PART A / 3pages

The document discusses marketing considerations for the Crest oral care product line from Procter & Gamble, including identifying the broad target market of all people who need oral care, monitoring major competitor Colgate, and distributing products through grocery and retail stores as well as dental offices. It also provides background on Crest's long history and product portfolio covering toothpaste, brushes, floss, and mouthwash.

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PART A / 3pages

Uploaded by

Prabhu Gnana Sekaran

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Download as docx, pdf, or txt

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PART A / 3pages

PART BI/ 5-6pages

PART B2 / 5-6pages

1. Select a product of common usage; identify its position in the product life cycle as well as
BCG matrix, with reasons.

2. Select a suitable manufacturing system, taking all the relevant factors into account; Justify
your selection and assumptions.

Colgate - http://www.slideshare.net/guest7db1a4/colgate-ppt

Introduction

The Crest brand of toothpaste has a longstanding history of over 50 years. Being the first to
develop fluoride effective in preventing cavities and tooth decay, it served as a major scientific
breakthrough and has been a trusted product throughout the years. Today, it continues to make
advancements towards dental hygiene, and has also developed several other products to assist in
complete oral care.

The Crest product line includes toothpaste, toothbrushes, dental floss, whitening products, and
mouthwash. Each of these products has several variations, creating a program of oral care for
everyone.

In developing a marketing plan, there are several questions that Proctor and Gamble must ask
themselves in order to get their product to the correct consumers. These include identifying
your target audience, identifying the competition, deciding where to make your product
available, the price in which to sell it, and the means of which to promote the product of oral
care, the target market is very broad. Crest offers a complete product line, including items for
children, which expands their target market. Therefore, the audience that Crest needs to reach
would be all people, regardless of age, gender, income level, ethnicity, education, occupation, or
geographic location, as long as they do have teeth and have a need for oral care.

With any product comes the possibility of competition. Proctor and Gamble should closely keep
an eye on the competitors of the Crest product line, so that they are able to counteract the
activities that the competition may do. Competitors for Crest include Colgate, Aim, and several
others, although the largest competition is Colgate, a product of the Colgate-Palmolive
Company.

The next step is to decide where to sell the product line. The most obvious is to make it
available in grocery stores, both the neighborhood stores and the large superstores around the
world. In addition, since oral care is...
PART B3/ 5-6pages