Magic

Why do people brush teeth? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Benefits offered by the various brands ,[object Object],[object Object],[object Object],[object Object]

Benefits offered by the various brands ? Close Up Colgate Pepsodent Bad breath Fresh breath Shakto daat Sustho daat

Magic may move into the unattended bad breath section

Bad breath/halitosis ,[object Object],[object Object],[object Object]

Bad breath/halitosis ,[object Object],[object Object]

Can the brand deliver? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Triclosan ,[object Object],[object Object],[object Object]

Spicy Mint Flavor ,[object Object],[object Object]

Is there a big-enough market? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Is there a big-enough market? ,[object Object]

Is there a big-enough market? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Yes, there is a large-enough market

What will the competition do? ,[object Object],[object Object],[object Object],[object Object]

What will the competition do? ,[object Object]

Excerpts from Unilever website ,[object Object],[object Object],[object Object]

Magic’s strategy ,[object Object],[object Object],[object Object]

Psychology of bad breath ,[object Object],'The Road to Wigan Pier*

Psychology of bad breath ,[object Object],[object Object],[object Object],[object Object]

Psychology of bad breath ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Laddering Freedom to speak out No bad breath No fear of losing face

Brand promise ,[object Object]

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