3. REACH® CLEANPASTE™
Removes up to 52% more plaque than Glide®
Original Mint™1
High impact icy mint flavor
Provides a just-brushed feeling
No messy toothpaste residue
Available in 5-yard trial sizes
4. REACH® CLEAN BURST™
Clinically proven to clean 61% more plaque
than Glide® Original Mint™ and up to 54%
more plaque than Oral-B® SATINfloss®1
Intense flavor
ICY PEPPERMINT™, BERRY MINT™, Cinnamon
flavor
Available in 5-yard trial sizes, 200-yard refill
5. REACH® ACCESS® FLOSSER
Recommended especially for non-flossing
patients
Snap-on disposable heads
Elongated handle effortlessly reaches back
teeth
Fits in any toothbrush holder as a daily
reminder
Comes with replacement heads
Available in 1-count handle + head
6. REACH® EASY SLIDE® Floss
Has earned the ADA Seal of Acceptance
Slides easily between tight teeth
Available in mint waxed and unflavored waxed
Shred-resistant
8. Problems
Retail mafia
Loss of brand power
Retailer as the decision maker
Brand differentiation
Aggressive push in the market
No profits
Small manufacturers being eaten out.
Promotion cost
9. Toothpaste Segmentation
Four main
segments
Sensory segment
Flavor and product
appearance Flavor,
Sociable's Brightness
Brightness of teeth
Worriers
Decay Prevention
Independent
Decay
Low Price Prevention
15. Pull Strategy
In case of using a pull strategy, marketing
efforts are directed at the ultimate consumer
and consumer promotions such as consumer
contests and sweepstakes, rebates, coupons,
free samples, consumer premiums, etc are
used. If this strategy is also chosen to include
advertising, then, there are large advertising
expenditures.
16. Ideal Pull
The product demand as high.
It is possible to differentiate the product on the
basis of real or emotional features.
Brand consumers show high degree of
involvement in the product purchase,
There is reasonably high brand loyalty and
Consumers make brand choice decision before
they go to the store.
18. Advertising or Promotion
By using a variety of Besides giving reasons
persuasive appeals, it in the form of different
offers reasons to buy a appeals, they offer
product or service. incentive to the
Eg: Good Network, consumers to buy the
Promises and Delivers product or service now.
Appeals are emotional Eg.For new users, 1HUTCH
or functional in nature. no is given free for 1
Eg: the current ad of month & sms is free for
“Wherever you go, our 3 months.
network follows” Appeals are rational
Time-frame is long term.
It justifies whatever it
says.
Time frame is short
19. The primary objective To get sales quickly or
is to create an to induce trial
enduring brand image Direct in approach to
Indirect and subtle induce consumers to
approach towards buy a product or
persuading customers service immediately
to buy a product or by temporarily
service. changing the existing
price-value
relationship of the
product or service.
20. What customers want?
A toothpaste
Psychological satisfaction
Change in brand
Subjective catch for different ages.
24. Principle of relevance
Based on advantages of efficiency & economy,
desirable to create associations that are
relevant to as many brands as possible.
Reach and its advantages
Reach as an emotion
25. Principle of simplicity
Based on need to provide right amount of
information to consumers.
Low customer involvement.
Why reach is better?
A catch line.
27. Resonance Model
Brand resonance is characterized by strong
connections between the consumer and the
brand.
Brands with strong resonance benefit from
increased customer loyalty and decreased
vulnerability to competitive marketing actions.
The challenge for the brand is to ensure that
the customer has the right experiences to
create the right brand knowledge.
28. Subdimensions of brand building model
Loyalty
Resonanc Attachment
e
Community
Engagement
Quality Warmth,Fun
Judgment Credibility Excitement
Feelings
Consideration Security
Superiority Social approval, Self-respect
Primary charateristics& User profiles
Secondary features Purchase & usage situations
Performanc Product reliability Personality & values
e Durability & servicability History, heritageImagery
Service effectiveness & Experiences
Efficiency & empathy
Style & design, Price
Category identification
Need satisfied Salience
29. loyalt
y
Whitenes
Quality mark s
and redefined
holograms
Long lasting More
and various than 20
flavors years of
trust
Family toothpaste