This presentation has been created by Akriti Sarswat, IIT Kanpur, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Colgate-Palmolive Company: The Precision Toothbrushdharvi123
This presentation is prepared in a Marketing Internship under the guidance of Prof.Sameer Mathur, IIM Luknow.This ppt deals with Colgate-Palmolive precision toothbrush Harvard Business Case Analysis.
Case Analysis:Colgate-PalmolivePrecision ToothbrushVivek Kumar Gupta
In July 1992, CP senior management announced a new toothbrush model, the Precision, that was set to launch in early 1993. In order to meet consumer demand CP could introduce the toothbrush as a niche, super-premium or a mainstream, professional product. It could also introduce the product using standard naming conventions or introduce a new labeling system by calling it the “Precision by Colgate.” CP could leverage existing industry relationships and make an effort to form new ones in order to gain a competitive edge. At launch, CP could plan to offer competitive promotions, a popular offering that was slowly becoming standard practice in the oral care industry. The company could also increase its advertising budget to include educating the public on the dangers of gum disease. Depending on how it chooses to introduce the Precision toothbrush to the market, 1992 could serve as an important year for CP to establish itself as the definitive oral health care company.
Guided By: Prof Sameer Mathur
(Marketing PROFESSOR, IIM Lucknow)
Colgate-Palmolive Company: The Precision Toothbrushdharvi123
This presentation is prepared in a Marketing Internship under the guidance of Prof.Sameer Mathur, IIM Luknow.This ppt deals with Colgate-Palmolive precision toothbrush Harvard Business Case Analysis.
Case Analysis:Colgate-PalmolivePrecision ToothbrushVivek Kumar Gupta
In July 1992, CP senior management announced a new toothbrush model, the Precision, that was set to launch in early 1993. In order to meet consumer demand CP could introduce the toothbrush as a niche, super-premium or a mainstream, professional product. It could also introduce the product using standard naming conventions or introduce a new labeling system by calling it the “Precision by Colgate.” CP could leverage existing industry relationships and make an effort to form new ones in order to gain a competitive edge. At launch, CP could plan to offer competitive promotions, a popular offering that was slowly becoming standard practice in the oral care industry. The company could also increase its advertising budget to include educating the public on the dangers of gum disease. Depending on how it chooses to introduce the Precision toothbrush to the market, 1992 could serve as an important year for CP to establish itself as the definitive oral health care company.
Guided By: Prof Sameer Mathur
(Marketing PROFESSOR, IIM Lucknow)
Colgate Palmolive - The Precision Toothbrush - Case Study AnalysisSharanya Ray
A presentation on Case Study Analysis of The precision Toothbrush made Colgate Palmolive, base on a Harvard Business School Case Study, written by John Quelch and Nathalie Laidler.
Colgate- Palmolive Company : The Precision ToothbrushSneh Ankur
The Slides were created by Sneh Ankur, Btech Nit Agartala (C.S.E) during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow. It contains the case study of Harvard Business School .
Executive Summary
Toothbrush is currently one of the most promising categories and Colgate has proven to be a market leader with its products, Classic in value segment and Plus in professional. Increasing concern over oral hygiene amongst consumers resulted in a superior and premium grade of toothbrush that entirely focuses on improving brushing experience and oral health
Users are making transition towards higher value toothbrushes (super premium), due to the increased awareness of oral hygiene. Research suggests that majority of the consumers are more concerned about their oral health than ever and all the major brands like Oral B, Johnson & Johnson and Proctor and Gamble have either launched or in the process to launch a product in this segment
Colgate Palmolive is expected to lose it’s market share by almost 4% in 1993 and 3% in 1994, as it faces tough competition from major oral care competitors. If we don’t extend our toothbrush portfolio to include a super premium toothbrush, we are expected to lose our foothold in the toothbrush category
Our oral care division decided to launch a technological innovative product, that would meet the current market demand to cater premium brush users called “Precision”. If executed right, Precision will ensure a 5% growth in overall market share and maintain Colgate’s position as a market leader in the industry
With an investment of $14 million towards media advertisement and almost $7.6 million towards production, launching Precision as a mainstream product would result in NPV of $11 million and an IRR of 129%
This is a brief case study analysis on Colgate Palmolive Toothbrush Brand. This presentation has been done as a fulfillment of an assignment given by Prof. Sameer Mathur, Marketing Professor, IIM Lucknow.
This presentation bases its focus on marketing strategy of the company and break-even analysis on the basis of the exhibits given at the end of the case.
Colgate-Palmolive Company: The Precision ToothbrushShantanu Pandey
This case has been designed by Harvard Business School. With the help of this presentation, an attempt has been made to study the case and answer the crucial questions that the case left unsolved.
This presentation is part of the Marketing Internship done under Prof. Sameer Mathur, IIM Lucknow.
Colgate Palmolive - The Precision Toothbrush - Case Study AnalysisSharanya Ray
A presentation on Case Study Analysis of The precision Toothbrush made Colgate Palmolive, base on a Harvard Business School Case Study, written by John Quelch and Nathalie Laidler.
Colgate- Palmolive Company : The Precision ToothbrushSneh Ankur
The Slides were created by Sneh Ankur, Btech Nit Agartala (C.S.E) during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow. It contains the case study of Harvard Business School .
Executive Summary
Toothbrush is currently one of the most promising categories and Colgate has proven to be a market leader with its products, Classic in value segment and Plus in professional. Increasing concern over oral hygiene amongst consumers resulted in a superior and premium grade of toothbrush that entirely focuses on improving brushing experience and oral health
Users are making transition towards higher value toothbrushes (super premium), due to the increased awareness of oral hygiene. Research suggests that majority of the consumers are more concerned about their oral health than ever and all the major brands like Oral B, Johnson & Johnson and Proctor and Gamble have either launched or in the process to launch a product in this segment
Colgate Palmolive is expected to lose it’s market share by almost 4% in 1993 and 3% in 1994, as it faces tough competition from major oral care competitors. If we don’t extend our toothbrush portfolio to include a super premium toothbrush, we are expected to lose our foothold in the toothbrush category
Our oral care division decided to launch a technological innovative product, that would meet the current market demand to cater premium brush users called “Precision”. If executed right, Precision will ensure a 5% growth in overall market share and maintain Colgate’s position as a market leader in the industry
With an investment of $14 million towards media advertisement and almost $7.6 million towards production, launching Precision as a mainstream product would result in NPV of $11 million and an IRR of 129%
This is a brief case study analysis on Colgate Palmolive Toothbrush Brand. This presentation has been done as a fulfillment of an assignment given by Prof. Sameer Mathur, Marketing Professor, IIM Lucknow.
This presentation bases its focus on marketing strategy of the company and break-even analysis on the basis of the exhibits given at the end of the case.
Colgate-Palmolive Company: The Precision ToothbrushShantanu Pandey
This case has been designed by Harvard Business School. With the help of this presentation, an attempt has been made to study the case and answer the crucial questions that the case left unsolved.
This presentation is part of the Marketing Internship done under Prof. Sameer Mathur, IIM Lucknow.
This presentation has been created by Akriti Sarswat, IIT Kanpur, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
This presentation has been created by Akriti Sarswat, IIT Kanpur, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Colgate-Palmolive Company: The Precision ToothbrushISHAN CHOUREY
This presentation is a case analysis on Colgate-Palmolive Company: The Precision Toothbrush. It was made for a marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Colgate-Palmolive Company:The Precision Toothbrush case study of Harvard business review made during marketing internship under guidance of Prof. Sameer Mathur.
Colgate Palmolive Company: The Precision Toothbrushnimish dubey
This is the Harvard Business Review case study. It is regarding the launch of new technologically superior toothbrush "Colgate Precision". Right from the U.S Market analysis to Positioning, Branding and communication strategies are discussed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
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Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
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you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
3. 1/4About Colgate-Palmolive…(In 1991)
Total sales: $6.06 billion
Gross profit: $2.76 billion
Operating profit: 13% of net sales (Exhibit 1)
Total worldwide R&D expenditures: $114 million
Media advertising expenditures: $428 million
4. 2/4About Colgate-Palmolive…(In 1991)
Emphasized new product launches and entry into
new geographic markets, along with improved
efficiencies in manufacturing and distribution and a
continuing focus on core consumer products.
• $243 million was spent to upgrade 25 of
CP’s 91 manufacturing plants
• 275 new products were introduced
worldwide
5. 3/4About Colgate-Palmolive…(In 1991)
CP held :
1. 43% of the world toothpaste market
2. 16% of the world toothbrush market.
3. The number one position in the U.S. retail
toothbrush market with a 23.3% volume share.
6. 4/4About Colgate-Palmolive…(In 1991)
CP offered two lines of toothbrushes –
Colgate Classic, positioned in the “value” segment
Colgate Plus, positioned in the “professional”
segment
8. SALES SHARE
PRODUCT SEGMENT PRICE
DOLLAR
SALES
UNIT VOLUME
SALES
Super premium brushes $2.29-$2.89 35% 46%
Professional brushes $1.59-$2.09 41% 42%
Value brushes around $1.29 24% 12%
1/3
11. PRECISION was scheduled to
be launched early in 1993…
It faced a major challenge of positioning
itself as better than those whose had
been launched recently….
12. The goal of a great brand
image could be achieved
by understanding the
needs and wants of
consumers properly
14. VISIBLY WORN
OUT BRUSH 70%
AFTER SEEING
THEIR
DENTISTS
11%
ON IMPULSE 3%
REASON FOR PURCHASE
48% consumers
changed brush
once on every 3
months.
Out of those…
65% had more than one tooth
brush
24% kept a tooth brush at work
54% had a special toothbrush for
travelling
15. COMFORTABLE FIT IN
MOUTH 63%
BEST FOR GETTING AT
HARD TO REACH PLACES 52%
RIGHT SOFTNESS OF THE
BRISTLES 46%
36%
35%
30%
RIGHT FIRMNESS OF THE
BRISTLES
DENTIST’S
RECOMENDATION
PART OF ORAL CARE
REGIMEN
MAIN REASONS FOR
USING A BRAND
(EXHIBIT 3)
*Respondents could check multiple items
16. THERAPEUTIC
BRUSHERS
46% of adults
Search out
functionally
effective products
85% brush twice a
day
62% use a
professional brush
54% floss regularly
COSMETIC
BRUSHERS
21% of adults
Search for
products that
deliver cosmetic
benefits
85% brush twice a day
81%use mouth wash
54% use breath
fresheners
69% use floss
54% use a professional
brush
UNINVOLVED
CONSUMERS
33% of adults
View products as
the same
20% brush once a
day or less
28% use regular
toothbrushes only
54% floss
66% use mouth
wash
19. The year 1991 saw the introduction of several new
products….
Colgate Plus Angle Handle Diamond-shaped & angled handle
Colgate Plus Wild Ones Cosmetic feature
J&J Advanced Reach Design Rubber-ridged, non-slip handle
Oral-B Indicator Bristles change colour
Aquafresh Flex Flexible handle neck
Pfizer Plax Groove for thumb
PRODUCT NAME MAIN FEATURE
20. In the year 1991, Colgate had
spent a total of $20,334,000 for
advertising and promotion
22. CP had four display systems
ADVERTISING 2/4
Counter Tops
24-36 brushes
Floor Stands
72 brushes
Sidekicks
144-288 brushes
Waterfall Display
288-576 brushes
23. ADVERTISING 3/4
The CP toothbrush line held
25% to 40% of the category
shelf space in most stores.
To maximize retail sales, CP
sales people tried to locate the
Colgate line in the middle of
the category shelf space,
between the Reach and the
Oral-B product lines.
24. ADVERTISING 4/4
The number of coupon events for
toothbrushes increased from 10 in 1990 to
33 in 1992. In the same period, the average
toothbrush coupon value increased from
$0.25 to $0.75.
25. Partly in response and
partly because of the
increasing number of
SKUs, food stores began
to expand shelf space
devoted to oral care
products.
DISTRIBUTION
26. RETAIL TOOTHBRUSH SALES…(IN 1991)
$MMUNITS MM
Food Stores 110 (42%) 192 (42%)
Drug Stores 77 (29%) 148 (33%)
Mass Merchandisers 54 (21%) 89 (20%)
Military 5 (2%) 5 (1%)
Club Stores 12 (5%) 15 (3%)
Other 3 (1%) 4 (1%)
28. Product Design and Testing
Researchers used
infrared motion
analysis to track
consumers’ brushing
movements and
consequent levels of
plaque removal.
29. Product Design and Testing
CP developed a unique brush with bristles of three
different lengths and orientations . The longer outer
bristles cleaned around the gum line, the long inner
bristles cleaned between teeth, and the shorter
bristles cleaned the teeth surface.
30. Product Design and Testing
The brush achieved an average 35% increase in plaque
removal, compared with other leading toothbrushes,
specifically Reach and Oral-B.
At the gum line and between the teeth, the brush was even
more effective, achieving double the plaque removal scores
of competitor brushes.
31. The problem
highlighted in this
case is defining the
market strategy for
the toothbrush
(positioning, branding
and communication
strategy)
34. Investment Cost Annual Capacity Depreciation time
Tufters $500,000 3 MM units 15 years
Handle Molds $300,000 7 MM units 5 years
Packaging $150,000 40 MM units 5 years
Capacity and Investment Costs
35. NICHE
POSITIONING
STRATEGY
MAINSTREAM
POSITIONING
STRATEGY
# units retail Year 1 = 8 MM
Year 2 = 15 MM
Year 1 = 26.8 MM
Year 2 = 44.1 MM
# units consumer
promotional
Year 1 = 2 MM
Year 2 = 2 MM
Year 1 = 7 MM
Year 2 = 7 MM
sampling
# units through
professionals
Year 1 = 3 MM
Year 2 = 3 MM
Year 1 = 8 MM
Year 2 = 8 MM
How unit
volumes reach
consumer
37. Niche : estimated net profit
over two years is $12,527,333
Mainstream : estimated net
profit is $9,515,333
A financial analysis indicates a
profit for both market positions
38.
39. Alternative names which
were considered for the
toothbrush included Colgate
Precision, Colgate System III,
Colgate Advantage, Colgate
1.2.3, Colgate Contour,
Colgate Sensation, and
Colgate Probe. The Colgate
Precision name was
consistently viewed more
favourably—it was deemed
appropriate by 49% of
concept acceptors and
appealing by 31%
40. The relative prominence of
the Precision and Colgate
names on the package and in
advertising also had to be
decided
Colgate
Precision
Precision
by Colgate
or
42. Stressing Precision as opposed to Colgate would limit the
extent of cannibalization of Colgate Plus. It was
estimated that cannibalization figures for Colgate Plus
would increase by 20% if the Colgate brand name was
stressed but remain unchanged if the Precision brand
name was stressed
Precision by Colgate
43. Since, cannibalization is
large, higher emphasis on
Precision than Colgate is
recommended
Colgate
Precision
Precision
by Colgate
45. Additional consumer research,
including in-home usage tests,
revealed that 55% of test
consumers found Precision to
be very different from their
current brushes, and 77%
claimed that Precision was
much more effective than
their current brush.
The results of some tests on consumers indicated that
a claim that the toothbrush would prevent gum disease
motivated the greatest purchase intent among test
consumers.
46. Once tried, consumer
intent to purchase rose
dramatically… Therefore sampling
would be critical to
Precision’s success.
47. Another important
tactic was to use
dentists to sample
consumers since
professional
endorsements are
important in
establishing the
credibility of a new
toothbrush.
48. 1.The brush looked unusual and test participants
sometimes had mixed first impressions.
2.The benefit of reduced gum disease from extra
plaque removal was difficult to translate into a
message with broad consumer appeal, since few
consumers acknowledged that they might have
gum disease.
49. This presentation has been
created by Akriti Sarswat, IIT
Kanpur, during a marketing
internship under the
guidance of Prof. Sameer
Mathur, IIM Lucknow.