All-in-1 Toothpaste

10 Pages 2600 Words

Strengths

1. Unique Product

Our All-in-1 toothpaste will encompass all the qualities of the top toothpastes into 1 tube. Our All-in-1 toothpaste will provide tartar control, whitening, cavity protection, fresh taste, mouthwash, and more. We will market this toothpaste as being the best toothpaste to satisfy all users in a household, our toothpaste is the new “family toothpaste” or has the qualities to satisfy every user in the house.

Weakness

1. New Company

Being a new company is a weakness in itself. We do not have a loyal customer base nor do we have any brand recognition. Through creative marketing we hope to create a curious buzz regarding our product. We want consumers to be so interested in our product that they run right out and purchase it.

Opportunities

1. Need

Everyone needs to use toothpaste in order to clean their teeth. Perception is a huge drive behind the need for clean teeth. Seventy-one percent of Americans said they are less likely to marry someone with bad teeth and 74% believe bad teeth can hurt career success, according to the Mentadent Smart Mouth survey. Also, 33% said whitening is the attribute they look for most when shopping for toothpaste.


Threats

1. Competition

Globally Colgate commands a market share of 80% or more. Its numbers aren't quite so dominant in the U.S., but Colgate grabbed the lead over Procter & Gamble's Crest after launching Total toothpaste in late 1997. At that time the U.S. Food & Drug Administration's approved Total as the only toothpaste that reduces the gum disease gingivitis. The result, it's now the No. 1 toothpaste recommended by dentists. Thanks to such relentless marketing, Colgate continues to chew up the competition. It accounts for more than one-third of all toothpaste sales in the U.S. while once-dominant Crest holds a 29% market share.


Marketing Objectives

We will be marketing the All-in-1 toothpaste by promoting the basics ...