Toothpaste History
The development of toothpaste started in 300/500BC in China and India. According to Chinese history, Huang-Ti studied the care of teeth and claimed that by sticking silver and gold needles into various areas of the jaw, different kinds of pain felt in the teeth and gum could be cured. It had been such theories that led to the introduction of toothpastes.
Initially crushed bone, crushed egg and oyster shells were used for tooth cleaning. They helped to remove debris from one's teeth and make them clean. First noticeable advancement was the invention of tooth powders which were created by bark powder, powdered charcoal plus some flavoring agents. Powders were put on clean the teeth by by using a simple stick.
In the late eighteen century Toothpowder was first available in England. It was available either as a paste or powder in ceramic pot. The rich used it by brushes and the poor using their fingers.
In the 1800s, Modern toothpastes were developed. In 1824, A dentist called Peabody was the first who added soap to toothpaste. Inside the 1850s John Harris Chalk first added chalk to toothpaste. In 1873, for the very first time toothpaste was massively produced into nice smelling toothpaste in a jar. Toothpaste was initially put into a collapsible tube by Dr. Washington Sheffield of Connecticut in 1892 and the toothpaste was called Dr. Sheffield's Crme Dentifrice. After World War II advancements in synthetic detergents replaced the soap used and introduced the emulsifying agents such as Sodium Lauryl Sulphate and Sodium Ricinoleate.
The 1960's more innovation was made and the introduction of fluoride into toothpaste was made. In 1980's this development was followed with the more innovation and addition of soluble calcium fluoride to fluoride toothpastes. Hence, it is in the last thirty years that toothpastes contain calcium and fluoride as the most crucial ingredients. (www. parentingtoddlers. com)
Due to innovation and technological advancement toothpaste appears to improve every day. We have variety of products having different type of features like extra-whitening toothpastes, anti-cavity toothpastes, toothpastes for sensitive teeth, toothpastes with mouthwash, toothpastes with stripes, even liver flavored toothpaste for dogs.
Modern toothpaste must deal with many things. It will need to have feature to clean bacterial films. To harden and protect the teeth from decay it will need to have fluoride in it. Flavor will need to have the attributes to cover up the bad tastes of decomposing bits of previous meals and the unpleasant taste of some of the other ingredients, such as detergents and phosphates.
Thickeners should be there in the toothpaste so that it stays on the toothbrush, and squeezes out of the tube. It must have detergents, water softeners to make the detergents work well and sweeteners (preferably non-nutritive) so bacteria are not encouraged.
(www. sci-toys. com)
Toothpaste ingredients
Fluorides will be the most recognized ingredient in toothpaste ingredient. Stannous fluoride was the first ever to be utilized in toothpaste because it could be used with the calcium phosphate, the most frequent abrasive of that time. Later sodium monofluorophosphate was used since it could be utilized with abrasives common at that time. (www. sci-toys. com)
Innovations did not stop after fluorides in toothpaste, following the fluoride breakthrough addition of ingredients with special talents to toothpastes and toothpaste packaging. Inside the 1980s, tartar control became the catchphrase in the oral hygiene industry. Tarter control toothpastes claimed that they could control tartar upsurge around teeth. Inside the 1990s, a fresh innovation occurred and led to toothpaste for sensitive teeth. In 1990s, to eliminate tatar and promote healthy gum Bicarbonate of soda and other ingredients were also added in toothpastes.
Every toothpaste provides the following ingredients: sweeteners, humectants, binders, abrasives, flavors, a preservative, fluorides, tooth whiteners, and water. Binders thicken toothpastes. During storage they prevent partition of the liquid and solid components.
The speed and level of foam production is affected, the rate of product dispersal and flavor release, the exterior of the toothpaste ribbon on the toothbrush, and the risibility from the toothbrush. Most important Binders are sodium alginate, carrageen, bentonite, methylcellulose, and magnesium aluminum silicate.
The most commonly used abrasives are softened silica, chalk and baking soda. Other important abrasives include calcium sulfate, dibasic calcium phosphate, sodium metaphosphate, tricalcium phosphate and hydrated alumina. Each abrasive has different cleaning properties and a mixture of them can be used in the ultimate product.
Toothpastes have different flavors that produce them more attractive and enjoyable for use. The most frequent flavor found in toothpastes is Mint since it gives the feeling of freshness. This feeling of freshness is resulted due to long term habituation by the toothpaste industry. In American public, mint is associated with freshness. There are basis for this fact as mint flavors contain oils that volatize in the warm environment of mouth. This volatizing action of mint brings a cooling sensation in the mouth's warm environment. The mostly used toothpaste flavors are spearmint, peppermint, wintergreen and cinnamon. Some of the more unusual toothpaste flavors include bourbon, clove, coriander, eucalyptus rye, anise, caraway, nutmeg and thyme.
In addition to flavors, sweeteners is there in toothpastes that make it enjoyable for palate because of humectants. The main humectants (sorbitol and glycerin) have a sweetness level about 60 percent of sugar. Artificial flavor is required to make the toothpaste palatable. The mostly used sweetener is Saccharin.
Increased strength of teeth by using Fluorides which reduces the decay of teeth. The most commonly used fluoride is Sodium fluoride. The main teeth whitening agent is Sodium perborate. P-hydrozybenzoate is the mostly used preservative for toothpastes.
(www. madehow. com)
Gillani Research Foundation survey completed by Gallup Pakistan, more than 72% of all Pakistanis use toothpaste for dental care accompanied by Miswak (18%) and Manjan Powder(9%). Amongst those who find themselves against the use of tooth paste, majority of them (27%) declare that toothpaste is an expensive product, 25% of them say that there is no specific reason behind the utilization of tooth paste, 17% are of the view that tooth paste does not clean teeth properly. 22% gave their view that they use Miswak instead since it is cheaper and 6% said that their teeth cleaning method (i. e Miswak) is a Sunnat (practiced and promoted by the Prophet sws). A sample of men and women from across the country were state formally a set of oral care methods and were asked "Which of the do you use for cleaning your teeth?"
The results showed that majority (72%) like to use toothpaste and the remaining 18% claimed to make use of Miswak and 9 percent said they use Manjan Powder. It is seen a relatively higher %age of folks in rural area use Manjan Powder and Miswak when compared with those who are in cities who mostly prefer using toothpaste. The info also showed that the usage of toothpaste is higher in the higher income groups. Interestingly a higher percentage of men (22%) and women (16%) use Miswak to clean their teeth.
"Which of these do you use for cleaning your teeth?"
The latest investigation showed that among a sample of 2754 men and women in villages and cities of all four provinces of the Pakistan, during June 2009. Error margin is approximately + 2-3 % at 95% confidence level. (Gillani Research)
www. gallup. com. pk
The oral care market in Pakistan has increased between 2002-2007; growth rate is average total annual rate of 3. 4%. The leading company in 2009 2009 was Colgate-Palmolive Company. The second-largest company was GlaxoSmithKline Plc with Unilever in third place Oral Care. Colgate's most familiar yield in oral care includes Colgate-brand toothpaste, dental floss, toothbrushes and mouth rinses. By the finish of 2008, the business had a 44. 8% global market tell its flagship toothpaste product line. Growth in this product line is highly due to innovation and more and extensive use of technology. Pharmaceutical products are also made by Colgate for dentists and other oral care experts.
Colgate-Palmolive has major consumer base by market share and exists in six continents. Since its founding in 1806, Colgate is continuing to grow into a MNC renowned for its toothpaste and oral care products with a $15. 4 billion in net sales and $2. 1 billion in net income for Fiscal Year 08.
(www. scribed. com)
Unique Selling Proposition (USP)
"The factor or consideration presented with a seller as the reason why that one product or service is different from and better than that of the competition"
The Unique Selling Proposition was firstly anticipated as a theory to elaborate a model among thriving advertising campaigns of the first 1940s. It explains that such campaigns made distinctive propositions to the buyer and this persuaded them to change brands. Rosser Reeves first used this term of Ted Bates & Company. The term USP is generally used in marketing and other fields to produce differences in similar products or similar items. Nowadays a large variety of companies and businesses used USPs for his or her marketing and advertising campaigns to differentiate and creates some unique attributes in their brands from other similar brands.
(Rosser Reeves, www. wikipedia. com)
If you are going to sell you brand or service to consumer or anyone then you have to place yourself onto it and sell yourself first. This is very important whenever your made goods or service is alike to prospects around you. Only few companies are similar. Just have a look around you and observe how many hardware stores, clothing retailers, air-con installers and mechanics are truly distinctive?
This kind of effective selling is called "unique selling proposition" (USP) by marketing and advertising professionals. Until and unless you can identify what makes your business distinctive in a world of identical competitors, you cannot reach your sales goals successfully.
Identifying your USP requires some hard soul-searching and innovation. A proven way to start is to scrutinize how other companies use their USPs to their improvement. This needs careful examination of other companies' advertisements and marketing messages. If you explore they sell, not merely their product or service uniqueness, you can learn new things about how companies make a distinction themselves from rivals.
For example, Charles Revson, creator of Revlon, always said that he sold hope, not makeup. Some airlines sell affable service, while others sell on-time service. Neiman Marcus focuses opulence selling while Wal-Mart sells bargains.
These will be the examples of a corporation that has originated a USP "peg" on which to dangle its online marketing strategy. A small business can peg its Unique Selling Preposition on product features, price structure, placement strategy or promotional strategy. Marketers call it "4 P's" of marketing. The manipulation of 4P's provides business a market position which sets it apart from the competition.
Sometimes focus of an organization is using one particular "peg, " which also drives the strategy in other fields. A very compact example is Hanes L'eggs hosiery. A long time ago when hosiery was sold in department stores, Hanes struck a fresh notion of distribution channel for hosiery sales.
Here is ways to uncover your USP and put it to use to increase your sales
Put yourself in your customer's shoes. Occasionally, entrepreneurs love their product or service and forget that it is the customer's needs, not their own and the customer need must be satisfied. Step back from your daily business activities and carefully examine what your visitors really want. Suppose you are the owner of a pizza parlor. Customers will come into the pizza place for food. Is just food, what they want? What can attract them to come back over and over and ignore your contest? Quality, convenience, reliability, cleanliness, courtesy and customer service is the right answer.
Price is never really the only reason for the people to buy. If your competition is thrashing you on pricing then you have to find other sales characteristics that match the customer's needs and construct your sales and promotional efforts around that feature.
Know what motivates your customers' behavior and purchasing decisions.
Efficient marketing demands that you be an amateur psychologist. You must have the knowledge what attracts and motivates customers. Go further than the conventional customer demographics, such as age, gender, race, income and geographic location that a lot of businesses analyze to enhance their sales trends. For earlier example of pizza shop, it is not enough to come across that 70 percent of your visitors are in this band of 18-to-25. You must have a concept about their motives for buying pizza-taste, ingest pressure, ease and so on.
Liquor and cosmetic industries are best types of industries that know the worthiness of psychological based promotion. People purchase these products on the basis of their desires not on the needs.
Uncover the real reasons customers purchase your product rather than a competitor's. As business grow customers become most dependable source of information. For instance, the pizza shop owner could inquire further why they like his pizza plus ask them to rate the significance of the characteristics he offers such as taste, size, ingredients and service. You'll be amazed to learn that how honest people are when they are asked ways to improve your service.
If you are just starting you business, you won't have a lot of customers to ask so "shop" your rivals. Many retailers regularly visit their competitors' stores to have an idea what and exactly how they are selling. If you the courage, make an effort to ask a few of the customers after they leave the business enterprise place what they liked and disliked about the competitors' products and services.
Once you have completed these three-steps of market intelligence process, you need to move to another and hardest step. Clearing your mind of any rigid ideas about your product or service and being roughly honest. What can you promote that will assist your visitors to the stand by position your business? How will you position your business to bring to light your USP?
Triumphant business ownership is not about having a distinctive product or services, it is about making your product place even on the market is filled with similar items.
(www. entrepreneur. com)
The Art of Finding YOUR SPECIFIC Selling Proposition:
Positioning is all about making your submission different and even more valuable from the offerings of your rivals and capturing the minds of the target group of customers. Positioning creates a positive and unique identity of the merchandise of your small business and its own offerings. Positioning is vital for making your product and offering distinctive your offering from everybody else's.
In the era when there are increasingly more innovative products and services every day, your customers are on publicity burden all the time. They pick something to believe and hold that notion until a publicity forces them to change.
People can't retain militaristic thoughts in their minds. The main thing in positioning is your energy to argue a high ground for the reason that stuffed customers head and hold it against competition.
Your product and your competitors' can have very small difference but if you can't find a effective way to communicate exclusivity and link it to the need of your target customer group, you have to find a unique and innovative way to fight with your competitors to sell out your product in the market. There will vary ways to create a unique position on the market. Keep in your brain, the greater the uniqueness of your product becomes the initial selling proposition against your rivals on the market and it makes your offering product more precious to your visitors than what's being provided by your rivals. (www. businesstown. com)
Factor Analysis
"Factor analysis is a statistical method used to spell it out variability among observed variables in terms of any potentially lower variety of unobserved variables called factors".
We can also say, it is possible that variations in four or five observed variables mainly show the variations within a unobserved variable, or in lower unobserved variables. Factor analysis seeks for such combined variations in response to unobserved variables. The observed variables are modeled as linear combinations of the possible factors plus error and omission terms. The info gathered about the interdependencies between observed variables can be utilized on the later stage to minimize the set of variables in a dataset. Factor analysis evolved in psychometrics and is being used in behavioral sciences, marketing, product management, functions research and other systems that deal with huge levels of data.
Factor analysis is somehow near principal component analysis (PCA) however, not alike. Because PCA takes into consideration all changeability in the variables. Alternatively, factor analysis considers how a lot of the changeability is because of common factors. The two methods are in fact equivalent if the error terms in the factor analysis model can be assumed to have the same variance.
(www. wikipedia. org)
Factor analysis in marketing
The basic steps are:
Check out the key features that consumers use to judge products in this category.
Use surveys as technique to collect data from a style of potential customers concerning their ratings of all the product features.
Put the data into a statistical program and scuttle the factor analysis procedure. The computer will capitulate a couple of underlying factors.
Use these factors to make perceptual maps and other product positioning devices.
Information collection
The data collection is done by marketing research professionals. Survey questions reveal the respondent to rate something sample. From five to twenty characteristics are chosen. They could include different things like: weight, accuracy, permanence, colorfulness, price, or size. Various attributes are chosen depending on the product being studied. Statistical program such as R, SPSS, SAS, Stata, JMP and SYSTAT are used to judge the coded data.
(www. wikipedia. org)
The analysis separates the fundamental factors that explain the data. Factor examine can be an interdependence technique. The thorough interdependent relationship is examined. There is absolutely no design of dependent variables, independent variables, or causality. There is an assumption in Factor analysis that the rating data on different attributes can be condensed to a few important dimensions. As the attributes have a relation this reduction can be done. The rating of one attribute is partially because of the influence of other attributes. The statistical algorithm gives a raw score into its differing, and reconstructs the partial scores into fundamental factor scores. The relation between initial raw score and the final factor score is called a factor loading. You will find two approaches of factor analysis;
principal component analysis
common factor analysis
It is important to note that principal component analysis and common factor analysis will vary in terms of the concept. The only real difference would be that the diagonal of the relationships matrix is replaced with communalities the variance accounted for several variable in keeping factor analysis. This result makes the factor scores indeterminate and make differs depending on method used to compute them whereas those made by principal component analysis are not dependent on the method of computation. Although there have been so many heated debates within the merits of the two methods, a number of leading statisticians have concluded that in practice there may be little difference in these two methods(Velicer and Jackson, 1990) which makes sense since the computations are very similar despite the difference in conceptual bases, especially for datasets where communalities are high and there are many variables which reducing the influence of the diagonal of the relationship matrix on the ultimate result (Gorsuch, 1983). (Bryant and Yarnold, www. wikipedia. org)
Principal component analysis (PCA)
PCA is a mathematical procedure that changes a number of possibly correlated variables into an inferior range of uncorrelated variables which are called principal components. The first principal component shows maximum possibility of the variability in the info and each after coming component show as much of the rest of the variability as you possibly can with respect to the field of application.
Karl Pearson invented PCA in 1901. Now a day it has been used as an instrument to make predictive models as well as for exploratory data analysis. PCA can be used for the singular value decomposition of the data matrix or calculation of the decomposition of the data covariance matrix. It is usually used after mean centering the data for each and every attribute. The findings of an PCA are normally discussed in conditions of component scores and loadings.
PCA is the simple and accurate eigenvector-based multivariate analysis. Its procedure can be utilized for the inner structure of the data in such a way which best explains the variance in the data. In case a multivariate dataset is visualize as a couple of coordinates in a high-dimensional data space (1 axis per variable), PCA supplies an individual with less dimensional picture, a "shadow" of the object for most informative viewpoint.
PCA is closely related to factor analysis, certainly the statistical packages knowingly conflate both techniques. The accurate factor analysis makes different assumptions about the underlying structure and solves eigenvectors of the slightly different matrix.
(R. Kramer and Marcel-Dekker)
The Basics of Principal Component Analysis
Principal component analysis would work if you want to develop an inferior variety of artificial variables called principal components to obtained measures on lots of observed variables and that will take into account almost all of the variance in the observed variables. The main components can be used as predictor or standard variables in consequent analysis.
A Variable Reduction Procedure
Principal component analysis is used for the variable reduction procedure. PCA is useful when you yourself have a data of large number of variables and you also find you can find some redundancy in those variables. Meaning obtained a few of the variables are correlated with one another, which might be possibly measuring the same results because of this redundancy in variables, then you believe it ought to be possible to reduce the observed variables and convert them into an inferior variety of principal components (artificial variables) that will the description for almost all of the variance in the observed variables.
PCA is a variable reduction procedure; PCA is comparable in many with the exploratory factor analysis. The steps which are being used to conducting an exploratory factor analysis are almost same and identical which can be followed when conducting a principal component analysis. However, there are significant conceptual dissimilarities between both of these procedures, when you are performing both of these procedures and you could not be claim even mistakenly that you will be performing principal component analysis when you are actually performing the factor analysis. The variations between these two procedures are described that "Principal Component Analysis is not Factor Analysis. "
(www. support. sas. com)
