Preview

Marketing Strategies of Four Leading Brands of Toothpaste

Powerful Essays
Open Document
Open Document
2332 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marketing Strategies of Four Leading Brands of Toothpaste
Running head: MARKETING STRATEGIES OF TOOTHPASTES

1

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

2

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

MARKETING STRATEGIES OF TOOTHPASTES

3

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

MARKETING STRATEGIES OF TOOTHPASTES

4

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


References: Aquafresh. (2010a). Aquafresh history. Retrieved October 9, 2010, from http://www.aquafresh.com/?rotation=30493905&banner=208384580&placement={place ment}/ Aquafresh. (2010b). Aquafresh products. Retrieved October 9, 2010, from http://www.aquafresh.com/Products_Main.aspx/ Arm & Hammer. (2010a). Arm & Hammer milestones. Retrieved October 9, 2010, from http://www.armhammer.com/history/ourhistory.asp/ Arm & Hammer. (2010b). Toothpaste & whitening systems products. Retrieved October 9, 2010, from http://www.armandhammer.com/personal-care/toothpaste/products.aspx/ Colgate. (2010a). Our company: history. Retrieved October 9, 2010, from http://www.colgate.com/app/Colgate/US/Corp/History/1806.cvsp/ Colgate. (2010b). Toothpaste. Retrieved October 9, 2010, from http://www.colgate.com/app/Colgate/US/OC/Products/Toothpastes/Name.cvsp/ Crest. (2010a). Crest heritage. Retrieved October 9, 2010, from http://www.crest.com/aboutcrest/crest-heritage.aspx/ Crest. (2010b). Crest toothpastes. Retrieved October 9, 2010, from http://www.crest.com/crestproducts/crest-toothpastes.aspx/
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    What Is the Dilemma Facing Colgate-Palmolive?
    • 378 Words
    • 2 Pages

    What Is the Dilemma Facing Colgate-Palmolive?

    Colgate is a player in the $7.5 billion market of oral hygiene in the United States. This market includes products that cleanse, disinfect, freshens breath and whitens teeth and Colgate has a share of that market for all these products. The competition in this market makes being innovative practically a requirement since it is difficult to encroach upon your competitors. Knowing this information, companies must also ensure that they maintain a good balance of products in this industry.…

    • 378 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Logos Pathos Ethos
    • 339 Words
    • 2 Pages

    Logos Pathos Ethos

    I will be analyzing a commercial about Colgate total where dental patients tell how and why their dentist advised them to switch to Colgate Total toothpaste.…

    • 339 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    marketing plan for a teeth whitener product
    • 2660 Words
    • 11 Pages

    marketing plan for a teeth whitener product

    For the last two decades, the ADA Council on Scientific Affairs has monitored the development and the increasing numbers of tooth whitening products. As the market for these products grew, the Association recognized a need for uniform definitions when discussing whiteners.…

    • 2660 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Manging Project
    • 1170 Words
    • 5 Pages

    Manging Project

    Choose an individual brand or product line from either the producer and/or brand owner, who are involved in the marketing of an oral hygiene product or products. Investigate and evaluate their marketing strategy using contemporary marketing tools and techniques however this may be illuminated using examples from other companies/ organizations.…

    • 1170 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Proctor & Gamble Scope Case
    • 5134 Words
    • 21 Pages

    Proctor & Gamble Scope Case

    The Canadian mouthwash market is a competitive market that hit its peak growth in 1987 with a 26% shift upwards in sales. The market is still in the mature growth stage with a 5% yearly increase in 1990. The market had total retail sales of $68.6 million in 1990 with approximately 65% of those sales coming from drugstores and the other 35% coming from food stores. The market is comprised of after-brushing rinses, pre-brushing rinses, fluoride rinses, and flavored rinses. The growth potential for market profitability in the Canadian mouthwash market is possible due to the innovative development of pre-brushing rinses such as Plax as well as flavored rinses that reduced the “sting” of regular mouthwashes. The introduction of Plax was a major turning point in the Canadian mouthwash market with competing brands suffering considerable market share loss after Plax’s introduction. In a 1990 study, 75% of Canadian households used one or more mouthwash brands at least three times a week for each household member. Procter &…

    • 5134 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Tom of Maine's Success
    • 2494 Words
    • 10 Pages

    Tom of Maine's Success

    Introduction: Tom’s of Maine creates effective personal care products using simple, natural ingredients derived from plants and minerals. Tom’s of Maine products-toothpaste, mouthwash, floss, deodorant, and soap-do not contain artificial sweeteners, preservatives, colors, flavors, or animal ingredients; are tested for safety and efficacy without the use of animals; are biodegradable; and are packaged in earth-friendly ways. Our philosophy of “Natural Care” guides us in doing what is right for our customers, employees, communities, and environment. They fulfill the Natural, Then Tom’s of Maine was moving beyond health food stores and into supermarkets and drugstores, where 70 percent of toothpaste is purchased. Even as Tom’s product distribution expanded nationwide, the company’s marketing strategy was low key.…

    • 2494 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Good Essays

    Cottle Case Study
    • 681 Words
    • 3 Pages

    Cottle Case Study

    Q1. What factors determine demand for toothbrushes? Which of these factors are environmental? Do the marketers have control over them? Which factors could be influenced by marketing programs? If Cottle intends to develop primary market (primary demand) for toothbrushes, at which different levels should it influence the target market?…

    • 681 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Proctor & Gamble Scope Case Analysis
    • 1242 Words
    • 5 Pages

    Proctor & Gamble Scope Case Analysis

    Proctor and Gamble-Scope is faced with a very important decision, they need to prepare a marketing plan for P&G’s mouthwash business for the next three years. They want to know how they are going to be able to capitalize on the emerging market segment within the rinse category that focused more on “health-related benefits” than the traditional breath strategy of Scope. If the company does pursue this there are several concerns that they have.…

    • 1242 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Marketing and Chinese Toothpaste Market
    • 955 Words
    • 4 Pages

    Marketing and Chinese Toothpaste Market

    Be similar with cooking, Consumers’ tastes for toothpaste in China typically vary from region to region. According to the research, tastes for toothpaste are very different in different region. Maybe it relate to the customers’ habit, region marketing competition and economic development, each city have their popular brand. For example, Colgate is preferred to Shanghai and Shenyang, In Wuhan, Grest is most popular.…

    • 955 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Analyse Calgate Usa
    • 643 Words
    • 3 Pages

    Analyse Calgate Usa

    | - Since the 90s , all thoothpastes in the US offered fluoride protection - Main competitors are represented by : Procter&Gamble (Crest), GlaxoSmithKline (Aquafresh, Sensodyne), and Churc &Dwight (Arm&Hammer, Close-up, Mentadent, Aim, Pepsodent)- Growth of Crest’s value hare of the retail toothpaste market thanks to new product intiatives such : * Crest+Scope which is positioned as a toothpaste and mouthwash product that also whitened teeth(achieved a 5,4% retail value share in 2004) * CWE positioned as a “flavor-based experiential toothpaste that also whitens teeth(achieved a 5,2% share by the end of 2004 behind a 18,8% media advertising share of voice)- Aquafresh extreme clean launched in 2004 which is positioned on “clean and fresh breath…

    • 643 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Colgate Total
    • 506 Words
    • 3 Pages

    Colgate Total

    2. Specific primary and secondary research I can utilize to discover more about my potential consumers. Primary research can be used to collect data by interviewing people concerning their opinions about Colgate Total toothpaste. Secondary research can be conducted through Simmons research program, attitudes and preferences can be revealed through the interviews, which reflected the demographic and psychographic information…

    • 506 Words
    • 3 Pages
    Good Essays
    Read More
  • Better Essays

    Case Study Sesodyne Pronamel
    • 1129 Words
    • 5 Pages

    Case Study Sesodyne Pronamel

    Dalley, E. (2014). Want a million-dollar smile without all the marketing?. [Blog] Choice.com. Available at: https://www.choice.com.au/health-and-body/dentists-and-dental-care/dental-products/articles/toothpaste-whats-the-difference…

    • 1129 Words
    • 5 Pages
    Better Essays
    Read More
  • Powerful Essays

    Pepsodent (Marketing) Presentation Transcript
    • 1585 Words
    • 7 Pages

    Pepsodent (Marketing) Presentation Transcript

    Geographic Segmentation • The urban market for toothpaste is almost stagnant. • Hence for deeper penetration in the rural markets they have taken the following measures Smaller 100gms packs priced at 10…

    • 1585 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Brand Introduction of Colgate Palmolive
    • 402 Words
    • 2 Pages

    Brand Introduction of Colgate Palmolive

    Nevertheless, the 200 over years old well-known brand is always seeking for opportunities to gain more market share, as well as the target audiences by excelling in areas where the Company does well. Therefore taking oral care beyond just cavities and expanding it with a product portfolio that now addresses a wide range of consumer oral health needs is one of the Company’s strategies. Accented to Dennis A. Pitta and Lea Prevel Katsanis (1995) (source: http://www.niazmandieiran.com/pdffile/be.pdf ), with the appropriate Brand Extension strategies, it…

    • 402 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Kfar
    • 291 Words
    • 2 Pages

    Kfar

    2. The marketers of Pepsodent and Colgate can decrease consumer confusion regarding toothpastes and related oral hygiene products by distinguishing the difference between the products they offer.…

    • 291 Words
    • 2 Pages
    Satisfactory Essays
    Read More

Related Topics