Case Study: Crest Whitestrips Challenge

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Case Study: Crest Whitestrips Challenge The market for oral care product is strong at $75 billion. However, growth is relatively slow in mature market and companies continue to innovate to stay competitive. A recent innovation has been teeth whitener systems, include trays, gel, and strips.

* Describe the typical user of whiteners overall, gel whiteners, and whitener strips.

Whiteners overall | Strip Whiteners | Gel Whiteners | Female | Female | Female | 18-24 | 18-24 | 18-24 | College oriented | About the same education | College oriented | Higher end occupations | Healthcare, sales, office | Sales Healthcare, Manager, legal | Black and Hispanic | Black/ Hispanic | White | Southeast | Southeast | Pacific "West Coast" | Higher income (75k+) | Low and high income | 75K+ | Single, separated | Single, separated | Single | | | |

* Using demographic describe the best target market for Crest 3D Whitestrips.
The best target market for Crest 3D Whitestrips is:

Female 18-24 College Oriented Sales, Health Care, Manager, Legal White Pacific "West Coast" 75K+ Income Single

* What value does the Crest 3D 2 Hour Express tap into that the other Crest Whitener strips do not?

Time to whiten = 1 day
Crest 3D 2 Hour Express Value
Instant Gratification
Quick Solution
No planning necessary
Perfect for busy lifestlye
1-2 Hour Treatment lasts 3 months
Advanced Vivid Whitestrips
Time to whiten = 14 days
VS

* What areas of opportunity does Table A suggest for Crest to expand the total market for whiteners beyond 15% of the adult market? What barriers exist to adoption of whitener products by these groups?

Areas of opportunity Men
Finding a way to reach them
Male endorser
The Northeast
Married and widowed

Barriers to adoption of groups
Men
"Not cool.."
Emasculating
Northeast
Too…...

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