understanding customer project: colgate toothbrush

MARKET CONSULTING PROJECTTOOTHBRUSH

TEAM 10

Leybis Flores

Anchulee Arunsamphan

Russell Dalal

Gaurav Yadav

Omar Sherif

Eduardo Pujol

Outline

Company Profile

Market segments and Customers

Market Research: Toothbrush

Key Findings

Solutions

Marketing Strategy and Recommendations

Company profile

Global company serving consumer

products in more than 200 countries

and territories

Leader of Oral Care product:

44% Market Share of Toothpaste

35% Market Share of Toothbrush

Russell

Customer vs. Consumer

Retailors

Wholesalers

Retailors

Distributors

CUSTOMER CONSUMER

Direct

Indirect

- B2B transaction: directly to retailors and selling through distributors

- BUT develop products based on consumer’s needs

Gaurav

Market Segmentation

Behavior

Demographic

Geographic

Benefits: Sensitive teeth, whitening and tongue Cleaner Manual toothbrush VS Electric toothbrush Soft bristles VS Hard Bristles

Age: Adults and Kids Income: Divide the products based on price range

- Super Premium- Premium- Mid-Price- Value

The offerings are placed based on the customer behaviors of each region.

Gaurav

MARKET RESEARCH :

TOOTHBRUSH

Insights

Decision making process:

1) Brand

2) Price

3) Dentists

4) Quality

• 46% prefer Colgate

• 57% prefer Soft-toothbrush

• 99% make In-store purchases

76 Responses

Brand-related

Insights

Behavior-related

• 64% brush less than 3 times a day

• 63% do not use it after meals

• 34% replace it after 3 months

User-related

• 47% are concerned about bacteria

• 31% do not realize about the wear and tear

• 22% have oral health problems (sensitivity)

Every month17%

Every 2-3 months

49%

Every 4-5 months

22%

More than 5 months

12%

How often do consumers replace their toothbrush?

Key findings

Problems:

Growth opportunity:64% of consumers brush their teeth less than 3 times a day

34%More than

50% are not

aware of Bacteria

Accumulation 31% do not

notice Wear

and Tear

Why consumers change their

toothbrush?

Key findings

Consumers expect:

“Reminder to replace it.”

.

“Protection from bacteria

accumulation.”

“Soft and effective.”

Solutions

“Soft and effective”

Charcoal helps prevent “bacteria accumulation”

Fading color acts as a “reminder to change it” (2 months)

Less than 0.01mm fine bristles:

“A deep clean for better gum health”

Colgate Slim Soft Charcoal

Introducing

In the U.S.

Market Strategy

Product

Mar

ket

Existing New

Exis

tin

gN

ew

Market

Penetration

Product

Development

Market

DevelopmentDiversification

Marketing Campaign:“Forget about bacteria, I’ll remind you when to replace me.”

Product: Colgate Slim Soft Charcoal

Price: - Single Pack $4.99

- Twin Pack $7.99

Place: Retailors – Supermarkets,

Convenience stores,

Pharmacies.

Promotion: - Twin Pack 2+1

- POPs

- Digital Media

Insight Recommendations

Introduce Charcoal SlimSofttargeting U.S. market according to the behavior: Single

and Twin Pack, $5.

Create awareness about: Brush teeth more often and bacteria accumulation

Clear positioning:Avoid miscommunication. Clear message

THANK YOU