External Opportunities External Threats (T)

TOW 1(O)
High consumer
conscience about gum
1 Price war engaged by
competitors
2 High competition from

S health problems
2 Increasing Buying
new entrants that want
to disrupt the market

Internal Strengths (S) S ST

•
O•
1 Market leader Keep Innovating in Consider
health oriented acquisitions of
2 High technological products. new highly
• Target customer innovative
innovative competitors
segments ready to
3 Customer Loyalty pay premiums for (Quip,
specific products Amabrush…)
• Develop Loyalty
Internal Weaknesses W W
1(W)
High cost structure • Focus on customer • Develop new

2 Weaker Online
O education
T discount brand
range
• Enhance day-to-day • More aggressive
presence than
online presence
competitors
Market Segmentation

Segment Price Needs and wants

Products built to particularly fit children whose set of
0-10 Low-priced
baby teeth are still breaking
Kid - 18%
17-Oct Low-priced Products for those transitioning to adult teeth

Involved oral health consumers - High-priced

Search out functionally effective products
therapeutic brushers – 46%
Med-priced
Adult – Involved oral health consumers - Search for products that effectively deliver cosmetic
22-55 High-priced
47% Cosmetic brushers – 21% benefits
Uninvolved oral health consumers View products as the same, lack of interest in product
Low-priced
(lack-of-interest group) – 33% category. Search out for low-priced products
Senior High-priced Products designed specifically for customers with
Aldult – Above 55 degraded oral health E.g. Teeth with dental
19% Med-priced restorations/ crowns/ veneers & receded gum

Targeting:

Based on the segmentation, we have planned target market segments in which the customers would be the most likely to drive the sales volume
increase of Oral-B powered toothbrush:

· Therapeutic Adult: This group that accounts for the largest percentage in the market is most likely to spend extra money to buy
functionally effective toothbrush. 


· Elderly People: The generation that accounts for a large percentage of toothbrush market that haven’t targeted by any player in the
market.