This document outlines a strategic plan for a natural mouthwash called "NATURDENT FRESH" created by members of the Universidad Catolica in Guayaquil, Ecuador. The mouthwash aims to improve oral health and combat bad breath for teenagers and adults. The plan discusses the product's mission, objectives, target market segment of ages 15-50 in Guayaquil, and a SWOT analysis. It also analyzes legal, cultural and technological forces and recommends strategies like promotions and customer appreciation events to increase market share and brand awareness.

1. UNIVERSIDAD CATOLICA
SANTIAGO DE GUAYAQUIL
Subject:
ENGLISH VII
TUTORY
STRATEGIC PLANNING OF
“NATURDENT FRESH”
Members:
• Claudia Quimi
• Karla Mora
• Lilian López
• Dayanna Ruilova
• Carlos Casanova
GRADE
8

2. Our natural mouthwash "NATURDENT FRESH" is an innovative
product that leaves a fresh breath and helps to keep teeth and
gums healthy, even in the most difficult place to reach.
Our natural mouthwash is created for the needs of teenagers
and adults to improve oral health in order to combat halitosis.
“NATURDENT FRESH”

3. Mission Vision
Beautify the smile of our clients through
products that helps to combat halitosis and a
whitening teeth.
IN 2020 DENTAL EB will be positioned in the
market as a solid and competitive business
enterprise level.
General Objetive Specific Objetive
Promote oral health in order to combat
halitosis, through the development of effective
mouthwashes and affordable for the
Ecuadorian population
Encourage the use of basic tools for oral
cleanline that includes the use of a quality
mouthwash to help personal hygiene.

4. MARKET SEGMENTATION
This product is aimed at a specific market that is detailed below:
Geographical Features: People who live in the province of
Guayas specifically in Guayaquil.
Demographic Characteristics: People aged 15-50 years whose
race and gender will be indistinct.
Socioeconomic Characteristics: People who are upper-middle
socioeconomic, medium and high level.

5. Strenghts Weaknesses
• Innovative product,
• It is the Only natural mouthwash in
the market.
• Accessible price.
• Being new to the market.
• Not being a recognized brand.
• Having a single product and not having a
range of natural products.
Opportunities Threats
• Enter to international markets.
• Credit support from the government.
• Substitutes products of mouthwash.
• Existence of businesses oral care products.
SWOT ANALYSIS

6. Analysis of external forces
Cultural Forces
• Among the most important categories in the purchase
• Consist of:
• (16.9%), disposable diapers (16.3%), paper
• Hygienic (13%) and toothpaste (10.4%).
• Lower weight (1.5%), Daily (1%) and mouthwash (0.9%)
Strategic Planning

7. Legal Forces
Compliance with health surveillance and control standards.
Article 129 of the constitution
Compliance with these standards is mandatory for
all public and private institutions, agencies and
establishments engaged in production, import,
export, storage, transportation, distribution,
marketing and sale of products for human
consumption and use.

8. Technological forces
• Innovation of technological equipment
suppliers of raw material
• New adaptations technological adaptations
in the manufacture of the products

9. Strategic Business Objectives
Increase Market Share
In order to grow a business needs to
increase their share of competitive
markets. Marketing plans address
this through defining product or
service offerings, researching target
markets, analysis of competition,
then strategically placing, pricing
and promoting the company offering.
• Make direct and personalized
promotional offers to customers who
deserve the same.
• To make our portfolio of customers
and our points of sale more loyal.
• Create new distribution and sales
channels.
• Maintain product growth. Increase the
level of brand awareness.
Marketing Objetives

10. Other Strategies Planning
• To satisfy
basic
needs.
• To solve
problems
• To feel
good
According to data from the Trademark census
institution, a market research consultant with a
business vision, indicates that the 2 × 1
promotion is one of the most attractive for the
consumer, since it indicates that 33 percent of
the population chooses to bow to this offer.

11. Objectives of the strategy
• What is the advantage of this
promotion?
• Where do we want to go with this
promotion?
• What are our potential customers?
Combine detailed analysis with long
range focus
Remember actions, no just words
Search information

12. Customer appreciation events
Why are these
events held?
A customer appreciation event in the store with free
soft drinks and prizes will attract people. The
emphasis on the appreciation part of the event, with
no need to buy, is an effective way to attract not only
regular customers but other potential. Pizza, hot
dogs and soft drinks are inexpensive foods that can
be used to make the event more attractive. Placing
the products in a convenient way before the event
starts will ensure that the products you want to
promote are highly visible when customers arrive.

13. Sources
English File Business Advance
https://medlineplus.gov/dentalhealth.html
http://www.businessinsider.com/the-5-step-strategy-
prcoess-2013-2