2. Product Introduction
• Our product is called Splendere Bianco, it is a combination of a toothbrush and
toothpaste.
• It’s a removable toothbrush head with a toothpaste tube which is ergonomically
designed to resemble a toothbrush handle, When connected it is made to look like a
normal toothbrush.
• The toothbrush handles will be sold separately as well, as refills for the toothbrush
heads with three main types
• Whitening, Enamel defence, and sensitivity
• The product works by squeezing the handle to release the paste onto the bristles,
'Squeeze to release system'.
• The product is intended to save time and increase productivity and as our motto
states ‘take the rush out of brush’.
Unscrew-able toothbrush head Removable/Changeable handle contains toothpaste
Handle made with 'squeeze to release' function
3. How attractive is the revenue
opportunity?
The revenue opportunity is very attractive as there is not a product in the market like
Splendere Bianco. This is due to the product design, this being, the squeeze to release
function. Most similar products use cartridges, therefore Splendere Bianco has a USP.
Also due to research through my musikscool project I think there will be a impressive
revenue opportunity for blind people, this is due to, working alongside a charity called
sense who have indicated the increase in deafblind people in the UK over coming
years, due to people living longer. This product could provide a blind person with more
independence due to only having to find one product.
Our aim is to sell between 20,000 and 40,000 units which will give us a total revenue
of £100,000 - £200,000 which will give us a total share of 0.0002% share in the market
and this is a realistic goal for our product as the market is so large and so many brands
would have already built brand loyalty, also the oral healthcare market is very
competitive, that’s why we decide to aim for an achievable target. Having said that the
revenue opportunity is very attractive as 18 out of 20 people asked said they were
interested in the product, that’s 90%! and 100% of those people asked had never
heard of a product similar.
4. Market share
•The 3% other is where we are more than likely to penetrate……and this is an
8-12 million pound market also we will be able to penetrate larger share of
the market but starting off we expect to gain less than 1% share of the market
which is still over 9million pounds.
5. MARKET RESEARCH
-Valued at £938 million in 2011, the oral healthcare market has grown by around 12% between
2006 and 2011.
-As the majority of adults in the UK consider tooth brushing as an integral part of their daily
routine, with nearly all adults using toothpaste and a toothbrush, and almost seven ten using
dental ancillaries. (gap in the market)
-Mintel forecasts that the oral healthcare market will grow by 15% between 2011 and 2016 to
reach a value of £1,082 million, as awareness grows of the link between poor oral hygiene and
oral health problems such as gum disease (this awareness will be part of the key selling point, and
how we intend to take a small share in the market)
-Procter & Gamble has a significant lead over other players in the toothbrush sector, accounting
for just over half of value sales with its Oral-B and Crest brands. The launch of Oral-B into the
toothpaste category is likely to change that brand share landscape in 2012 as it trades off its
heritage in toothbrushes.
6. Strengths of the market
• Everyday grooming necessity: Stained teeth and bad breath are socially
unacceptable, while a beautiful smile is considered desirable amongst image-
conscious consumers. As a result, oral care regimens remain a vital element of
everyday grooming rituals.
• ‘Prevention better than cure’ mentality: Consumers are increasingly investing in their
oral health in order to help avoid expensive visits to the dentist.
• Opportunities in anti-ageing: An ageing population offers opportunities to target
seniors more specifically with oral care products which fight against the signs of tooth
ageing, such as loss of gum resistance, enamel erosion and loss of whiteness.
• Modern eating habits: Changing eating habits mean that teeth are under attack from
snacking throughout the day, rather than the traditional three meals a day routine. In
addition, people’s diets are changing as more people opt for healthy foods such as
fruits and salads, which are acidic, and which can thus be detrimental to dental health.
• Dental ancillaries: Given their low penetration and consumers’ increasing interest in
taking care of their oral hygiene, dental accessories such as dental flosses and
interdental brushes offer significant opportunities for growth.
7. Weaknesses of the market
• Price discounting: Value for money is likely to remain an important selling point in the oral care
category as shoppers continue to keep an eye on their household budget’s bottom line.
Widespread discounting has encouraged consumers to expect products to be available on
promotion and over two thirds of adults take advantage of price promotions on oral care
products. Keeping an eye on their budgets means nearly two in ten buy the cheapest available
oral care products.
• Chewing gum as an alternative to brushing: The sugar-free chewing gum sector has grown by
3% between 2010 and 2011, with this growth driven by products that offer teeth whitening and
plaque prevention (see Mintel’s Sugar and Gum Confectionery, UK – November 2011). Some
consumers may see chewing gum as an alternative to brushing.
• Men are lower volume users: Men are less concerned about their oral health compared to
women and they typically adopt a more lax approach to their oral hygiene routine.
• Safety of ingredients: Almost four in ten adults are concerned about the safety of ingredients
used in oral care products, such as fluoride, parabens, SLS and alcohol. For example, there have
been suggestions that mouthwashes containing alcohol contribute to an increased risk of mouth
cancer, resulting in some consumers avoiding alcohol based mouthwashes. However, according to
the British Dental Health Foundation, there is no link between mouth cancer and alcohol in
mouthwashes.
8. Who are the competitors
•When researching about Our competitors we realized that aren't really any
companies that provide a product or products like ours, so our competitors
would be any companies that produce toothbrushes or toothpaste.
•We have split our competitors into direct and indirect. Direct being products
which have similar features to our product, and indirect the main business in
the dental health care industry.
Direct competitors Indirect competitors
Fresh N’ Go Colgate
Oral B
Total
Aquafresh
9. Competitor pricing
Toothpaste Price Toothbrush Price
Colgate advanced £2.50 - £3 Sainsbury’s family pack x4 67p
whitening or sensitive teeth Colgate or aquafresh £2 - £3
Specialist brands such as £4 - £4.50 brushes
sensodyne or cordosyl Colgate sensitive teeth £3.74
Fluoride toothpaste Around £1 Colgate Kids electric £5
spiderman brush
From this research we have come to Colgate or Oral B vibrating £6
the decision to sell our product for toothbrush
around £5 which comes with 1 Colgate electric toothbrush £10
toothbrush head and 2 toothpaste
Oral B vitality precision £30
handles.
clean and timer toothbrush
Oral B professional care £80
2000, electric toothbrush
10. What Is The Potential Market
• The target market we have decided to aim our
product at is Travellers, this is mainly due to our
product saving people on holiday that bit extra
time, allowing them to enjoy their vacation and also
provides the same amount of oral healthcare as any
toothbrush and toothpaste, but in half of the space.
• However we have decided that depending on sales in
the first year, that we may expand and target these
segments:
– Pedantic parents
– Conscientious carers
11. Market Research: Endorsement
• My groups product is going to be
aimed at three different types of
customers this includes men, women
and children over 3+.
• To find the perfect celebrity to
endorse our product for each market
segment I am looking online to see
the top 50 hottest male/female
celebrities, and top children’s show.
This will give me an idea of what kind
of celebrity may attract a
man/woman, and younger children.
12. Market Research : Endorsment
• I used Instagram to get feedback
on which male celebrity, females
find attractive.
• I also asked random females of
different ages personally which
male celebrity they find
attractive, and collated the
feedback by using a tally.
•The tally shows that Channing
Male Celebrity Tally Total
Paul Walker IIII IIII III 13 Tatum, Paul Walker and Bradley
Channing Tatum
Leonardo DiCaprio
IIII IIII IIII
III
14
3
Cooper are most popular amongst
Robert Downing Junior IIII IIII I 11 females.
Bradley Cooper IIII IIII III 13
Jesse Metcalfe IIII III 8
Wentworth Miller IIII III 8
Johnny Depp II 2
David Bekham III 3
Daniel Craig IIII 4
13. Market Research: Endorsement
Tally Total
• To gain further feedback in order to Mila Kunis
Jessica Alba
IIII IIII IIII
IIII IIII II
15
12
Zoe Saldana II 2
find a popular celebrity a male would Hayden Panettiere
Beyonce
IIII
IIII IIII
5
9
find attractive, I completed some Rihanna
Meagan Good
III
IIII III
3
8
primary research by asking males Magan Fox
Lyndsy Fonseca
IIII IIII I
III
11
3
Jessica Lowndes III 3
individually, I then collated the
responses and put it in a tally. I did
the same for the children’s Tally Total
segmented market. Barney The Dinosaur
Power Rangers
IIII
I
5
1
• The first tally shows that Mila Kunis Lightening Mcqueen
Powerpuff Girls
III
III
3
3
Rugrats IIII II 7
and Jessica Alba are mostly popular SpongeBob IIII III 8
amongst the male population.
• The final tally shows that children
favour Spongebob the most.
14. Distribution channels/method
For our product we have decided that although our product is
unique, it hasn’t had enough promotion through marketing to
sell through wholesalers or supermarkets, therefore this seems
slightly less feasible. So we decided to sell business to retailer
to consumer, but the particular retailer we would target would
be pharmacies such as boots. This is because they pride
themselves on healthcare and we believe that the
differentiation our product offers would make them willing to
stock it. We also discussed future possibilities and agreed that
we might decide to sell [B2C] Business to consumer through
our own website if we can generate a reasonable buzz through
advertising our product in the first year of launch.
