marketing management
The oral hygiene market comprises toothpaste, denture products, mouthwash/breath fresheners and ancillary items, such as dental floss and disclosing tablets. Toothpaste dominates the market, being the one product which is accepted as a necessity, while the other categories included in this report are complementary solutions to lesser or greater degrees. The market for toothpaste in particular has hampered the growth of the industry as this product has long since reached saturation point and sales tend to depend on which specific brand is being offered at a discount price. Throughout civilisation, man has always needed to have healthy teeth, the primary reason being for survival. Today we do not really need teeth for survival, it could even be said that they play a far more aesthetic role in our lives. When people first started taking the conscious decision to maintain their teeth, the methods were rather crude and may have even caused more damage to teeth than improve their effectiveness and keep them healthy. First attempts are tooth cleaning included using abrasives such as crushed bone, crushed egg and oyster shells, which were used to clean debris from teeth.
The market should be segmented as per above but sometimes it is not very easy to distinguish between two groups of the market Older and younger people indicate areas for potential growth: A further important trend for the oral hygiene sector can be seen by considering which age groups are growing. TECHNOLOGICAL FORCES: Technology can have a substantial impact on people's lives and companies' fortunes. Mass selling is communicating with large numbers of potential customers at one time. Whilst this may be satisfactory for the leading providers of toothpaste, this finding does hint at the stagnant nature of the market and the need to revitalise it through more product development and aggressive advertising. * Brand awareness and loyalty are high. (Sources: Nicholas hall OTC update September 2004)The only UK's toothpaste market is worth 295. A salesperson will meet with a potential customer and attempt to promote the product he or she is representing. * Sponsorship can raise a brand's profile. Whilst this may indeed be a positive development, a lack of new NHS dentists and a rising popularity without access to a dentist are heaping pressure on the system, and making the need for regular use of oral health products essential. Similarly, total protection toothpaste will offer protection against gum disease. According to Perreault (2001) promotion can include personal selling, mass selling, and sales promotion. (Toothpaste is an exception to sinking pools of flavours, By Margaret Webb, the Washington Post). The traditional view that people merely buy the same brand of toothpaste that they have always bought is being challenged by younger consumers. This means that it can be sold to consumers across age, income and regional lines. Another big scientific advance came about 15 years ago, when toothpaste makers discovered that adding pyrophosphates to toothpaste can help prevent the buildup of tartar.
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mintel 2004,
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Acceptance Essays
