The Crest Whitestrip Challenge Essay

680 Words Jul 12th, 2013 3 Pages
Case 2-2 - The Crest Whitestrip Challenge
Question 1 – Summary of Table A
After reviewing the table provided by Simmons Market Research Bureau, spring 2006 the most popular product is all whiteners with a 15.2% of adults that participated on the research. The second and third most popular products were the Whitening strips with 8.3%, followed by Whitening gels with a 5.5% of the adults that participated on the study.
The bigger users of any whitening products are females at over 65% while males represent only a 35% of the sales of whitening products. The age group that represent the highest number of sales are the 18-24 year olds with about 23% of the sales, followed by two age groups 35-44 and 45-54 both representing 18% of sales.
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They tend to be have higher education meaning they have at least some college work done or have completed their college education. Whitener users also come from either the health care or sales occupations. Blacks and Hispanics are among the most frequent users, in large part coming from the Southeast or Pacific regions of the U.S.. Singles and Divorced/separated users dominate the market and household income ranges from $75,000 to over $150,000 as the typical users of whitener products. Users of whitening gels are also primarily women from age range of 18 to 54 years of age. In contrast to overall whitener users, the primary users of whitening gels are usually no degree holders to some college work completed with occupations in health care and sales. Hispanics and Whites are the ethnic groups that use the product the most. The South region of the country are the typical users, both Southeast and Southwest regions have the most consumption. The income level of whitening gels are very diverse from the range of $10,000 to $19,999 and $100,000 to over $150,000 as its primary users, both single and divorced/separated are the most common marital status among its users. Typical users of whitening strips are also women within the age groups of 18 to 54 years old. The users also have completed at least some

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