tepe design strategy

duncan mckean27 february 2009

About this Presentation

Business Analysis & Strategy•Design Analysis & Strategy•Brand Analysis & Strategty•What if? Scenario •

1 day research from information available in the public domain.

Before we start...

Business Analysis & Strategy

Product Lifecycle

€

tIntroduction Growth Maturity Decline

Product Lifecycle

Growth is period of high risk from market leaders e.g Oral B

Competitive LandscapeLifestyle

Clinical

Technological Holistic

Competitive Landscape

Floss•Picks•TuftedBrushes•Flossaid•

Substitutes

Hummingbird•BrandBrushes•Waterpik•BrushSystems•Waterjets•Gum•


New Entrants

School of Dentistry•Materials•Packaging•Design•


Suppliers

Tesco•Sainsbury’s•Boots•OnlineStores•Dentists•


Buyers

S WO T

Swedish heritage•Original brush•Scientificbacking•

Low brand •awarenessLackofcompetitive•strength

Markettoolder•demographicEnhance dentistry / •scientifictiesRise in well being and •health awareness

Competition: Oral B•Boots co-branding •not exclusive brandingNew technologies•

SWOT Analysis

S WO T

Swedish heritage•Original brush•Scientificbacking•

Low brand •awarenessLackofcompetitive•strength

Market to older •demographicEnhance dentistry / •scientifictiesRise in well being and •health awareness

Competition: Oral B•Boots co-branding •not exclusive brandingNew technologies•

SWOT Analysis“Brand Sweden”•Rise in health •awareness (mintel, 2007)

45% oral hygiene •marketisabove45years old (mintel, 2007)

P ES T

Reduction in NHS •dentalcareRise in private •dentalcare Expensive to •produce in Sweden

High disposable •income in elderlyCredit crunch•Increase in sales of •oral hygiene

Increase in older •demographicDental Fear•More attention to •grooming and well-being

Expensive and small •supply chainCompetition from •new technologies: water jet

PEST Analysis

P ES T

Reduction in NHS •dentalcareRise in private •dentalcare Expensive to •produce in Sweden

High disposable •income in elderlyCredit crunch•Increase in sales of •oral hygiene

Increase in older •demographicDental Fear•More attention to •grooming and well-being

Expensive and small •supply chainCompetition from •new technologies: water jet

More attention to •grooming and well-being (mintel, 2007)

Grey brigade own •80% of the wealth (BBC,

2004)

Marketbefore•dentist

PEST Analysis

People, dental health care people

Current Marketing MixProduct, easy to use, portable, small, quality

Place, dentists, supermarkets, chemists online

Promotion, recommended by dentists, online

Price, £2.50 - £3.50

Market Segmentation

Standard approach•No particular market •segmentation

Strategic Options

New

New

Current

CurrentPRODUCTS

MARKETS MarketDevelopment

MarketPenetration Product Development

Diversification

Vertical Integration

Horizontal Integration

Concentrate on Market Segment

Health / Well-being

Generic Strategy Choice

Differentiation Strategy

Aim to be unique in industry: •Brand SwedenAttributes widely valued •by consumer: Well-being / Health


Focus Strategy

Age 50+ demographic•Largest segment in oral •hygiene marketWealthiest segment in oral •hygiene market


Focus Strategy

Differentiation Strategy

Emphasise consumer-valued •attributesValue of 50+ demographic•Avoidfightingmarketleaders•Marketsegmentation•

Business Analysis & Strategy Summary

Emphasise Swedish heritage•Attention to well-being and •grooming

Business Analysis & Strategy Summary

Design Analysis & Strategy

Design Analysis & Strategy

Prerequsites

Directional Consistency: fit • with brand architecture and positioningOpportunity: 50+ • Demographic

Strategic Options

Design Eminence

Design an identifiable and • unique imageEmbody consumer needs • and values

Strategic Options

Concentration

Target the design at very •narrow market segmentDistinguishable points of •difference

Strategic Options

Concentration

Design Eminence

Strategic Options

Adaptive Design

Adjust existing product to •new circumstancesCould change design •directionCould improve •technological capabilities

Design Eminence + Adaptive Design

Reposition Brand / Redesign to Revitalise

Brand Analysis & Strategy

Brand Architecture

Monolithic

Current Brand Image

brand image_quality

target market_mostly western audience

personality_low tech / ‘local’

insight_quality / innovation of swedish design

benefits_customer in simplicity of use

essence_friendly clinical pride

Brand Touchpoints

Current Brand Strategy

Not selling to specific market • segmentsSell through distributors not • directRecommended by dental • hygienistsCo-branding weakens brand • image

Competition

Oral B Own Brand Gum

Competitive LandscapeLifestyle

Clinical

Technological Holistic

No reason to buy Tepe over •own brandOvershadowing by Market •LeadersPackagingdoesnotreflect•heritageCo-branding damaging •image

Brand Summary

But what if...?

“Innocent has maximised the impact of design and branding to communicate a set of clearly defined values, strengthening the relationship with its customers and creating a community of consumers that grows bigger every year.”

http://www.designcouncil.org.uk/en/Case-Studies/All-Case-Studies/Innocent-Smoothies/

1998 2009

Unique visual branding

Relevant market segment activities

What this means for TePe...

Market Segmentation

Suggested Brand Identity

Target Market: 50+


Personality: Playful


Insight: Swedish design heritage


Benefits: Well-being and confidence


Reasons to believe: Scientific recommendation


Essence: Health


Brand Identity: Holistic

People, Holistic / Lifestyle experts

New Marketing MixProduct, easy to use, portable, stylish, quality

Place, Health shops, Beauty Rooms, Gym, Spa

Promotion, recommended by beauticians and stylists

Price, £2.50 - £3.50

Summary

Business Analysis & Strategy•Design Analysis & Strategy•Brand Analysis & Strategty•What if? Scenario •

duncan mckean