product
The main design of the product concentrated on the bristles of the toothbrush. The head of the Precision toothbrush included three different lengths of bristles, each length having its own responsibility.The longer outer bristles cleaned around the gum line, the long inner bristles cleaned between the teeth, and the shorter bristles cleaned the teeth surface. Because of the newly innovated bristles, the removal of plaque increased by 35% when compared to other leading producers of toothbrushes.
The Precision toothbrush can be classified as either a homogeneous or heterogeneous shopping product. Some consumers may see it as a homogenous product because they see all toothbrushes as the same, and place their attention on the lowest prices. Others may see the toothbrush as a heterogeneous product because they see the need to inspect for quality and suitability.
Price of the product
The price of close-up toothbrush should be between 10 rupees to 20 rupees.So,it is easily affordable for the customers to purchase the product.other competators olso kept the price of their between 10 rupees to 20 rupees.
Promotion of the product
The price budget for promotion was set at about 90 lakhs rupees.Close-up planned to promote the Precision toothbrush one, by offering a free 100 grams tube of toothpaste or a fifty percent off coupon that could be put towards any other size of toothpaste to every consumer who purchased a Precision toothbrush.
Positoning of the product
The position of the Precision toothbrush could be niche or mainstream. If the position were to be niche, concentration would be placed on the prevention of gum disease, and “retail sales would represent 3% volume share of the toothbrush market in year 1 and 5% in year 2.” The decision on where to place the new toothbrush on retail shelves is another important aspect of positioning. Close-up toothbrush chose to place the toothbrush in between one of their existing products and a competitor's product.
Market of the Toothbrush
The oral health care market is spread worldwide mainly targeting grocery, drug, convenience, and large retail stores. The toothbrush market in the past had few types of toothbrushes, while today's market carries many various types of toothbrushes. This may have been due to lack of consumer concerns with what type of toothbrush they desired.
Many toothbrush purchases are unanticipated, “with consumers purchasing toothbrushes once every 11.6 month. Forty-eight percent of consumers claimed to change their brushes at least every three months; the trigger to purchase a new brush for 70% of them when their toothbrush bristles became visibly worn. Eleven percent decided to switch to a new brush after seeing their dentists, and only 3% admitted to purchasing on impulse.
Buying behaviour patterns
Many consumers base a lot of their purchase decisions on how comfortable a toothbrush feels in their mouths, whether the bristles are soft enough, whether the head shape suits their mouth size, or whether the toothbrush is flexible enough. They also base their purchases around the ability of the toothbrush to remove food particles; plaque removal and gum stimulation. When it comes time to purchase a toothbrush, there are three different consumer groups. These groups include therapeutic, cosmetic, and uninvolved brushers. Therapeutic brushers are concerned with oral care problems. They brush to prevent disease or other oral health risks, and “search out functionally effective products” Cosmetic brushers are concerned with bad breath and their appearance, and “search for products that effectively deliver cosmetic benefits.
Weakness of the competitors
Many competitors striving to succeed in the oral care market such as Oral-B and Johnson & Johnson know that in order “to be a leader in the oral care category, companies have to be able to compete in all areas of the oral care,” besides toothbrushes and toothpaste. Because there are many primary competitors in the oral care market, product innovation is a key factor to a company's success. Close-up toothbrush not only had to worry about cannibalizing their own products, they also had to worry about the new line of products that were being introduced by such companies as Oral-B, Johnson & Johnson,Colgate.Companies that hold large market shares can afford to pay for more advertising for a newly developed product. It was to Close-up toothbrushadvantage that they had small share of of the toothbrush market.
Distribution channel of the product
Aside from convenience stores and large retail stores, many food stores played a key role in the distribution of oral health care products.Mass merchandisers gained share due to increased in-store promotional support. Because of the increase in the demand for oral care products, stores began shelving more oral care products. This was a big advantage for Close-up toothbrush because there would be more room in the stores for them to market the new Precision toothbrush. Dentists also played a big role in the distribution of oral care products.
Marketing Strategy of close-up toothbrush
The main focus of nice positioning would be placed on consumers who are concerned about the prevention of gum diseases. There would be many positive benefits to the company if close-up were to position the Precision toothbrush as a nice product. These benefits would include one, by targeting the segment of consumers who are worried about gum disease; Close-up would be able to charge premium prices. Two, Close-up toothbrush would be able to differentiate the Precision toothbrush from other toothbrushes, because of Precision's technological superiority ovethe other toothbrushes already on the market. Three, it is safe to say that SKU's would not decrease if close-up toothbrush were to position the Precisioas a nice product. And four, if costs were to decrease then it enables Close-upto reduce the losses of Precision if it were not successful.
Product differentiation strategy
By differentiating a product, it creates a difference that sets certain products apart from other products, and also targets certain market segments.Close-up will need a product differentiation strategy that will make the Precision toothbrush unique from all other toothbrushes already available on the market. The company will also need a strategy that will appease to certain consumer segments. By coming up with this strategy, it inreturn will cause Close-up to increase profits and market share. The main area of this strategy's focus should be placed of the design and packaging of the toothbrush. For example, we suggest Close-up make sure the consumers know that the bristles are of different lengths for a reasonfor the reduction of plaque build-up in places such as the gum line and in between the teeth, and that no other toothbrush on the market is designed this way. We suggest that a picture is placed on the toothbrush package showing the different lengths of bristles, and an explanation of what each length is responsible for doing. Also we suggest that the bristles be different colors representing the different lengths. This way the consumer will be able to differentiate the Precision from all other toothbrushes.
Price differentiation strategy
Our main focus here is on the customers. We want them to be able to get the most for their money. By producing a superior toothbrush, that offers more qualities than the other toothbrushes available on the market, at or around the same price as the competition, consumers will hopefully want to purchase the Precision toothbrush over the others. There will be more qualities offered at no extra charge.
SWOT Analysis of Close-up Toothbrush
- Reputation for quality.
- Experience in packaging hence cost advantage.
- Detailed R&D on product conducted.
- Best design and quality of the toothbrush.
- Single Industry experience and New Domestic Entrant
- Lack of distribution network.
- Lack of brand name and power.
- Fast growing market (15-20%) with enough profit margin.
- Few players in toothbrush market
- Largely untapped rural market.
- Competition from current market players.
- Market leaders too have faced failure on new product launches.
- Other industry players endeavoring to enter the toothbrush market such Oral-B,Colgate,Pepsodent.
Marketing Mix of Close-up Toothbrush
The product, the Precision toothbrush, is a product that should add value to a buyer's life. It should also add utility, and meet the wants and needs of targeted consumers. The product should be unique and different from all similar products that are already available on the market. The strategy is to differentiate the product's design and packaging, which in return will cause the toothbrush to stand out.
The price of a product says something about the quality. Even though the quality of the Precision toothbrush will be significantly higher than other leading toothbrushes, the price of the toothbrush will be determined by the prices of the other toothbrushes already in the market. This pricing strategy is a result of positioning the toothbrush as a mainstream product rather than a nice product.
The most important part of marketing is how a product will get from the seller to the buyer. Many products go through a channel of distribution, which involves, manufactures, wholesalers, retailers, and consumers. The distribution strategy proposed for the Precision toothbrush is through dentists, plastic surgeons, drug stores, grocery stores, large retail stores, and department stores.
Product promotion is communication spread through advertising, publicity, and sales promotion. We suggest that Colgate-Palmolive advertise their products by using commercial, magazine ads, the radio, ads that are to be placed in dentist offices, billboards, and the sides of buses. Advertising is done to promote new products, remind consumers of existing products, and also promote the image of the company at hand.We also suggested that Close-up offer special coupons and rebates through their other products, and also food products. Also, Close-up toothbrush could benefit from the usage of in-store displays.
Close-up enters in the toothbrush market with the launch of their new precision toothbrush. This market plan provides in-depth analysis of toothbrush industry. Depicting the threats and opportunities for close-up when the launch their product in the market. This marketing plan focuses on all the strategies and issues related to the development of new toothbrush of close-up.