Vitalident Green Tea Toothpaste is a new product aimed at health-conscious 18-35 year olds. It contains green tea extracts which research shows can fight bacteria and boost the body's defenses. The product will be positioned as a natural, full health cleanser that provides energy and vitality. It will be marketed through sampling, competitions, an interactive website, and in-store promotions to appeal to the target audience. The goal is to differentiate it from competitors by focusing on its natural ingredients and health benefits.

1. Vitalident Green Tea Toothpaste
Presentation by Melinda Smith, Elia Leung and
Zerah Gallardo.

2. The Product
What is Green Tea? Modern perspective
An ancient oriental drink
Antioxidants
Health and longevity
A tasty refreshing drink
Pop-culture
Traditional perspective
Youth

3. The Company
www.colgate.com.au
• multibrand-
Palmolive
• broad range of
products
• market leader
• trusted
“Respecting the World Around Us”

4. Segmentation
Demographically
• 18-35 year olds
• students/office workers Psychographically
Geographically
• all Australian • health-conscious
states • environmentally
• metropolitan and aware
suburban • active/ambitious
Behaviourally
• used daily
• ready to buy

5. Segmentation
Market segmented in this way Images associated with
because of: product:
• Existing perceptions of green tea • Young
• Aligns with values/attitudes • Healthy
• Innovative
• High-tech
Core group = health-conscious, positive-minded, aware of
the environment around them and technologically savvy.

6. Consumer Survey
18-35 year olds
Why Survey?
• predict possible response to product
• understand values, attitudes and beliefs
• gain an understanding of how to satisfy the consumer

7. Survey Results
1. 2.
• 77% trust and use Colgate • 55% rated their current toothpaste
 potential influence as “good”
 potential change
Toothpaste Brand Quality Perception
60
Colgate
Sensodyne 40
Macleans
20
0
Poor Good Excellent

8. Survey Results
3.
When asked „what is the most important consideration
when you buy toothpaste?‟
• 50% were concerned with its effectiveness and what it did
• 27% mentioned taste
 less minty

9. Survey Results
4. • 41% take health supplements
 active interest in health
 reflects attitude- want more, add quality
5.
• 50% of the sample had no specific idea of any health
benefits of green tea
• 18% mentioned antioxidants
• 18% mentioned it makes you healthy
 need and opportunity to educate

10. Target Group
Segmentation + Survey Results  Target Group
•18-35 year old ambitious, environmentally and health
conscious males and females
• Values and attitudes of this group align with
those associated with green tea and the
product

11. Positioning
Full Health Cleanser
Health-boosting qualities of green tea extracts to
rejuvenate the whole body and Kick-start your day!
Health, Energy, Kick-Start, Boost, Vitality!

12. Positioning
• Natural ingredients
• Cleanses the system • Remineralisation
Nature Technology
A perfect balance

13. Cultural Trends
Environmental Awareness:
• allows us to evaluate current
market
• provides greater understanding
of target group
• helps us predict future trends
1. Demographic
2. Technology
3. Nature

14. Cultural Trends
Demographics
Target Group = Generation Y
Advancing Sustainability
Technology
• technologically fluent
• more educated
• greater awareness of the environment

15. Cultural Trends
Technology
• rapid pace
• constantly evolving
• rendering old technologies useless
Toothpaste  Remineralisation

16. Cultural Trends
Nature
• greater focus on the environment
• stronger focus on corporate social
responsibility
• more focus on sustainable measures
: “Respecting the World Around Us”

17. Competitors
Positioning
Aim Protection- plaque and decay
Sensodyne Protection- sensitive teeth
Rexona Cosmetic- white teeth
Macleans Cosmetic- fresh breath
Our task = to differentiate product from its competitors
One thing that is missing = Nature
Opportunity due to cultural context

18. Competitors
Current Future
toothpaste Vitalident toothpaste
market market
The product is designed to stand out in both the existing
toothpaste market and amongst emerging trends.

19. Launch Strategy
Product Price
Distribution Promotion

20. The Product
Green Tea Extracts (GTE)- Contain antioxidants
• have been proven to treat body aches,
digestion and many other health conditions
• Recent research has also found it can be effective
in fighting mouth bacteria and increasing the body‟s
natural protective systems
Key ingredient of Vitalident
• can be swallowed as it is actually
good for you

21. The Product
Product Map Augmented
product
Actual
product

22. Price
• Premium product = premium price
• Market skimming approach
• Other toothpastes = $2.50 to $5
Vitalident = $5.20
Aim = to build images of quality and prestige;
not to be viewed as a lowly priced discount
product

23. Distribution
Position it simultaneously within:
• the existing toothpaste market
• the alternative natural health section
Location = across Australia, within Coles and Woolworths stores
(in two sections), as well as independent health stores
Involves intensive distribution
• although not within discount stores, such as
Aldi

24. Promotion
Integrated Marketing Communications (IMC) methods are
designed to fit in with lifestyles of target group, these include:
1. Sampling- “chewy bites”- similar properties and taste
• taste = important concern in surveys
• opportunity to test public opinion and
response- to be documented by
salesperson

25. Promotion
2. Competitions
• product and merchandise give-aways
• creates brand exposure
• builds up database for communication
• creates interest and importance as innovative
trend
• appeals to Generation Y

26. Promotion
3. Online website
• interactive videos and games
•„play-to-win‟ function
• engages and appeals to target group
4. In-Store
• glorifier- small stage that places it above other
products
• „necker‟- coupon attached to the neck

27. Conclusion
Health, Energy and Vitality.
IMC Goal = to reach
the target audience
with our message in a
way that they will
respond
A Full Health Cleanser to Kick-Start Your
Day, Everyday.