Crest Whitestrips Market Research Pdf
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1 Solid Results Research Inc. Presents Crest Whitestrips Research Design Project Presented by: Laurie Mercede Thomas Lawrence Nayyar Khan Dina D'ambrosia
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Transcript of Crest Whitestrips Market Research Pdf
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Solid Results Research Inc.Presents
Crest WhitestripsResearch Design Project
Presented by:Laurie Mercede Thomas Lawrence
Nayyar Khan
Dina D'ambrosia
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P&GBrief History
•Founded in 1837•Diversified company, which manufactures and markets a broad range of laundry, cleaning; paper, beauty care, healthcare, food and beverage products. P&G markets nearly 300 brands covering about 50 product categories, in more than 160 countries around the world. •It has a workforce of over 110,000 people and invests Approximately US$1,8 billion per year in research and development.
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Crest Whitestrips
At-home teeth whitening market
– $700 million potential sales in U.S.
– $1 billion excess internationally
– Crest #1 player in U.S. – 59% of market
– Followed by Colgate with 29% of market
OR
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Crest WhitestripsSolid Results Research Inc,
Will provide critical information about the buying habits, needs, preferences and opinions of current and prospective customers of Crest Whitestrips
While there are many ways to perform market research, Solid Results Research Inc can use one or more of five basic methods: surveys, focus groups, personal interviews, observation and field trials. The type of data need and how much money we are willing to spend will determine which techniques choose to do market research for Crest Whitestrips. We choose surveys. Quality surveys are the backbone of market research.
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Crest Whitestrips
Research Purpose
Identify and evaluate various ways to increase our sales of Crest Whitestrips
– Will survey Philadelphia consumer AND
– Appropriate advertising campaign will be implemented after survey results are analyzed
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Crest Whitestrips
Problems:
– Competitor’s cheaper prices taking away our sales
– Tooth-whitening toothpastes hindering growth for the pure tooth-whitener category
– People don’t like feel of Crest Whitestrips
– Takes too long
Problem Opportunity Analysis
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Crest Whitestrips
Opportunities:
– Capable of offering choices:
Aggressive whitening patients
Sensitive patients and children 12+ years
Regular user
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Crest Whitestrips
Whitestrips Supreme
Whitestrips Professional
Whitestrips Premium
Active Ingredient
14% Hydrogen Peroxide
6.5% Hydrogen Peroxide
10% Hydrogen Peroxide
# of Strips per Box
84 Supreme Strength (14% Longer Strips)
84 Professional Strength Strips
28 Premium Strips = 56 Original Strips
Designed For Aggressive Whitening Patients
Sensitive Patients & Children 12 Years +
Cost: $39.99 $35.99 $32.99
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Crest Whitestrips
Opportunities:
– Attract consumers of more expensive dental trays and whitening products purchased at dentist’s office
– Stress Crest Whitestrips easy and/hassle free usage
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Crest Whitestrips
Decision Alternatives:
– Go national with aggressive advertising campaign?
– Should we concentrate more on the whitening toothpastes since people buy toothpaste more than once-a-year whitening products?
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Crest Whitestrips
Research Objective:– Increase the awareness of Crest
Whitestrips on the market We know that people are aware of
Whitestrips but how can we increase the consumer’s usage of the product?
Should we advertise that Crest Whitestrips could be used in conjunction with Crest tooth-whitening toothpastes?
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Crest Whitestrips
Research Questions:– Are we losing market share of Crest
Whitestrips due to other tooth-whitening products
OR
– Is it due to the newer tooth-whitening toothpastes?
– What do we need to do to increase consumer’s usage of Crest Whitestrips?
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Crest Whitestrips
Hypothesis Development
– Questions Asked:
Advertise Whitestrips to be used in conjunction with Crest tooth-whitening toothpastes?
Certain age group?
Man and/or women?
Certain income level?
Educational level?
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Crest Whitestrips
Descriptive Approach:– Interested in
Proportion of adult population that uses tooth-whitening systems
Comparison of Whitestrips to other whitening products
Socioeconomic and demographic characteristics
Where are people buying products?
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Crest WhitestripsResearch Design Stage
Research Purpose Research Question Hypothesis
Can we get current users to switch?
Will users consider buying Crest Whitestrips?
They will buy Whitestrips if they get better results
Target segment? Who currently uses whitening products?
More educated, both male and female, 25 - 60 age group
Do users of tooth-whitening toothpastes buy tooth-whitening products?
Will they use Crest Whitestrips in conjunction with the toothpaste?
Consumers will use both products to keep teeth white.
Retail outlets? Where do people buy similar products?
Internet / Drug Stores
Food Stores / Super Stores
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Crest Whitestrips
Choice of Data Collection
– Primary Data: Data gathered and analyzed specifically for the purpose at hand
OR– Secondary Data: Data previously
collected by someone else for some purpose other than the one at hand
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Crest Whitestrips
Primary Sources
– Addresses our objective of increasing the consumer usage of the product.
Quantitative research through questionnaires– Used Philadelphia as our target market
– Given to 50 people
– Offer incentive to people completing questionnaire
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Crest Whitestrips
Relevance to problem
Regency of information
Objectivity of information
Cost of information
Speed of acquisition
Primary Secondary
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Information Type
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Crest Whitestrips
Secondary Research
P&G referrals from pleased customers
Networking with 45000 dentists
Early Internet seeding
Long and uncomfortable dental office procedure and Visit
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Crest Whitestrips
Sampling Procedures
ID Target Population
Sampling Frame
Reconciliation
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Crest Whitestrips
Data Analysis
Interview Questions
Data Tabulation & Cleaning
Analysis
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Crest Whitestrips
Analysis of Results
Demographics
Dental Habits
Brand Insight
Consumer Behavior
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Crest WhitestripsBest Tooth Whitening Product:
Sample's Opinion
70%
9%
17%
4%
Crest
Cr + Menta
Colgate
Cr +Co
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Crest Whitestrips
Cross-Tabulation
Women
College Graduates
Age & Income - Immaterial
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Crest Whitestrips
Limitations of Study
Time, Budget, Scope
Advertising & Media time slots not evaluated
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Crest Whitestrips
Conclusions
Crest #1 - tooth whitening & brand recognition
Overpriced
Consumers not willing to buy outright, but conditionally
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Crest Whitestrips
Strategic Recommendations
Target women and college graduates
Lower price to appeal to masses and compete against Colgate
Promotional incentives
Co-brand, cross-sell, and implement IMC
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Q AND A
