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The Precision Toothbrush
Essay specific features
Written by:
Sandra C
Date added:
June 22, 2014
Level:
University
Grade:
A
No of pages / words:
2 / 377
Was viewed:
9859 times
Rating of current essay:
Essay content:
I would recommend the following marketing recommendations for the Precision.
1) Positioning: The Precision should be positioned as a niche product to target the utilitarian people who search out functionally effective products for their oral hygiene because it meets the best for this category of customers’ requiremnts and it is more profitable than positioning as a main-stream product (refer to Exhibit 3)...
displayed 300 characters
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CP also should focus on distributing the products by professional groups such as dentists or pharmacists so many consumers can recognize the Precision as the best functional tooth brushes for them.
Exhibit 1 Consumer Segmentation of Toothbrush users
Type of Consumers % of each type Major Toothbrush Brands
Therapeutic Brushers 46% Oral-B Angle, Oral-B Regular
Cosmetic Brushers 21% Colgate Classic, Oral-B Regular
The Rest of Brushers 33% Colgate Classic, Oral-B Regular
Exhibit 2 Principal Toothbrush Brand Unit and Dollar Market Shares (1992)
Brand Volume (%) $ (%) Main Segment
Colgate 17...
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