Marketing_Mix_Analysis_on_Oral-B

Background & Marketing Mix Analysis Background Created in 1950 Acquired by Gillette in 1984 Gillette acquired by P&G in 2005 Mainly sell electric toothbrush and other dental care products • Known worldwide for its innovation • • • • Marketing Mix Analysis: Product • Definition: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need What Oral-B offers to meet customer’s need' • Value: Professional – Dentist’s choice of toothbrush (innovated by a dentist) • Quality: Its ability in removing surface stains and plaque (scientific proved) • Feature: Indicator Bristle - to remind customers of the time schedule for replacement so that 1. quality is guaranteed 2. delay in repeated purchases can be reduced Marketing Mix Analysis: Place • Definition: A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user How Oral-B use this strategy to distribute its products' • Indirect marketing channel: make its products available at all the retail stores with the help of P&G’s delivery network • Direct marketing channel– distribute its products to dentist through its own sales reps • Give discount on the number of toothbrushes sold by retailers to make the distribution work more effectively Marketing Mix Analysis: Price • Definition: The amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service What pricing strategy does Oral-B use to capture customer value' • Value-added pricing • Definition: attaching value-added features and services to differentiate a company’s offers and charging higher prices • Oral-B’s products are relatively priced at a higher level to match with its value-added features such as professional value, high quality and its technological breakthrough Marketing Mix Analysis: Promotion • Definition: The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media What promotion tool does Oral-B use to promote its messages' • Television Ad. Use informative advertising through television ad. to promote its product value • Public Relation Tasked public relation agency to change people’s mindset: “The power to the people” campaign focused on the notion of seizing power, taking control of your own dental health and worked on shifting perceptions from “unnecessary, expensive gadget” to “essential oral care instrument that’s worth every dollar” END