CREST

Brand Extension
Ebube Anizor (209347741) 11/12/2009

For the majority of the last 50 years Crest has been on top of the oral health market1 in North America. Our history and trust amongst consumers has enabled Crest to grow from its toothpaste heritage to what now seem like natural extensions into the broader oral health segment: toothbrushes, mouth rinses, floss and home whitening. As a consequence consumers now associate beautiful smiles and healthy teeth with Crest. We find ourselves at yet another juncture; where the opportunity to leverage our hard-won equity and grow into new categories must be considered. After careful evaluation into what defines the Crest brand and the general environment of the oral health industry it is clear that attractive opportunities to further extend the Crest brand exist. This proposal details my recommendation to extend the Crest brand in Canada into the dental gum category opening Crest to a share in the $400 million segment in Canada - and is supported by a rationale that respects the brand identity, current product portfolio and Crests position in the P&G family.

The Market & Competition

By way of context, in Canada the entire Crest product line competes in the broad personal product market, with the oral health segment owning approximately 17% of the CDN$5.3 billion market.2 The oral health segment is highly competitive and attributes most of its modest 3% growth to improved benefits and new product introductions primarily in the toothpaste/dentifrice subs-segment. The market is segmented into base (cavity and tartar protection) and premium (multiple benefits and whitening) categories.3 Our main competitor, Colgate, positions itself similarly to Crest; but has extended it s product offering into oral medicines and pain relief.

Current Portfolio Strategy

Crests current portfolio strategy centres around two key attributes of its brand identity (Appendix A): healthy teeth and white teeth (or beautiful smiles). Almost without exception the Crest brand owns master-brand status across categories leveraging the trust we own as a pioneers in oral care and broad brand recognition. However, an examination of each product category reveals how the manifestations of these attributes differ and also the relative strategic importance of each brand (Appendix B):
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In the toothpaste category the health or beauty benefits of the product is integrated into the naming and resulting brand strategy (e.g. Crest Pro-Health, Crest Whitening). Toothpaste being core to the Crest business sub brands like Pro-Health or Sensitive play slave and co-driver roles in the spectrum

In the toothbrush category the focus around key Crest attributes is poorly evident. The category is centred on childrens products and co-branded with Sesame Street. P&G mostly offers toothbrushes via the Oral-B brand; if a priority shift occurs then Crest will need to re-consider its branding this area.

The floss category focuses primarily on health; with whitening and comfort being sub-benefits. Crest entered this category via the purchase of the strong Glide brand and plays a moderate endorser role

The rinse category is configured similarly to toothpaste in brand relationship and naming structure The whitening system category by definition endorses white teeth; products within this category then essential trade on the strength or potential capability of the product

Target Market
The Crest target demographic is very broad for the toothpaste business, child focused in the toothbrush business and primarily focused on adults in the rinse, stripes and floss businesses.

Brand Extension Policy and Process

By carefully evolving from a brand that essentially stood for cavity protection in children to providing a lifetime of superior oral care through a variety of products Crests brand was strengthened. 4 In extending the Crest brand beyond its current five categories in oral health many questions must be answered as summarized here: Have all reasonable opportunities been exhausted in the current categories? Does Crest have the means to extract further value in the categories? Is the effort warranted (ROI)? Is growth in the current categories increasing, declining or stagnant?

If the categories are in fact growing and have value yet to be extracted then Crest should avoid expansion. These businesses represent our core competencies developed over decades and expanded only after careful consideration. As an exception, if extending to a new category represents a unique opportunity that cannot
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be passed. The obvious example is Whitestrips which arguably created the home tooth whitening category now worth $500 million5, even in the midst of healthy growth in our core categories. As a growth driven business financial relevance must also be satisfied regardless of the climate of the current business (described above) and other brand factors (described below). As such: Expansion into the new category must produce a percentage growth in revenue that exceeds the expected growth in current categories over a 5 year span (i.e. opportunity cost) Required investments in expansion efforts should be proportioned to the potential return

Factors
When evaluating category extensions fit, value and brand equity are broad factors that must be considered.6
Fit

Must provide logical links and associations with oral health Must have clear value offerings of health and/or beauty (whiteness) and/or fresh breath The target consumer of the extension most provide a positive association for Crest7

Adding Value

Associating with the Crest brand is an obvious help to the new offering Must be a clear and distinct value proposition between current offerings and new category (customers are already fatigued and confused by the variety of products currently offered)

Enhancing Brand Equity

Does extension enhance Crests equity and grow its association with healthy, beautiful smiles Must not degrade Crests toothpaste business as this is both our heritage and core business Should not conflict with other offerings in P&Gs stable Can associations with other products in P&Gs broad personal care roster grow both businesses

New Brand
In instances when the category opportunity is substantial but the risk to the Crest brand is also substantial Crest should consider spinning off a new brand. In some cases Crest can play a lower risk weak-endorser role
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to help leverage equity. If not possible, the new brand can still avail itself of Crests market presence, distribution channels, human and other resources. Aspects of this policy are expanded further in Appendix C.

Naming Policy
An effective brand portfolio and naming structure helps to clarify the product offering for employees, partners and most importantly customers.8 Crests integral toothpaste category currently has 41 products; this volume underscores the important of an effective naming strategy. In Appendix B an audit of the naming structures across the categories was undertaken; minor recommendations were made in the toothpaste category for the Expressions and Whitening sub-brands to lessen the confusion and succinctly describe the core offerings. Appendix D outlines a policy for naming products going forward. In a nutshell the policy aims to brand products that strongly associate with Crests whiteness, health and fresh attributes as Crest products; products that go beyond our core will have a new brand with weaker links (or no links at all) to Crest. In all cases branding should not have more than 3 levels i.e. Crest sub-brand/primary benefit secondary benefit. Anything beyond that leads to confusion and shows that Crest is not clear about the value proposition. The only exception to the preceding would be to products that have plus Scope this is because the Scope is a brand unto itself and provides value to the offering.

Brand Extension
The attributes associated with Crests brand identity (Appendix A) spawned many associations that provided links to other categories such as health drinks, breath fresheners, medicines and even dentistry (Appendix D). However when viewed in the light of the Brand Extension policy described above and additional criteria such as organizational capability (Appendix D) the categories had to be abandoned to focus on two categories with the most promise: dental gum and denture cleaning.

Option 1: Dental Gum

Crests healthy, whitening and fresh breath benefits can be combined into a healthy chewing gum. The Canadian market does not have a CDA endorsed product; the opportunity to innovate and lead in this category is possible. The following summarizes how the dental gum category suits Crests branding policy. Further detail is provided in Appendix D. Fit o Even though the category is not new, Crest would have to position its offering smartly to induce positive associations of Crest instead of negative ones of gum as a candy o Benefit would be overall oral health, but consumers may associate primarily with fresh breath o Targets broad range of consumer, but allows for consistent communications to younger consumer Value o Consumers tend to be loyal to their toothpastes, so associating dental gum with Crest will be positive especially if gum is positioned as an extension of a oral health program Equity o Gum has connotations of fun, fresh breath, youth; all which can help the Crest brand even in the more narrow dental gum category. If Crest is creative in this sub-category it could expand the brand associations positively. o No possibility of confusion amongst consumers with other offerings from Crest or P&G Financial o Largest growing gum segment is non-sugar at 3% annual; Canadian non-sugar market worth $378 million (2007) Other o Canadian market does not have much competition, endorsement by CDA provides unique proposition

Option 2: Denture Cleaning

Expanding into the denture cleaning category adheres to and adds more weight to the Crest brand promise of caring for teeth for life. Our customers are living longer to leave them at the point where they need dentures may be inconsistent with the brand promise and potentially rob Crest of a valuable growth opportunity.
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The following summarizes how the denture cleaning category suits Crests branding policy. Further detail provided in Appendix D. Fit o Denture cleaning is part of the oral health market so there is a logical link o Offers the clear value / benefit of white teeth o Association with older target market may have negative associations and is not consistent with Crests marketing communications (skewed younger) Value o Consumers will not be confused about the offering of whiter dentures, its a logical link o Strong association of Crest brand and whiter teeth amongst all target consumers Equity o Does not conflict with any Crest offering; but P&Gs Kleenite is a denture cleaner o Could be co-branded with Kleenite to raise the fortunes of both brands Financial o Size of the denture cleaner market is expected to decline 15% over next 5 years (in the US) Other o 3 main brands in this category, so Crest could compete; although Colgate could easily follow

Recommendation
After evaluating both options, extending into the dental gum category was deemed to the have the most promise (Appendix D). Customers will be able to view the leap in to dental gum as a natural extension; while moving into the declining denture cleaners market is not financially sound, ages the brand and hurts its equity.

Launch
Product
A line of dental gums under the Crest Cavity, Crest Pro-Health, Crest Expressions and Crest Whitening brands. This helps to link to established products and brands in the other categories and provide a clear consistent message to oral health consumers. Additionally the key benefit each provides is clear Sample names include: Crest Pro-Health Dental Gum, Crest Expressions Dental Gum Wild Berry Offered in 12 to 14 piece packages that distinguish it from regular chewing gum
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Place
To avoid being lost in the clutter the gum should be offered primarily in the dental/oral hygiene aisle. This will necessarily require more marketing effort so customers know where to look With the endorsement of the ADA/CDA, the opportunity to promote at dental offices can be taken. Many offices now have a closed-circuit digital systems that can feature product ads/information

Price
A premium price of $2.50 to $3.50 per packet will signal to the consumer that the proven therapeutic result it achieves is worth the price. Similar products range from $1.50 to $2.50.

People
Crest can use its scientific / innovative origins and resources as a differentiator Crest (and P&G) has the marketing and channel expertise to enable a successful launch

Positioning Statement

For those that love that fresh, healthy, shiny feeling that you get after brushing your teeth, Crest Dental Gum gives you the fresh, healthy bright smile that Crest has been delivering your entire life. With our revolutionary whitening ability, tooth decay fighting ingredients and great flavours, Crest Dental Gums give you that freshness and benefits of brushing your teeth, in the convenience of a gum.

Summary
As mentioned at the outset, Crest has an opportunity extend its hard earned equity into a new category that for consumers will be a natural extension of what they have come to know and trust in Crest products. By following the recommendation and executing the proposed marketing plan the extension will benefit from: 9 Improve brand image: dental gum will be better trusted leveraging Crests reputation Reduce perceived risk: likelihood of trial and distribution increased with Crests endorsement Marketing efficiency: dental gum can be positioned as extension of oral health program

Additionally Crest will:

New customers: market is growing for non-sugar & therapeutic gum Increased market coverage: Crest & P&G do not have products in the space Clarify brand meaning: extended to gum with therapeutic benefits solidifies Crests value proposition
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Appendix A: Crests Brand Identity

Product
Scope (oral hygiene) Toothpaste Mouthwash Floss Toothbrushes White Strips Attributes Healthy Child Friendly Flavourful Fresh/Refreshing Trustworthy Quality/Value Top brand Keeps teeth healthy & white Range of prices Use Experience Fresh tasting Healthy results Users Everyone Professionals/Denti st Marketed to < 40 Country of Origin USA

Organization
Attributes Large Successful Scientific

Person
Personality Young Fun Attractive Reliable Trustworthy Customer/Brand Relationships Loyalty

Symbol
Visual Image and Metaphors Shiny & bright smiles Brand Heritage N/A

Local vs Global vs. Global (part of P&G)

Appendix B Crest Brand Portfolio and Hierarchy B:

Crests brand portfolio spans the toothpaste, toothbrush, floss, rinse and strip categories. For the vast majority of products i the brand spectrum Crest is in 10 prominently positioned as master brand; separate products are identified in large by the primary and secondary benefits , if any, they provide (e.g. whitening ; with tartar control) and its product type or category (e.g. gel toothpaste). Example products that fit under this structure are Crest Whitening Toothpaste or Crest xample Sensitivity Whitening Toothpaste. Of course there are exceptions to the rule. The Crest portfolio also contains several sub-brands that differ in relationship to the master brand. The Pro-Health brands sub-brand serves as a slave to the Crest master brand and is used across both the toothbrush and rinse categories. Pro-Health may have the ability to be Health linchpin brand that can be leveraged to enter other categories. In the toothpaste, floss and whitening system categories, Sensitivity Glide and Whitestrips serve Sensitivity, as co-drivers in respect to the Crest brand. In the cases where sub sub-branded products exist they are given different identities as described above according to the primary and secondary benefits they provide (e.g. Crest Pro Pro-Health Enamel Shield Toothpaste). In all cases the relative importance of the Crest brand is strongly evident in the packaging. Where Crest is the dominate brand the Crest logo is promi prominently; in sub-branded scenarios the size of the Crest logo is substantially reduced. branded

Toothpastes

Toothbrushes

Floss

Rinse

Whitening System

Regular

Gel

Liquid Gel

Striped

Kid's

Youth

Regular

Picks

Threader

Rinse

Mouthwash

Figure 1: Crest Brand Hierarchy

Category Hierarchy and Naming Policy: Toothpaste

In the toothpaste category the 4-level brand hierarchy is broken out by the product type (e.g. gel vs striped) then by sub-brand or primary benefit followed by secondary functional benefit (if any) or flavour (if different from basic flavour). Product Type | Sub-brand (optional) | primary benefit (optional) | Secondary benefit (optional) | Third benefit (optional) . The naming archictecture borrows from the brand hierarchy and is built as follows: Master-brand | Sub-brand or Primary benefit | Secondary benefit (optional) | Third benefit (optional) | Product type | Product category. For example Crest| Extra Whitening | Tartar Protection | Liquid Gel | Toothpaste New Naming Architecture The current naming structure helps to clearly distinguish Crests toothpaste offerings; however in a few cases the structure is not strictly adhered or too long. In these cases no clear added benefit is given to the user and the naming can be overbearing if not confusing. As such simplifying the naming to better associate with the provided benefit and permitting at most 2 levels after master-brand and product type. For the listed products the renaming structure is as follows:
Old Name Crest |Natures Expressions | Gel | Toothpaste Crest |Baking Soda & Peroxide Whitening| with Tartar Protection| Striped |Toothpaste Crest |Whitening Expressions | (all 5 products) Crest |Wild Expressions| Liquid Gel | Toothpaste New Name Crest | Expressions | Nature | Gel | Toothpaste Crest |Extra Whitening| with Baking Soda & Peroxide | Striped |Toothpaste or Crest |Extra Whitening | with Tartar Protection | Striped |Toothpaste Crest | Expressions | Whitening | (all 5 products) Crest | Expressions| Wild| Liquid Gel | Toothpaste

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Toothpaste Regular
Crest Cavity Crest Kid's Crest ProHealth Crest Sensitivity Crest Tartar Control Crest Cavity Crest Kid's

Gel/Liquid Gel
Crest Extra Whitening Crest Multicare Whitening Crest Natures Expression Crest Plus Scope Crest Tartar Crest Whitening Expressions Crest Wild Expressions Crest Vivid White Night

Striped
Crest Whitening Expressions Crest Whitening Crest Baking Soded & Peroxide with Tartar Crest Extra White Plus Scope

Regular

Sesame Street

Enamel Shield, Clean Night, Clean, Whitening

Regular/Soot hing Whitening, Extra Whitening, Whitening

Regular

Barbie, Cavity, Spiderman

Tartar Protection

Whitening

Plus Scope

plus Scope

plus Scope

Figure 2: Toothpaste Brand Hierarchy

Note: flavour purposefully excluded as part of the branding hierarchy

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Category Hierarchy and Naming Policy: Toothbrushes :

In the toothbrush category the brand hierarchy is noticeably simple The first level of the architecture is the the target group, the next level (if any) is the co simple. cobrand. While Crest lists Oral-B in the brand portfolio; in its truest sense Oral belongs to the P&G oral hygiene brand portfolio and is thus excluded. B Oral-B s In the toothbrush category the 3-level brand hierarchy is broken out by the target consumer (i.e. child vs youth) and then optionally by liscenced brand Target level brand. Segment | Licensed brand (optional) | character (optional). The naming architecture borrows from the brand hierarchy and is built as follows: Master-brand | Licensed brand | product category | character. For example Crest| Kid | Sesame Street | Toothpaste | Big Bird. Kids New Naming Architecture The current naming strategy strays for Crests structure that more clearly outlines the product benefits although Crest has used kids as a general benefit. Nonetheless no proposed changes are being proffered since the toothbrush category is really managed by Oral-B for P&G.

Toothbrushes Kid's
Licensed Brand (Sesame Street) Character
Figure 3: Toothbrush Brand Hierarchy

Youth
Regular

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Category Hierarchy and Naming Policy: Floss

In the floss category the 4-level brand hierarchy is broken out by the product type (e.g. floss vs pick), then by sub-brand, then by the primary benefit followed by level secondary functional benefit (if any). Product Type | sub-brand| primary benefit (optional) | Secondary benefit (optional) The naming architecture strongly (optional). resembles the brand hierarchy and is built as follows: Master Master-brand | Sub-brand | Primary benefit (optional) | Secondary benefit (optional) . For example Crest| Glide | Comfort Plus. The prominence of Glide in the branding of Crest floss should be noted because when P&G bough the company In 2003,it had significant brand equity that 2003,it warranted its prominence in the naming and package of the floss. In this case Crest plays the moderate endorser role. New Naming Architecture The current naming is simple and clear and serves to highlight the primary benefit of each product offering. A new naming architecture is not required. Should the pick and threader floss product-types extended beyond the current offerings it is suggested that it follows the regular floss hierarchy. types

Floss
Regular Floss Picks Crest Glide
Shred Guard Whitening

Threader Floss Crest Glide

Crest Glide
Comfort Plus Deep Clean

Original

with Scope
Figure 4: Floss Brand Hierarchy

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Category Hierarchy and Naming Policy: Rinses

By way of distinction mouthwashes (i.e. Scope) kills germs associated with bad breath and is alcohol based while rinses (i.e. Crest branded prod products) provide 1 multiple benefits such as killing plaque causing germs, fighting gingivitis and managing bad breath and is alcohol free. In the rinses category the 3-level brand hierarchy is broken out by the product type (e.g. rinse vs mouthwash), then by sub-brand or primary benefit followed by level brand secondary functional benefit (if any). Product Type | Sub-brand, primary benefit or co-brand | Secondary benefit (optional). The naming archictecture strongly resembles the brand hierarchy and is built as follows: Master-brand | Sub-brand or Primary benefit | Secondary benefit (optional) . For example Crest| Pro-Health | Enamel Shield. While Crest lists Scope in the brand portfolio; in its truest sense Scope belongs to the P&G oral hygiene brand portfolio and is thus excluded. New Naming Architecture The current naming is simple and clear and serves to highlight the primary benefit of each product offering. A new naming arc architecture is not required.

Rinses Rinse
Crest Pro Pro-Health Enamel Shield Night Rinse
Figure 5: Rinse Brand Hierarchy

Crest Whitening

Scope.com FAQ

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Category Hierarchy and Naming Policy: Whitestrips

Whitestrips arguably could be associated with the broader home whitening systems category but because of its simplicity com compared to other home kits; is really in category of its own. In the whitening system category the 2-level brand hierarchy is broken out by the sub sub-brand, then by the whitening strength. Sub-brand| strength. The naming archictecture strongly resembles the brand hierarchy and is built as follows: Master-brand | Sub-brand | product strength . For example Crest| Whitestrips | Premium New Naming Architecture The current naming is simple and clear and serves to highlight the primary benefit of each product offering. A new naming arc architecture is not required.

Whitening System Crest Whitestrips

Daily Multicare Classic Premium PremiumPlus Renewal

Figure 6: Whitening System Brand Hierarchy

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Appendix C Naming Policy C:

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Appendix D: Category Extensions

Given the attributes of Crest identity as detailed in Appendix A a broad range of category associations can be derived for which to consider category extensions with both positive and negative connotations. Denture Cleaner o Traditional dentures o Retainers o Braces Notes: Associations with older customer targets may have negative brand associations, only 2 or 3 players in this area, P&G has presence in dentures adhesives and cleaners. Health drink Notes: Consumers may have difficult with Crest as a consumable/edible product Fresh breath products o Mouth spray o Mint Notes: Opportunity may be too small, high number of competitors, association with candy may hurt healthy identity Gum o o

Chewing gum New/untapped segment in healthy gum

Notes: Large competitor base, association with candy may hurt healthy identity, good association with fresh break, reinforces youthful market image Dental services o Cosmetic (teeth whitening) service stationary or mobile o General dental care (branded dental centre/franchise) Notes: Dont have core capabilities, possible issue of consumer trust with Crest service/recommendations since both a supplier and service provider, consumers have generally negative associations with dentists Mouth medicines o Tooth aches Notes: Positive connotations by helping people feel better, negative connotations with pain and dentistry From the above list the most promising options chewing gum and denture cleaners were selected for deeper evaluation. Dentistry/Whitening service is also examined to investigate the possibilities of fundamentally extending the Crest brand into services which may not seem like a logical avenue.

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Dental Gum
Crests healthy, whitening and fresh breath benefits can possibly be combined into a healthy chewing gum. Practically speaking the attributes may lean more towards fresh breath but the category can fit with Crests generally youthful messaging and reach the broadest range of consumers. The negative connotations that may be associated with chewing gum (e.g. sugar, tooth decay, etc.) could lead to negative brand associations. Prior efforts in the past to combine Crests science with Wrigleys market expertise and power have gone unnoticed. Currently Crest whitening science is used in Wrigleys Orbit gum, serving more of an ingredient brand11 role and therefore not marketed as a Crest product. Research shows that chewing sugar-free gum after eating is clinically proven to be an important part of good oral health. It stimulates the most important natural defence against tooth decay - saliva - which, in turn helps fight cavities, neutralize plaque acids, remineralize enamel to strengthen teeth and wash away food particles. 12 The American Dental Association has accepted sugar-free Orbit gum, so entering the space with Crests background and expertise along with CDA/ADA endorsement can be an advantage. The CDA does not currently recognize any the dental/therapeutic gum o Within two years of its ADA acceptance, Crests toothpaste sales nearly tripled, pushing Crest well ahead as the best-selling toothpaste in the United States (1960)13; so endorsements in gum category can grow sales There are many competitors in the general chewing gum category so Crest would have to offer a different value proposition. P&G does not have any offerings in this category so there will be no cannibalization issues. Trident White is probably best know product in sub segment but lacks oral health credibility Colgate has a branded dental gum only marked in the UK Nearly 68.7 Million Chew Sugarless Gum; 10.3 Million Chew Dental Gum (USA)14 Chewing gum market is $4.9 billion in North America; Sugar free sub-segment $378 million in Canada (2007)15

Denture Cleaner
While Crest has always been targeted to the entire family for entire life, communications have generally featured/targeted for young audiences and certainly not seniors. So moving into the denture cleaner area ages Crest somewhat and should be a consideration in how any products are branded or if the category is even entered. As people live longer and the demographics skew, a growth in denture wears may occur. Toothpaste is too rough on dentures, Crests rinse technology may be more appropriate Provides an opportunity to play up Crests scientific origins Fixodent part of P&Gs denture offering but only in adhesives. Fixodent with Scope cleaner also offered. 18

Kleenite part of P&G stable. Could co-brand with Crest; e.g. Kleenite with Crest. Could also abandon subordinate Kleenite brand because Crest is one of P&Gs billion dollar brands and warrants the status; e.g. Crest Whitening Denture Cleaner or Crest Kleenite Denture Cleaner. Competition is primarily Polident (GSK) and Efferdent (J&J) Nearly 27.2 Million People Use Denture Cleansers16 Denture products $405 million17 (2008). Denture Products to Continue Slide to $346 Million18 (2014)

Dental/Whitening Service
The popularity of Whitestrips met a latent consumer desire for white teeth without inconvenience and cost of traditional services. Leveraging its popularity in this area Crest could explore opening or endorsing a chain of centres focussed on whitening and other basic dental care for children and adults. The centres could provide a different experience and take away the stigma of dental visits.

Evaluation
The feasible options have been narrowed down based on criteria that centre on fit, value, equity, opportunity and capability. Each criterion has been given a ranking from 1 to 3 (3 being the most important) and weighted according to its importance in the evaluation scheme. Criteria Option 1 Option 2 Option 3 Weight Chewing Gum Denture Dental/Whitening Cleaner Service Fit/credibility 2 2 4 6
Promotes healthy teeth and beautiful smile

Success Factors
Do Crest strengths align with key needs

2 2 1.5 1 1.5 1 1 1 1 1

4 6 4.5 1 3 2 3 2 3 3 34.5

6 4 3 3 2 1 2 3 2 2 32

2 2 1.5 2 1 3 1 1 1 1 21.5

Business Opportunity
Size of category warrants effort

Differentiation
Is new value proposition offered

Defensible
Compete with incumbents and fend off competitors

Market Growth
Stagnant, shrinking or growing

Adding value
Does not cannibalize existing Crest or P&G business

Brand equity
Enhanced or tarnished by entry into new business

Organizational capability
Existing or easily attainable skills

Brand aspirations
Alignment with overall Crest goals

Professional Recommendation
Dentist endorsement likely

Total

Table 1: Category Extension Evaluation

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Colgate/ Crest: Brand Profiles, http://www.adbrands.net/us/crest_us.htm, accessed November 2, 2009 Datamonitor, Canada-personal products (2004) 3 Crest , http://www.americasgreatestbrands.com/volume7/assets/AGB%20pdfs/AGB%20Crest.pdf, accessed November 10, 2009 4 Light, Lary; Kiddon, Joan. Brand Revitalziation. Wharton School Publishing 5 Extensions: Crest Biting Back With Whiter Strips http://www.allbusiness.com/marketing-advertising/branding-branddevelopment/4681531-1.html, accessed November 10, 2009 6 Aaker, David; Joachimsthaler, Erich. Brand Leadership. The Free Press. 7 Tybout, Alice M.; Calkins, Tim. Kellogg on Branding. Wiley 8 Aaker, David; Joachimsthaler, Erich. Brand Leadership. The Free Press. 9 Lecture #6 10 Benefits (from Crest.com) : Professional Care | Experience | Cavity Fighting | Easy on Sensitive Teeth | Whitening | Kids | Breath Freshening 11 Tybout, Alice M.; Calkins, Tim. Kellogg on Branding. Wiley 12 Oral Health Benefits, http://www.wrigley.com/global/benefits-of-chewing/improve-oral-health.aspx, accessed November 11, 2009 13 Crest , http://www.americasgreatestbrands.com/volume7/assets/AGB%20pdfs/AGB%20Crest.pdf, accessed November 10, 2009 14 Press release, http://www.reuters.com/article/pressRelease/idUS137206+14-Apr-2009+BW20090414, accessed November 10, 2009 15 The Canadian market for confectionary gum products, http://www.ats.agr.gc.ca/can/4500-eng.htm, , accessed November 11, 2009 16 Press release, http://www.reuters.com/article/pressRelease/idUS137206+14-Apr-2009+BW20090414, accessed November 10, 2009 17 ibid 18 ibid
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