Crest Whitestrips Market Research Pdf

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Crest Whitestrips Market Research Pdf

  1. 1. Solid Results Research Inc. Presents Crest Whitestrips Research Design Project Presented by: Laurie Mercede Thomas Lawrence Nayyar Khan Dina D'ambrosia 1
  2. 2. P&G Brief History •Founded in 1837 •Diversified company, which manufactures and markets a broad range of laundry, cleaning; paper, beauty care, healthcare, food and beverage products. P&G markets nearly 300 brands covering about 50 product categories, in more than 160 countries around the world. •It has a workforce of over 110,000 people and invests Approximately US$1,8 billion per year in research and development. 2
  3. 3. Crest Whitestrips  At-home teeth whitening market – $700 million potential sales in U.S. – $1 billion excess internationally – Crest #1 player in U.S. – 59% of market – Followed by Colgate with 29% of market OR 3
  4. 4. Crest Whitestrips Solid Results Research Inc, Will provide critical information about the buying habits, needs, preferences and opinions of current and prospective customers of Crest Whitestrips While there are many ways to perform market research, Solid Results Research Inc can use one or more of five basic methods: surveys, focus groups, personal interviews, observation and field trials. The type of data need and how much money we are willing to spend will determine which techniques choose to do market research for Crest Whitestrips. We choose surveys. Quality surveys are the backbone of market research. 4
  5. 5. Crest Whitestrips  Research Purpose  Identify and evaluate various ways to increase our sales of Crest Whitestrips – Will survey Philadelphia consumer AND – Appropriate advertising campaign will be implemented after survey results are analyzed 5
  6. 6. Crest Whitestrips Problem Opportunity Analysis  Problems: – Competitor’s cheaper prices taking away our sales – Tooth-whitening toothpastes hindering growth for the pure tooth-whitener category – People don’t like feel of Crest Whitestrips 6 – Takes too long
  7. 7. Crest Whitestrips  Opportunities: – Capable of offering choices:  Aggressive whitening patients  Sensitive patients and children 12+ years  Regular user 7
  8. 8. Crest Whitestrips Whitestrips Whitestrips Whitestrips Supreme Professional Premium Active 14% Hydrogen 6.5% Hydrogen 10% Hydrogen Ingredient Peroxide Peroxide Peroxide # of Strips per 84 Supreme 84 Professional 28 Premium Box Strength (14% Strength Strips Strips = 56 Longer Strips) Original Strips Designed For Aggressive Sensitive Whitening Patients & Patients Children 12 Years + Cost: $39.99 $35.99 $32.99 8
  9. 9. Crest Whitestrips  Opportunities: – Attract consumers of more expensive dental trays and whitening products purchased at dentist’s office – Stress Crest Whitestrips easy and/hassle free usage 9
  10. 10. Crest Whitestrips  Decision Alternatives: – Go national with aggressive advertising campaign? – Should we concentrate more on the whitening toothpastes since people buy toothpaste more than once-a-year whitening products? 10
  11. 11. Crest Whitestrips  Research Objective: – Increase the awareness of Crest Whitestrips on the market  We know that people are aware of Whitestrips but how can we increase the consumer’s usage of the product?  Should we advertise that Crest Whitestrips could be used in conjunction with Crest tooth-whitening toothpastes? 11
  12. 12. Crest Whitestrips  Research Questions: – Are we losing market share of Crest Whitestrips due to other tooth-whitening products OR – Is it due to the newer tooth-whitening toothpastes? – What do we need to do to increase consumer’s usage of Crest Whitestrips? 12
  13. 13. Crest Whitestrips  Hypothesis Development – Questions Asked:  Advertise Whitestrips to be used in conjunction with Crest tooth-whitening toothpastes?  Certain age group?  Man and/or women?  Certain income level?  Educational level? 13
  14. 14. Crest Whitestrips  Descriptive Approach: – Interested in  Proportion of adult population that uses tooth-whitening systems  Comparison of Whitestrips to other whitening products  Socioeconomic and demographic characteristics  Where are people buying products? 14
  15. 15. Crest Whitestrips Research Design Stage Research Purpose Research Question Hypothesis Can we get current users Will users consider They will buy Whitestrips if to switch? buying Crest Whitestrips? they get better results Target segment? Who currently uses More educated, both male whitening products? and female, 25 - 60 age group Do users of tooth- Will they use Crest Consumers will use both whitening toothpastes Whitestrips in products to keep teeth buy tooth-whitening conjunction with the white. products? toothpaste? Retail outlets? Where do people buy Internet / Drug Stores similar products? Food Stores / Super Stores 15
  16. 16. Crest Whitestrips  Choice of Data Collection – Primary Data: Data gathered and analyzed specifically for the purpose at hand OR – Secondary Data: Data previously collected by someone else for some purpose other than the one at hand 16
  17. 17. Crest Whitestrips Primary Sources – Addresses our objective of increasing the consumer usage of the product. Quantitative research through questionnaires – Used Philadelphia as our target market – Given to 50 people – Offer incentive to people completing questionnaire 17
  18. 18. Crest Whitestrips Information Type Primary Secondary Relevance to problem + Regency of information + Objectivity of information + Cost of information + Speed of acquisition + 18
  19. 19. Crest Whitestrips Secondary Research P&G referrals from pleased customers Networking with 45000 dentists Early Internet seeding Long and uncomfortable dental office procedure and Visit 19
  20. 20. Crest Whitestrips Sampling Procedures  ID Target Population  Sampling Frame  Reconciliation 20
  21. 21. Crest Whitestrips Data Analysis  Interview Questions  Data Tabulation & Cleaning  Analysis 21
  22. 22. Crest Whitestrips Analysis of Results  Demographics  Dental Habits  Brand Insight  Consumer Behavior 22
  23. 23. Crest Whitestrips Best Tooth Whitening Product: Sample's Opinion 4% 17% Crest Cr + Menta 9% Colgate Cr +Co 70% 23
  24. 24. Crest Whitestrips Cross-Tabulation  Women  College Graduates  Age & Income - Immaterial 24
  25. 25. Crest Whitestrips Limitations of Study  Time, Budget, Scope  Advertising & Media time slots not evaluated 25
  26. 26. Crest Whitestrips Conclusions  Crest #1 - tooth whitening & brand recognition  Overpriced  Consumers not willing to buy outright, but conditionally 26
  27. 27. Crest Whitestrips Strategic Recommendations  Target women and college graduates  Lower price to appeal to masses and compete against Colgate  Promotional incentives  Co-brand, cross-sell, and implement IMC 27
  28. 28. Q AND A 28

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