Professional Documents
Culture Documents
Entry Barrier
Low
High
Increasing Demand
Low
Low
Patented Products
High
Target
segment
Our
segment
comprises
price-sensitive
people
who
are
conscious
about
their
teeth
and
dental
hygiene.
Competitor
Both
P&G
Crest
Whitestrips
and
Colgate
Simply
White
Night
target
the
urban
consumers
who
are
well
aware
of
the
oral
care
segment.
The
motivation
for
P&G
consumers
would
be
higher
than
that
of
Colgate
consumers,
as
they
would
have
to
pay
$44.
$90 million
Media Campaign
$33.6 million
$90 million
$54 million
Strategy
Arena
Focus
will
be
on
Product
Improvement
No
new
product
will
be
launched
Focus
on
women
and
working
professionals
Vehicle
Internal
Developments
R&D
to
improve
products
Dierentiator
Price
Convenience
0.5
1.5
2
Years
2.5
3.5
Economic
Logic
2001
2002
2003
2004
2005
2006
300.00
356.70
424.12
504.27
600.00
Share
30%
33%
36%
40%
44%
Sales
90.00
117.71
153.95
201.36
263.54
Prot
40.50
52.97
69.28
90.61
118.59
(9.00)
(11.77)
(15.40)
(20.14)
(26.35)
(60.00)
(40.00)
(40.00)
(40.00)
(40.00)
(28.50)
1.20
13.88
30.47
52.24
Market size
R&D cost
(20.00)
(20.00)
IRR
20.59%
8.65
Table
1
We
would
continue
with
our
own
product,
but
would
do
R&D
for
the
next
few
years.
Our
dierentiators
are
low
price
and
the
dual
use
of
the
product
packaging.
It
would
continue.
Possible
Threats
P&G
poses
a
threat
to
us.
They
might
come
up
with
a
gel
and
price
it
at
around
$15.
Thank you.