Competitive AnalysisTeam 2

Avalon JonesCara Owings

Brandon KakitsukaNate Cacciari Roy

Toothpaste Market Share

Strengths

Opportunities

Threats

Weaknesses

● Natural● Anti-fluoride Options● Animal Friendly● Good for tooth sensitivity● Good for dry mouth

● Emerging Natural toothpastes

● Loss of market share to bigger businesses or pushed out all together

● Not well known reputation

● Sold out to Colgate● Controversial reputation

for ingredients in products

● Become more transparent about products & ingredients

● Creating a bigger brand through Colgate

● More product awareness

Strengths● Brand Recognition● Diverse Product Line-Up● Advertising● Affordable Prices

Weaknesses● Internal Competition between Scope,

Oral-B● High amounts of microplastics in

Products● Legal Troubles

Threats● New Regulations in regards to

microplastics● Depleting Natural Resources● Emerging Competitors

Opportunities● Growing demand for natural products● Increased global awareness of oral

hygiene● Growing global population● Increasing Standards of Living in global

markets

SWOT Analysis

ThreatsStrengths OpportunitiesWeaknesses

● Fluoride free

● SLS free

● No animal

testing

● Privately owned

● True to their

ingredients

● Small market

share

● Not well known

● Most expensive

● Smaller tubes

● Always looking

for alternatives to

fluoride

● More growth and

brand

recognition

● Bigger

corporations

taking on fluoride

free & SLS

● More combining

of public

companies

Price and Active Ingredient Comparison

Active Ingredients: glycerin, water, calcium carbonate, hydrated silica, xylitol, natural flavor*, sodium lauryl sulfate, carrageenan, sodium bicarbonate, zinc citrate.

*peppermint oil

Active Ingredients:, sodium bicarbonate, PEG-8, tetrasodium pyrophosphate, PEG/PPG 116/66 copolymer, sodium carbonate peroxide, silica, sodium saccharin, flavor, water, sodium lauroyl sarcosinate, sodium lauryl sulfate.

Active Ingredients: sorbitol, water, hydrated silica, disodium pyrophosphate, sodium lauryl sulfate, flavor, sodium hydroxide, alcohol (0.7%), xanthan gum, sodium saccharin, glycerin, carbomer, cellulose gum, polysorbate 80, sodium benzoate, cetylpyridinium chloride, benzoic acid, titanium dioxide, blue 1.

Active Ingredients: calcium carbonate, water, glycerin, sodium cocoyl glutamate, carrageenan, aloe barbadensis leaf gel*, bambusa arundinacea stem powder, carum petroselinum (parsley) extract, citrus grandis (grapefruit) seed extract, perilla ocymoides seed extract, cinnamomum zeylanicum bark oil, eugenia caryophyllus (clove) flower oil, melaleuca alternifolia (Tea Tree) leaf oil*, melia azadirachta seed oil, menthol, silica, sodium bicarbonate *certified organic ingredient

$2.49 6.2oz Tube ($.40 / Ounce)

$3.79 6.0oz Tube ($.63 / Ounce)

$4.27 4.7oz Tube ($.91 / Ounce)

$5.99 4.2oz Tube ($1.43 / Ounce)

Children’s Toothpaste Comparison

Price: $3.25 4.2 oz Tube

Value: Provides cavity protection in a gel formula, with packing featuring Disney characters, focusing on younger children.

Price: $5.99 4.6 oz Tube/Bottle

Value: Approved by the ADA, available in variety of flavors like watermelon & strawberry, suitable for children over 5, and both a toothpaste and mouthwash.

Price: $4.38 4.6 oz Tube

Value: Mild flavor with fluoride for cavity protection, suitable for children 2 and over, and considered to be a transition toothpaste for toddlers.

Price: $2.78 4.2 oz Tube

Value: Approved by the ADA, effective in fighting bacteria and acids, free from animal testing, made with real fruit juice for flavor, and doesn’t use artificial preservatives, dyes or saccharine.

Customer Perspective

Comparative Advantage

ConsumerSearch.com compares reviews generated from all over the internet to rate various categories of toothpaste

Best Toothpaste overall

Best Stain Removal

Toothpaste for sensitive teeth

Natural Toothpaste

❏ Expert recommended❏ Contains fluoride❏ Approved by American Dental Association

❏ Semi-abrasive❏ Contains sodium lauryl sulfate and saccharin❏ Contains triclosan

❏ Excellent stain removal❏ Low price❏ Contains fluoride

❏ Very abrasive❏ Not American Dental Association approved❏ Contains sodium lauryl sulfate and saccharin

❏ Excellent for sensitive teeth❏ No sodium lauryl sulfate❏ Low abrasiveness

❏ Contains saccharin and sorbitol❏ May cause irritated gums❏ Higher price

❏ Approved by American Dental Association❏ Contains fluoride & no artificial sugars❏ Low abrasiveness

❏ Less stain removal ingredients than others❏ Contains sodium lauryl sulfate❏ Higher price

Company Perspective

Comparative Advantage

Ingredients: Makes information available to customers about sourcing, quality, and purpose.

What’s Not in Tom’s of Maine Products: Informs customers about ingredients avoided during manufacturing process like artificial colors, artificial flavors, artificial preservatives, and animal byproducts.

Product Certification: Claims of producing the first natural toothpaste to bear the ADA’s Seal of Acceptance.

Product Research: creates products instilling a company belief in sustainability and social responsibility, using innovative methods and extensive research to produce effective natural products.

ReferencesActive Ingredient and Price Comparison info retrieved on February 28, 2016, from https://www.amazon.com/.

Chiem, L. (n.d.). Procter & Gamble Settles Crest Toothpaste False Ad Suit -Law360. Retrieved February 28, 2016, from http://www.law360.com/articles/418091/procter-gamble-settles-crest-toothpaste-false-ad-suit

Children’s Toothpaste Comparison information retreived on February28, 2016, from http://www.childrens-dental.com/blog/?tag=best-toothpaste-for-kids

Church & Dwight Co. Inc. (2012) 2012 Sustainability Report, Retrieved from: http://www.churchdwight.com/pdf/SustainabilityReports/2012SustainabilityReport.pdf

Company Perspective - Comparative Advantage information retreived on February 27, 2016, from http://www.tomsofmaine.com/products#not-in-our-products

Customer Perspective - Comparative Advantage information retreived on February 27, 2016, from http://www.consumersearch.com/toothpaste

Hain Celestial Inc. (2012) 2012 Social Responsibility Report, Retrieved from: http://www.hain-celestial.

com/press/HCG_CSR2012_032714_print.pdf

Lee, R. (2014). Plastic microbeads in Crest toothpaste are dangerous, warns dentist. Retrieved February 28, 2016, from

http://www.techtimes.com/articles/15866/20140918/plastic-microbeads-in-crest-toothpaste-are-dangerous-warns-dentist.htm

ReferencesNew Law Bans Use of Plastic 'Microbeads' in Personal-Care Products. (n.d.). Retrieved February 28, 2016, from http://www.nbcnews.

com/business/consumer/new-law-bans-use-plastic-microbeads-personal-care-products-n487966 Penning, A. (n.d.). Cosmetics & Toiletries. Retrieved February 28, 2016, from http://www.cosmeticsandtoiletries.com/formulating/category/natural/Demand-for-Organic-Beauty-to-Grow-to-Over-13-Billion-by-2018-Report-Says-213160491.html Procter & Gamble Co. (2015) 2015 Sustainability Report, Retrieved from: http://us.pg.com/-/media/PGCOMUS/Documents/PDF/Sustanability_PDF/sustainability_reports/PG2015SustainabilityReport.pdf

Ruz, C. (2011). The six natural resources most drained by our 7 billion people. Retrieved February 28, 2016, from http://www.theguardian.com/environment/blog/2011/oct/31/six-natural-resources-population

Sustained Population Growth & Increasing Awareness Over Oral Hygiene Drive the Toothpaste Market, According to a New Report by

Global Industry Analysts, Inc. (2015). Retrieved February 28, 2016, from http://www.steamfeed.com/sustained-population-growth-increasing-awareness-over-

oral-hygiene-drive-the-toothpaste-market-according-to-a-new-report-by-global-industry-analysts-inc/

Tom’s of Maine. (2014) 2014 Goodness Report, Retrieved from: http://www.tomsofmaine.com/goodness-report/home