Marketing Strategies of Four Leading Brands of Toothpaste Essay

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Running head: MARKETING STRATEGIES OF TOOTHPASTES

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Marketing Strategies of Four Leading Brands of Toothpaste Jennifer Glascock Averett University BSA 310 Principles of Marketing Dr. John Guarino October 19, 2010

Workshop #5

MARKETING STRATEGIES OF TOOTHPASTES

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Table of Contents Abstract…………………………………………………………………………………4 Marketing Strategies of Toothpastes…………………………………………………...5 Crest…………………………………………………………………………………….5 History………………………………………………………………………………5 Types………………………………………………………………………………..6 Pricing………………………………………………………………………………6 Target Markets……………………………………………………………………...6 Advertising………………………………………………………………………….7 Colgate………………………………………………………………………………….7 History………………………………………………………………………………7
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Crest was increasing in popularity after the American Dental Association declared in 1960 that Crest toothpaste effectively reduced tooth

MARKETING STRATEGIES OF TOOTHPASTES

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decay. Soon after in 1962, Crest was the best-selling toothpaste in the country. Crest has been recognized several times since it has been available to consumers. These recognitions assist in providing a more effective market strategy. Types Crest offers many different types of people to draw the consumers to buy their products. These different types concentrate on needs or concerns that may be want the consumer needs. They offer types such as whitening, tarter control, cavity protection, gum protection, enamel shield, sensitive, pro-health, and types containing mouthwash. Having so many different choices is a marketing strategy that Crest has chosen to make their brand successful. Currently according to Crest website, they offer 41 different products (Crest, 2010b). Pricing Crest’s basic products can be found at an average price of $2.00. This product would include basic cavity protection and breathe freshening. The more expensive Crest toothpastes that offer whitening, extra whitening, and sensitivity control average around $5.00-$6.00. These prices are comparable to the other four brands in this report. Target Markets Crest offers products for children and adults. Their target market however tends to be
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