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A. Summary about the market and its product and its objectives. This marketing plan summarizes the companys situation [], and the different marketing strategies that we believe would be best for ColgatePalmolive and their new toothbrush. B. Summary of Supply and Demand The supply and demand includes the market situation with accordance to the supply and demand situation of the product and its analysis and measurement. C. Summary of marketing mix conceptualization. The marketing strategies include proposed strategies involving product, price, place, and promotion.



Oral health care is important in everyones life and with the help of Colgate-Palmolive Health Care Industry helping us, informing us with latest trends to oral health care. Their main purpose and focus is to prevent teeth and gum diseases and to distribute dental cosmetics benefits. Some products are toothbrushes, toothpaste, mouth wash, dental floss and mouth rinses. And over the years, Oral care continued to grow, in 2012, with sales inching up by 4% in current value terms. Colgate-Palmolive Health Care is already amongst the largest categories in the local beauty and personal care market, growth in oral care was constrained by impending maturity and saturation. Filipinos have long made oral hygiene a priority. Regular tooth brushing is taught in the early ages of child development in order to ensure that good oral habits are established. (1)


MARKET STUDY OBJECTIVES You cannot depend your overall wellbeing even your oral hygiene by the brand name of product you are using. Diseases and lots of major risks are highly adapting our current changes in life. Toothbrushes are common use by most Filipinos in maintaining their oral health. Ever since toothbrushes were made, advancement and evolvement are still moving. Such changes were shapes, size, bristles textures, handles and many more that make it advantageous to the users.

We believe that smile defines who we are. Simple smile shows how happy we are. By the power of the new invention multi-Brush, can keep your smile to the fullest. Who does not want to have a clean and fresh smile? Main Purposes: The purpose of a Multi-Brush is to help people with very hectic and demanding time to brush in a flash. This economical and practical toothbrush that does not need to put toothpaste in every brush and even water to rinse your mouth. This brush is powered by battery that can be also be charged through its body-box where in they can also refill water and the toothpaste, the battery uses to move rapidly in circular rotation from side to side of every part of your mouth. With excellent design and technology of the toothbrush, this helps to whitens and remove plaque especially in-hard-to-reach areas.(3)



Despite that Davao city is located in lowermost part of the Philippines, Davao city is serves as the trade, commerce, and industry in the whole Mindanao area. It is the home of the famous Durian fruit and the highest peak in the Philippines, the Mt. Apo.

Davao City is a filled with diverse cultures and beings. Some are our indigenous and some are purely Davaoneos.(4)



COMPETITIVE SITUATION As time goes on, Companies like Colgate-Palmolive, that have entered into toothbrush market and its one of the famous toothbrush dealers.

The Colgate-Palmolive Company was founded in 1806 by William Colgate. The company first began by the production of soaps, perfumes, and candles. They began introducing oral health care products to the market in 1873, by producing its first toothpaste, an aromatic dental cream sold in jars (Colgate -Palmolive, 1 of 3). By 1991, Colgate-Palmolive had become the leader in not only household products but also in oral health. By the early 1990s there were many different com panies that focused on oral care products, with the leader being Colgate-Palmolive. By 1991, Colgate-Palmolive held the number one position in the world for the sale of oral care products, accounting for 19% of the worlds toothbrush market. The companys sales and profits were increasing each year, and by 1991 sales totalled 1.03 billion dollars, while profits totalled 9.8 million dollars, (Harvard). At this point in time Colgate had introduced two different types of toothbrushes to the market, the Colgate Classic and the Colgate Plus. (5) Colgate-Palmolive Philippines remained the undisputed market in oral care in the Philippines in 2012, with a value share of 46%. The company maintained its lead in the key oral care categories of toothpaste and toothbrushes. In the Philippines, Colgate has become synonymous with toothpaste, and has established strong loyalty across all income levels. The brand is also available in both modern and traditional retailers, which enables it to reach customers nationwide. (6)



The product in which this marketing plan focuses around is the Built-in toothbrush with water and toothpaste in just one toothbrush. It is a newly made product that put together all the necessary things needed, when brushing ones teeth, into one product. This product is especially designed for people, despite their hectic schedules, can still maintain their oral hygiene.


B. DESIGN/QUALITY The main design of the product is concentrated on its built-in mechanics wherein toothpaste and water tubing is already connected on the toothbrush. The water tubing can be detached on the water faucet if the user wants to bring the toothbrush with him. The water tubing has its housing wherein the user could keep the tubing for easy storage. For the toothpaste container, it comes with a special pack wherein the user just has to insert the toothpaste container when he runs out of toothpaste. This container can also be refilled, if desired. However, on a monthly basis, the user must change the container to avoid unnecessary problems. The head of the POWER BRUSH includes three different lengths of bristles, each length having its own responsibility. B. GOOD CLASSIFICATION POWER BRUSH can be classified as one of a kind toothbrush. Most toothbrush can be classified as either a homogeneous or heterogeneous shopping product. Some consumers may see it as a homogenous product because they see all toothbrushes as the same, and place their attention on the lowest prices. Others may see the toothbrush as a heterogeneous product because they see the need to inspect for quality and suitability (McCarthy). C. PRICE Under a niche-positioning strategy Colgate-Palmolive POWER BRUSH would price the toothbrush at Php 482.75 per unit. Under a mainstream-positioning strategy, the company would price the toothbrush at Php 419.00 per unit. D. PROMOTION The companys promotion plan was to induce trial (Harvard). Colgate Palmolive planned to promote the Precision toothbrush one, by offering a free toothpaste container specially fitted for the POWER BRUSH. E. LOCATION The most important part of marketing is how a product will get from the seller to the buyer. Many products go through a channel of distribution, which involves manufacturers, wholesalers, retailers, and consumers. The distribution strategy proposed for the Precision toothbrush is through dentists, plastic surgeons, drug stores, grocery stores, large retail stores, and department stores.