1. Which SKUs meet these Key Needs?
•Strengthens teeth
•Slows down the impact of
aging on my teeth and gums
•Can repair early decay
Strong Teeth
•Prevents gum disease
(gingivitis)
•Prevents gum recession
•Treats gum disease (gingivitis)
•Reduce gum inflammation
Healthy Gums
•Cleans my entire mouth fast
•Prevents bad breath
•Gives long-lasting fresh breath
•Kills germs in your mouth
•Removes particles without
flossing
•Gives oral care benefits by
working with saliva
Clinically Clean
& Fresh Mouth
•Prevents the pain of sensitivity
from occurring
•Provides fast sensitivity pain
relief
Sensitivity Relief
•Prevents stains from forming
on teeth
•Whitens without causing
sensitivity and pain
•Whiter teeth quickly
•Visual whitening proof
•Long-lasting whitening
Healthy White
•Combines brushing, flossing,
and rinsing into one step
•Shows missed spots while
brushing
•Target active ingredients at
trouble spots
Simple Yet
Complete Mouth
& Diagnostics

2. Most important
Less important
Ranking
of Needs
Strong Teeth
Related
SKUs
Which claim ? Claims
?
Ranking
vs
OC
Ranking
vs
MW
Suggested
improvements
Rank the specific
needs in this
territory

3. Most important
Less important
Ranking
of Needs
Healthy Gums
Related
SKUs
Which claim ? Claims
?
Ranking
vs
OC
Ranking
vs
MW
Suggested
improvements
Rank the specific
needs in this
territory

4. Most important
Less important
Ranking
of Needs
Clinically Clean
& Fresh Mouth
Related
SKUs
Which claim ? Claims
?
Ranking
vs
OC
Ranking
vs
MW
Suggested
improvements
Rank the specific
needs in this
territory

5. Most important
Less important
Ranking
of Needs
Sensitivity Relief
Related
SKUs
Which claim ? Claims
?
Ranking
vs
OC
Ranking
vs
MW
Suggested
improvements
Rank the specific
needs in this
territory

6. Most important
Less important
Ranking
of Needs
Healthy White
Related
SKUs
Which claim ? Claims
?
Ranking
vs
OC
Ranking
vs
MW
Suggested
improvements
Rank the specific
needs in this
territory

7. Most important
Less important
Ranking
of Needs
Simple Yet Complete
Mouth & Diagnostics
Related
SKUs
Which claim ? Claims
?
Ranking
vs
OC
Ranking
vs
MW
Suggested
improvements
Rank the specific
needs in this
territory