Presentation by Melinda Smith, Elia Leung and Zerah Gallardo.

Vitalident Green Tea Toothpaste

The Product

What is Green Tea?

A tasty refreshing drink

An ancient oriental drink

Pop-culture

Youth

Traditional perspective

Modern perspective

Antioxidants

Health and longevity

The Company

“Respecting the World Around Us”

www.colgate.com.au

• multibrand-

Palmolive

• market leader

• broad range of

products

• trusted

Segmentation

Geographically

• all Australian

states

• metropolitan and

suburban

Demographically

• 18-35 year olds

• students/office workers Psychographically

• health-conscious

• environmentally

aware

• active/ambitious

Behaviourally

• used daily

• ready to buy

Segmentation

Market segmented in this way because of:

• Existing perceptions of green tea

• Aligns with values/attitudes

Images associated with product:

• Young

• Healthy

• Innovative

• High-tech

Core group = health-conscious, positive-minded, aware of the environment around them and technologically savvy.

Consumer Survey

18-35 year olds

• predict possible response to product

• understand values, attitudes and beliefs

• gain an understanding of how to satisfy the consumer

Why Survey?

Survey Results

0

20

40

60

Poor Good Excellent

Quality Perception

• 77% trust and use Colgate

potential influence

• 55% rated their current toothpaste

as “good”

potential change

Toothpaste Brand

Colgate

MacleansSensodyne

1. 2.

Survey Results

When asked „what is the most important consideration when you buy toothpaste?‟

• 50% were concerned with its effectiveness and what it did

• 27% mentioned taste

less minty

3.

Survey Results

• 41% take health supplements

active interest in health

reflects attitude- want more, add quality

• 50% of the sample had no specific idea of any health

benefits of green tea

• 18% mentioned antioxidants

• 18% mentioned it makes you healthy

need and opportunity to educate

4.

5.

Target Group

•18-35 year old ambitious, environmentally and health

conscious males and females

Segmentation + Survey Results Target Group

• Values and attitudes of this group align with

those associated with green tea and the

product

Positioning

Full Health Cleanser

Health-boosting qualities of green tea extracts to rejuvenate the whole body and Kick-start your day!

Health, Energy, Kick-Start, Boost, Vitality!

Positioning

A perfect balance

Nature Technology

• Natural ingredients

• Cleanses the system • Remineralisation

Cultural Trends

1. Demographic

2. Technology

3. Nature

Environmental Awareness:

• allows us to evaluate current

market

• provides greater understanding

of target group

• helps us predict future trends

Cultural Trends

Demographics

Target Group = Generation Y

• technologically fluent

• more educated

• greater awareness of the environment

Advancing Technology

Sustainability

Cultural Trends

Technology

• rapid pace

• constantly evolving

• rendering old technologies useless

Toothpaste Remineralisation

Cultural Trends

Nature

• greater focus on the environment

• stronger focus on corporate social

responsibility

• more focus on sustainable measures

: “Respecting the World Around Us”

Competitors

Aim

Sensodyne

Rexona

Macleans

Protection- plaque and decay

Positioning

Protection- sensitive teeth

Cosmetic- white teeth

Cosmetic- fresh breath

Our task = to differentiate product from its competitors

One thing that is missing = Nature

Opportunity due to cultural context

Competitors

Vitalident

The product is designed to stand out in both the existing toothpaste market and amongst emerging trends.

Current toothpaste

market

Future toothpaste

market

Launch Strategy

Product Price

Distribution Promotion

The Product

Green Tea Extracts (GTE)- Contain antioxidants

• have been proven to treat body aches,

digestion and many other health conditions

• Recent research has also found it can be effective

in fighting mouth bacteria and increasing the body‟s

natural protective systems

Key ingredient of Vitalident

• can be swallowed as it is actually

good for you

The Product

Actual product

Product Map Augmented product

Price

• Premium product = premium price

• Market skimming approach

• Other toothpastes = $2.50 to $5

Vitalident = $5.20

Aim = to build images of quality and prestige; not to be viewed as a lowly priced discount product

Distribution

Position it simultaneously within:

• the existing toothpaste market

• the alternative natural health section

Location = across Australia, within Coles and Woolworths stores (in two sections), as well as independent health stores

Involves intensive distribution

• although not within discount stores, such as

Aldi

Promotion

Integrated Marketing Communications (IMC) methods are designed to fit in with lifestyles of target group, these include:

1. Sampling- “chewy bites”- similar properties and taste

• taste = important concern in surveys

• opportunity to test public opinion and

response- to be documented by

salesperson

Promotion

2. Competitions

• product and merchandise give-aways

• creates brand exposure

• builds up database for communication

• creates interest and importance as innovative

trend

• appeals to Generation Y

Promotion

3. Online website

• interactive videos and games

•„play-to-win‟ function

• engages and appeals to target group

4. In-Store

• glorifier- small stage that places it above other

products

• „necker‟- coupon attached to the neck

Conclusion

Health, Energy and Vitality.

A Full Health Cleanser to Kick-Start Your Day, Everyday.

IMC Goal = to reach the target audience with our message in a way that they will respond