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The Rise of Battery-Powered Toothbrushes Essay

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The Rise of Battery-Powered Toothbrushes

Executive Summary =================

The oral care category has been witnessing increasing sales over the past few years, especially in the battery-powered toothbrush segment. Between August 2001 and 2002, sales of power dental accessories in U.S. food, drug and mass outlets grew by 21.8% (Neff, 2002). There are many competitors in this industry including Colgate-Palmolive and Procter & Gamble. In May 2000, Colgate-Palmolive introduced the Colgate Actibrush with a retail price of $19.99 (Young, 2002). Procter & Gamble was quick to follow suit and introduced the Crest SpinBrush in mid 2001 and priced it at $5.99 (Young, 2002). With 50% of the …show more content…

Introduction ============

The sources listed in this report were primarily obtained from the databases provided by

Dalhousie University's library. The databases searched most frequently were ABI Inform Global as well as ABI Inform Trade & Industry. A few resources were found under the CBCA Fulltext Business database. Trade journals and magazines that were found to be most useful were Advertising Age, Business Week, Drug Store News and DSN Retailing Today.

Besides trade journals and magazines, this report also uses annual and shareholder's reports for information on the financial position of each company. Moreover, company websites were extremely helpful for recent company press releases and for product information. Finally, attempts to gain information from representatives of Colgate-Palmolive and Procter & Gamble (P&G) were unsuccessful and thus personal communication is not included in this report.

Lastly, Internet sites found by the Google search engine were also used. Key words/phrases searched under Google were: "market share power toothbrush," "Colgate power toothbrush", and "Procter and Gamble power toothbrush." One Internet site that was extremely helpful in researching this topic was AdAge.com.

Industry Analysis =================

Overview of Industry --------------------

Oral

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