Marketing Plan Outline:
An introduction into the Team 6 Corporation and our product Shiny Grillz, the disposable
toothbrush with toothpaste on it designed for the busy entrepreneur’s hectic lifestyle.
I. Executive Summary—Overview of our corporation and our mission statement.
Our company, Team 6 Corporation, was established on October 10, 2008, to create and
promote our product, Shiny Grillz into the market. Our product is a disposable toothbrush that
is small in size and already has the toothpaste inside the toothbrush. Our mission is to help the
busy travelers, students, mothers, industry workers, and whoever else would be interested in a
quick portable way to brush their teeth on the go. We feel that jails, hospitals, schools, clinics,
and dentist offices would find our product to be very useful and convenient for their inmates or
clients because of the nature of our product being disposable, convenient, inexpensive, and
environmental friendly. The product is disposable so it is designed for the busy person on the
go. All you need is a little water, which you would use anyway while brushing your teeth, to get
the fresh clean feeling that everyone enjoys!
II. Challenge—what potential issues face the Team 6 Corporation with our product Shiny Grillz
in the business market?
We have produced a disposable, portable and environmental friendly toothbrush that
has toothpaste already on it. Our product only needs water to be activated. Our goal is to have
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this product distributed to mass merchandisers, airport stores, airlines, vending machines, and
convenience stores for any person who is in need of a quick, easy way to brush their teeth.
Challenges arise when our product is marketed because if the customer base feels that the
price is too high, they may resort to other options. However, the overall design of our product
enables a possible joint business venture with hospitals, clinics, dentist’s offices, and
correctional facilities due to the size, availability, and portability of our product. Also, there
really is not a product on the market today that is like ours.
III. Situation Analysis—this section covers six key areas: product, target market, distribution,
competitors, financial and other issues that Team 6 Corporation analyzed in the creation of
Shiny Grillz.
Company Analysis— Team 6 Corporation’s goals, focus, culture, strengths, weaknesses,
and market shares for our product Shiny Grillz.

Goals:
Team 6 Corporation’s goal is to produce a disposable miniature toothbrush with
toothpaste in it—just squeeze the toothbrush and add water to activate. Also,
we want to expand our concept into airport stores, airlines, corporations,
institutions, jails, doctors offices to give our targeted markets an easy, cost
effective solution for when they are in a situation that requires the use of a
toothbrush and toothpaste, or in the event that they have suddenly realized that
they are in need of a toothbrush and toothpaste.
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
Focus:
The focus of our product, Shiny Grillz, is to provide an alternative to bad morning
breath and by not having to carry around a full sized toothbrush and toothpaste.
Now-a-days to get on an airplane you cannot even bring your full size toothpaste
so our company focused on that information so make a product that will be very
useful for airplane travelers. Another focus is to help out the busy consumers
who, sometimes in a rush, forget to pack or bring their toothbrush and
toothpaste.

Culture:
Culture in a business sense is defined as the set of values, norms, attitudes, and
other behaviors that are transmitted from one generation to the next. Team 6
Corporation is focused on providing instant personal hygiene on-the-go. We
want to reach those individuals who value feeling and smelling good no matter
where they are in the world. Almost every culture, brushing teeth is part of daily
routine for good hygiene. Our creativity and ingenuity is what will keep our
current product and future products thriving.

Strengths:
The qualities that make Shiny Grillz stand out amongst the competition is portability,
convenient, disposable, and only requires you to squeeze it and add a little water to
activate product. Shiny Grillz is also environmental friendly and I believe that that is
one of our very important strengths of our product. Shiny Grillz is small in size and is
designed for the ability to keep more than one handy, for example when you have
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guests staying over at your house that happen to forget their toothbrush then you
can just bring out your extra stored away. There was a similar product on the
market made by the Oral B Corporation called Brush Ups, however, our researchers
went out to common mass merchandisers—Wal-Mart, Target, Walgreens, CVS, and
Kroger and were unable to find the product on the shelves. Our researchers also
looked on the Oral B Website (www.oralb.com) and were unable to find the product
on the website. This gives our corporation an advantage because other than travel
kits and the traditional toothbrush and toothpaste that are currently present on the
market, we are anticipating dominance on the convenience of our product. But if
Brush Ups were still on the market today, our advantage over them would be that
our product, Shiny Grillz, has bristles to actually scrub the plaque of your teeth.
Another strength of our company is that our product already has toothpaste in it
and current security regulations on airlines (www.tsa.gov) require that a traveler is
not allowed to carry toothpaste in their bags due to increased security measuresiii.
Also because the toothbrush already has the toothpaste in it, you only need to buy
one Shiny Grill, not a kit. It makes it less to carry around as well.

Weaknesses:
A potential weakness for Team 6 Corporation is that there is a similar product
already on the market—however, in our previous section I had said there was a
product on the market during our market research phase, but at this time the
product is no longer in stores or on the company’s website. This product was
made by the Oral B Corporation and it is called Brush Ups. The product was a
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sleeve that fits over your index finger and you can quickly brush it across the
front of your teeth to clean then and help make your breathe fresh. Another
potential weakness about our product lies within the seasoned traveler or
business travelers who will already have a toothbrush and toothpaste in their
carry-on bag because they have purchased a travel size kit. Also, because our
concept is relatively new and unknown to the common consumer, those who are
in the travel and business industry will go out to the store and purchase a travel
kit for when they need it.

Market Share:
At the current time, our beginning age demographics of our product will be
designed for people in the age bracket 18-49. We feel that this market will help
Shiny Grillz expand by using word of mouth about how convenient and
innovative our product is. We hope to branch out further into the markets
consisting of college students, business travelers, busy moms, industry workers,
who are sometimes too busy to remember to pack a toothbrush and toothpaste
in their bags. In the future, Shiny Grillz would like to expand our corporation
with possible ventures in jails, hospitals, schools, clinics, dentists’ offices to
further increase our client base and increase our product and name recognition
along with increased profits.
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Customer Analysis—detailed analysis regarding our customers and any potential
customers that we are trying to market.

Type:
The consumer market that Team 6 Corporation is reaching with our product,
Shiny Grillz, is busy travelers, and the people who find themselves at the last
minute, in need of a toothbrush and toothpaste that has access to get to the
grocery store or convenience store.

Value Drivers:
We feel that our price point, ease of usage, and immediate benefit will help the
consumer to continue to buy our product again and again.

Decision Process:
We decided to market our product in the convenience stores along with the
mass merchandisers because of the simplicity of those stores in what they carry
and also the convenience of the consumer to walk into a store and purchase our
product easily and economically.

Concentration of customer base for particular product:
We feel that our concentration of our product should be targeted for people
who are in situations in which they need a toothbrush and toothpaste at that
moment in time for an economical price along with the convienence of having
our product readily available and properly distributed.
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Competitor Analysis—Analysis of our product compared to our competition—current,
future, and potential competitors.

Market Position:
We have strategically placed our product in the same area as dental products,
such as mouthwash, toothpaste, toothbrush, and floss but stand out because we
combine these products to become one item and by charging a very low price.
Also we would like to have our product in the “impulse buys” area right by the
checkouts so that while people are waiting to check out they can see our product
and realize that they might have either forgotten that they could use something
like that or want to try it and see what Shiny Grillz is all about. Since our product
is relatively inexpensive, we hope that consumers will purchase the product to
have in case they are ever in a situation that a toothbrush and toothpaste is
needed. Our product is very convenient to not have to carry full size toothpaste
and toothbrush separately but just one small combination of the two.

Strengths:
Our products strengths include portability, convenience, inexpensive, only needs
water to be activated. Also, our product is disposable and recyclable. Instead of
carrying your large toothbrush and toothpaste with you to go stay with a friend,
just buy Shiny Grillz small disposable toothbrush with the toothpaste already in
it.

Weaknesses:
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We feel that a potential weakness would be seasoned travelers; people who
travel frequently have travel kits and or carry their own toothbrush and
toothpaste.

Market Shares :
We will promote this product to anyone who would be traveling, hospitals, school
districts, jails, mother to use for their children or for themselves when on the run, and
any other corporation that would find it convenient to either sell or use our product for
their employees or themselves.
Collaborators—potential business ventures with clients to further expand our client
base along with increases in sales and profits of Shiny Grillz

Possible joint ventures with dentists, hospitals, clinics, jails, airlines, airport
stores, health departments; possible business distribution venture with a
company that distributes toothbrushes and toothpaste (Crest, Oral B) or mass
merchandise retailers such as the Dollar Stores, Wal-Mart, Convenience stores,
gas stations, and grocery stores. We feel that these future collaborative
endeavors will give our product the recognition that we strive for and the profits
that we expect.
Climate

Political and Legal environment :
8
We will put on every individual package, along with on the main box, which this
is only for children 6 and up, we believe that the product is too small to give to a
child any younger and would be an increased liability.

Economic environment:
Shiny Grillz economic environment includes busy travelers, college age students,
people who stay out overnight often.

Social and cultural environment:
Previously stated in an earlier section that in every culture, everyone needs a
toothbrush and toothpaste to brush their teeth—cultural norm.

Technological environment:
We feel that our product requires no technology due to the simplicity of our
design. This product is pretty standard—a toothbrush with toothpaste already in
it. Possibly need a chemical compound to allow the toothpaste to be activate
with water would be considered an aspect of technology or chemistry.
SWOT Analysis—analysis of the strengths, weaknesses, opportunities, and threats
internally and externally within our environment.

Strengths:
Shiny Grillz design emphasizes the following qualities: portability, inexpensive,
readily available, impulse item. With our design we feel that a possible strategic
placement in stores and in vending machines will help promote our product.
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Another strength is that with our product, the consumer only needs water for
Shiny Grillz to be activated. The fact that our product is disposable and easily
storable in a car or a bag will help our product sell off the shelves.

Weaknesses:
Current weaknesses that have been identified within our product include people
having travel kits, mints, mouthwash, breath sprays, gum, or even already having
a toothbrush and toothpaste in their car or bag.

Opportunities:
We feel that the ability to have our product readily available in case you find
yourself in the situation where you need a toothbrush and toothpaste for the
unexpected moments. Future options may include different styles and colors,
and with different flavors of toothpaste. In our research we have considered
future collaborations into the entertainment and or sports markets for
promotions.

Threats:
Some threats include similar products out on the market, like the travel size
toothbrush and toothpaste set. People are not aware of our products existence.
IV. Market Segmentation—defined as the process of dividing a market into meaningful,
relatively similar, and identifiable segments or groups.

Description :
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Our product, Shiny Grillz, is a miniature toothbrush that has toothpaste in it. All
you have to do is squeeze the disposable toothbrush and the toothpaste comes
out. Just add water and enjoy the cleanliness and freshness of your mouth.

Percent of sales :
We believe 75% of our sales will come from travelers and the remaining 25% will
come from at-home consumers

What they want:
We feel that consumers want a quick, easy, and cheap option to brushing their
teeth when they travel or on the go.

How they use product:
Shiny Grillz is designed to be used multiple times a day, morning and night, after
meals. Activate toothbrush with water and use once then place in the recycle
bin.

Support requirements:
The only support that would be needed is in a case of a defective unit or a
person not understanding how to operate the disposable toothbrush. Our
product will not need a large support team. Most of everyone knows how to use
a toothbrush.

How to reach them:
Advertising—radio, print media in targeted outletsiii

Price sensitivity:
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Our concern for our product and promotion is to make sure the price is right
enough to sell product, but be aware that if the price point is too high people will
either: deal with the bad breath until they get home, invest in
mouthwash/mints/gum/spray, buy a spare toothbrush and toothpaste and just
leave it with them in a bag or car, bundling options for buying product in bulk for
institutional options.
V. Alternative Marketing Strategies—alternative ideas for advancement on the Shiny
Grillz product.

Alternatives include creating a prototype that had dental floss attached to it,
a toothbrush with toothpaste inside the handle, prototypes for electrical
toothbrushes (attachment), promoting to colleges, jails, healthcare facilities,
hotels, schools, airlines, dentists, offices. Possible placement in vending
machines and in the impulse buys areas at convenience stores and gas
stations.
VI. Selected marketing strategy—defined as the selection and describing one or more
target markets and developing and maintaining a marketing mix that will produce
mutually satisfying exchanges within the targeted markets.
Product: defined as everything, both favorable and unfavorable, that a person receives
in an exchange.
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
Brand name:
Shiny Grillz

Quality :
Perfect Quality for one-time usage. No need to research for sustained usage
as the product is disposable

Scope of product line:
One-time use for fresh teeth and breath. Product line is made for impulse
buys.

Warranty :
Our product has no listed warranty but if you get a defective pack then you
can call the number that is on the back of the package and we will send you
another one.

Packaging:
Shiny Grillz is a plastic toothbrush with toothpaste already in it. The
toothbrush is wrapped in plastic, disposable, recyclable and includes our
company’s phone number along with our product and company name.
Price—defined as that of which is given up in an exchange to acquire a good or service

List price:
Our list price to consumers: $0.99 for 1 and $2.99 for pack of 4

Discounts:
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Discounts for purchases of larger quantities/ bulk items for institutions and mass
retailers and merchandise outlets.

Bundling:
We do bundling of packs of 4 for $2.99, and we sell to our distributors quantity
of 500 and over $0.60 cents each and under quantity of 500 $0.75 each

Payment terms and financing options:
None, payment due upon received.

Leasing options:
Leasing of attractive display units for retail stores, convenience stores, and
airport stores for more exposure and sales.
Distribution (Place)—determining the proper placement of our product to further
enhance visibility along with increase profit.

Distribution channels, such as direct, retail, distributors, intermediates:
Airport stores, airlines, college, dining facilities, convenience stores, grocery
stores

Motivating the channel:
Example, distributor margins – we will sell it to convenience stores, jails, etc for
$0.75 per product and over the quantity of 500 $0.60 each

Criteria for evaluating distributors:
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We picked convenience stores, grocery stores, and pharmaceutical stores, and
other familiar retails because when you are out of town and forget your
toothbrush that is the place you will most likely go to find a toothbrush with the
convenience of the toothpaste already in it.

Locations:
Locations for our product include convenience stores, vending machines, airport
stores, gas stations, college campuses, dispensers in the restrooms, grocery
stores, and airlines.

Logistics, including transportations, warehousing, and order fulfillment:
Logistics for our product include transport to airports, colleges, convenience
stores, grocery stores, pharmaceutical stores, etc with a truck with the
appropriate temperature so that the product does not go bad and will store the
product in our warehouse, also with the appropriate temperature, until receive
an order for them.
Promotion –defined as communications by marketers that informs, persuades, and
reminds the potential buyers of a product in order to influence an opinion or to elicit a
response.

Advertising, including how much and which media:
Media (commercials, radio)

Public relations:
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Public relations are considered an important part of the Team 6 Corporation and
the Shiny Grillz name.

Promotional programs:
Advertisements on college campuses, radio stations, commercials, and magazine
ads.

Budget; determine break-even point for any additional spending :
See appendix for charts

Projected results of the promotional programs bundled packs sold, how many
sold, at what cost, how much:
Sold to our distributors for quantity of 500 or more for $0.60 each
VII. Short and long-term projections—goals for the short and long term successes of
our product and company.

Expected long-term results include promotion into the following areas:
Airlines, hotel industry, jails, hospitals/clinics, schools, mass retailers, dentists’
offices, offices (corporate), discount stores, warehouse clubs.
VIII. Conclusion
In conclusion, Shiny Grillz has a bright future ahead due to the wide diversity of
consumers who will be attracted to the ease of use, price, and benefit of using this
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product. Having clean teeth and fresh breath is desired by literally every age group and
culture in the world. By using an aggressive advertising campaign in the right markets
combined with the expected word-of-mouth we expect to enter the hygiene market
with authority!
ii
See appendix for more about the Oral B Brush ups
iiii
See appendix for more information regarding the Transportation Safety Authority’s list of acceptable carry on
items for travel
iii
Commercial pitch for radio spot is included in the appendix
Appendix:
Commercial Pitch for Advertising into the Mass Media:
Pitch:
Have you ever unexpectedly spent the night somewhere and woke up in the morning
realizing that you need a toothbrush? You don’t want to ask the person that you were
with—maybe you don’t remember their name if they have a spare? You don’t want to walk
around or talk with the horrible “morning breath” do you? Well….we have the product for
you……. It’s called Shiny Grillz. Shiny Grillz is a disposable toothbrush that has toothpaste
already on it. All you need is water and your morning breath is gone! We also have
different flavors just in case mint is not your thing….so now you can keep a few on you for
the unexpected emergencies…..and have minty fresh breath in the process! So go to your
local store and buy Shiny Grillz...If they don’t have them…then request that they carry
them….You now have no excuse for the morning breath..Save that for the dragon.
Shiny Grillz……your breath and the other person will thank you!!
 Advertising Budget: We plan to evenly spend our advertising budget targeting our
customers via radio and print media in targeted outlets.
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Expected Profits
2009
2010
2011
2012
Sales
$750,000
$900,000
$1,125,000
$1,462,500
Expenses
$400,000
$475,000
$587,500
$756,250
Profits
$350,000
$425,000
$537,500
$706,250
Expected percentage sales increase:
 2009 -> 2010 = 20%
 2010 -> 2011 = 25%
 2011 -> 2012 = 30%
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Oral-b brush-ups?
Has anyone seen them in the stores? I've had samples and ran out of them. I can't find them in the
stores anywhere!!!!


5 months ago
Oral-B discontinued their Brush-Ups product well over a year ago and stores and internet sites
have been selling out their stock. There's another similar product called Floss & Wipe
(http://www.FlossAndWipe.com) that you can look at. I like them better than Brush-Ups
anyway.
Ensure all of your liquids or gels are
in 3 ounce or smaller containers
More than 3 ounces permitted in checked baggage
Place those containers in a 1 quart-size, clear plastic, zip-top bag
Place 1 bag only per traveler in the security bin for screening
TSA’s Travel Tip: 3-1-1 to speed screening!
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Break
Even
Analysis
FIXED COST
VARIABLE COST
NUMBER OF UNITS
UNIT PRICE
NET UNITS
0
50
100
150
200
250
300
350
400
450
500
550
600
650
700
750
800
$ 4,000
$ 0.20
50
$ 0.99
NET
REVENUE
FIXED COST
VARIABLE COST
TOTAL
COST
TOTAL
PROFIT
$0
$50
$99
$149
$198
$248
$297
$347
$396
$446
$495
$545
$594
$644
$693
$743
$792
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$4,000
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
$110
$120
$130
$140
$150
$160
$4,000
$4,010
$4,020
$4,030
$4,040
$4,050
$4,060
$4,070
$4,080
$4,090
$4,100
$4,110
$4,120
$4,130
$4,140
$4,150
$4,160
-$4,000
20
-$3,961
-$3,921
-$3,882
-$3,842
-$3,803
-$3,763
-$3,724
-$3,684
-$3,645
-$3,605
-$3,566
-$3,526
-$3,487
-$3,447
-$3,408
-$3,368
Breakeven Analysis
$4,000
$3,500
$3,000
$2,500
$2,000
$1,500
$1,000
$500
800
750
700
650
600
550
500
450
400
350
300
250
200
150
100
50
$0
0
COST-VOLUME-PROFIT
$4,500
NET UNITS (000)
21