Marketing Strategies of Four Leading Brands of Toothpaste

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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 Types………………………………………………………………………………..8 Pricing………………………………………………………………………………8 Target Markets……………………………………………………………………...8 Advertising………………………………………………………………………….8 Arm & Hammer.……………………………………………………………………….9 History………………………………………………………………………………9 Types………………………………………………………………………………..9 Pricing………………………………………………………………………………10 Target Markets……………………………………………………………………...10 Advertising……………………………………………………………………….…10 Aquafresh……………………………………………………………………………....10 History………………………………………………………………………………11

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Types………………………………………………………………………………..11 Pricing………………………………………………………………………………11 Target Markets………………………………………………………………….…..11 Advertising……………………………………………………………………….…12 Conclusion……………………………………………………………………………..12 References……………………………………………………………………………..13

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Abstract Toothpaste should be a very important part of everyone’s day. Through science and research is has been proven that it will help protect a person’s teeth and keep them healthy. Four brnds of toothpaste will be discussed in the following research report. The four brands of toothpaste are popular brands. Crest, Colgate, Arm & Hammer, and Aquafresh can be found in stores all across the United States and some are found in other countries as well. Crest has products for children and adults. Colgate has products for adults and children and yet targets specific ages of children therefore developing specific toothpastes for children’s age ranges. Arm & Hammer only offers products for adults, and Aquafresh offers products for adults and one product for children. These four types are all comparable in price, but some are more marketed by advertising than others.

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Marketing Strategies of Toothpastes Crest, Colgate, Arm & Hammer, and Aquafresh and four popular brands that are available for consumers to purchase. Each consumer may have a favorite brand or may be influence to buy a product because of their advertising. Each product shows different marketing strategy approaches, but yet have similar target markets and same price ranges. All of these products are distributed through stores where consumers can browse and determine the product in their best interest. Each brand of toothpaste offers different types within its brand to suit the needs of the consumers. Advertising can affect the sales of these products and therefore is very important. These products have different advertising styles and methods of convincing their consumers to purchase their products.

Crest
Crest is a brand of toothpaste that is known for “being trusted to provide healthy, beautiful smiles for more than 50 years” (Crest, 2010a). Crest is one of the most popular brands of toothpaste. “Crest’s dream is to lead the way in the passionate pursuit of perfect oral health so that everyone can have a healthy, beautiful smile for life” (Crest, 2010a). Crest made and marketed by Proctor and Gamble. Crest makes this claim on their website, “Crest has been an innovator in dental health care since its inception in 1955 and has been the leading toothpaste brand in the United States over the past 45 years” (Crest, 2010a). This is a bold statement, but it shows why they are...
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