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The rise of battery-powered toothbrushes.
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- Words:
- 5273
- Submitted:
- Fri Nov 12 2004
... The rise of battery-powered toothbrushes TABLE OF CONTENTS Executive Summary 2 Introduction 3 Industry Analysis 3 Overview of Industry 3 Consumer Analysis 4 Community Analysis 4 Competitive Analysis 5 Price 5 Product Life Cycle 6 Distribution 6 Entering the Battery-Powered Toothbrush Industry 6 Company Analysis: 7 Strengths 7 Competitive Strategies 10 Financial Stability 12 Market Positions 13 Changes in Personnel 14 Product Analysis: Colgate Actibrush 14 Branding Architecture and Strategy 14 Indirect Channel Structure 15 Pricing Strategies 15 Promotional mix used and messages 15 Product Analysis: Crest SpinBrush 16 Branding Architecture and Strategy 16 Indirect Channel Structure 17 Pricing Strategies 17 Promotional mix used and messages 17 What's next for the Crest Spinbrush?: Crest SpinBrush Pro 18 Threat of Competition Ensues 18 Conclusion 19 References 21 EXECUTIVE SUMMARY The oral care category has been witnessing increasing sales over the past few years, especially in the battery-powered toothbrush segment. Between August 2001 and 2002, sales of power dental accessories in U.S. food, drug and mass outlets grew by 21.8% (Neff, 2002). There are many competitors in this industry including Colgate-Palmolive and Procter & Gamble. In May 2000, Colgate-Palmolive introduced the Colgate Actibrush with a retail price of $19.99 (Young, 2002). Procter & Gamble was quick to follow suit and introduced the Crest SpinBrush in mid
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