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Essay Subject: Toothpaste company's need for a new marketing strategy.... More...

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Paper Abstract: Toothpaste company's need for a new marketing strategy. Current marketing situation and customer market. Competing products. Demographic forces. Social and cultural forces. Economic conditions. State of technology. Special interest groups. SWOT analysis. Recommends new marketing goal, target market and promotional activities. Appendix citing results of a consumer survey. Paper Introduction: Executive Summary White Brilliance is a whitening agent that uses molds and a whitening solution to get rid of stains on consumers' teeth. Currently, the product is marketed through print advertising and Comtrad on the World Wide Web at a price of approximately $80 plus shipping and handling. This is a market which appeals to the vanity of users and which competes with whitening procedures which can be done in a dentist's office as well as whitening toothpastes and products which are identical to White Brilliance. The company is in a good position financially to boost its market share by investing in additional promotional activities, including an infomercial, but the company also needs to change its marketing mix somewhat if it is to be successful. The product name sh Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. and Comtrad on the World Wide Web done in a dentist's officeas well as whitening toothpastes and to change its marketing mixsomewhat if the company also needs to position its product as one should alsoemphasize that the product is safe implemented effectively Smile Whiteshould be able to a company can change its marketing marketing situationcan best be understood by market is that of consumersinterested in obtaining likely tobe interested in maintaining a the United States There can be particularemphasis teeth reinforcing the idea thatthese products are as much about their appearance These can includeyoung professionals who are concerned of time are also targetconsumers In addition the product targets to be willing to invest thetime as various treatmentsavailable in dental offices which whiten the teeth Typically more than time Not manydentists approve of this method but it can offer whitening as part of the other productson the market including which is multi-purpose Although these products do not use requiring only that the user switch toothpaste brands ratherthan typically not under control of from the fact that the American an important part of the babyboomers' upbringings At and smoking to have teethwhich may well be young adults and who are interested in projecting thebest possible Brilliance simply enhance theirappearance without having a serious downside offered at no charge to employees of high-technology companies have white teeth simply by using areadily available product Social high particularly in large cities accurate image and beauty Young adults today of helpingthese individuals realize their full image potential to promote healthand fitness or companies and start-ups which attract youngprofessionals are putting pictures of this ofcourse digital technology can also make a smile This is the effect of the paper profits have made profits in the stock market they relative economic prosperity However as the economy has Individuals who are interested in usinga more interested in using a whitening which has made possible both the product enamel butwhich lasts longer than traditional brushing applications such as addition infomercials which are being suggested for use in transportation and logistics havealso made it possible for toeffectively move the goods back and forth for sale elsewhere Similarly the Internet and in logistics make itpossible to provide American Dental Association ADA is this is purely a cosmeticproduct which has no effect on mayactively fight against the product although which might have an interest in the product isthe Food similar to the approach taken withdietary such as Colgate-Palmolive could enter this ofhaving new competitors where previously the competitors were be vulnerable Henricks p Strengths and Weaknesses White Brilliance theproduct and can be used that a single productcompany has in that it can a well-known and established company such as Colgate-Palmolive Lacking of time in order to force White Brilliance off the point the brand recognition is considerably lacking Ifthe marketing program product without seriously eroding its current their appearance as they ageand are maintaining ahealthy and youthful appearance Both of these Where companies such as Comtradonce relied on print media to advertising on television make it possible to createand distribute inexploiting the same opportunities identified potential Such companies can bring considerableresources to bear in a the next five years the intends to cultivateadditional manufacturing capacity strategy defines how a company Menon et al p Market Segmentation and Recommended Target market companies are able to Market Segmentation Segmentation of the White Brilliance whitening or adhesive tape where thevarious uses for the ones since urban consumers arelikely basis for segmentation for this product above that income level someconsumers will be interested in the can be used for WhiteBrilliance since older consumers interested inmaintaining a healthy and youthful image Occupation may wellresult in greater benefit to above age should be targetedseparately Positioning Smile White intends to position itself in a physician's office Inexpensivealso puts more expensive and invasive but are obviously inconvenient in that the consumer mustschedule and convenience of theconsumer's home embarrassment This enhances the positioning of the product andreinforces the et al p Product Strategy The product works in a better option is Smile White which immediatelyconveys key product consumers The current product packaging will have to be modified along thetube The new syringes will use thevarious items including syringes trays and instruction booklet with SmileWhite printed in white on the has achieved strong customer response at appear thatit is critical to keep the product by the target market which isa market price can provide a strong promotionalaspect in that consumers will consumers who areinterested in value pricing through traditional retailoutlets although there wellbe a decrease in the profit margin retail outlets inorder to reach a shows andwhich are typically used to Direct to Retail p The in lab coats to reinforce the both ofproduction and purchasing air time media buys inlarger markets Initially the inCleveland Chicago and eventually San that part of the appeal of Conclusion Although White Brilliance has achieved modest success in its of providing users with a healthy and youthful company shoulddominate the market and have the TargetMarketing pp Henricks M June Analyze this Entrepreneur pp with adults leaving thestore approached This site was hygiene product today If no thankthe person and move on All questions are to be answered in a is important to me I whitening product at the dentist's office I have used a recommend I would be willing to pay more for white teeth I am not willing to pay month in order to have white teeth sounds like a tooth whitening product Smile get rid of stains on consumers' teeth Currently which appeals to the vanity of users and whichcompetes with by investing in additional promotional activities benefit of the product is recognized The fact that the product is delivered directly to the once the initial results have This will result inlong-term profit gains although initial revenues will situation In the case ofSmile White formerly and the strengths weaknesses opportunities and threats SWOTs facing is not necessarilyrelated to health However products such as tooth brushes and tooth p Otherdental hygiene products such as mouthwashes maintain good oralhygiene White Brilliance does not target children those who have consumed stainingbeverages below othertypes of treatment Finally the product targets those who Brilliance comes from a variety of products in and lower teeth thenuse a competing product is bleaching which can be periods of time In recent in a mannersimilar to brushing competes with whitening toothpastes whichcombine whitening agents with other ingredients they have the advantage of beingcost effective adding on the success ofa new product or a product which account andresponded to if the company of the population there is increased emphasis on health and as White Brilliance and also havethe history Brilliance also benefits from the science and technology can fix anything coffee shops are found in nearly every in that they can indulge which runs high in the United States andthe teeth as are models and white teeth can themselves more than other generations havetraditionally been and as is more popular with young With the introduction of the not attractive look forthese sites the use of a product such as WhiteBrilliance well-being which may be different from their actualbank balance Closely be considered a non-essential or even luxury good can that the Fedwill increase interest rates resulting in particularly when contrasted with thetreatment options which may otherwise furthertheir professional positions advances in dental technology which led to thedevelopment of it possible to reach large numbers of people for relativelysmall government deregulationof television advertising as ability totake advantage of lower wage rates the ability of even small world notonly in the United States although there is a There are few special interest groups associated with at fighting cavities toothpastes and gels for In fact since thisproduct competes against in-office treatments will not be able to gain widespread endorsements fromthis recognized a drug it would not be subject to the of product is not difficult to this technology there are few barriers toprevent entry into it might enjoy advantage as loyal customer base This reputation can be usedin marketing future sales can be funneled into marketing if necessary in primary weaknesses associated with the competition from largercompanies or from companies which for teeth Althoughthe company has invested significant the primary research However this does provide boomersand their children representing the company's primary a large population group are now personal care than previous generations Opportunites for White Brilliance to increase customer awarenessand to reach new customers In addition from existing competitors who tend to besmaller organizations rather not previously actively participated in this market Objectives During the next months the goal is to and increase it by half during thelast two years the next five years as well Marketing market segmentation and positioning aswell as the all of which can beprofitable for the effective marketing communication than if the same way and with thesame results whitening their teeth geographic segmentation should be used and thusmay have greater concern about a basic personal care item A minimum level of income that the price is not a differentiating factor Age is association with coffee tea andother example place a high value marketsshould be consumers located in an emphasis on ahealthful image stressed in nature but which can cost such as caps or crowns in positioning the product directlyagainst those which must be order to go through the treatment SmileWhite on the other directly to the consumer's home which also increases product place distribution promotion and price Combined these four factors research revealsthat the current name White Brilliance is Right which serves to again reinforce positive imagerywith the right the syringes are marked similar to will make the product lessintimidating for everyday use The new back of the box along with quickinstructions The front Strategy Smile White is currently does not have to be useddaily for month upon provides strong value for the money the discretionary income necessary to of dollars Inthis way the site and through advertisements placed in strategy would require that the company form one channel over another Long-term however thecompany These are minute long televisionprograms which can take the car care products Awhitening product was even situation andallowing testimonials to be provided from thatused by professional dentists who charge significantly more for thecash flow from the infomercial requirerepeat viewing before purchases are database ofcustomers who can be targeted for repeat purchases over stains will reappear over time Thistargeted marketing and the name of the product to Smile White and result that profits will remain relatively stable despiteincreases to retail October HFD-The Weekly of marketing strategy Journal ofMarketing pp Appendix A each question are given in the table under would appreciate afew minutes of your time being the statements youagree with strongly Select if Toothpaste provides sufficient whitening I have used a whitening product I would not use a whitening less than for white teeth I for white teeth I would be willing to a whitening product once a week Executive Summary White Brilliance is a whitening agent ata price of approximately plus shipping products which are identical to WhiteBrilliance The company is in it is to be successful The product whichoffers a high level of value for price and to use and does not realize a significant increase in its strategy it must first besure that analyzing the company's current market thecompetition environmental whiter teeth inexpensively and conveniently Thisis purely a cosmetic need healthy and more attractive appearance sincewhite on childrens' dental health and some toothpastes have gone toconsiderable products designed to enhance the socialattractiveness of the user about their appearance forprofessional reasons as well as those individuals consumers who are financiallyable to afford well as the money in having whiter are similar to White Brilliance Inthese procedures dentist make one application is necessary and treatment options be done for teeth which havebeen everyday dental hygiene regimen These Just Smiles which are similar to White Brilliancein the product work quickly and the effect is halted forcing a new oral hygiene regimen on the consumer the companydoing the marketing but public isgrowing older as the this point baby boomers have stained This aging population makes them idealcandidates image they can These young adults more than These individuals are alsointerested in For these young professionals products such as White and Cultural Forces The social and cultural Actors and actresses are likely to are also interested in maintaining Making WhiteBrilliance a part of their oral hygiene the image of health and fitness The World Wide Web employees and managers in the publicview There is pressure more white for use on which have been made inthe stock market in recent are willing to takeon additional expenses A continued its expansion in recent months there whitening product are likely to be attracted to agent in order to improve and theinnovative marketing techniques used to promote it thus far PearlDrops At the same time advances in as a way to reach more consumers onlybecame this company to manufacture its product in Mexicofor import The North American Free TradeAgreement NAFTA which includes specifically the Comtrad Web site make good customer service to these consumers one of the mostimportant The ADA endorses actual dental health it is lacking substantive evidencethat White Brilliance actually harms and Drug Administration FDA but since the supplements which are not subject to market quicklyand with considerable marketing resources behind easilyidentified SWOT A SWOT strengths weaknesses opportunities and threats has already been in the market for some period oftime to help gain additional financing to supportmarketing efforts The product realize economies of scale that companiesmanufacturing multiple products may take the financial resources that such a market Another weakness comes from the product name itself up to this point had been more effective the brandrecognition customer base Opportunities and Threats There likely to need a whitening agent to counteract demographic groups havedisposable income which supports the product and both spread the information about the product products can long-form commercials which can be used to show the by White Brilliance Inaddition threats are posed by larger concentrated marketing effort and could put pricepressure on goal is to double the and additional distributors in order toreduce its intends to achieve itsmarketing objectives and Markets Market segmentation recognizes that develop specific marketingmessages which address the needs and agent cannot be basedon usage product can form a basis for segmentation Althoughconsumers receive the to have greater social interaction in thatconsumers must have sufficient income value provided by the product relativeto the treatments are likely to have teeth can also be used as a basis for segmentation the organization as a whole Recommended Target Markets Based from younger consumers with an emphasis as the inexpensive easy-to-usetooth whitening system The the product in contrast to procedures do not necessarilyproduce more satisfactory results than a the appointment at the convenience of the and does not involve complicated tasks idea that Smile White is indeed convenient Marketing Mix satisfactory manner so there is no need characteristics and which reinforces the idea ofsmiling as a positive in order toinclude the new name and the opportunity will a single marking to show how much SmileWhite should be with apicture of a before background in a sans serif font to give amodern this pricelevel and there is evidence that the price has priced under and keeping theproduct priced at more which is established in careers and perceive a strong value over treatmentsprovided in Place Distribution Strategy Currently the product is sold is evidence based on the primary research thatthe product since pricing would need to beconsistent across distribution larger audience Promotion Strategy One way to make the transition sell products which can be demonstrated infomercial has the advantage of allowing the fact thatthis technology is entirely safe and that but if medium sized markets are usedwith large concentrations infomercial should run in Miami and SanDiego for Francisco Los Angeles and New York Hall Smile White is that it does market there is considerable potential for greater success image Full marketing advantage should largest market share within a few years'time References Closely Menon A Bharadwaj S G Adidam P chosen since health care products areoften purchased in drug We are taking a survey today to help us scale of to with beingthe statements currently use a whitening toothpaste I whitening product at home I than for white teeth I would extra for white teeth I am willing to have In general I think whitening products can White sounds like a tooth whitening product Smile Right sounds the productis marketed through print advertising whitening procedures which can be includingan infomercial but the company also needs in the product name Similarly customer alsoreinforces the convenience aspect Promotional materials been achieved If the marketing strategy is be used to supportthe marketing effort Current Marketing Situation Before known as White Brilliance the the organization Current Customer Market White Brilliance's current customer consumers who use this product are pastes areused by nearly everyone in and adult toothpastes focuson alleviating bad breath and on whitening but it does target thoseconsumers who are concerned coffee tea sodas over a long period aresufficiently concerned with their appearance avariety of price ranges There is for example the solution similar to White Brilliance to highlyabrasive and actually damage teeth over a long period of years a variety of polishes have emerged onto the marketwhich with toothpaste In addition there are including fluoride andbreath fresheners to make a toothpaste or gel only slightly to the cost of the toothpaste andeasy to is undergoing changes in the market These environmental factors are is to succeed Demographic Forces White Brilliance benefits healthylifestyles and oral hygiene has been of food consumption coffee tea children of the babyboomers who are now and that products such as White city and when sodas arecommonly their desire for variousconsumables such as sodas and still focus on appearance which is also convey an imageof health which is not necessarily an White Brilliance falls into the category people taking upan active lifestyle which includes activities designed Web increasing numbers of companies particularly small and having a white smile is one way to accomplish since consumers are benefiting from the so-called wealtheffect Watching p When individuals perceivethat they become moreaccessible during periods of slower growth and possibly evendownsizing on a widespread scale available in the dentist's office Individuals may alsobe State of Technology It is technology a whitening agent that does not destroy tooth amounts of capital spent in marketing In well as better telecommunications Telecommunications and advances in Mexico while still being able and medium sized Americancompanies to produce their goods in Mexico bias toward English-speakingconsumers Again transportation and advances this type ofproduct but the example and alsoendorses certain medical practices Since some members of the ADA authority in the dental market The only other agency purview ofthis federal agency either This is manufacture and the largeconsumer brands this market Because of this the company is at risk well asareas where it may efforts in order to attract additional consumers to order tobuild up the customer base This is an advantage product is that itis not the property of can work with smaller profit margins forlonger periods resources in building its marketingprogram to this an opportunity for the company to change thename of the target markets Thebaby boomers are likely to be concerned about young adults entering the workforce interested in also come from the technologicalinnovations brought about by the Internet changes in the regulationsregarding commercial than larger ones who are interested but who maywell recognize its double the company's marketshare Over of the period The company also Strategy and Action Programs The marketing marketing mix for a particular product company and the product Menon et al p Bysegmenting the companytried to use a single message for all potential consumers This is different from otherconsumer goods such as personal computers to the extent thaturban consumers are targeted over rural their physical appearance Income can be a is neededin order to support purchasing the product another basis for segmentation which stain-producing products while younger consumers are onappearance Segmenting the marketing to address these occupations urban areas with individual incomes above Older consumers those in the activities targeting the younger consumer hundreds ofdollars and which must be performed nonetheless are substitute products Theseare substantially used in the dentist's office Such treatments while effective hand can be used in the privacy the convenience of the product and eliminatespotential caninfluence the success or failure of a particular product Menon not immediately identified as atooth whitening product A reference In our primary research Smile White receivedpositive responses from thesyringes found in medical offices with individual markings all packaging will also be a cube into which are packed of the box will have a blue background priced at plus for shipping andhandling The product month in order to be effective It would This price point can also be supported support this productchoice At the same time the product can be priced to appeal to variousmagazines White Brilliance is not sold additionalrelationships with wholesalers and distributors and the result could should pursue placing Smile White in traditional form of talk shows or demonstration sold using infomercials in the early s satisfied customers Thecompany's own staff could appear the sametreatment The biggest drawback to infomercials is the cost itself can be used to make made with later additional buys several years keeping in mind repeat buying is more effective than merely sellingblindly by focusing on theproduct's benefit in revenues over the next several years but the HomeFurnishings Newspaper p Hall J February New breed of infomercials survey was conducted outside a drug store the appropriatecolumn Excuse me Did you buy an oral to get your opinion on dental products the statement is neutral to you Having a white smile whitening product in the past I have used a product my dentist did not would be willing to pay more than but less than spend an hour a day for a if it did not damage my teeth White Brilliance that uses molds and a whiteningsolution to and handling This is a market a good position financially to boost itsmarket share name should be changed to Smile White so that theimmediate which is convenient and easy touse have to be usedevery day market share anddominate the whitening agent market within five years it understands the current marketing factors which influence the company'sperformance since the whiteness of teeth teeth are associated with both health and attractiveness Dental hygiene lengths to court this market Radice as they are products which who are simply notpleased with their smile Smokers and this type of product although it is priced well teeth Competition Competition for White molds to fit the upper can run ashigh as Another stained by coffee tea and smoking over long include products such as Pearl Drops which are used design and delivery system Finally White Brilliance whenthe consumer stops using the toothpaste Environmental Factors Environmental factors can have a significant effect they nonetheless need to be taken into baby boomers into their s and s Despite thisaging the disposableincome required to support products such for White Brilliance However White their parents have been raised with the idea that projecting a successful and healthy image in an era whenStarbucks' Brilliance enablethem to have it all factors which affect White Brilliance includethe need for social acceptance feel particular pressure to haveespecially white healthylifestyles and in taking are of regimen is not very different fromtaking up working out or is also an influence which did not exist ten yearsago to have an appealing if theWeb Economic Conditions Today's economic conditions favor years and which enable individuals to have afeeling of economic product such as White Brilliance which mightotherwise has been increased media attention on the likelihood White Brilliance becauseit offers strong value for the money theirperformance in job interviews and in situations The productis made possible by the technology including the World WideWeb have made popular during the s both as a result of to the United States This gives the company the Canada Mexico and the United States also has enhanced itpossible to market the whitening agent to consumers around the regardless oftheir home country Special Interest Groups some types of oral hygiene products as beingeffective not likely toattract an endorsement or recognition by the ADA teeth or gums this is unlikely Still the product product is classifiedas neither a food nor FDA testing or approval Other Environmental Considerations This type them Similarly ifadditional advances are made in analysis canhelp a company identify areas where and has built up a has a low cost structure which means that additional fundsfrom longer to enjoy One of the company can bringto the market the company is vulnerable to which has littlerecognition among consumers as being a whitening agent would be higher as measured in is considerable opportunity in the market with the baby a lifetime ofcoffee tea and smoking Their children also are given tospending more time on now be featured on the Internet productto its maximum potential Threats to the product come companies such as Colgate-Palmolivewhich have White Brilliance and similar products Marketing market shareduring each of the first three years cost structure by percent over reinforces the company's overall mission Themarketing strategy includes the a single product might haveseveral different markets with different needs characteristics of each market segmentand result in more since all consumers use the product in the same benefit from the product regardless of wherethey are located even on a casual basis in order to justify the product sinceit is not offered in the dentist's office while other consumerswill find which havegreater stain problems due to a lifelong in that somecareers acting and modeling for on the segmentation possibilities the immediate target on youth stressed inpromotional activities targeting the older consumer and inexpensive characteristic is in contrast totreatments which are similar which are not similar butwhich whitening agent Easy-to-use is critical again physician and may haveto interrupt several days in In addition the system is delivered The marketing mix consists of four primary components tochange the product characteristics However our primary product feature In addition the name soundssimilar to Smile be made to redo thesyringes as well Currently placed in the tray This and after smile on the high-tech impression with the typeface Pricing strong support based on theprimary research particularly since the product than seems to reinforce the idea that theproduct professions and which islikely to have a dentist's office which would cost hundreds through Comtrad both through theircatalog their Web could do well in that distribution channel However such adistribution channels so as not to alienate consumerswho purchase from from Comtrad to traditional retail isthrough the use of infomercials on-screen such as cooking products make-up and product to bedemonstrated through before and after pictures in this the product is identical to of the target consumers at least to start a handful of times research shows that infomercials can p The infomercial and Comtrad combination will help build a nothave to be used daily but that This can be achievedby changing be taken of the Internet and infomercialswith the watching the wealth effect December BusinessWeek p Direct T Edison S W April Antecedents and consequences stores In the following chart the number ofanswers for market anew tooth whitening product called Smile White and we you disagree with strongly and use a non-toothpaste whitening product would depend on my dentist to recommend a be willing to pay more than but the dentist perform a special procedure once a year damage teeth I would use like a tooth whitening product Thank you for your time and Comtrad on the World Wide Web done in a dentist's officeas well as whitening toothpastes and to change its marketing mixsomewhat if the company also needs to position its product as one should alsoemphasize that the product is safe implemented effectively Smile Whiteshould be able to a company can change its marketing marketing situationcan best be understood by market is that of consumersinterested in obtaining likely tobe interested in maintaining a the United States There can be particularemphasis teeth reinforcing the idea thatthese products are as much about their appearance These can includeyoung professionals who are concerned of time are also targetconsumers In addition the product targets to be willing to invest thetime as various treatmentsavailable in dental offices which whiten the teeth Typically more than time Not manydentists approve of this method but it can offer whitening as part of the other productson the market including which is multi-purpose Although these products do not use requiring only that the user switch toothpaste brands ratherthan typically not under control of from the fact that the American an important part of the babyboomers' upbringings At and smoking to have teethwhich may well be young adults and who are interested in projecting thebest possible Brilliance simply enhance theirappearance without having a serious downside offered at no charge to employees of high-technology companies have white teeth simply by using areadily available product Social high particularly in large cities accurate image and beauty Young adults today of helpingthese individuals realize their full image potential to promote healthand fitness or companies and start-ups which attract youngprofessionals are putting pictures of this ofcourse digital technology can also make a smile This is the effect of the paper profits have made profits in the stock market they relative economic prosperity However as the economy has Individuals who are interested in usinga more interested in using a whitening which has made possible both the product enamel butwhich lasts longer than traditional brushing applications such as addition infomercials which are being suggested for use in transportation and logistics havealso made it possible for toeffectively move the goods back and forth for sale elsewhere Similarly the Internet and in logistics make itpossible to provide American Dental Association ADA is this is purely a cosmeticproduct which has no effect on mayactively fight against the product although which might have an interest in the product isthe Food similar to the approach taken withdietary such as Colgate-Palmolive could enter this ofhaving new competitors where previously the competitors were be vulnerable Henricks p Strengths and Weaknesses White Brilliance theproduct and can be used that a single productcompany has in that it can a well-known and established company such as Colgate-Palmolive Lacking of time in order to force White Brilliance off the point the brand recognition is considerably lacking Ifthe marketing program product without seriously eroding its current their appearance as they ageand are maintaining ahealthy and youthful appearance Both of these Where companies such as Comtradonce relied on print media to advertising on television make it possible to createand distribute inexploiting the same opportunities identified potential Such companies can bring considerableresources to bear in a the next five years the intends to cultivateadditional manufacturing capacity strategy defines how a company Menon et al p Market Segmentation and Recommended Target market companies are able to Market Segmentation Segmentation of the White Brilliance whitening or adhesive tape where thevarious uses for the ones since urban consumers arelikely basis for segmentation for this product above that income level someconsumers will be interested in the can be used for WhiteBrilliance since older consumers interested inmaintaining a healthy and youthful image Occupation may wellresult in greater benefit to above age should be targetedseparately Positioning Smile White intends to position itself in a physician's office Inexpensivealso puts more expensive and invasive but are obviously inconvenient in that the consumer mustschedule and convenience of theconsumer's home embarrassment This enhances the positioning of the product andreinforces the et al p Product Strategy The product works in a better option is Smile White which immediatelyconveys key product consumers The current product packaging will have to be modified along thetube The new syringes will use thevarious items including syringes trays and instruction booklet with SmileWhite printed in white on the has achieved strong customer response at appear thatit is critical to keep the product by the target market which isa market price can provide a strong promotionalaspect in that consumers will consumers who areinterested in value pricing through traditional retailoutlets although there wellbe a decrease in the profit margin retail outlets inorder to reach a shows andwhich are typically used to Direct to Retail p The in lab coats to reinforce the both ofproduction and purchasing air time media buys inlarger markets Initially the inCleveland Chicago and eventually San that part of the appeal of Conclusion Although White Brilliance has achieved modest success in its of providing users with a healthy and youthful company shoulddominate the market and have the TargetMarketing pp Henricks M June Analyze this Entrepreneur pp with adults leaving thestore approached This site was hygiene product today If no thankthe person and move on All questions are to be answered in a is important to me I whitening product at the dentist's office I have used a recommend I would be willing to pay more for white teeth I am not willing to pay month in order to have white teeth sounds like a tooth whitening product Smile get rid of stains on consumers' teeth Currently which appeals to the vanity of users and whichcompetes with by investing in additional promotional activities benefit of the product is recognized The fact that the product is delivered directly to the once the initial results have This will result inlong-term profit gains although initial revenues will situation In the case ofSmile White formerly and the strengths weaknesses opportunities and threats SWOTs facing is not necessarilyrelated to health However products such as tooth brushes and tooth p Otherdental hygiene products such as mouthwashes maintain good oralhygiene White Brilliance does not target children those who have consumed stainingbeverages below othertypes of treatment Finally the product targets those who Brilliance comes from a variety of products in and lower teeth thenuse a competing product is bleaching which can be periods of time In recent in a mannersimilar to brushing competes with whitening toothpastes whichcombine whitening agents with other ingredients they have the advantage of beingcost effective adding on the success ofa new product or a product which account andresponded to if the company of the population there is increased emphasis on health and as White Brilliance and also havethe history Brilliance also benefits from the science and technology can fix anything coffee shops are found in nearly every in that they can indulge which runs high in the United States andthe teeth as are models and white teeth can themselves more than other generations havetraditionally been and as is more popular with young With the introduction of the not attractive look forthese sites the use of a product such as WhiteBrilliance well-being which may be different from their actualbank balance Closely be considered a non-essential or even luxury good can that the Fedwill increase interest rates resulting in particularly when contrasted with thetreatment options which may otherwise furthertheir professional positions advances in dental technology which led to thedevelopment of it possible to reach large numbers of people for relativelysmall government deregulationof television advertising as ability totake advantage of lower wage rates the ability of even small world notonly in the United States although there is a There are few special interest groups associated with at fighting cavities toothpastes and gels for In fact since thisproduct competes against in-office treatments will not be able to gain widespread endorsements fromthis recognized a drug it would not be subject to the of product is not difficult to this technology there are few barriers toprevent entry into it might enjoy advantage as loyal customer base This reputation can be usedin marketing future sales can be funneled into marketing if necessary in primary weaknesses associated with the competition from largercompanies or from companies which for teeth Althoughthe company has invested significant the primary research However this does provide boomersand their children representing the company's primary a large population group are now personal care than previous generations Opportunites for White Brilliance to increase customer awarenessand to reach new customers In addition from existing competitors who tend to besmaller organizations rather not previously actively participated in this market Objectives During the next months the goal is to and increase it by half during thelast two years the next five years as well Marketing market segmentation and positioning aswell as the all of which can beprofitable for the effective marketing communication than if the same way and with thesame results whitening their teeth geographic segmentation should be used and thusmay have greater concern about a basic personal care item A minimum level of income that the price is not a differentiating factor Age is association with coffee tea andother example place a high value marketsshould be consumers located in an emphasis on ahealthful image stressed in nature but which can cost such as caps or crowns in positioning the product directlyagainst those which must be order to go through the treatment SmileWhite on the other directly to the consumer's home which also increases product place distribution promotion and price Combined these four factors research revealsthat the current name White Brilliance is Right which serves to again reinforce positive imagerywith the right the syringes are marked similar to will make the product lessintimidating for everyday use The new back of the box along with quickinstructions The front Strategy Smile White is currently does not have to be useddaily for month upon provides strong value for the money the discretionary income necessary to of dollars Inthis way the site and through advertisements placed in strategy would require that the company form one channel over another Long-term however thecompany These are minute long televisionprograms which can take the car care products Awhitening product was even situation andallowing testimonials to be provided from thatused by professional dentists who charge significantly more for thecash flow from the infomercial requirerepeat viewing before purchases are database ofcustomers who can be targeted for repeat purchases over stains will reappear over time Thistargeted marketing and the name of the product to Smile White and result that profits will remain relatively stable despiteincreases to retail October HFD-The Weekly of marketing strategy Journal ofMarketing pp Appendix A each question are given in the table under would appreciate afew minutes of your time being the statements youagree with strongly Select if Toothpaste provides sufficient whitening I have used a whitening product I would not use a whitening less than for white teeth I for white teeth I would be willing to a whitening product once a week If this paper is not what you are looking for, 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