Marketing Mix Analysis on Oral-B

Background & Marketing Mix Analysis

Created in 1950 Acquired by Gillette in 1984 Gillette acquired by P&G in 2005 Mainly sell electric toothbrush and other dental care products • Known worldwide for its innovation • • • •

Marketing Mix Analysis: Product
• Definition: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need

What Oral-B offers to meet customer’s need?
• Value: Professional – Dentist’s choice of toothbrush (innovated by a dentist) • Quality: Its ability in removing surface stains and plaque (scientific proved) • Feature: Indicator Bristle - to remind customers of the time schedule for replacement so that 1. quality is guaranteed 2. delay in repeated purchases can be reduced

Marketing Mix Analysis: Place
• Definition: A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user

How Oral-B use this strategy to distribute its products?
• Indirect marketing channel: make its products available at all the retail stores with the help of P&G’s delivery network • Direct marketing channel– distribute its products to dentist through its own sales reps • Give discount on the number of toothbrushes sold by retailers to make the distribution work more effectively

Marketing Mix Analysis: Price
• Definition: The amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service

What pricing strategy does Oral-B use to capture customer value?
• Value-added pricing • Definition: attaching value-added features and services to differentiate a company’s offers and charging higher prices • Oral-B’s products are relatively priced at a higher level to match with its value-added features such as professional value, high quality and its technological breakthrough

Marketing Mix Analysis:...