Procter & Gamble Marketing Strategy
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For many years, consumers who wanted whiter teeth had to use weak over-the-counter polish products, or go to the dentist for bleaching. The over-the-counter products were generally not able to produce dramatic results, as dentist offices could, but the in-office procedure was expensive and inconvenient. In addition, many consumers associate dental visits with unpleasant experiences and are not eager to visit the dentist for more than just a regular check-up and cleaning. Recently, advances in whitening technology have made it possible for consumers to whiten their own teeth at home. Procter & Gamble, one of the largest consumer products companies in the world, undertook market research before launching its own product in this category, and used the research to make decisions about the marketing mix as well as its marketing strategy and tactics. This research considers the effect of the marketing research on the launch of Crest Whitestrips.Procter & Gamble used market research to determine whether there was a need for a whitening product for in-home use, what type of product would be appropriate, and whether that product would fit with Procter & Gamble's overall marketing strategy. Initial research confirmed that there was, indeed, an unmet need in the market. Research also revealed that consumers would accept a product that required up to 30 minutes of use, and that women were considerably more interested in the product than men. I
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so indicated that the product would do better under the Crest brand. This is a significant shift, in that Crest denotes hygiene and tooth care while Cover Girl would indicate cosmetics and would definitely limit the number of male consumers who would purchase--and possibly use, if purchased by someone else--the whitening product. Market research thus helped the company determine its market strategy by shaping the brand name and the product identification (dental hygiene rather than mere cosmetics) that the product would carry.
Knowing that women would be the primary target market for the product also shaped the tactics that Procter & Gamble used in its promotional strategy. Celebrity endorsements can be effective, but using the right celebrity is critical to that effectiveness. By using Rosie O'Donnell to endorse the product, and by placing the product on her show, Procter & Gamble was able to reach the target demographic that research showed would be critical to the product's success.
Subsequent research has shown that consumers have approached their dentists regarding other cosmetic dental procedures; this helps maintain the relationship between Procter & Gamble and dentists. Perhaps the strongest support for the research
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Some common words found in the essay are:
Procter Gamble, Procter Gamble's, INSIGHT Researchers, Cover Girl, Gamble's Crest, , P&G Whitestrips, COMMUNICATION Eschewing, Rosie O'Donnell, CHALLENGE Ah, procter gamble, market research, marketing research, whitening product, successful product launch, successful product, product launch, research determined, split women, research 2003, crest whitestrips, research-driven success acci-dental, superior whitening vs, whitestrips successful product, business company resource,
Approximate Word count = 1635
Approximate Pages = 7 (250 words per page)
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