Listerine Essay
Listerine ® | SHAVVON | | 11/26/2010 | |
Table of Contents Final Project Report 2 Project Title 2 Introduction 2 Company Profile 2 Project Orientation 2 Purpose of Study 3 Aims & Objectives 3 Literature Review 4 Research Problem & Hypothesis 9 Marketing Research Problem 9 Research Questions & Hypothesis 9 Methodology 10 Consumer Study 10 Retailer Study Analysis 11 Consumer Survey 11 Retailer Survey 20 Growing demand for mouth fresheners 21 Consumer Perceptions about mouthwash 21 Brand Preference (By Trade) 22 Conclusion & Suggestions 23 Appendices: 24
Listerine
Final Project Report
Project Title
“Scouting market potential for Listerine® in the Pakistani …show more content…
They were using toothpaste to keep their teeth strong and floss to minimize plaque.
Consumers have been trained to equate seriousness with therapeutic strength. How could we persuade people that we were a serious gingivitis medicine if the advertising was light hearted? The answer came from comic books. As every enthusiast knows, the action hero, while animated and fun, has superpowers that conquer evil.
Listerine® : The action hero for your gums.
Consumers were listening. Sales responded, and Listerine's “Helps fight Gingivitis” rating went from 44% to 78%. The next challenge was to become as essential to oral health care as the toothbrush.
BUSINESS RESULTS
1999 – 2002. Changing what the Brand Stood for.
Brand image
Ratings for “helps fight gingivitis” increased from 44% in 1999 to 78% in 2002. Other key measures of brand image were also significantly improved, while the corresponding Scope (the competitor) ratings all went down:
Brand impact
The usage and purchase intent ratings saw significant gains for Listerine between 1999 and 2002, while Scope saw declines.
Business results
Sales of Listerine grew 30% from $29.2 million in 1999 to $37.9 million in
Table of Contents Final Project Report 2 Project Title 2 Introduction 2 Company Profile 2 Project Orientation 2 Purpose of Study 3 Aims & Objectives 3 Literature Review 4 Research Problem & Hypothesis 9 Marketing Research Problem 9 Research Questions & Hypothesis 9 Methodology 10 Consumer Study 10 Retailer Study Analysis 11 Consumer Survey 11 Retailer Survey 20 Growing demand for mouth fresheners 21 Consumer Perceptions about mouthwash 21 Brand Preference (By Trade) 22 Conclusion & Suggestions 23 Appendices: 24
Listerine
Final Project Report
Project Title
“Scouting market potential for Listerine® in the Pakistani …show more content…
They were using toothpaste to keep their teeth strong and floss to minimize plaque.
Consumers have been trained to equate seriousness with therapeutic strength. How could we persuade people that we were a serious gingivitis medicine if the advertising was light hearted? The answer came from comic books. As every enthusiast knows, the action hero, while animated and fun, has superpowers that conquer evil.
Listerine® : The action hero for your gums.
Consumers were listening. Sales responded, and Listerine's “Helps fight Gingivitis” rating went from 44% to 78%. The next challenge was to become as essential to oral health care as the toothbrush.
BUSINESS RESULTS
1999 – 2002. Changing what the Brand Stood for.
Brand image
Ratings for “helps fight gingivitis” increased from 44% in 1999 to 78% in 2002. Other key measures of brand image were also significantly improved, while the corresponding Scope (the competitor) ratings all went down:
Brand impact
The usage and purchase intent ratings saw significant gains for Listerine between 1999 and 2002, while Scope saw declines.
Business results
Sales of Listerine grew 30% from $29.2 million in 1999 to $37.9 million in