understanding customer project: colgate toothbrush
TRANSCRIPT
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