Marketing Mix For The American Dental Association

847 Words Sep 28th, 2014 4 Pages
According to the American Dental Association, there are at least 34 other options for toothbrush brands on the market (ADA). Our manual toothbrushes are made of high-quality plastic and synthetic nylon bristles. They come in a standard adult size of approximately 7 inches and are available in a wide variety of colors. They feature a contoured handle for easy grip and the bristles come in soft, extra soft, or medium. Using this information we know to be true about our product, and information we learn about the specific market segment we are targeting, we can employ the most appropriate and beneficial marketing mix for our product. Broadly, the marketing mix is the combination of tools used in a marketing program (Gordon). More specifically, the marketing mix is referred to as the “four Ps”: product, price, promotion, and place (Boundless, p. 835).

One market segment interested in toothbrushes is parents with young children.
• Parent, age 25-35, with 2 or more children under the age of 8.
• Children are old enough to be involved in activities, daycare, and school.
• Rely on morning and bedtime routines to accomplish their daily activities
• Care about their own basic needs and the needs of their children.
• Value both affordability and quality.
• Buy multi-packs of 3 or more to give one to each family member.
• Purchase to maintain standards of dental hygiene and personal care.
• View purchase of a toothbrush as a necessity, not a luxury.

A second market segment…

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