The target market for Crest 3D whitestrips are individuals. These men and women are in the age range of 18 to 65 years old and still have their natural teeth. These individuals give great care to their personal stature in terms of hygiene and grooming. They are individuals who have little disposable income and seek quality, convenience and value. (). These individuals are influenced by media images of the perfect body or the perfect smile. Those images from movies, television, magazines seduce these targeted consumers to buy products to enhance or improve the perception of their personal image. Another influencer is peers pressure to look a certain way based on society’s acceptable standard of how white teeth should be and what a great smile should look like. Communication Message
The marketing communication is targets a cognitive response. The product communicates the feeling of wanting to look your best or suggest that whitening your smile can enhance your life. Proctor and Gamble did not have to build awareness of their product since it’s a generational improvement on the original Crest Whitestrips product. The cognitive actions were to make an awareness of the name change to Crest 3D White Whitestrips. Its advertisements do a great job of informing its target market of the name change. On the launch of this new product, Procter and Gamble gave away samples promotions at Wal-Mart online. Consumers garner interest in the product and surmise if it desires to try it or not. During this process the whitestrips customer may compare the Crest Brand to other alternatives and decide if they want to try it. Consumers compare price and quality to other brands in the store. Crest 3D White whitestrips advertising does not consider their competition are the other brands, they advertisement only considers their product is less expensive than doctors visits. I think Proctor and Gamble missed the target on this fact, because their...
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