Brand failureCrest - P&G

Group 31. Ms. Cho2. Ms. HNgoc3. Mr. Truyền4. Ms. Nhung

Brand heritage1955: BornThe first fluoride toothpaste brand.

1958: Norman Rockwell + “Look Mom, No Cavities”

1964: ADA (American Dental Association) + Seal of acceptance

1969: Crest reaches the Moon

1985: Crest Tartar Control

1997: Crest Extra Whitening toothpaste

2000: Introduction of Crest Whitestrips

2005: Celebration 50 years of Healthy Beauty Smiles

2006: Introduction of Crest Pro-Health

2009: Introduction of Crest Whitestrips Advanced Seal

2014: Introduction of Crest BE

Brand Failure (1980)

Crest react by offer 52 SKUs/variants Colgate launched Colgate Total

Oral care market become

segmented

1

3852

5036

25

SKUs number Market share

Whilst

Result Because

Lesson1. Don’t confuse the customer

2. Don’t offer too many products

3. Remove product duplicates.4. Be transparent

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