TePe Design & Brand Strategys3images.coroflot.com/user_files/individual_files/... · Business...
Transcript of TePe Design & Brand Strategys3images.coroflot.com/user_files/individual_files/... · Business...
Welcome…
Fig 1.0
TePe | A Step in the Right Direction
n: Matt Granger #: 09036200
Presentation Overview
Business Analysis
Design Analysis
Brand Analysis
The Future TePe
Relevance?
Fig 1.1
1 Business Analysis
Fig 2.0
External Factors
Political/Legal
> Global oral healthcare campaigns.
> Strains on public healthcare facilities.
External Factors
1 = Mintel (2012)
Political/Legal Economic
> Instability in the global economy.
> 7 in 10 adults will buy the brand on promotion. 1
> Global oral healthcare campaigns.
> Strains on public healthcare facilities.
External Factors
Political/Legal Economic
Socio-Cultural
50% concerned about whiteness. 1
Rising Obesity = Rising Gum Disease. 1
Heart Disease = 1 in 4 deaths in USA. 2
> Global oral healthcare campaigns.
> Strains on public healthcare facilities.
>
>
>
1 = Mintel (2012) 2 = Centers for Disease Control & Prevention (2012)
> Instability in the global economy.
> 7 in 10 adults will buy the brand on promotion. 1
External Factors
Technological
Political/Legal Economic
Socio-Cultural
> Global oral healthcare campaigns.
> Strains on public healthcare facilities.
>
>
>
>
>
Larger Company = Larger R&D Budget Innovations
50% concerned about whiteness. 1
Rising Obesity = Rising Gum Disease. 1
Heart Disease = 1 in 4 deaths in USA. 2
> Instability in the global economy.
> 7 in 10 adults will buy the brand on promotion. 1
1 = Mintel (2012) 2 = Centers for Disease Control & Prevention (2012)
What this means…
> Image currently outweighs regard for oral health.
> Current decisions are likely to be biased by price reductions.
> Innovative design thinking is required to combat technology.
> Oral hygiene solutions need to look beyond the mouth.
Fig 2.1
PLC
Time
Reve
nu
e
Introduction Growth Maturity Decline
Current location of TePe interdental brushes.
=
What this means…
> There is a wealth of opportunity in a new market.
> There is a lot of competition.
> TePe needs to differentiate itself to regain dominant market share.
Fig 2.1
Existing Competition
Product Substitutes:
> Air Floss
> WaterPik
> Electric Toothbrushes
> Chewing gum
> Mouthwash
> Whitening toothpaste
> Tooth whitening
Fig 2.2
Fig 2.3
Fig 2.4
Product Substitutes:
> Air Floss
> WaterPik
> Electric Toothbrushes
> Chewing gum
> Mouthwash
> Whitening toothpaste
> Tooth whitening
< Technology
Existing Competition
Fig 2.2
Fig 2.3
Fig 2.4
Product Substitutes:
> Air Floss
> WaterPik
> Electric Toothbrushes
> Chewing gum
> Mouthwash
> Whitening toothpaste
> Tooth whitening
< Procedure
Existing Competition
Fig 2.2
Fig 2.3
Fig 2.4
Product Substitutes:
> Air Floss
> WaterPik
> Electric Toothbrushes
> Chewing gum
> Mouthwash
> Whitening toothpaste
> Tooth whitening
Primary Competitors
Existing Competition
Fig 2.2
Fig 2.3
Fig 2.4
Competitive Landscape
Low Price Point
High Price Point
Utilitarian Connection
Emotional Connection
> Where the business currently competes.
Low Price Point
High Price Point
Utilitarian Connection
Emotional Connection
> Where the business could compete.
Competitive Landscape
So?
> TePe can’t compete on a cost leadership basis.
> MPP compared to Tesco & Oral B.
> Opportunity to compete against whitening facades.
> TePe could see benefit by moving into emotive connections.
Fig 2.1
Internal Factors
Strengths
> Professional endorsement > Malmö Dental School support
> ISO accreditation > Heritage
Internal Factors
Strengths Weaknesses
> Low market brand loyalty
> Fragmented communication
> Saturated market
> Professional endorsement > Malmö Dental School support
> ISO accreditation > Heritage
Internal Factors
Opportunities
> ‘Prevention is better than cure’ > Whitening craze – ‘Hollywood Smile’ > Heart Disease = 1 in 4 deaths in USA. 1
Strengths Weaknesses
> Low market brand loyalty
> Fragmented communication
> Saturated market
> Professional endorsement > Malmö Dental School support
> ISO accreditation > Heritage
1 = Centers for Disease Control & Prevention (2012)
Internal Factors
Threats
> Falling footfall in drugstores > Whiteness > Oral Hygiene
Strengths Weaknesses
> Low market brand loyalty
> Fragmented communication
> Saturated market
> Professional endorsement > Malmö Dental School support
> ISO accreditation > Heritage
Opportunities
> ‘Prevention is better than cure’ > Whitening craze – ‘Hollywood Smile’ > Heart Disease = 1 in 4 deaths in USA. 2
1 = Centers for Disease Control & Prevention (2012)
What this means…
> Exploit the product’s endorsements.
> Opportunity to act on Malmö university research.
> Brand loyalty needs to be established.
> Opportunity for whiteness through hygiene.
Fig 2.1
Current Consumers
Health Conscious
> Aware of health risks
> Independently seeking solutions
Fig 2.5
Current Consumers
Health Conscious Orthodontics
> Forced into situation
> Chore
> Aware of health risks
> Independently seeking solutions
Fig 2.5
Current Consumers
Health Conscious
> Regular dental hygiene pattern
> Open to dental advice
Orthodontics Recommended
> Forced into situation
> Chore
> Aware of health risks
> Independently seeking solutions
Fig 2.5
Current Consumers
Health Conscious
> Regular dental hygiene pattern
> Open to dental advice
Orthodontics Recommended Preventative
> Forced into situation
> Chore
> Aware of health risks
> Independently seeking solutions
> Concerned with future health
> Independently seeking solutions
Fig 2.5
Current Consumers
Health Conscious
> Regular dental hygiene pattern
> Open to dental advice
Orthodontics Recommended Preventative
> Forced into situation
> Chore
> Aware of health risks
> Independently seeking solutions
> Concerned with future health
> Independently seeking solutions
Fragmented
Fig 2.5
What this means…
TePe meets multiple requirements. Potential to unite consumers under a holistic oral care approach. ‘The total UK annual spend on alternative health treatments is £4.5 billion, a market that has grown by nearly 50 per cent in five years.’ Leggatt, J. (2008)
Opportunity to create an emotional attachment & brand loyalty.
Fig 2.1
>
>
>
>
2 Brand Analysis
Fig 3.0
Monolithic Structure
Brand Architecture
Use of one name and one visual system throughout.
>
TePe
Fig 3.1
Monolithic Structure
Brand Architecture
Use of one name and one visual system throughout.
>
TePe
Reflective of: - Differentiation Strategy - Depth of Expertise
>
Fig 3.1
Touchpoints
TePe
Website
PoS
Word of Mouth
Product
Experts
Fig 3.2
Touchpoints
TePe
Website
PoS
Word of Mouth
Product
Experts
Lack of Continuity
Fig 3.2
So?
> Differentiation in product but not shelf presence.
> Touchpoint alignment is required.
> Window of opportunity on a saturated shelf.
Fig 2.1
3 Design Analysis
Fig 4.0
Design Eminence Designing a unique and identifiable image through
innovation, usability & aesthetics. >
Current Design Strategy
Fig 4.1
Design Eminence Designing a unique and identifiable image through
innovation, usability & aesthetics. >
Current Design Strategy
Desirable Alternative
Relies on better design whilst complying with current design rules in that category.
>
Fig 4.1
Fig 4.2
What this means…
> TePe has lost its original design eminence.
> Innovative design thinking is needed to regain market interest.
> Eminence will be key to pursuing new markets.
Fig 2.1
4 Relevance?
Fig 5.0
Case Study - Vaseline
Treating construction worker’s cuts & abrasions.
1870
Fig 5.1
Present
Case Study - Vaseline
FMCG with a 90% market share. 1
Fig 5.2
1 = Acepublisher.com (2005)
Case Study - Vaseline
> Trustworthy > Dependable > Convenient > Industrial
Fig 5.3
Case Study - Vaseline
Research
> Trustworthy > Dependable > Convenient > Industrial
Fig 5.3
Case Study - Vaseline
Research
> Trustworthy > Dependable > Convenient > Industrial
> Trustworthy > Dependable > Convenient > Versatile > Caring
Fig 5.3 Fig 5.2
5 The Future TePe
Fig 6.0
What if?
“An apple a day keeps the doctor away!”
TePe = Preventative Routine
Fig 6.1
Website
PoS
Word of Mouth
Product
Experts
What if?
Fig 3.2
Design Eminence
Designing a unique and identifiable image
through innovation, usability & aesthetics. >
Desirable Alternative Relies on better design whilst complying with current design rules in that category.
>
What if?
Fig 6.2
Early Adoption
Orthodontic
Hollywood Smile
Oral Hygiene
Prevention
What if?
Recommended
> Market
Early Adoption
Orthodontic
Hollywood Smile
Oral Hygiene
Prevention
What if?
Recommended
Values & Personality > Experienced > Trustworthy > Caring
Early Adoption
Orthodontic
Hollywood Smile
Oral Hygiene
Prevention
What if?
Recommended
Values & Personality > Experienced > Trustworthy > Caring
Reasons to Believe > Swedish Heritage > Malmö Research > Dental Endorsement
Early Adoption
Orthodontic
Hollywood Smile
Oral Hygiene
Prevention
What if?
Recommended
Values & Personality > Experienced > Trustworthy > Caring
Reasons to Believe > Swedish Heritage > Malmö Research > Dental Endorsement
Benefits > Protection > Prevention > Education
Early Adoption
Orthodontic
Hollywood Smile
Oral Hygiene
Prevention
What if?
Recommended
Holistic Oral Health
Values & Personality > Experienced > Trustworthy > Caring
Reasons to Believe > Swedish Heritage > Malmö Research > Dental Endorsement
Benefits > Protection > Prevention > Education
Early Adoption
Orthodontic
Hollywood Smile
Oral Hygiene
Prevention
What if?
Recommended
Holistic Oral Health
Values & Personality > Experienced > Trustworthy > Caring
Reasons to Believe > Swedish Heritage > Malmö Research > Dental Endorsement
Benefits > Protection > Prevention > Education
Brand Loyalty
Presentation Overview
Business Analysis
Design Analysis
Brand Analysis
The Future TePe
Relevance?
Fig 1.1
Thank you. Any Questions?
Fig 1.0
> References
Figures: Fig 1.0 Healthy Hearts [Photograph]. Available from: http://360healthcare.com/healthy-hearts/ [Accessed 4 December 2012]. Fig1.1 Best Teeth Whitening [Photograph]. Available from: http://www.dentist-orlandofl.com/teeth-whitening/ [Accessed 1 December 2012]. Fig 2.0 Welcome to Southpointe Family Resource Centre [Photograph]. Available from: http://www.southpointefamilyresourcecenter.com/ [Accessed 4 December 2012]. Fig 2.1 Bliss Couple and Family Therapy [Photograph]. Available from: http://blissfamilytherapy.com/ [Accessed 4 December 2012]. Fig 2.2 Sonicare AirFloss: Philips Dental Floss Using Rapid Burst of Air And Water [Photograph]. Available from: http://thecoolgadgets.com/sonicare-airfloss-philips-dental-floss-using-rapid-burst-of-air-and-water/#ixzz2EE5qFiJu [Accessed 1 December 2012]. Fig 2.3 Who we work with [Photograph]. Available from: http://wrigleyoralhealthcare.co.uk/who-we-work-with/42 [Accessed 1 December 2012]. Fig 2.4 Blanx 2012 Press Campaign [Photograph]. Available from: http://www.blanx.co.uk/ [Accessed 1 December 2012]. Fig 2.5 > Dental health and oral hygiene [Photograph]. Available from: http://www.healthcare4me.net/dental-health-and-oral-hygiene/ [Accessed 4 December 2012]. > model idb.jpg [Photograph]. Available from: TePe Media Bank [Accessed 1 December 2012]. > Dentists [Photograph]. Available from: http://www.middlesbrough.nhs.uk/content/page.aspx?page=55 [Accessed 4 December 2012]. > There is Change in All Things [Photograph]. Available from: http://meanttobehappy.com/there-is-change-in-all-things/ [Accessed 4 December 2012].
Acepublisher.com (2005) Chesebrough-Pond’s Inc. Vaseline petroleum jelly (VPJ) [online]. Oboulo.com. [Accessed 1 December 2012]. Centers for Disease Control & Prevention (2012) Heart Disease Facts. Available from: http://www.cdc.gov/heartdisease/facts.htm [Accessed 4 December 2012]. Leggatt, J. (2008) Complimentary medicine: seeking out alternatives. The Telegraph [online]. 11 June. Available from: http://www.telegraph.co.uk/health/alternativemedicine/3355120/Complementary-medicine-seeking-out-alternatives.html [Accessed 4 December 2012]. Mintel (2012) Oral Healthcare - UK [online]. Mintel Oxygen. [Accessed 22 November 2012].
> References
Fig 3.0 Family-Large-Size [Photograph]. Available from: http://www.tbcvenice.com/new-to-the-bridge-church-2/istock_happy-family-large-size/ [Accessed 4 December 2012]. Fig 3.1 Various TePe Products [Photograph]. Available from: TePe Media Bank [Accessed 1 December 2012]. Fig 3.2 > ‘Word of mouth’ rules over all ads [Photograph]. Available from: http://www.decisionmarketing.co.uk/news/word-of-mouth-rules-over-all-ads [Accessed 1 December 2012]. > TePe Homepage [Screenshot]. Available from: http://www.tepe.com [Accessed 1 December 2012]. > Own Image > What to Ask Before Your Dental Treatment Abroad? [Photograph]. Available from: http://www.clickflysmile.com/dental-tourism-articles/questions-investigate-before-dental-abroad.php [Accessed 1 December 2012]. > Tepe Interdental Brushes [Photograph]. Available from: http://www.cheapinterdentalbrushes.co.uk/new-tepe-shop-new-tepe-interdental-brushes/tepe/tepe-interdental-brushes-pd-184.php [Accessed 1 December 2012]. Fig 4.0 Deconstructing Family LI(V)ES: DAY 60 [Photograph]. Available from: http://annabrixthomsen.com/2012/06/28/deconstructing-the-family-lie/ [Accessed 4 December 2012]. Fig 4.1 Engineered for Maximum Funness [Photograph]. Available from: http://www.apple.com/ipod-touch/ [Accessed 1 December 2012]. Fig 4.2 Kid-Size Miele Vacuum Cleaner [Photograph]. Available from: http://www.apartmenttherapy.com/meile-kidsize-vacuum-cleaner-66784 [Accessed 4 December 2012]. Fig 5.0 Family [Photograph]. Available from: http://www.cavancrystalhotel.com/family-hotel-in-cavan.html [Accessed 4 December 2012]. Fig 5.1 > building of Brooklyn bridge [Photograph]. Available from: http://www.wpclipart.com/American_History/other_events/building_of_Brooklyn_bridge.jpg.html [Accessed: 1 December 2012]. > Small Round Vintage Tins [Photograph]. Available from: http://deliciousindustries.blogspot.co.uk/2010/07/from-reference-box-81.html [Accessed: 1 December 2012]. Fig 5.2 > TILED HANDS [Photograph]. Available from: http://www.advertolog.com/vaseline-5419705/print-outdoor/tiled-hands-10497555/ [Accessed: 1 December 2012]. > Vaseline Advert Photoshoot [Photograph]. Available from: http://duffybetch101.blogspot.co.uk/2007/10/vaseline-advert-photoshoot.html [Accessed: 1 December 2012]. > Vaseline Lip Therapy Original Tin [Photograph]. Available from: http://www.intamarque.com/index.php?route=product/product&product_id=3718 [Accessed: 1 December 2012].
> References
Fig 5.3 New York construction workers at insane heights, 1920′s and 30′s [15 pictures] [Photograph]. Available from: http://twentytwowords.com/2012/10/12/new-york-construction-workers-at-insane-heights-1920s-and-30s-15-pictures/ [Accessed: 4 December 2012] Fig 6.0 Case History in Dentistry [Photograph]. Available from: http://www.juniordentist.com/case-history-general-information.html [Accessed: 4 December 2012] Fig 6.1 The Toothbrush Your Kids Will Go Crazy For [Photograph]. Available from: http://www.beautyheaven.com.au/dental/toothbrushes-dental-floss/the-toothbrush-that-your-kids-will-go-crazy-for-9334l [Accessed: 4 December 2012] Fig 6.2 Xmas shopping cities? Ask Skyscanner! [Photograph]. Available from: http://www.skyscanner.net/news/xmas-shopping-cities-ask-skyscanner [Accessed: 4 December 2012]