understanding customer project: colgate toothbrush
TRANSCRIPT
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MARKET CONSULTING PROJECTTOOTHBRUSH
TEAM 10
Leybis Flores
Anchulee Arunsamphan
Russell Dalal
Gaurav Yadav
Omar Sherif
Eduardo Pujol
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Outline
Company Profile
Market segments and Customers
Market Research: Toothbrush
Key Findings
Solutions
Marketing Strategy and Recommendations
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Company profile
Global company serving consumer
products in more than 200 countries
and territories
Leader of Oral Care product:
44% Market Share of Toothpaste
35% Market Share of Toothbrush
Russell
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Customer vs. Consumer
Retailors
Wholesalers
Retailors
Distributors
CUSTOMER CONSUMER
Direct
Indirect
- B2B transaction: directly to retailors and selling through distributors
- BUT develop products based on consumer’s needs
Gaurav
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Market Segmentation
Behavior
Demographic
Geographic
Benefits: Sensitive teeth, whitening and tongue Cleaner Manual toothbrush VS Electric toothbrush Soft bristles VS Hard Bristles
Age: Adults and Kids Income: Divide the products based on price range
- Super Premium- Premium- Mid-Price- Value
The offerings are placed based on the customer behaviors of each region.
Gaurav
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MARKET RESEARCH :
TOOTHBRUSH
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Insights
Decision making process:
1) Brand
2) Price
3) Dentists
4) Quality
• 46% prefer Colgate
• 57% prefer Soft-toothbrush
• 99% make In-store purchases
76 Responses
Brand-related
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Insights
Behavior-related
• 64% brush less than 3 times a day
• 63% do not use it after meals
• 34% replace it after 3 months
User-related
• 47% are concerned about bacteria
• 31% do not realize about the wear and tear
• 22% have oral health problems (sensitivity)
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Every month17%
Every 2-3 months
49%
Every 4-5 months
22%
More than 5 months
12%
How often do consumers replace their toothbrush?
Key findings
Problems:
Growth opportunity:64% of consumers brush their teeth less than 3 times a day
34%More than
50% are not
aware of Bacteria
Accumulation 31% do not
notice Wear
and Tear
Why consumers change their
toothbrush?
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Key findings
Consumers expect:
“Reminder to replace it.”
.
“Protection from bacteria
accumulation.”
“Soft and effective.”
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Solutions
“Soft and effective”
Charcoal helps prevent “bacteria accumulation”
Fading color acts as a “reminder to change it” (2 months)
Less than 0.01mm fine bristles:
“A deep clean for better gum health”
Colgate Slim Soft Charcoal
Introducing
In the U.S.
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Market Strategy
Product
Mar
ket
Existing New
Exis
tin
gN
ew
Market
Penetration
Product
Development
Market
DevelopmentDiversification
Marketing Campaign:“Forget about bacteria, I’ll remind you when to replace me.”
Product: Colgate Slim Soft Charcoal
Price: - Single Pack $4.99
- Twin Pack $7.99
Place: Retailors – Supermarkets,
Convenience stores,
Pharmacies.
Promotion: - Twin Pack 2+1
- POPs
- Digital Media
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Insight Recommendations
Introduce Charcoal SlimSofttargeting U.S. market according to the behavior: Single
and Twin Pack, $5.
Create awareness about: Brush teeth more often and bacteria accumulation
Clear positioning:Avoid miscommunication. Clear message
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THANK YOU