Team Nando’sRyan Barrow, Ayesha Shah, Jordan Woodstock & Ben McErlean
Product Introduction • Our product is called Splendere Bianco, it is a combination of a toothbrush and toothpaste. • It’s a removable toothbrush head with a toothpaste tube which is ergonomically designed to resemble a toothbrush handle, When connected it is made to look like a normal toothbrush. • The toothbrush handles will be sold separately as well, as refills for the toothbrush heads with three main types • Whitening, Enamel defence, and sensitivity • The product works by squeezing the handle to release the paste onto the bristles, Squeeze to release system. • The product is intended to save time and increase productivity and as our motto states ‘take the rush out of brush’.Unscrew-able toothbrush head Removable/Changeable handle contains toothpaste Handle made with squeeze to release function
How attractive is the revenue opportunity?The revenue opportunity is very attractive as there is not a product in the market likeSplendere Bianco. This is due to the product design, this being, the squeeze to releasefunction. Most similar products use cartridges, therefore Splendere Bianco has a USP.Also due to research through my musikscool project I think there will be a impressiverevenue opportunity for blind people, this is due to, working alongside a charity calledsense who have indicated the increase in deafblind people in the UK over comingyears, due to people living longer. This product could provide a blind person with moreindependence due to only having to find one product.Our aim is to sell between 20,000 and 40,000 units which will give us a total revenueof £100,000 - £200,000 which will give us a total share of 0.0002% share in the marketand this is a realistic goal for our product as the market is so large and so many brandswould have already built brand loyalty, also the oral healthcare market is verycompetitive, that’s why we decide to aim for an achievable target. Having said that therevenue opportunity is very attractive as 18 out of 20 people asked said they wereinterested in the product, that’s 90%! and 100% of those people asked had neverheard of a product similar.
Market share•The 3% other is where we are more than likely to penetrate……and this is an8-12 million pound market also we will be able to penetrate larger share ofthe market but starting off we expect to gain less than 1% share of the marketwhich is still over 9million pounds.
MARKET RESEARCH-Valued at £938 million in 2011, the oral healthcare market has grown by around 12% between2006 and 2011.-As the majority of adults in the UK consider tooth brushing as an integral part of their dailyroutine, with nearly all adults using toothpaste and a toothbrush, and almost seven ten usingdental ancillaries. (gap in the market)-Mintel forecasts that the oral healthcare market will grow by 15% between 2011 and 2016 toreach a value of £1,082 million, as awareness grows of the link between poor oral hygiene andoral health problems such as gum disease (this awareness will be part of the key selling point, andhow we intend to take a small share in the market)-Procter & Gamble has a significant lead over other players in the toothbrush sector, accountingfor just over half of value sales with its Oral-B and Crest brands. The launch of Oral-B into thetoothpaste category is likely to change that brand share landscape in 2012 as it trades off itsheritage in toothbrushes.
Strengths of the market• Everyday grooming necessity: Stained teeth and bad breath are sociallyunacceptable, while a beautiful smile is considered desirable amongst image-conscious consumers. As a result, oral care regimens remain a vital element ofeveryday grooming rituals.• ‘Prevention better than cure’ mentality: Consumers are increasingly investing in theiroral health in order to help avoid expensive visits to the dentist.• Opportunities in anti-ageing: An ageing population offers opportunities to targetseniors more specifically with oral care products which fight against the signs of toothageing, such as loss of gum resistance, enamel erosion and loss of whiteness.• Modern eating habits: Changing eating habits mean that teeth are under attack fromsnacking throughout the day, rather than the traditional three meals a day routine. Inaddition, people’s diets are changing as more people opt for healthy foods such asfruits and salads, which are acidic, and which can thus be detrimental to dental health.• Dental ancillaries: Given their low penetration and consumers’ increasing interest intaking care of their oral hygiene, dental accessories such as dental flosses andinterdental brushes offer significant opportunities for growth.
Weaknesses of the market• Price discounting: Value for money is likely to remain an important selling point in the oral carecategory as shoppers continue to keep an eye on their household budget’s bottom line.Widespread discounting has encouraged consumers to expect products to be available onpromotion and over two thirds of adults take advantage of price promotions on oral careproducts. Keeping an eye on their budgets means nearly two in ten buy the cheapest availableoral care products.• Chewing gum as an alternative to brushing: The sugar-free chewing gum sector has grown by3% between 2010 and 2011, with this growth driven by products that offer teeth whitening andplaque prevention (see Mintel’s Sugar and Gum Confectionery, UK – November 2011). Someconsumers may see chewing gum as an alternative to brushing.• Men are lower volume users: Men are less concerned about their oral health compared towomen and they typically adopt a more lax approach to their oral hygiene routine.• Safety of ingredients: Almost four in ten adults are concerned about the safety of ingredientsused in oral care products, such as fluoride, parabens, SLS and alcohol. For example, there havebeen suggestions that mouthwashes containing alcohol contribute to an increased risk of mouthcancer, resulting in some consumers avoiding alcohol based mouthwashes. However, according tothe British Dental Health Foundation, there is no link between mouth cancer and alcohol inmouthwashes.
Who are the competitors•When researching about Our competitors we realized that arent really anycompanies that provide a product or products like ours, so our competitorswould be any companies that produce toothbrushes or toothpaste.•We have split our competitors into direct and indirect. Direct being productswhich have similar features to our product, and indirect the main business inthe dental health care industry. Direct competitors Indirect competitors Fresh N’ Go Colgate Oral B Total Aquafresh
Competitor pricingToothpaste Price Toothbrush PriceColgate advanced £2.50 - £3 Sainsbury’s family pack x4 67pwhitening or sensitive teeth Colgate or aquafresh £2 - £3Specialist brands such as £4 - £4.50 brushessensodyne or cordosyl Colgate sensitive teeth £3.74Fluoride toothpaste Around £1 Colgate Kids electric £5 spiderman brush From this research we have come to Colgate or Oral B vibrating £6 the decision to sell our product for toothbrush around £5 which comes with 1 Colgate electric toothbrush £10 toothbrush head and 2 toothpaste Oral B vitality precision £30 handles. clean and timer toothbrush Oral B professional care £80 2000, electric toothbrush
What Is The Potential Market• The target market we have decided to aim ourproduct at is Travellers, this is mainly due to ourproduct saving people on holiday that bit extratime, allowing them to enjoy their vacation and alsoprovides the same amount of oral healthcare as anytoothbrush and toothpaste, but in half of the space.• However we have decided that depending on sales inthe first year, that we may expand and target thesesegments: – Pedantic parents – Conscientious carers
Market Research: Endorsement• My groups product is going to beaimed at three different types ofcustomers this includes men, womenand children over 3+.• To find the perfect celebrity toendorse our product for each marketsegment I am looking online to seethe top 50 hottest male/femalecelebrities, and top children’s show.This will give me an idea of what kindof celebrity may attract aman/woman, and younger children.
Market Research : Endorsment • I used Instagram to get feedback on which male celebrity, females find attractive. • I also asked random females of different ages personally which male celebrity they find attractive, and collated the feedback by using a tally. •The tally shows that Channing Male Celebrity Tally TotalPaul Walker IIII IIII III 13 Tatum, Paul Walker and BradleyChanning TatumLeonardo DiCaprio IIII IIII IIII III 14 3 Cooper are most popular amongstRobert Downing Junior IIII IIII I 11 females.Bradley Cooper IIII IIII III 13Jesse Metcalfe IIII III 8Wentworth Miller IIII III 8Johnny Depp II 2David Bekham III 3Daniel Craig IIII 4
Market Research: Endorsement Tally Total• To gain further feedback in order to Mila Kunis Jessica Alba IIII IIII IIII IIII IIII II 15 12 Zoe Saldana II 2find a popular celebrity a male would Hayden Panettiere Beyonce IIII IIII IIII 5 9find attractive, I completed some Rihanna Meagan Good III IIII III 3 8primary research by asking males Magan Fox Lyndsy Fonseca IIII IIII I III 11 3 Jessica Lowndes III 3individually, I then collated theresponses and put it in a tally. I didthe same for the children’s Tally Totalsegmented market. Barney The Dinosaur Power Rangers IIII I 5 1• The first tally shows that Mila Kunis Lightening Mcqueen Powerpuff Girls III III 3 3 Rugrats IIII II 7and Jessica Alba are mostly popular SpongeBob IIII III 8amongst the male population.• The final tally shows that childrenfavour Spongebob the most.
Distribution channels/methodFor our product we have decided that although our product isunique, it hasn’t had enough promotion through marketing tosell through wholesalers or supermarkets, therefore this seemsslightly less feasible. So we decided to sell business to retailerto consumer, but the particular retailer we would target wouldbe pharmacies such as boots. This is because they pridethemselves on healthcare and we believe that thedifferentiation our product offers would make them willing tostock it. We also discussed future possibilities and agreed thatwe might decide to sell [B2C] Business to consumer throughour own website if we can generate a reasonable buzz throughadvertising our product in the first year of launch.