Porters Five Forces Model Analysis On Toothpaste

For the purpose of this assignment, I have chosen an article from the New York Times website about global marketing strategy of Listerine. This piece of news, written by Rachel Abrams, highlights how Listerine has adapted their products to the international market in order to counter the drop in the sales of their variety of products. In the article she explains how the market share of the most popular mouth rinse brand has dropped following the economic decline and what measures Listerine is taking to battle that slump. The author mentions that despite it being the world leader in mouth rinse sales, its competition globally is fiercer. In face of this competition, companies like Johnson and Johnson have to respond to consumer

This report analyzes the organisation White Glo’s and their marketing of their new whitening toothpaste Charcoal. White Glo was established in Australia in 1993 and is today one of the leading whitening toothpaste company in Australia and a global leader within teeth whitening products. It can be purchase in bigger supermarkets and pharmacy’s in Australia such as Coles, Woolworths, Priceline Pharmacy and chemist warehouse. It is also available globally in other countries and through the company’s website. The product has strengths such as clinical benefits that not all competitor has and weakness such as the color of the toothpaste. It also has opportunity, like being different from other competing product. There are some threats such as the

Colgate versus Crest is one of the marketing industries most famous battles. While Colgate has enjoyed the lead around the world with sales in over 170 countries and over 2 billion dollars, the United States has been their fiercest battle ground and one that Procter and Gamble’s Crest dominated for thirty years as America’s favorite toothpaste. That came to an end when Colgate Total was launched in 1998, Colgate took the lead in the United States. Procter and Gamble to compete began expanding their family brand into other oral health products, which included whitening, toothbrushes, mouthwashes and floss. Finally in 2007 Crest once again regained its top ranked position. (adbrands.net, 2013) We will begin to delve deeper into

consumer 's tastes for toothpaste in China typically vary from region to region, as well as across various demographic dimensions, such as age,income,and education. in contrast, tastes for toothpaste are fairly narrow in the United States. why is ther such a pronounced difference between these two market?

The end of the first year, we had 30% of the products left, in view of the traditional market accounted for 40.5% of the overall toothpaste market, we decided to increase three sales people into traditional sales channels in the next year. Due to the selling of whole market Economy toothpaste are great, we add advertising investment. At the same time, the poor sell of children's toothpaste prompted us to reduce 5 million budgets on its advertising fee. According to the results of marketing, and sales of other companies, appropriate to improve the economy, white, healthy toothpaste price and their allowance, try to stimulate the sales.

Discussions or contacts with suppliers and customers that unfairly restrict trade or exclude competitors from the marketplace;

It is important to note that members of this segment who do not purchase their own toothpaste will have someone, such as a family member, purchase it for them. Additionally, members of this segment do not have a lot of buying power independent of their parents, with the average income for youth aged 15-24 in the St. John’s metro region being $13,812 compared to an average of $41,515 for all age groups (Statistics Canada, 2011). It is also likely that that the purchaser of the family toothpaste will pay a higher cost for a highly beneficial product. This assumption is based on the fact that the median total income for census families in the St. John's Metropolitan area was $91,100 in 2013 (Statistics Canada, 2015), meaning that most families are in a position to spend more for a better toothpaste, which would not hurt them

Introduction and Company Background. Colgate Palmolive was the global leader in household and personal products, with sales of $6.06 billion and gross profit of $2.76 billion, as in 1991. The company was also the No. 1 in US retail tooth brush market with 23.3% of volume share. The company had 43% of the world’s tooth paste market and 16% of the world tooth brush market. In 1991 there was an increase. There was an increase of 12% in the worldwide sales of CP’s oral care products amounting to $1.3 billion which was 22% of CP’s total sale. The Colgate-Palmolive case involves the Precision toothbrush, which was

Death is imminent, however, are we inviting it sooner through our choice of toothpaste? Personal care products are filled with many chemical ingredients that have minimal research supporting their safety and are potentially harmful with every use. Consumers believe personal care products are safe however the research of product safety is limited. In Boston, specifically Jamaica Plain, students of Simmons College analyzed the availability of safe personal care products to show consumers what they are actually getting. The importance of safe product availability in all communities is an issue that affects masses of people without their knowledge of the problem in the first place.

In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate- Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new tooth paste that had helped drive Colgate to a record 34.8% value share in the important US market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plan for CMF in China and Mexico. Each plan sought to maximize business potential in the local market. Burton needed to assess these plans from a global standpoint, and he wondered if the benefits of adapting the marketing

Problem Statement The aim of this report is to analyze the two different launch strategies (as a niche or a mainstream product) for Colgate Palmolive 's new toothbrush, Precision, and choose the one that is the most suitable in the face of the market competition and consumer needs. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy. Situation Analysis Company: In 1991, CP held 43% of the world toothpaste market and 16% of the world toothbrush market. Other oral care products included dental floss and mouth rinses. In 1991, worldwide sales of CP 's oral care products increased 12% to $1.3 billion, accounting for 22% of CP 's total sales.

There are a few large buyers, which are large retail chains such as Kmart, Target and Big W in Australia. They buy products from many different brands. Buyers bargain for higher quality, lower price and great level of service.

The US toothpaste market - $2,438 million – with a growth rate of 8% since 2000, Table B in the case shows that CP and P&G are battling head to head competition for the 2004 value share of toothpaste market with 34.8% and 31.6% respectively. Colagate-Palmolive’s Global Market Share remained almost constant for 5 years, as shown in Table A, upsetting Crest’s former dominance. Exhibit 2A US Market Toothpaste Benefit Importance (1997), shows that therapeutic benefits; ‘Protection against cavities/contains fluoride’, ‘Reduces plaque build-up’, ‘controls tartar’ were listed at 1st, 2nd, and 4th places respectively, while the cosmetic benefits such as ‘Breath Freshening’ and ‘Whitens Teeth’ are at the 3rd and 5th places in must haves from the total respondents (1,216).

The Tooth Booth Company is a limited company that specialises in producing toothbrush with toothpaste in one, which is named the Wizard Toothbrush. Its benefit for those who are having a less time, travel often. As the company is just establishing, it needs to have its own marketing strategy plan in order to make profit. Therefore, the purpose of this essay is to indicate the company’s target market, the value drivers and lastly the marketing mix, for instance, The Tooth Booth’s product, promotion, price, place and positioning strategy. First, the company has specified the target market.

To assess the factors affecting the demand for toothbrushes in India, a situation analysis has been performed using the 5Cs framework: