This is a fictional product created for Mkt199O, Non-Trad Marketing. This presentation is not final.

1. GaleTec DeepClean
Co | Kawsek | Sy | Truelen | Uy | Yu Mkt199O Pass 1

2. The Philippine
Oral Care Industry

3. The Philippine
Oral Care Industry
¡ Consists of all dental care products such as
toothbrushes, toothpaste, dental floss, mouthwash
and the like
¡ Increased in total sales value by 4% from 2009 to
2010 (Euromonitor)
¡ Increase in sales for mouthwash by 16% due to
higher awareness of its benefits

4. The Philippine
Oral Care Industry
¡ Absence of promotional strategies for dental floss
and mouth fresheners led to decline in sales by 1%
and 3%, respectively
¡ Manual toothbrushes are standard, while power
toothbrushes account for 1.36% of total sales
value of toothbrushes
¡ Value growth for power toothbrushes has posted
greater growth than manual toothbrushes

5. Major Players

6. Colgate-Palmolive
¡ Market leader
¡ Colgate brand controls 45% of the market
(2010)
¡ Offers toothbrushes, toothpaste, dental floss,
mouthwash and teeth whitening products
¡ “The #1 Brand Recommended by Dentists”

7. Oral-B Laboratories
¡ Second in market share
¡ Controls 14.6% of the market
¡ Offers manual and power toothbrushes, floss and
baby care dental products
¡ “Trust the Brush More Dentists and Hygienists
Use”

8. Unilever Philippines
¡ Third in market share (12.4% as of 2010)
¡ Brand: Close Up toothpaste
¡ Targeted towards teenagers and young adults
¡ “Fresh, Longer Lasting Confidence”

9. Lamoiyan Corporation
¡ Third in market share (10.1% as of 2010)
¡ Brand: Hapee toothpaste
¡ Targeted towards kids, with flavored toothpaste
¡ Lamoiyan also owns Kutitap, a small
toothpaste brand

10. Johnson & Johnson Inc.
¡ Owns Listerine, the leading mouthwash brand in
the Philippines
¡ Listerine has diversified to teeth whitening
products and breath fresheners
¡ Does not carry toothpaste, dental floss or
toothbrushes

11. Porter’s 5 Forces of the Industry
!

12. Identified
Marketing
Opportunities

13. Identified Marketing
Opportunities
¡ The trend of all-in-one products
¡ For convenience
¡ Brushing, flossing and gargling with mouthwash
¡ The trend of more compact products
¡ Saving space when there is little space
¡ Travelling light

14. Inspiration DNA and
SCAMPER Model

15. Deliverables
¡ Offer a convenient product that provides total
oral care through combining the benefits of tooth
brushing, flossing and gargling with mouthwash
¡ Airblast technology - innovative way to remove
plaque and kill bacteria in the mouth
¡ 5% share of its market by the end of the first year
of sales
¡ Yearly sales growth rate of at least 10%

16. Needs
¡ A quicker and more assured means to achieve
total oral care
¡ Combine brushing with mouthwash and floss to
save time
¡ Convenience on the go

17. Assumptions
¡ People do not always brush, floss and gargle with
mouthwash regularly
¡ People psychologically need the mint / mint
alternative flavor to feel more clean and fresh
¡ People want faster solutions and more compact
products without having to compromise on quality

18. SCAMPER Model
¡ Substitute a more technologically advanced liquid
solution to use instead of toothpaste and
mouthwash; substitute the head of a regular
toothbrush for airblast technology
¡ Combine the benefits of flossing, mouthwash and
brushing; combine the concepts of Philips’
AirFloss with Dr. Kunio Komiyama’s solar-
powered electron toothbrush

19. SCAMPER Model
¡ Adapt the product concepts of AirFloss and the
solar-powered electron toothbrush
¡ Minimize the numerous and sometimes bulky oral
care products
¡ Put solar panels and the concept of the Airsoft
gun to another use

20. SCAMPER Model
¡ Eliminate the need to purchase individual oral
care products; eliminate the routine of doing them
one after the other
¡ Reverse the need to do three routines (brush,
gargle and floss) to one routine

21. GaleTec DeepClean

22. Positioning Statement
For consumers aged 25-45 years old belonging to
socioeconomic classes A and Upper B who need a convenient
and multi-purpose oral care product most especially for
travelling and conservation of bathroom space, GaleTec
DeepClean is a product that provides a quicker and assured
means to achieve total oral care through (1) the use of solar
power to emit electrons that remove plaque and kill bacteria in
the mouth, and (2) the use of airblast technology to apply
pressurized air and an ionized, minty liquid solution to remove
food debris and plaque in between teeth.

23. How GaleTec Works
¡ Looks like a power toothbrush, except that its
handle has a small solar panel built in, as well as a
compartment that can store the “toothpaste.”
¡ “Toothpaste” is an ionized, mint-flavored solution
that conducts electrons from the solar panel to
the head of the device.
¡ Electrons kill disease-causing bacteria and
prevent the buildup of plaque.

24. How GaleTec Works
¡ Specialized GaleTec nozzle disperses electrons
in the droplets of the ionized solution to the teeth
along blasts of pressurized air to reach in between
the teeth
¡ User then rinses with water and leaves feeling
fresh, clean and full of confidence

25. SWOT Analysis of
Product and
Industry

26. Strengths of Product
¡ Complete oral hygiene solution in one product
¡ Superior cleanliness with bacteria-killing electron
action
¡ Not easily duplicated
¡ First mover advantage
¡ Minimizes risk of gum problems due to
elimination of the need to floss

27. Weaknesses of Product
¡ Higher price than substitute products
¡ Limited distribution due to price
¡ Lack of brushing motion may cause consumers to
doubt its cleaning power
¡ Needs to establish credibility in the industry

28. Opportunities of Industry
¡ More people are concerned with oral care
because of the studies relating sickness and
disease to bacterial growth and poor oral hygiene
¡ Need for fresh breath, white teeth and
confidence
¡ Increasing growth value of power toothbrush
industry
¡ Trend for all-in-one products

29. Threats of Industry
¡ Reluctance to switch to a new product because it
challenges long-held oral hygiene practices
¡ Low sales of power toothbrushes compared to
manual toothbrushes