Toothbrush Marketing Plan

Keywords: marketing plan example, toothbrush business marketing

Marketing Plan of Close-up Toothbrush

INTRODUCTION

Close-up toothbrush as name suggest the company produces toothbrush for the dental hygiene of the folks. This marketing plan summarizes the company's situation at the time the Perfection toothbrush was released, and the various marketing strategies that people imagine would be best for Close-up and their new toothbrush.

BUSINESS MISSION

1. Our mission to supply the finest quality products that communicate personal manifestation.
2. To support our retailer's business aims through inovation, responsiveness and production.
3. Lead on the market we serve.
4. Continuously increase the quality of everything we do.

BUSINESS VISION

1. Offering what we think customers want and also to providing what customers value.
2. To create quality dental care products and support services that foster creativity, creativity and production for customers.
3. To be leading toothbrush company.

Situation Analysis

Industry

The purpose and main target of the oral health good care industry is to avoid tooth and gum diseases and also to deliver plastic benefits. Types of products in this industry include toothbrushes.

History of Industry

Toothbrushes first advanced in 3000 B. C. , and advancements have continued since. Such advancements are the head condition, size, flexibility, bristle consistency and type, color, and angled deals with. Companies, apart from close-up toothbrush, that have entered into the toothbrush market include Oral-B, had by Gillete, Johnson and Johnson, Procter and Gamble, Pepsodent, Colgate.

Growth Habits 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 associated with toothbrushes, they commenced to target their interest not only on cavity protection, but also on the fitness of their gums, their oral health, and their aesthetic appearance. Because consumer interest and toothbrush purchases started to increase, advertising and advertising also started out to increase, which lead to the development and addition of the super-premium product class. Consumers began to acquire toothbrushes predicated on the precise benefits each toothbrush and company acquired to provide.

Development of the product

The product where this marketing plan focuses around is the Perfection toothbrush. Close-up toothbrush described the toothbrush as a complex innovation, researchers used infrared motion analysis to keep tabs on consumers' brushing moves and consequent levels of plaque removal. By studying consumers brushing techniques, and concentrating on areas of the mouth area that experienced developed excessive levels of plaque build-up, such as in between the teeth and on the gum brand, researchers were able construct a recently designed toothbrush. The study team examined and experimented with the toothbrush for eighteen months by the utilization of "oral professional focus groupings and product utilization exams. This resulted in the introduction stage of the merchandise life circuit, with the "launching of the Precision toothbrush to the oral health good care market.

Design/Quality of product

The main design of the product concentrated on the bristles of the toothbrush. The head of the Detail toothbrush included three different lengths of bristles, each period featuring its own responsibility. The longer outer bristles cleaned round the gum brand, the long interior bristles cleaned between your pearly whites, and the shorter bristles cleaned the teeth surface. Because of the recently innovated bristles, removing plaque increased by 35% in comparison with other leading suppliers of toothbrushes.

Goods classification

The Detail toothbrush can be grouped 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 cheapest prices. Others may see the toothbrush as a heterogeneous product because they start to 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 merchandise. other competators olso stored the price of their between 10 rupees to 20 rupees.

Promotion of the product

The price cover promotion was set at about 90 lakhs rupees. Close-up planned to market the Accuracy toothbrush one, by offering a free 100 grams tube of toothpaste or a fifty percent off coupon that could be put towards any size of toothpaste to every consumer who purchased a Detail toothbrush.

Positoning of the product

The position of the Accuracy toothbrush could be niche or mainstream. If the position were to be area of interest, concentration would be placed on the prevention of gum disease, and "retail sales would symbolize 3% volume talk about of the toothbrush market in yr 1 and 5% in year 2. The decision on where to place the new toothbrush on retail cabinets is another essential requirement of placement. Close-up toothbrush thought we would place the toothbrush in between one of their existing products and a competitor's product.

Market of the Toothbrush

Location

The teeth's health treatment market is disperse worldwide mainly focusing on grocery, medicine, convenience, and large shops. The toothbrush market in the past acquired few types of toothbrushes, while today's market bears many various types of toothbrushes. This might have been due to lack of consumer concerns using what kind of toothbrush they desired.

Purchasing characteristics

Many toothbrush purchases are unanticipated, "with consumers purchasing toothbrushes once every 11. 6 month. Forty-eight percent of consumers stated to improve their brushes at least every three months; the trigger to buy a new brush for 70% of them when their toothbrush bristles became visibly worn. Eleven percent made a decision to switch to a new brush after discovering their dentists, and only 3% admitted to purchasing on impulse.

Buying behavior patterns

Many consumers basic a lot of their purchase decisions about how comfortable a toothbrush feels in their mouths, if the bristles are very soft enough, if the head form suits their mouth area size, or whether the toothbrush is adaptable enough. In addition they base their acquisitions around the power of the toothbrush to remove food particles; plaque removal and gum activation. When it comes time to buy a toothbrush, there are three different consumer teams. These groupings include therapeutic, aesthetic, and uninvolved brushers. Restorative brushers are worried with oral health care problems. They brush to prevent disease or other teeth's health dangers, and "search out functionally effective products Aesthetic brushers are worried with bad breath and their appearance, and "search for products that effectively deliver plastic benefits.

Competition

Weakness of the competitors

Many competitors trying to achieve the oral good care market such as Oral-B and Johnson & Johnson know that to be able "to be considered a leader in the oral good care category, companies have to be able to be competitive in all areas of the oral treatment, besides toothbrushes and toothpaste. Because there are many major competitors in the oral care and attention market, product creativity is a key factor to a company's success. Close-up toothbrush not only was required to stress about cannibalizing their own products, in addition they had to stress about the new line of products that were being introduced by such companies as Oral-B, Johnson & Johnson, Colgate. Companies that maintain large market shares can afford to cover more advertising for a recently developed product. It had been to Close-up toothbrushadvantage that that they had small talk about of of the toothbrush market.

Distribution route of the product

Aside from convenience stores and large retail stores, many food stores played out an integral role in the syndication of oral health maintenance systems. Mass merchandisers gained share anticipated to increased in-store promotional support. Due to the increase in the demand for dental maintenance systems, stores started shelving more oral care products. It was a big benefits for Close-up toothbrush because there would be more room in the stores to allow them to market the new Precision toothbrush. Dentists also played out a huge role in the syndication of oral care products.

Marketing Strategy of close-up toothbrush

Positioning strategy

The main emphasis of nice setting would be located on consumers who are worried about preventing gum diseases. There would be many positive advantages to the company if close-up were to position the Detail toothbrush as a good product. These benefits would include one, by concentrating on the section of consumers who come to mind about gum disease; Close-up would be able to charge superior 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 put the Precisioas a good product. And four, if costs were to decrease then it permits Close-upto decrease the losses of Detail if it were not successful.

Product differentiation strategy

By differentiating a product, it creates a notable difference that pieces certain products aside from other products, and also targets certain market segments. Close-up will desire a product differentiation strategy that will make the Detail toothbrush unique from all the toothbrushes already in the marketplace. The company will also desire a strategy that will appease to certain consumer segments. By discovering this plan, it inreturn will cause Close-up to increase profits and market show. The main area of this strategy's target should be put of the look 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 reduced amount of plaque build-up in places including the gum lines and in between the teeth, and that no other toothbrush on the marketplace was created this way. We claim that a picture is placed on the toothbrush package showing different measures of bristles, and a conclusion of what each length is accountable for doing. Also we claim that the bristles be different colors representing the different lengths. This way the consumer will be able to differentiate the Accuracy from all the toothbrushes.

Price differentiation strategy

Our main focus here's on the customers. We want them to be capable of geting the most for his or her money. By producing a superior toothbrush, that offers more attributes than the other toothbrushes available on the market, at or about the same price as the competition, consumers will preferably want to purchase the Perfection toothbrush over the others. There will be more qualities offered at no extra charge.

SWOT Research of Close-up Toothbrush

Strength-

1. Reputation for quality.
2. Experience in packaging hence cost benefits.
3. Detailed R&D on product conducted.
4. Best design and quality of the toothbrush.

Weakness-

1. Single Industry experience and New Local Entrant
2. Lack of distribution network.
3. Lack of brand and power.

Opportunities-

1. Fast growing market (15-20%) with enough profit margin.
2. Few players in toothbrush market
3. Largely untapped rural market.

Threats-

1. Competition from current market players.
2. Market market leaders too have confronted failure on new product launches.
3. Other industry players endeavoring to enter the toothbrush market such Oral-B, Colgate, Pepsodent.

Marketing Mix of Close-up Toothbrush

Product

The product, the Perfection 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 merchandise should be unique and different from all similar products that are already available on the market. The strategy is to identify the product's design and product packaging, which in exchange may cause the toothbrush to stand out.

Price

The price of a product says something about the product quality. Even though the quality of the Accuracy toothbrush will be significantly higher than other leading toothbrushes, the price tag on the toothbrush will be dependant on the costs of the other toothbrushes already in the market. This costs strategy is because placing the toothbrush as a mainstream product rather than nice product.

Place

The most important part of marketing is how a product are certain to get from owner to the customer. Many products go through a route of distribution, which involves, manufactures, wholesalers, sellers, and consumers. The circulation strategy proposed for the Perfection toothbrush is through dentists, plastic material surgeons, medication stores, food markets, large shops, and department stores.

Promotion

Product advertising is communication pass on through advertising, publicity, and sales campaign. We claim that Colgate-Palmolive advertise their products by using commercial, publication ads, the air, ads that should be placed in dentist office buildings, billboards, and the edges of buses. Advertising is done to promote services, remind consumers of existing products, and also promote the image of the business 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 take advantage of the consumption of in-store displays.

Summary

Close-up enters in the toothbrush market with the start of the new precision toothbrush. This market plan provides in-depth evaluation of toothbrush industry. Depicting the threats and opportunities for close-up when the release their product in the market. This marketing plan targets all the strategies and issues related to the development of new toothbrush of close-up.