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Essay

The Precision Toothbrush

Essay specific features

 

Issue:

Business

 

Written by:

Sandra C

 

Date added:

June 22, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 377

 

Was viewed:

9853 times

 

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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)...
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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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General issues of this essay:
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