PRESENTED TO: MISS SHEHLA ARIFEEN PRESENTED BY: HAJRA , MAMAN & SANIYA MBA II SEC B

POSITIONING STATEMENT

Position Toothbrush is uniquely designed to fit your whole mouth. Its Triple-Action Bristles remove Disease-Causing Plaque as it was never before and prevents you from Gum Ailments.

Niche Positioning
y The name Precision: deemed appropriate by 49% of concept acceptors and appealing by 31%. y 55% of test customers: different from their current toothbrushes => unique y 77% of customers: more effective than current toothbrush => competitive edge y Pioneer in category: bristles meant to reach and remove plaque and prevent gum diseases.

Niche Positioning
y Financial measures: Charge higher prices=> justified

due to the sophisticated triple-effect.

y Placement: shelves where there are premium brushes. y Stocked by food and drug stores which gives it an

added advantage of being a medically approved toothbrush.

BRAND BRIEF
y Nature of the product y It has developed a unique feature i.e. bristles with three different

lengths and orientation.

y The longer outer bristles clean around the gum line, the long

inner bristles cleaned between teeth and the shorter bristles cleaned the teeth surface resulting in the triple action brushing effect. plaque removal as compared to its competitors in the market.

y In the initial clinical tests the brush achieved 35% increase in y Precision will priced within the super premium segment.

WHAT WAS THE MARKET SHARE OF THE COMPETITORS?

y Oral B was the market leader since 1960, while J&J was ranked third in

the race with a value share of 21.8% in the market. the retail market in US.

y Crest complete by P&G was expected to capture a value share of 2.6% in y Aquafresh Flex by Smithkline Beecham with a value share of 1.1 % in

the retail market.

y Lever with Pepsodent Professional, Aim and Pepsodent Regular tooth

brush constituted a value share of 7.2% in the US retail market. of 1.8% and 2% of the retail market respectively.

y Pfizer with Plax brush and Sunstar with Butler brush had a value share

y Objective

The objective is to induce the trialability of the Precision among the consumers by explaining them benefits of the Precision Tooth brush.
y Key trends affecting the category future: y People are getting aware of the oral hygiene.
y Realize the importance of the dental health. y They want to fight against plaque and gum diseases and

certainly want healthy teeth.

y The competition within the category.

BRANDS KEY POSITIVE ATTRIBUTES AND BENEFITS

y Precision is a unique brush with bristles of three different

lengths and orientations.

y The longer outer bristles cleaned along the gum line, the long

inner bristles cleaned within the teeth and the shorter bristles cleaned between the bristles.

y The result was triple action brushing effect. y In the initial clinical tests the brush achieved an average 35%

increase in plaque removal compared with the leading brushes: Reach and Oral B.

y It was also a perfect fit in the mouth of the user.

POSITIVE & NEGATIVE ASSOCIATIONS FOR COMPETITORS

y Oral B y Known as the dentists tooth brush.
y It launched the indicator toothbrush which had a patch of blue bristles

that faded to white when it was time for replacements.

y Reach y It enabled consumers to brush even at the hardest places.

y Glow Reach and Advanced Design Reach offered tapered heads, angled

necks and unique long slip handles.

y Reach Between had an angled neck and rippled bristles that targeted

the areas between the teeth.

y Prevent
y It had a beveled handle to help consumers brush at a 45 degree angle.

y Crest Complete y It had long rippled bristles of different lengths designed to reach between the teeth.
y

It claimed to have the ability to reach between the teeth up to 37% farther than leading toothbrushes.

y Aquafresh Flex y It had flexible handles that allowed for gentle brushing.
y

Even its ads showed flexibility and gentleness of the brush.

y The point of Difference that will make the brand

Successful.
y

Precision is a unique brush with bristles of three different lengths and orientations. The longer outer bristles cleaned along the gum line, the long inner bristles cleaned within the teeth and the shorter bristles cleaned between the bristles. The result was triple action brushing effect.

CONSUMERS
y Are there any other individuals associated with the current consumer who will have an influence on the brand decision? Who are they and what influences do they have?
y Dentists can affect the brand choice made by the consumers

in case of tooth brushes.

y It has been clearly mentioned in the case that the brands that

used dentist s recommendations were sold the highest.

y Therefore, if the dentist says that a particular toothbrush

combats gum diseases, prevents plaque etc. the consumers would definitely want to buy it.

WHAT SOCIO CULTURAL TRENDS ARE AFFECTING PEOPLES ATTITUDE IN THIS CATEGORY?
y The consumers were becoming more aware of the oral hygiene. y 45% of the consumers brushed before breakfast, 57% after it, 28% after

lunch, 24% after dinner and 71% before going to bed. least every three months.

y 48% of the consumers claimed to change their tooth brushes after at y 11% of the consumers changed their tooth brushes after their dentist s

prescriptions.

y The most important reason for choosing a brand included fit in the

mouth (63%), then best for getting hard to reach places (52%), third was the softness of the bristles (46%), fourth the bristles firmness (36%), fifth recommendation by the dentist (35%) and lastly the importance of oral care regimen (30%).

y What do we know about how the consumer thinks or feels or behaves with the brand? y From the home usage test it was revealed that 55% of the consumers found Precision to be very different from the current tooth brushes. y 77% claimed that it was much more effective than their current tooth brush. y Due to the unusual brush, the test participants sometimes felt mixed first impressions. y Consumers often said that you can really feel it working, due to its unique feel in the mouth while brushing.

COMMUNICATION
y What are the different stages of the consumer buying

process in this category? What role do communications currently play at each stage?

y The advertisements of this category show the attributes and the

benefits of the brushes and mostly dentists explain the USP and the benefits associated with the brush (cognitive component). then lead to the purchase which is the co-native component.

y Thus the unique features shown e.g. The soft bristles etc. would y Later the healthy gums or plaque prevention etc. is the effective

component of the process leading towards a happy individual with healthy teeth.

WHAT HAVE COMPETITIVE BRAND S COMMUNICATIONS ACHIEVED WHICH WE CAN LEARN FROM?
y The television commercials of Crest Complete would consist of theme: Teeth

aren t flat so why is your brush. They use the tagline: Only Crest could make a brush so complete. It shows a visual comparison of Crest Complete versus dental tool.

y Aqua Fresh demonstrates in its commercial the flexibility and Gentleness of

the brush by brushing a tomato without damaging it. The tag line it uses is For gentle dental care Aqua fresh uses spokespersons or demonstrations in the ads. endorsement using testimonials. It uses tagline, the brand more dentists use. The new Plax, plaque removing toothbrush.

y Oral B claims to be a dentist s tooth brush by clearly showing a professional y Plax uses computer graphic displays of the product design using the tagline y Advanced design reach visual demonstration of product designs with cartoon

character using the tagline advanced design reach.

Objective

Creative Brief

To induce trial of Colgate Precision and raise awareness of the triple effect brushing that helps combat gum diseases and removes plaque.

Target Audience

male and female 30 years and above SEC A. This audience is comfortable with new technology and is highly concerned about their oral hygiene. They are quick to test innovative high-tech products that would help in reducing or preventing any health problems.

Creative Brief
y Message Theme:
y Highlight the unique bristles of three different lengths and orientation. y The functioning of the three bristles and the actions they perform that aids in removing and preventing plaque and combating gum diseases. y The easy-to-use aspect and how the brush fits into the easy-tomouth should also be shown.

Creative Brief
Support Approval by American Dental Association Authoritative Appeal: Dentist should be shown explaining the pains of gum diseases and how they can be prevented with the help of technological brushing

Constraints

High Tech Graphic skills show different lengths of the bristles and each bristle s specific action Deadline: December 1, 1992

BUDGETING
y Total Expenditures for advertising and promotions is going to

grow at the compound annual growth rate.

y Of the total budget available to Colgate Palmolive for advertising

and promotions 5-% of it goes to the new launch. and promotions budget is:
y y y

y The Percentage with which the company allots total advertising

40% to media 30% to consumer promotions 30% to trade promotions

y Advertising and Promotion Expenditures for Colgate Palmolive

Toothbrushes in 1993E

1989 Media Consumer Trade Promotions Total Advertising and Promotion 3,667,000 4,541,000 3,485,000

1990 6,988,000 5,893,000 4,134,000

1991 8,761,000 5,286,000 6,287,000

1992 9,623,000 6,978,000 7,457,000

CAGR

11,693,000

17,015,000

20,334,000

24,058,000

27.18%

Assuming 50% of total budget will be used for the new Launch Budget for Precision 1993E Percentages Toothbrush Media Consumer Trade Promotions Total Advertising and Promotion 12,238,786 9,179,089 9,179,089 30,596,964 40% 30% 30% 100% 6,119,393 4,589,545 4,589,545 15,298,482

Media Calendar: 1993

y Networks:

TV Schedule

Ads to be aired during Prime Time Prime Time: 8 to 11pm

Jan- March
Objective Ad Duration Ad insertions in a day Frequency Number of insertions in a week Number of insertions in a month Campaign duration Number of insertions throughout campaign Increase Awareness 60 seconds 4 times 7 days a week 28 112 3 months 336

August to October
Objective Ad duration Ad insertions in a day Frequency Number of insertions in a week Campaign Duration Number of insertions throughout campaign Reminder 30 seconds 4 times 7 days 28 3 months 84

November-December
Objective Ad duration Ad insertions in a day Frequency Number of insertions in a week Campaign Duration Number of insertions throughout campaign Recall 20 seconds 4 times 7 days 28 2 months 56

Note: In November and December ad spots are really expensive due to the Christmas Season and New Years, most of the audiences would be interested in different products during this time.

Newspapers

Insertions Frequency Ads Published (duration) Total Published ads for a year Layout

1 time 4 times a month 5 months 20 times Quarter Page

Magazines

Insertions Frequency Magazine duration Total ads published in a year Layout

1 1 time a month 6 months 6 Full Page

CONSUMER PROMOTIONS
y For the first three months (Jan- March) in order to induce the trialability

among consumers:
y

Free samples of Precision will be distributed in the professional dental clinics which will be used as distribution points to distribute free samples to the dental patients which will also help to reinforce the product thus induce trialability among the consumers. This will also establish the position of the toothbrush as a dentist s best choice.

y For the first 6 months (Jan-June):

y Moreover, a 5 oz Colgate Tooth paste will be given free with the purchase of the

Precision Tooth Brush. This bundling will help to increase the sales.

y For the next three months (July-Aug): y 50cents Coupon will be given on the purchase of every Precision Tooth brush.

TRADE PROMOTIONS
y The aim was to place the product at the eye level since eye level

is the buy level. For this purpose the following trade promotions will be run:
y

From Jan-March:
y

5% greater margin will be given to the retailer as compared to margins prevailing in the market.

From April-June:
y

On every 100 brushes sold by the retailer 15 will be given free to the retailer.

From Oct-Dec:
y

Lucky draw: if the retailer makes a sale of 200 brushes in month, then he will enter a lucky draw where in December different prizes will be given to the lucky winners.

BODY COPY
y The prime objective of this promotional campaign was

to induce awareness of the unique and new to the world attributes of Precision Toothbrush. It has a state of the art design to fit in your mouth and perform the cleansing in a best possible manner. It removes the plaque from teeth which is the root cause for gum diseases. It has triple action bristles aligned in a way that they reach in the teeth corners and edges to give you a uniform cleansing throughout.

STORY

VISUALS

A middle aged man gets up in the morning (un-fresh) and began to brush his teeth

He is trying hard to reach in the corners of his mouth to clean his teeth. But he remains un unsuccessful
Then he removes his lower jaw and holds it in his hand and rinse his brush on it. Then he comfortably brushes his upper teeth. Now he is satisfied and smiles on his clean teeth.

A doctor comes and starts to read the body copy Uniquely designed to fit your whole mouth. Triple-Action Bristles removes DiseaseCausing Plaque as it was never before and prevents you from Gum Ailments while he is endorsing the message, the animation of Precision brushing the teeth is shown to demonstrate consumers about product s USP

Next day the same person brushes his teeth with Precision toothbrush. He doesn t feel the need to remove his jaw and he comfortably brushes his teeth The doctor appears and reads the tagline the tooth expert . Then he says: Gum-Desease can hurt your smile, try Precision Toothbrush Lastly a visual of Quality product of Colgate-Palmolive is shown.

A Quality Product of