Marketing Plan
Cylindrical Toothbrush
Market Size
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World population : 6,886,200,000 =>too big
Lets focus on UK, instead
~58 million people
Minors ( <10 ) => 8 million
Elders ( > 65 ) => 10 million
40 million people is targetted
Brushes must be replaced each 3 months
120 million toothbrushes are sold*.
http://www.kgbanswers.co.uk/how-many-toothbrushes-are-sold-in-france-per-capitacompared-to-the-uk/2122861
Map statistics to cylindrical toothbrush
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120 million toothbrush means
120 million sale of brush part.
( Remember, it is replaceable )
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Price for a brush?
5$ ?
http://answers.google.com/answers/threadview?id=195263
Competitors
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No competitor in the same category ( => patented idea!)
Maybe in traditional electric toothbrushes
Competitors are partners for some countries. Oral-B
Customer Segmentation
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All ages, all cultures are our target
Must produce different types of product for different
customer segments
Teen-Elders
Male-Female
Different sizes for smallers and biggers
Differentiation also means cost!
=> Choose largest segment, only produce special type for
them
Sale & Pricing
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Average price for electric toothbrushes?
=> 50$
Cost?
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Price for cylindrical toothbrush?
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Depends on production capacity!
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Distribution
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Mainly sold in big markets
Most countries have established distribution channels for
gross markets for similar products (for drinks, meats etc)
Similar distribution channels for healthcare products
Since our product is not consumed on daily basis, it is
better to use established distribution channels
Promotions
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Utilize “word of mouth”
Some people advertise for you
Reach them by promotions
Who are they?
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Those who are very sensitive for oral health,
Buys other healthcare products as well,
Have higher income
Have promotions with similar products
( health care, high price )
Advertisements
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Use all means of advertisements
TV is the most important one,
also most expensive!
But definitely, will amortize the cost
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The income heavily depends on advertisement
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