REACH® CLEANPASTE™Removes up to 52% more plaque than Glide® Original Mint™1High impact icy mint flavorProvides a just-brushed feelingNo messy toothpaste residueAvailable in 5-yard trial sizes
REACH® CLEAN BURST™Clinically proven to clean 61% more plaque than Glide® Original Mint™ and up to 54% more plaque than Oral-B® SATINfloss®1Intense flavorICY PEPPERMINT™, BERRY MINT™, Cinnamon flavorAvailable in 5-yard trial sizes, 200-yard refill
REACH® ACCESS® FLOSSERRecommended especially for non-flossing patientsSnap-on disposable headsElongated handle effortlessly reaches back teethFits in any toothbrush holder as a daily reminderComes with replacement headsAvailable in 1-count handle + head
REACH® EASY SLIDE® FlossHas earned the ADA Seal of AcceptanceSlides easily between tight teethAvailable in mint waxed and unflavored waxedShred-resistant
Pull StrategyIn case of using a pull strategy, marketing efforts are directed at the ultimate consumer and consumer promotions such as consumer contests and sweepstakes, rebates, coupons, free samples, consumer premiums, etc are used. If this strategy is also chosen to include advertising, then, there are large advertising expenditures.
Ideal PullThe product demand as high.It is possible to differentiate the product on the basis of real or emotional features.Brand consumers show high degree of involvement in the product purchase, There is reasonably high brand loyalty andConsumers make brand choice decision before they go to the store.
Advertising or Promotion By using a variety of Besides giving reasons persuasive appeals, it in the form of different offers reasons to buy a appeals, they offer product or service. incentive to the Eg: Good Network, consumers to buy the Promises and Delivers product or service now. Appeals are emotional Eg.For new users, 1HUTCH or functional in nature. no is given free for 1 Eg: the current ad of month & sms is free for “Wherever you go, our 3 months. network follows” Appeals are rational Time-frame is long term. It justifies whatever it says. Time frame is short
The primary objective To get sales quickly or is to create an to induce trial enduring brand image Direct in approach toIndirect and subtle induce consumers to approach towards buy a product or persuading customers service immediately to buy a product or by temporarily service. changing the existing price-value relationship of the product or service.
What customers want?A toothpastePsychological satisfactionChange in brandSubjective catch for different ages.
Resonance ModelBrand resonance is characterized by strongconnections between the consumer and thebrand.Brands with strong resonance benefit fromincreased customer loyalty and decreasedvulnerability to competitive marketing actions.The challenge for the brand is to ensure thatthe customer has the right experiences tocreate the right brand knowledge.
Subdimensions of brand building model Loyalty Resonanc Attachment e Community Engagement Quality Warmth,Fun Judgment Credibility Excitement Feelings Consideration Security Superiority Social approval, Self-respect Primary charateristics& User profiles Secondary features Purchase & usage situationsPerformanc Product reliability Personality & valuese Durability & servicability History, heritageImagery Service effectiveness & Experiences Efficiency & empathy Style & design, Price Category identification Need satisfied Salience
loyalt y Whitenes Quality mark s and redefined hologramsLong lasting More and various than 20flavors years of trust Family toothpaste
Other ConsiderationsIndustry standardsEarn and let earn policyTalking to the retailers