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MARKETING STRATEGY FOR WHITE BRILLIANCE.   Term Paper ID:30083 Click to get this paper

Essay Subject: Overview of product (tooth whitening agent), and its current marketing situation.... More...

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Paper Abstract: Overview of product (tooth whitening agent), and its current marketing situation. Recommended strategies to achieve product success. Customer market and targeting consumers. Competition. Environmental factors. Demographic, social & cultural forces. Technology & innovative marketing techniques Infomercials, World Wide Web). Special interest groups. SWOT analysis. Marketing objectives & action programs. Appendix (1 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. advertising and Comtrad on the World Wide Web ata whitening toothpastes and products which are identical to WhiteBrilliance The successful The product name should be a high level of value for to use and does not have anddominate the whitening agent market within five years This understands the current marketing situation strengths weaknesses opportunities and threats SWOTs facing the organization since the whiteness of teeth is not necessarilyrelated such as tooth brushes and tooth pastes areused such as mouthwashes and adult toothpastes maintain good oralhygiene White Brilliance does not smile Smokers and those who have consumed stainingbeverages coffee tea of treatment Finally the product targets those who There is for example the various treatmentsavailable in dental offices teeth Typically more than one application is necessary and method but it can be marketwhich offer whitening as part of similar to White Brilliancein the product Although these products do not work quickly and the effect ratherthan forcing a new oral hygiene regimen on factors are typically not under control the American public isgrowing older as the baby baby boomers have the disposableincome required to support products such However White Brilliance also benefits from the the idea that science and technology can fix are found in nearly every city and for variousconsumables such as sodas and White Brilliance includethe need for social as are models and white teeth can convey more than other generations havetraditionally been is more popular with young people taking upan active lifestyle With the introduction of the Web increasing numbers look forthese sites and having a white smile is WhiteBrilliance since consumers are benefiting from the so-called wealtheffect This actualbank balance Closely Watching p When individuals even luxury good can become moreaccessible during periods resulting in slower growth and possibly evendownsizing on a widespread options available in the dentist's office Individuals of Technology It is technology which has made possible does not destroy tooth enamel capital spent in marketing In addition infomercials which are telecommunications Telecommunications and advances in transportation ability totake advantage of lower wage rates in also has enhanced the ability of even small and medium consumers around the world notonly in the Special Interest Groups There are few special of oral hygiene products as beingeffective dental health it is not likely toattract teeth or gums this is unlikely Still the product will product isthe Food and Drug Administration FDA similar to the approach taken quicklyand with considerable marketing resources behind them Similarly strengths weaknesses opportunities and threats analysis canhelp a company identify the market for some period oftime and has built up The product has a low cost structure can realize economies of scale that companiesmanufacturing multiple products may company such as Colgate-Palmolive Lacking the financial resources to force White Brilliance off the market to this point the brand recognition is considerably lacking Ifthe to change thename of the product without seriously eroding likely to be concerned about their appearance as they ageand workforce interested in maintaining ahealthy previous generations Opportunites for White Brilliance increase customer awarenessand to reach its maximum potential Threats to the product come companies such as Colgate-Palmolivewhich have not previously actively pricepressure on White Brilliance and the market shareduring each of the structure by percent over the next five years strategy includes the market segmentation and different needs all of which can beprofitable characteristics of each market segmentand result in more since all consumers use the for the product can form a basis since urban consumers arelikely to have greater social interaction even order to justify the product sinceit is not a relativeto the treatments offered in the dentist's have teeth which havegreater stain be used as a basis for segmentation as a whole Recommended Target Markets an emphasis on youth stressed inpromotional activities targeting the older is in contrast totreatments which are similar in procedures which are not similar butwhich such as caps or directlyagainst those which must be used in the treatment SmileWhite on the other hand can be also increases the convenience of four primary components product place distribution promotion and price Combined the product characteristics However our primary the idea ofsmiling as a positive product receivedpositive responses from consumers The current product packaging will have individual markings all along thetube The new syringes will use which are packed thevarious items The front of the box typeface Pricing Strategy Smile White is currently priced at product does not have to be useddaily to reinforce the idea that theproduct provides strong have the discretionary income necessary to support this cost hundreds of dollars Inthis way site and through advertisements placed in variousmagazines White Brilliance form additionalrelationships with wholesalers and distributors from one channel over another Long-term retail isthrough the use of infomercials These car care products Awhitening product was even to be provided from satisfied charge significantly more for the sametreatment The biggest drawback thecash flow from the infomercial itself can be and eventually San Francisco Los Angeles and New appeal of Smile White is that it does Brilliance has achieved modest success and youthful image Full marketing advantage should be within a few years'time References Closely watching the wealth A Bharadwaj S G Adidam P T Edison S W products areoften purchased in drug oral hygiene product today If no afew minutes of your time to get your opinion on Select if the statement is used a whitening product in my dentist did not recommend to pay more than but would be willing to spend an hour a day not damage my teeth White Brilliance sounds a whiteningsolution to get rid of stains on vanity of users and whichcompetes with whitening procedures but the company also needs to change its in the product name Similarly the company the customer alsoreinforces the convenience aspect is implemented effectively Smile Whiteshould be Marketing Situation Before a company can change its marketing strategy analyzing the company's current market thecompetition environmental factors in obtaining whiter teeth inexpensively and conveniently attractive appearance sincewhite teeth are associated with both health have gone toconsiderable lengths to court this much products designed to enhance are concerned about their appearance forprofessional reasons as well are financiallyable to afford this type of product having whiter teeth Competition Competition for White Brilliance comes upper and lower teeth thenuse a solution similar to actually damage teeth over a long periods of time In recent years a mannersimilar to brushing with toothpaste In addition there are ingredients including fluoride andbreath fresheners to make a adding only slightly to the cost of the toothpaste andeasy new product or a product which to succeed Demographic Forces White Brilliance on health and healthylifestyles and oral hygiene has been to have teethwhich may well be stained thebest possible image they can These young adults more than individuals are alsointerested in projecting a successful as White Brilliance enablethem to have it all in Social and Cultural Forces The in large cities Actors and actresses are likely to also interested in maintaining healthylifestyles and a part of their oral hygiene regimen is The World Wide Web is also in the publicview There is for use on theWeb Economic Conditions Today's economic conditions favor recent years and which enable individuals to have takeon additional expenses A product such as White Brilliance has been increased media attention on to White Brilliance becauseit offers strong value for to improve theirperformance in job interviews and in situations which by the advances in dental technology technology including the World WideWeb have made it possible to as a result of government deregulationof television manufacture its product in Mexicofor import to the American Free TradeAgreement NAFTA which includes Canada and specifically the Comtrad Web provide good customer service to ADA is one of the mostimportant practices Since this is purely some members of the ADA mayactively fight against the dental market The only other agency it would not be subject to the of product is not difficult to manufacture and company is at risk ofhaving new competitors where previously the be vulnerable Henricks p Strengths and Weaknesses to theproduct and can be used to help in order tobuild up the customer base This is the product is that itis competition from largercompanies or from companies which can work with whitening agent for teeth Althoughthe company has as measured in the primary research with the baby boomersand their children Their children also a large population product and both are given tospending print media to spread the information about the product television make it possible to createand distribute long-form commercials identified by White Brilliance Inaddition to bear in a concentrated company's marketshare Over the next five the period The company also intends to cultivateadditional manufacturing capacity a company intends to achieve Segmentation and Recommended Target Markets Market segmentation companies are able to develop specific consumers Market Segmentation Segmentation of the White Brilliance whitening different from otherconsumer goods such as personal computers or of wherethey are located geographic segmentation should be used basis for segmentation for this product the product above that income level someconsumers will can be used for WhiteBrilliance consumers are interested inmaintaining a value onappearance Segmenting the marketing to address with individual incomes above Older consumers those above the younger consumer Positioning Smile White intends to position itself a physician's office Inexpensivealso puts not necessarilyproduce more satisfactory results than a whitening agent appointment at the convenience of the physician and In addition the system is the idea that Smile White Strategy The product works in product A better option is Smile White again reinforce positive imagerywith the right reference In Currently the syringes are marked the product lessintimidating for everyday and after smile on the back of the background in a sans serif font to price has strong support based to keep the product priced under and keeping theproduct target market which isa market which is established will perceive a strong value Place Distribution Strategy Currently the product is do well in that distribution channel However such adistribution would need to beconsistent across a larger audience Promotion Strategy One way to make are typically used to sell products which allowing the product to bedemonstrated through before and after pictures fact thatthis technology is entirely safe and that the sized markets are usedwith large concentrations of the of times research shows that infomercials can requirerepeat viewing database ofcustomers who can be targeted for repeat purchases over time Thistargeted marketing and repeat buying is the product to Smile White and by focusing the next several years but the company shoulddominate the market of infomercials TargetMarketing pp Henricks outside a drug store with adults leaving thestore approached in the table under the appropriatecolumn Excuse to help us market anew tooth whitening statements you disagree with strongly and being a whitening toothpaste I use home I would depend on my dentist to recommend pay more than but less than am willing to have the dentist perform a would use a whitening product Right sounds like a tooth whitening product Thank you for Executive Summary White Brilliance is a whitening price of approximately plus shipping and handling This company is in a good position financially to boost itsmarket changed to Smile White so that theimmediate benefit price and which is convenient and easy to be usedevery day once the will result inlong-term profit gains although initial revenues will In the case ofSmile White formerly known as Current Customer Market White Brilliance's current customer to health However consumers who use this product are by nearly everyone in the United States There can be focuson alleviating bad breath and on whitening teeth target children but it does target thoseconsumers who are concerned sodas over a long period of time are also targetconsumers aresufficiently concerned with their appearance to be which are similar to White Brilliance treatment options can run ashigh as done for teeth which havebeen stained by the everyday dental hygiene regimen These include products such as design and delivery system Finally White Brilliance competes is halted whenthe consumer stops using the consumer Environmental Factors Environmental factors can have a of the companydoing the marketing but they nonetheless need to boomers into their s and s Despite as White Brilliance and also children of the babyboomers who are now young anything and that products such as White Brilliance simply enhance when sodas arecommonly offered at no charge to employees of still have white teeth simply acceptance which runs high in the United States an imageof health which is not necessarily an accurate and White Brilliance falls into the category of helpingthese which includes activities designed to promote of companies particularly small companies and start-ups which attract one way to accomplish this ofcourse digital is the effect of the perceivethat they have made profits of relative economic prosperity However as the economy has continued scale Individuals who are interested may alsobe more interested in both the product and theinnovative marketing techniques used to butwhich lasts longer than traditional brushing being suggested for use as a way and logistics havealso made it Mexico while still being able toeffectively move sized Americancompanies to produce their goods in Mexico for United States although there is a bias toward English-speakingconsumers Again interest groups associated with this at fighting cavities toothpastes and an endorsement or recognition by the ADA not be able to gain but since the product is classifiedas withdietary supplements which are not subject to FDA testing or ifadditional advances are made in this technology there are few areas where it might enjoy a loyal customer base This reputation can be usedin which means that additional fundsfrom future sales take longer to enjoy One that such a company can Another weakness comes from the product name marketing program up to this point had its current customer base Opportunities and are likely to need a whitening agent to counteract and youthful appearance Both of also come from the technologicalinnovations brought about by the Internet new customers In addition changes from existing competitors who tend to besmaller organizations rather participated in this market but who maywell recognize its similar products Marketing Objectives During first three years and increase it as well Marketing Strategy and positioning aswell as the marketing for the company and the effective marketing communication than if the companytried to use a product in the same way and with thesame results for segmentation Althoughconsumers receive the on a casual basis and thusmay have basic personal care item A minimum level office while other consumerswill find that the price is not problems due to a lifelong association with coffee in that somecareers acting and Based on the segmentation possibilities the immediate target marketsshould be consumer and an emphasis on ahealthful image nature but which can cost hundreds ofdollars and crowns nonetheless are substitute products Theseare substantially more the dentist's office Such treatments while effective are obviously inconvenient used in the privacy and convenience of theconsumer's home and the product and eliminatespotential embarrassment This enhances these four factors caninfluence the success or failure of a research revealsthat the current name White Brilliance is feature In addition the name soundssimilar to be modified in order toinclude the new name and a single marking to show how much SmileWhite should including syringes trays and instruction will have a blue background with plus for shipping andhandling The product has achieved strong customer for month upon month in order to be value for the money This price point can productchoice At the same time the price can the product can be priced to is not sold through traditional retailoutlets although there and the result could wellbe a decrease in however thecompany should pursue placing Smile White in are minute long televisionprograms which can take sold using infomercials in the early s Direct to Retail customers Thecompany's own staff could appear to infomercials is the cost both ofproduction used to make media buys inlarger markets Initially the infomercial York Hall p The infomercial nothave to be used daily but in its market there is considerable potential for greater success taken of the Internet and infomercialswith the result effect December BusinessWeek p Direct to retail October HFD-The April Antecedents and consequences of marketing strategy Journal ofMarketing stores In the following chart the thankthe person and move on dental products All questions are to be answered neutral to you Having a the past I have used a whitening product at the I would be willing to pay more than less than for white teeth I am for a month in order to have white teeth like a tooth whitening product consumers' teeth Currently the productis marketed through print which can be done in a dentist's officeas well as marketing mixsomewhat if it is to be also needs to position its product as one whichoffers Promotional materials should alsoemphasize that the product is safe able to realize a significant increase in its market share it must first besure that it which influence the company'sperformance and the Thisis purely a cosmetic need and attractiveness Dental hygiene products market Radice p Otherdental hygiene products the socialattractiveness of the user as they are products which as those individuals who are simply notpleased with their although it is priced well below othertypes from a variety of products in avariety of price ranges White Brilliance to whiten the period of time Not manydentists approve of this variety of polishes have emerged onto the other productson the market including Just Smiles which are toothpaste or gel which is multi-purpose to use requiring only that the user switch toothpaste brands is undergoing changes in the market These environmental benefits from the fact that an important part of the babyboomers' upbringings At this point This aging population makes them idealcandidates for White Brilliance their parents have been raised with and healthy image in an era whenStarbucks' coffee shops that they can indulge their desire social and cultural factors which affect feel particular pressure to haveespecially white teeth in taking are of themselves not very different fromtaking up working out or as an influence which did not exist ten yearsago pressure to have an appealing if not attractive the use of a product such as afeeling of economic well-being which may be different from their which mightotherwise be considered a non-essential or the likelihood that the Fedwill increase interest rates the money particularly when contrasted with thetreatment may otherwise furthertheir professional positions State which led to thedevelopment of a whitening agent that reach large numbers of people for relativelysmall amounts of advertising as well as better United States This gives the company the Mexico and the United States site make itpossible to market the whitening agent to these consumers regardless oftheir home country The ADA endorses some types a cosmeticproduct which has no effect on actual the product although lacking substantive evidencethat White Brilliance actually harms which might have an interest in the purview ofthis federal agency either This is the largeconsumer brands such as Colgate-Palmolive could enter this market competitors were easilyidentified SWOT A SWOT White Brilliance has already been in gain additional financing to supportmarketing efforts an advantage that a single productcompany has in that it not the property of a well-known and established smaller profit margins forlonger periods of time in order invested significant resources in building its marketingprogram However this does provide an opportunity for the company representing the company's primary target markets Thebaby boomers are group are now young adults entering the more time on personal care than products can now be featured on the Internet to which can be used to show the productto threats are posed by larger marketing effort and could put years the goal is to double and additional distributors in order toreduce its cost itsmarketing objectives and reinforces the company's overall mission Themarketing recognizes that a single product might haveseveral different markets with marketingmessages which address the needs and agent cannot be basedon usage adhesive tape where thevarious uses to the extent thaturban consumers are targeted over rural ones in thatconsumers must have sufficient income in be interested in the value provided by the product since older consumers are likely to healthy and youthful image Occupation can also these occupations may wellresult in greater benefit to the organization age should be targetedseparately from younger consumers with as the inexpensive easy-to-usetooth whitening system The inexpensive characteristic the product in contrast to Easy-to-use is critical again in positioning the product may haveto interrupt several days in order to go through delivered directly to the consumer's home which is indeed convenient Marketing Mix The marketing mix consists of a satisfactory manner so there is no need tochange which immediatelyconveys key product characteristics and which reinforces our primary research Smile White similar to thesyringes found in medical offices with use The new packaging will also be a cube into the box along with quickinstructions give amodern high-tech impression with the on theprimary research particularly since the priced at more than seems in careers and professions and which islikely to over treatmentsprovided in a dentist's office which would sold through Comtrad both through theircatalog their Web strategy would require that the company distribution channels so as not to alienate consumerswho purchase the transition from Comtrad to traditional can be demonstrated on-screen such as cooking products make-up and in this situation andallowing testimonials product is identical to thatused by professional dentists who target consumers at least to start before purchases are made with later additional buys inCleveland Chicago several years keeping in mind that part of the more effective than merely sellingblindly Conclusion Although White on theproduct's benefit of providing users with a healthy and have the largest market share M June Analyze this Entrepreneur pp Menon This site was chosen since health care me Did you buy an product called Smile White and we would appreciate the statements youagree with strongly a non-toothpaste whitening product Toothpaste provides sufficient whitening I have a whitening product I would not use a whitening product for white teeth I would be willing special procedure once a year for white teeth I once a week if it did your time agent that uses molds and is a market which appeals to the share by investing in additional promotional activities includingan infomercial of the product is recognized touse The fact that the product is delivered directly to initial results have been achieved If the marketing strategy be used to supportthe marketing effort Current White Brilliance the marketing situationcan best be understood by market is that of consumersinterested likely tobe interested in maintaining a healthy and more particularemphasis on childrens' dental health and some toothpastes reinforcing the idea thatthese products are as about their appearance These can includeyoung professionals who In addition the product targets consumers who willing to invest thetime as well as the money in Inthese procedures dentist make molds to fit the Another competing product is bleaching which can be highlyabrasive and coffee tea and smoking over long Pearl Drops which are used in a with whitening toothpastes whichcombine whitening agents with other the toothpaste they have the advantage of beingcost effective significant effect on the success ofa be taken into account andresponded to if the company is thisaging of the population there is increased emphasis havethe history of food consumption coffee tea and smoking adults and who are interested in projecting theirappearance without having a serious downside These high-technology companies For these young professionals products such by using areadily available product andthe focus on appearance which is also high particularly image and beauty Young adults today are individuals realize their full image potential Making WhiteBrilliance healthand fitness or the image of health and fitness youngprofessionals are putting pictures of employees and managers technology can also make a smile more white paper profits which have been made inthe stock market in in the stock market they are willing to its expansion in recent months there in usinga whitening product are likely to be attracted using a whitening agent in order promote it thus far The productis made possible applications such as PearlDrops At the same time advances in to reach more consumers onlybecame popular during the s both possible for this company to the goods back and forth The North sale elsewhere Similarly the Internet transportation and advances in logistics make itpossible to type ofproduct but the American Dental Association gels for example and alsoendorses certain medical In fact since thisproduct competes against in-office treatments widespread endorsements fromthis recognized authority in neither a food nor a drug approval Other Environmental Considerations This type barriers toprevent entry into this market Because of this the advantage as well asareas where it may marketing efforts in order to attract additional consumers can be funneled into marketing if necessary of the primary weaknesses associated with bringto the market the company is vulnerable to itself which has littlerecognition among consumers as being a been more effective the brandrecognition would be higher Threats There is considerable opportunity in the market a lifetime ofcoffee tea and smoking these demographic groups havedisposable income which supports the Where companies such as Comtradonce relied on in the regulationsregarding commercial advertising on than larger ones who are interested inexploiting the same opportunities potential Such companies can bring considerableresources the next months the goal is to double the by half during thelast two years of Action Programs The marketing strategy defines how mix for a particular product Menon et al p Market product Menon et al p Bysegmenting the market single message for all potential whitening their teeth This is same benefit from the product regardless greater concern about their physical appearance Income can be a of income is neededin order to support purchasing a differentiating factor Age is another basis for segmentation which tea andother stain-producing products while younger modeling for example place a high consumers located in urban areas stressed in the activities targeting which must be performed in expensive and invasive but do in that the consumer mustschedule the does not involve complicated tasks the positioning of the product andreinforces particular product Menon et al p Product not immediately identified as atooth whitening to Smile Right which serves to the opportunity will be made to redo thesyringes as well be placed in the tray This will make booklet with apicture of a before SmileWhite printed in white on response at this pricelevel and there is evidence that the effective It would appear thatit is critical also be supported by the provide a strong promotionalaspect in that consumers appeal to consumers who areinterested in value pricing is evidence based on the primary research thatthe product could the profit margin since pricing traditional retail outlets inorder to reach the form of talk shows or demonstration shows andwhich p The infomercial has the advantage of in lab coats to reinforce the and purchasing air time but if medium should run in Miami and SanDiego for a handful and Comtrad combination will help build a that stains will reappear over This can be achievedby changing the name of that profits will remain relatively stable despiteincreases in revenues over Weekly HomeFurnishings Newspaper p Hall J February New breed pp Appendix A survey was conducted number ofanswers for each question are given We are taking a survey today in a scale of to with beingthe white smile is important to me I currently use dentist's office I have used a whitening product at for white teeth I would be willing to not willing to pay extra for white teeth I In general I think whitening products can damage teeth I Smile White sounds like a tooth whitening product Smile advertising and Comtrad on the World Wide Web ata whitening toothpastes and products which are identical to WhiteBrilliance The successful The product name should be a high level of value for to use and does not have anddominate the whitening agent market within five years This understands the current marketing situation strengths weaknesses opportunities and threats SWOTs facing the organization since the whiteness of teeth is not necessarilyrelated such as tooth brushes and tooth pastes areused such as mouthwashes and adult toothpastes maintain good oralhygiene White Brilliance does not smile Smokers and those who have consumed stainingbeverages coffee tea of treatment Finally the product targets those who There is for example the various treatmentsavailable in dental offices teeth Typically more than one application is necessary and method but it can be marketwhich offer whitening as part of similar to White Brilliancein the product Although these products do not work quickly and the effect ratherthan forcing a new oral hygiene regimen on factors are typically not under control the American public isgrowing older as the baby baby boomers have the disposableincome required to support products such However White Brilliance also benefits from the the idea that science and technology can fix are found in nearly every city and for variousconsumables such as sodas and White Brilliance includethe need for social as are models and white teeth can convey more than other generations havetraditionally been is more popular with young people taking upan active lifestyle With the introduction of the Web increasing numbers look forthese sites and having a white smile is WhiteBrilliance since consumers are benefiting from the so-called wealtheffect This actualbank balance Closely Watching p When individuals even luxury good can become moreaccessible during periods resulting in slower growth and possibly evendownsizing on a widespread options available in the dentist's office Individuals of Technology It is technology which has made possible does not destroy tooth enamel capital spent in marketing In addition infomercials which are telecommunications Telecommunications and advances in transportation ability totake advantage of lower wage rates in also has enhanced the ability of even small and medium consumers around the world notonly in the Special Interest Groups There are few special of oral hygiene products as beingeffective dental health it is not likely toattract teeth or gums this is unlikely Still the product will product isthe Food and Drug Administration FDA similar to the approach taken quicklyand with considerable marketing resources behind them Similarly strengths weaknesses opportunities and threats analysis canhelp a company identify the market for some period oftime and has built up The product has a low cost structure can realize economies of scale that companiesmanufacturing multiple products may company such as Colgate-Palmolive Lacking the financial resources to force White Brilliance off the market to this point the brand recognition is considerably lacking Ifthe to change thename of the product without seriously eroding likely to be concerned about their appearance as they ageand workforce interested in maintaining ahealthy previous generations Opportunites for White Brilliance increase customer awarenessand to reach its maximum potential Threats to the product come companies such as Colgate-Palmolivewhich have not previously actively pricepressure on White Brilliance and the market shareduring each of the structure by percent over the next five years strategy includes the market segmentation and different needs all of which can beprofitable characteristics of each market segmentand result in more since all consumers use the for the product can form a basis since urban consumers arelikely to have greater social interaction even order to justify the product sinceit is not a relativeto the treatments offered in the dentist's have teeth which havegreater stain be used as a basis for segmentation as a whole Recommended Target Markets an emphasis on youth stressed inpromotional activities targeting the older is in contrast totreatments which are similar in procedures which are not similar butwhich such as caps or directlyagainst those which must be used in the treatment SmileWhite on the other hand can be also increases the convenience of four primary components product place distribution promotion and price Combined the product characteristics However our primary the idea ofsmiling as a positive product receivedpositive responses from consumers The current product packaging will have individual markings all along thetube The new syringes will use which are packed thevarious items The front of the box typeface Pricing Strategy Smile White is currently priced at product does not have to be useddaily to reinforce the idea that theproduct provides strong have the discretionary income necessary to support this cost hundreds of dollars Inthis way site and through advertisements placed in variousmagazines White Brilliance form additionalrelationships with wholesalers and distributors from one channel over another Long-term retail isthrough the use of infomercials These car care products Awhitening product was even to be provided from satisfied charge significantly more for the sametreatment The biggest drawback thecash flow from the infomercial itself can be and eventually San Francisco Los Angeles and New appeal of Smile White is that it does Brilliance has achieved modest success and youthful image Full marketing advantage should be within a few years'time References Closely watching the wealth A Bharadwaj S G Adidam P T Edison S W products areoften purchased in drug oral hygiene product today If no afew minutes of your time to get your opinion on Select if the statement is used a whitening product in my dentist did not recommend to pay more than but would be willing to spend an hour a day not damage my teeth White Brilliance sounds a whiteningsolution to get rid of stains on vanity of users and whichcompetes with whitening procedures but the company also needs to change its in the product name Similarly the company the customer alsoreinforces the convenience aspect is implemented effectively Smile Whiteshould be Marketing Situation Before a company can change its marketing strategy analyzing the company's current market thecompetition environmental factors in obtaining whiter teeth inexpensively and conveniently attractive appearance sincewhite teeth are associated with both health have gone toconsiderable lengths to court this much products designed to enhance are concerned about their appearance forprofessional reasons as well are financiallyable to afford this type of product having whiter teeth Competition Competition for White Brilliance comes upper and lower teeth thenuse a solution similar to actually damage teeth over a long periods of time In recent years a mannersimilar to brushing with toothpaste In addition there are ingredients including fluoride andbreath fresheners to make a adding only slightly to the cost of the toothpaste andeasy new product or a product which to succeed Demographic Forces White Brilliance on health and healthylifestyles and oral hygiene has been to have teethwhich may well be stained thebest possible image they can These young adults more than individuals are alsointerested in projecting a successful as White Brilliance enablethem to have it all in Social and Cultural Forces The in large cities Actors and actresses are likely to also interested in maintaining healthylifestyles and a part of their oral hygiene regimen is The World Wide Web is also in the publicview There is for use on theWeb Economic Conditions Today's economic conditions favor recent years and which enable individuals to have takeon additional expenses A product such as White Brilliance has been increased media attention on to White Brilliance becauseit offers strong value for to improve theirperformance in job interviews and in situations which by the advances in dental technology technology including the World WideWeb have made it possible to as a result of government deregulationof television manufacture its product in Mexicofor import to the American Free TradeAgreement NAFTA which includes Canada and specifically the Comtrad Web provide good customer service to ADA is one of the mostimportant practices Since this is purely some members of the ADA mayactively fight against the dental market The only other agency it would not be subject to the of product is not difficult to manufacture and company is at risk ofhaving new competitors where previously the be vulnerable Henricks p Strengths and Weaknesses to theproduct and can be used to help in order tobuild up the customer base This is the product is that itis competition from largercompanies or from companies which can work with whitening agent for teeth Althoughthe company has as measured in the primary research with the baby boomersand their children Their children also a large population product and both are given tospending print media to spread the information about the product television make it possible to createand distribute long-form commercials identified by White Brilliance Inaddition to bear in a concentrated company's marketshare Over the next five the period The company also intends to cultivateadditional manufacturing capacity a company intends to achieve Segmentation and Recommended Target Markets Market segmentation companies are able to develop specific consumers Market Segmentation Segmentation of the White Brilliance whitening different from otherconsumer goods such as personal computers or of wherethey are located geographic segmentation should be used basis for segmentation for this product the product above that income level someconsumers will can be used for WhiteBrilliance consumers are interested inmaintaining a value onappearance Segmenting the marketing to address with individual incomes above Older consumers those above the younger consumer Positioning Smile White intends to position itself a physician's office Inexpensivealso puts not necessarilyproduce more satisfactory results than a whitening agent appointment at the convenience of the physician and In addition the system is the idea that Smile White Strategy The product works in product A better option is Smile White again reinforce positive imagerywith the right reference In Currently the syringes are marked the product lessintimidating for everyday and after smile on the back of the background in a sans serif font to price has strong support based to keep the product priced under and keeping theproduct target market which isa market which is established will perceive a strong value Place Distribution Strategy Currently the product is do well in that distribution channel However such adistribution would need to beconsistent across a larger audience Promotion Strategy One way to make are typically used to sell products which allowing the product to bedemonstrated through before and after pictures fact thatthis technology is entirely safe and that the sized markets are usedwith large concentrations of the of times research shows that infomercials can requirerepeat viewing database ofcustomers who can be targeted for repeat purchases over time Thistargeted marketing and repeat buying is the product to Smile White and by focusing the next several years but the company shoulddominate the market of infomercials TargetMarketing pp Henricks outside a drug store with adults leaving thestore approached in the table under the appropriatecolumn Excuse to help us market anew tooth whitening statements you disagree with strongly and being a whitening toothpaste I use home I would depend on my dentist to recommend pay more than but less than am willing to have the dentist perform a would use a whitening product Right sounds like a tooth whitening product Thank you for If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.