Running Head: GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
MMGP: Crest 3D White Brilliance
Analyzing the Consumer Market and Market Segments
Group 4
BUSI 520 – Strategic Marketing Management
Liberty University
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
Abstract
Procter and Gamble, also known as P&G, is an American company headquartered in
Cincinnati, Ohio that provides a variety of well-known household and personal care products.
In 2014 P&G introduced a new product within their line of Crest whitening products. This paper
provides a marketing analysis of Crest 3D White Brilliance toothpaste and polishing treatment.
The paper covers background information on the product, an analysis of the consumer market,
identification of target market segments, an analysis on positioning, competition, and branding,
identification of services required and provided, pricing considerations, promotional ideas and
efforts, an analysis of corporate social responsibility examples and suggestions, and final
recommendations and conclusions. Additionally, within the paper are comparisons to
comparable products on the market.
Keywords: Procter and Gamble, Crest, whitening, toothpaste, teeth, smile
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Crest 3D White Brilliance
Whiter teeth and a healthier smile are physically noticeable traits of people who have
excellent oral health. With Americans being more health conscious, oral hygiene plays a pivotal
role in an industry with unlimited possibilities. Stains left behind on a person’s teeth from coffee,
wine, smoking, and other products leave an unappealing visual effect. The market for preventing
and reversing these stains is on the rise and Crest has created a product to help a person combat
these negative effects that causes these stains. The creation of Crest 3D White Brilliance
toothpaste and polishing treatment is a solution to a problem of stained teeth by helping a person
obtains a healthier, brighter smile.
Background Information
Description and History
Need whiter teeth? A healthier smile that people will notice? Look no further! Crest 3D
White Brilliance is the toothpaste that will help one to achieve all these amazing results. Crest is
a name well known by many Americans and people throughout the world. Crest began with
humble beginnings when during the early 1940s when Procter & Gamble began a research
program to find ingredients that, when added to a toothpaste, would reduce tooth decay and the
idea eventually became Crest in 1955. (Crest Heritage). Crest has continually researched and
improved the oral health care industry for nearly 60 years. With the launch of Crest 3D White
Brilliance product in 2014, Crest has continued to prove its ability as a leader in the oral health
care industry. With 3D White Brilliance, a consumer will truly be able to improve his or her
smile by simply using this product during his or her morning routine. Crest 3D White Brilliance
toothpaste is a simple way for a consumer to whiten his or her teeth by brushing his or her teeth.
With this daily routine, customers have seen the results and are highly satisfied with the product.
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The Old Four Ps Marketing Mix
Initially the marketing mix was classified into categories of product, price, place, and
promotion (Kotler & Keller , 2012). Some argue that this framework for marketing activity
worked historically because marketing was in control, but that in today’s global market which is
quickly changing it may not be as relevant with new methods for both product development and
delivery (Schultz, 1999). Regardless, in this section we will look at Crest 3D White Brilliance
in terms of these categories.
Product. In February 2014 Procter & Gamble (P&G) introduced a new line of whitening
products, the Crest 3D White(R) Brilliance Collection (see Figure 1), with two products
including Crest 3D White(R) Brilliance Toothpaste and Crest 3D White(R) Brilliance Boost
(“Crest 3D white(R) introduces”, 2014). The produces are designed to be used together and
“were created with a whitening technology designed to give teeth a shine and luster after a single
brushing” (“Crest expands”, 2014, p. 28) and “the Crest 3D White(R) Brilliance Boost contains
three times the amount of stain lifting ingredient compared to Crest 3D White(R) toothpastes to
target surface stains from coffee, tea, wine, and smoking” (“Crest 3D white(R) introduces”,
2014).
Price. The Crest 3D White(R) Brilliance Toothpaste and Crest 3D White(R) Brilliance
Boost was introduced in February 2014 at $5.99 each (“Procter & Gamble; Crest,” 2014).
Blogger Pure Estrogen (2014) calls it pricy at $6 each however, even higher prices have been
found. For example, on January 23, 2015, Amazon online listed the products as $15.99 for 2 4.1
ounce tubes package and 6.79 for 4.1 ounce tube and for the boost polishing treatment 3.0 ounce
$8.79 (www.amazon.com).
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Figure 1. Crest 3D White Brilliance Toothpaste and Boost Polishing Treatment (Photo obtained
1/23/2015 from http://www.bizjournals.com/cincinnati/news/2014/02/03/pgs-new-crest-
promises-stronger.html?s=image_gallery )
Place. The products “can be found in drugstores, mass retailers nationwide and on
www.3DWhite.com beginning March 2014” (“Procter & Gamble; Crest,” 2014, 224). Procter &
Gamble (2014) further provide specific places where you can find the product as Amazon.com,
Drugstore.com, PGeStore, CVS, Walgreens, Target, Walmart, SOAP.com.
Promotion. Proctor & Gamble (P&G) uses multiple avenues for promoting these
products. Sales promotions include coupon offerings if you register on the P&G website. They
have celebrity endorsements with their “first ever global partnership with multi-platinum artist
and two time GRAMMY award-winning star, Shakira. An ambassador that embodies the multi-
dimensional smile, Shakira is representing the brand globally including all the Crest 3D
White(R) products” (“Procter & Gamble; Crest,” 2014, 224). They have also made use of social
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media buy sponsoring a parenting blogger, Tina Seitzinger (2014), who posted a video March 2,
2014 discussing how to use the product.
The New Four Ps Modern Marketing Management
An updated and more modern categorization reflects the changes and complexities in
today’s marketing and includes people, processes, programs, and performance (Kotler & Keller,
2012). In this section we will look at Crest 3D White Brilliance in terms of these modern
marketing categories.
People. It is important the employees of P&G support the product and P&G educates its
sales force on the features of the product. For example, as a former P&G employee, the product
was included in the annual Christmas gift of products received from the company. Further, Crest
representatives are seen in dental offices where they pitch the features and benefits of the product
and provide samples for distribution to patients. Clearly this product is targeted toward
individuals who have yellowing and or stained teeth as a means of brightening their smile.
Processes. P&G is looking to cut costs and increasing innovation in its strategy. While
the have cut some of the non-manufacturing positions, they have increased their marketing
spending. Their plan is to “increase reach, frequency and effectiveness of our advertising
messages with consumers while still making significant efficiency improvements in our
advertising spending."” (Prior, 2014, p.3). Additionally, they are looking beyond products that
have been developed internally to systematically searching for new ideas beginning with the
question “What do customers want?” (Davey & Sanders, 2012, p.11).
Programs. P&G networks through both open and proprietary networks to look for new
ideas and solutions to problems and consumer preferences. Their open networks include
“universities, government agencies, private labs, research institutions, venture capital firms,
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suppliers, competitors, and entrepreneurs” and their proprietary networks include “70 technology
entrepreneurs” that work out of hubs “located in China, India, Japan, Western Europe, Latin
America and the United States” (Davey & Sanders, 2012, p.11).
Performance. P&G is implementing a strategy to “grow all of its major product lines
into global brands” (Davey & Sanders, 2012, p.13) which includes Crest. In addition to the
global hubs mentioned in the previous paragraph, they are committed to increasing oral health
education in the growing U.S. Hispanic population (“P&G brands address,” 2012).
Demographic Trends
The desire for whiter teeth is a consumer-driven trend that transcends age, income, or
other demographic identifiers. With 2014 sales of almost $2.5B, the top ten toothpastes push
nearly 825M units to consumers each year (“Toothpaste”, 2014). Of these sales, nearly $500M
are for whitening toothpastes, by either Colgate or Crest brands (“Toothpaste”, 2014). Given the
ever-persistent desire to look youthful and healthy, and the growing market share of whitening
toothpaste as a category, both men and women are purchasing whitening toothpaste. That said,
Crest has targeted women between the ages of 25 and 45, with higher than average income
(Fasig, 2004). These women are fashionable, and aware of trends in fitness and hygiene.
The income target is not because whitening toothpaste is markedly more expensive than
other types of toothpaste. Indeed, a search of walmart.com will reveal that most toothpastes are
in the range of $3-$5 per tube. Instead, the higher income is targeted because of the effect
income has on oral hygiene. People who are less affluent visit the dentist less frequently, are less
likely to have dental sealants, and are less likely to be aware of dental hygiene trends and
developments (Shalala, 2000). These income trends results in Crest’s targeting of higher-income
individuals for their whitening toothpaste. A broader market for Crest’s whitening toothpaste
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would be adults aged 18+, who have their natural teeth, though children over the age of three are
also toothpaste consumers.
The toothpaste options for consumers are many. Tartar control, sensitive gels, regular
toothpaste, and whitening toothpastes all strive to deliver the user’s particular desire in oral
hygiene. Given the $2.5B industry that toothpaste is, it would be a mistake to target too specific
of a market for Crest’s whitening toothpaste. Whitening toothpaste is used both by men and
women and its low price-point and competitive pricing relative to other toothpastes means that
any toothpaste consumer will find it affordable.
Economic Trends
The need for proper oral hygiene has always been around. The healthcare sections in
most drugstores and supermarkets have an entire aisle dedicated to oral hygiene. Katie Dawson,
a Registered Dental Hygienist since 1976 and president of the American Dental Hygienists'
Association in 2005, told the NY Times that she thought makeover shows were "a large part of
the reason oral hygiene - especially whitening - has become so popular" (Tugend, 2005, para. 3).
In 2004, Americans spent $1 billion on toothpaste and over $634 million on toothbrushes
(Tugend, 2005). A report by Mintel, a Chicago-based research firm, stated that oral care food,
drug store and mass merchandise category sales were at $3.1 billion in 2008 (Fleenor, 2009).
The report also stated that sales rose slightly to $3.3 billion in 2008 (Fleenor, 2009). In 2011,
Mintel published another report noting that the oral care market grew to $3.5 billion with an
expectation of $3.9 billion by 2016 (Wolfe, 2012). According to the report, "and while cavity
prevention is the No. 1 concern when shopping for toothpaste, 82 percent of adults 18 to 24 have
purchased tooth-whitening products and are also seeking bad breath control" (Wolfe, 2012). As
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the need to reduce plaque, tarter and cavities continues, so too should the economic growth in
oral care products.
Technological Trends
The fascination with teeth whitening has been around for centuries. "In Roman times, the
ancient Gauls, as well as other peoples, used uring (which contains urea) as a mouthrinse to
whiten teeth" (Strassler, 2009, p. 1). Dentists focused more on aesthetic procedures, including
whitening, in the late 1800s (Sulieman,2004). They practiced with different whitening agents
over the years, and added heat or light sources in the early 1900s (Sulieman,2004). The use of
heat or light sources was believed to speed the whitening process. The use of whitening trays
began around 1980 when dentists used trays to hold antiseptic gel on the gums longer, and
whitened teeth were notice to be a side effect (Sparks, 2010). Home-use treatments, such as
whitening toothpaste, whitening kits, whitening strips, and whitening pens, were developed to
provide more affordable options. "The results achieved are equal to those obtained with in-office
treatments, although they take longer to achieve" (Strassler, 2009, p. 4). Corporations will
continue to develop their home-use products to narrow the gap. As dentist improve their abilities
to whiten teeth, so too should the home-use community.
Consumer Taste and Preference
The factors that affect consumer taste and preference are both intrinsic and extrinsic. The
intrinsic factors include the taste, consistency, and the effects. Consumers desire a product that
tastes good, feels good, and works good. A 2014 study of eight different toothpastes showed that
consumers preferred medium intensity flavors described as "menthol", "peppermint", "cooling",
"sweet" and "salty" and low intensity flavors described as "sour", "bitter", and "chalky" (Kim &
Kim). During the study, only one whitening toothpaste was used. Participants did not know
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about the whitening effects because it was a blind test. The authors assumed the whitening
ingredients may have had a negative effect on the flavor liking (Kim & Kim, 2014).
The extrinsic factors include price, packaging, and brand. Consumers want to get the
best value when purchasing toothpaste. In addition, they may also prefer a product that looks
nice. Brand management could also play a role in the buying decision. The whitening
toothpaste in Kim & Kim's study had the biggest variance in preference between the blind and
informed groups. This was contributed to it having a "clear and distinct description of the
whitening effect on the package" (Kim & Kim, 2014). While consumers prefer whitening
toothpaste, taste will play a bigger role in purchasing intent.
Social/Cultural Factors
Social/cultural factors play a key concept in the way any product is marketed to a group
of customers. The social norms that are key aspects to the culture tend to generate what is
deemed as socially acceptable to that certain culture. This is true about American beliefs about
the importance and desirability of self-esteem as strong and prevalent (Souiden & M’saad 2011).
In American society, cleanliness and having great oral hygiene are important not only to one’s
self-esteem but also to the overall acceptance of the person in the society as a whole. Crest 3D
White Brilliance can and will help a customer wherever he or she may be located. Fitting into
society and having an acceptable and clean smile will seem to go a long way. A consumer will
feel the need to fit into society by fitting into the cultural norms that are present. In American
society, it is a norm to have a healthy and bright smile. Crest 3D White Brilliance will allow the
consumer to feel the need to fit into this social/cultural norm that is presented by the society in
which he or she lives.
Analyzing the Consumer Market
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It is important when analyzing the consumer market to address factors that influence
consumer’s buying behavior and then determine which aspects to emphasize in your product
marketing plan. In this section we will address the influence of cultural, social, personal, and
psychological factors and which factors to emphasize in marketing Crest 3D White Brilliance.
Cultural Factors
Cultural factors including subcultures and social class are especially influential in
consumer product preferences and ultimate buying behavior. Cultural values can vary across and
within countries. To be successful globally, marketers need to understand the best ways to
market their product to the targeted market’s values and customize their messaging such that it
resonates with each social class being targeted. (Kotler & Keller, 2012).
In looking at the history of the toothpaste marketing in the United States and Western
Europe (Miskell, 2004), toothpaste was originally marketed as an oral health product which
would protect against tooth decay and a major campaign was launched in the early 1900s to
educate the public through school-wide distribution of free toothbrushes and toothpaste and
demonstrations of proper brushing techniques. However, in the 1920s the cosmetic, social, and
cultural benefits of having whiter teeth and fresher breath were used to reach consumers.
Following the world wars, as sugar prices fell and consumption of sugar rose, dental disease also
increased and advertisers began to focus on the pledge of toothpaste preventing cavities. With
growing evidence that fluoride prevented tooth decay, in 1950, P&G worked with researchers at
the University of Indiana to develop a product that contained fluoride and in 1955 the Crest
brand was launched. After years of clinical trials, the boost P&G needed came in 1960 when
Crest was the first toothpaste brand to be endorsed by the American Dental Association. Today,
with the Crest 3D White Brilliance line, P&G is promoting the combined effects of fluoride to
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help prevent cavities, formulated to be enamel safe, with micro-cleansing whiteners to polish
away surface stains resulting in a “smile dazzlingly white and brilliantly clean” (“Procter &
Gamble; 3D white,” 2014).
Social Factors
There are many social factors that influence the purchase of toothpaste products, whether
the product is for whitening, tartar control, or plaque removal. In the US, children learn
beginning in 1st grade about proper oral hygiene during Oral Health Month. Crest has partnered
with schools and the ADA to help teach kids the importance of flossing, brushing, and regular
tooth maintenance. This initiative has been such a success that nearly 85% of schoolchildren
learn to properly care for their teeth (Mand, 2000). A 2003 study published by the Australian
Dental Journal showed that tooth brushing as young as 12 months old can significantly reduce
the number of dental problems which arise later in life (Hallett & O’Rourke, 2003). Additionally,
this study highlighted the need for increased exposure to proper oral hygiene to poor and
minority populations.
Those who are not exposed to proper oral hygiene at a young age are more likely to
encounter dental problems later in life. Thus, there is a need to focus education towards young
children as a whole, and an increased emphasis on poor, rural, and minority children (Hallett &
O’Rourke, 2003). Crest has taken a lead in this through its development of crestkids.com, and
the associated games, videos, and interactive instruction available on this online resource. The
focus on oral health in children creates an image for kids that clean, white teeth are the goal to
which all should aspire. As those children grow older, they continue to desire clean teeth as
adults. White, straight teeth become the standard, and the marketplace provides no shortage of
products to help the consumer reach that goal. Whether it is Crest 3D toothpaste, laser
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treatments, or orthodontics, adults and children alike have societal pressure, as well as an internal
desire to have straight, white teeth.
Personal Factors
"Personal characteristics that influence a buyer's decision include age and stage in the life
cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and
values" (Kotler & Keller, 2012, p. 155). Everyone needs to practice proper dental hygiene
starting at the age of one. "Patients of all ages have needs for esthetic services, but life stage can
influence their level of interest" (Naylor, 2010, p. 7). Younger people are expected to have
whiter teeth. As people age and develop bad habits, the color of their teeth is likely to change.
People are more apt to seek esthetic services as they age. People between ages 13 and 25 are
typically more conscious of their appearance (Naylor). More and more people are pursuing
whiter teeth. "This change in perceptions is resulting in a move away from a customer base
limited to celebrities and towards these treatments becoming more commonplace among a wider
variety of individuals" (Press & Simms, 2010, p. 184).
While in-office treatments are quicker, the costs are about $300-600 per visit (Naylor).
Whitening toothpaste is significantly less expensive at less than $10 per tube. In a 2005 study,
217 of 906 respondents had undergone cosmetic dental treatments (De Jongh, Oosterink, Van
Rood, & Aartman, 2008). For that coming year, 74 respondents considered cosmetic dental
treatments and largest percentage was for teeth whitening (De Jongh, Oosterink, Van Rood, &
Aartman, 2008). "Patients are adopting a more healthy lifestyle and thus want to whiten their
teeth to give the appearance of being more healthy" (Greenwall, 2007, para. 1). A consumer's
age, economic situation, self-concept, and lifestyle will influence their decision to buy whitening
toothpaste.
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Psychological Factors
The four main psychological factors that impact consumer buying behavior are
motivation, perception, learning, and memory. Marketers need to understand how these factors
are at play when consumers react to marketing campaigns by making a purchase. The Crest 3D
White Brilliance marketing campaign includes various aspects of these psychological factors.
Motivation. Merriam-Webster defines motivation as “the act or process of giving
someone a reason for doing something” (n.d., motivation). In the context of marketing,
consumers are motivated to buy when a need reaches a “sufficient level of intensity” (Kotler &
Keller, 2012, p. 160). There are various theories of motivation which impact a firm’s marketing
strategy, most notably, Freud’s theory that we are unaware of what motivates us, Maslow’s
theory that we are motivated by basic human needs with the most important needs being satisfied
first, and Herzberg’s two-factor theory of satisfaction (Kotler & Keller, 2012). The Crest 3D
White Brilliance marketing focuses on the removal of stains as a motivating factor to be satisfied
with a whiter smile and meeting the basic human needs of social and esteem needs. Additionally,
the focus on being safe to enamel and prevention of cavities appeals to improving oral health.
Perception. Perception is the way in which we use information to create a picture which
may not represent reality, yet in marketing it is more important that reality because “perceptions
affect consumers’ actual behavior” (Kotler & Keller, 2012, p. 161). Consumer perception is
complicated because individuals can look at the same object and perceive it differently based on
preconceived attitudes, beliefs and experiences as well as current need for the product. If
consumers have used whitening products in the past with disappointing results, they may not be
as open to trying new products with similar promises such as Crest 3D White Brilliance.
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Learning. Consumer behavior is for the most part a learned behavior. “Learning theory
teaches marketers that they can build demand for a product by associating it with strong drives,
using motivating cues, and providing positive reinforcement” (Kotler & Keller, 2012, p. 163).
The Crest 3D White products uses the stimulus of celebrity endorsement by Shakira to project
popularity and success as a driver and motivating cue (“Procter & Gamble; Crest,” 2014).
Additionally, consumers who have grown up in a household with Crest as the primary toothpaste
brand have learned from the example provided within their family.
Memory. Marketing is a way in which companies attempt to give consumers positive
stimuli that is linked to a brand or product and increases the consumer’s ability to maintain the
information in their long-term memory. Some issues with memory are that we may not
remember information accurately and in the context of marketing consumers may actually mix
up brands. The Crest brand itself is marketed regularly through television advertising, coupon
distribution, etc. and has made effective use of social media to repetitively and visually stimulate
memory of the product.
Aspects of Consumer Behavior
Whiter teeth and a healthier looking smile are some of the key factors that motivate a
person to buy a product such as Crest 3D White Brilliance. The idea to fit into a social norm of
perfectly white, healthy teeth has caused the consumer to be part of this society based upon
social, cultural, or personal factors. Also, endorsements by a reputable organization help aid the
aspects of consumer behavior in purchasing products. This is especially true when the American
Dental Association (ADA) endorsed Crest in 1960.
The large and abrupt change in market share which followed the ADA endorsement
suggests that the Crest promotional campaign was so strong that any merchandising
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activity undertaken by competing brands was ineffective in influencing the purchasing
behavior of consumers. In view of the impact of the endorsement on market share, it is
felt that during the early months after endorsement this was a reasonable assumption
(Carman 1966).
As it is shown, any major endorsement by a reputable organization will cause consumer behavior
to lean towards the product that is being endorsed. Crest has had the endorsement of the ADA
since 1960, so whatever product is produced by Crest will have this endorsement for years to
come. With this reputable endorsement, consumer behavior will be extremely positive towards
Crest and especially Crest 3D White Brilliance products. Consumer behavior tends to stick to the
social and cultural norms due to the endorsement of products along with the personal factors of
having a “cleaner, healthier smile” to fit into society as a whole.
Market Segments
Variables Used to Segment Target Markets
“A market segment consists of a group of customers who share a similar set of needs and
wants” (Kotler & Keller, 2012, p. 214). Marketers use many variables to segment consumer
markets primarily categorized as geographic, demographic, psychographic and behavioral. The
toothpaste market is an interesting one to assess and marketers have identified various segments.
When Crest was initially introduced it was marketed toward the entire family instead of a
particular age group incorporating and educational component to increase consumer knowledge
of the benefits of fluoride (Miskell, 2004) and as such many generations have grown up with
Crest in the home.
As the whitening products were added to the line, the features of whitening and
freshening were used to promote the social factor of confidence (Miskell, 2004). The Crest
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Whitestrips were initially targeted to “newly engaged women and brides-to-be as well as gay
males” (Kotler & Keller, 2012, p. 234). Whitening toothpastes target baby boomers and older
upscale market segments (Levy, 2002). In general, cosmetic brands are targeted towards
adolescents or socially active young adults and those who are concerned with their image
whereas therapeutic brands are targeted to anyone who cares about their oral health (Miskell,
2004). Toothpaste consumption is closely tied to income levels and consumption is highest in
the countries with the most prosperous economies (Miskell, 2004). As a result of this research
the variables most used in segmenting target markets are demographic age, income, generation,
social class, and personality in the context of being image conscious.
Market Attractiveness
In determining the attractiveness of the various market segments which might purchase
Crest 3D whitening toothpaste, it is important to first consider the larger potential market. The
overall market for toothpaste is anyone over age 3. Through the national Dental Health Month
initiative, Americans learn at a young age the importance of good oral hygiene on not only their
dental health, but also on their overall health (Shalala, 2000). This creates a large marketplace for
toothpaste, as both children and adults exercise good oral hygiene; however, Crest 3D whitening
toothpaste is not targeted towards the same population as a general toothpaste product.
Given that poor, rural, and minority populations generally have more oral health issues
that urban affluent areas, Crest 3D toothpaste would not market itself towards that demographic.
The premium price and features of Crest 3D toothpaste would naturally lend itself toward being
marketed toward an affluent, urban demographic. According to a recent survey by the American
Dental Association, oral health risks are higher for men than women, due to the oral hygiene
habits of men (ADA, 2010). Men tend to brush once per day, and do not floss regularly.
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Additionally, women are more likely to quickly see a dentist in the event of an oral health issue.
Men are more casual in their oral hygiene, and therefore more susceptible to oral problems. This
indicates that women, rather than men, should be the target market for 3D whitening toothpaste.
With the above information, it is clear that the target market which would be most
receptive to consuming Crest 3D whitening toothpaste is adult women, with above average
disposable income. While men and women of various affluence are certainly in the target
demographic for a Crest toothpaste product, the whitening action of Crest 3D toothpaste leads
one to conclude that it is a toothpaste for a specific customer. That customer lives in an urban
environment, is likely married, has an above-average income, has a high school degree, and
actively engages in physical exercise.
Full Market Coverage
Crest should continue to pursue full market coverage as it is today. "With full market
coverage, a firm attempts to serve all customer groups with all the products they might need"
(Kotler & Keller, 2012, p. 232). Crest started with an undifferentiated marking campaign,
focusing on fighting cavities. Crest's initial climb to the top began in 1955 when it was
introduced as the first toothpaste with cavity-fighting fluoride (Miskell, 2005). Crest overtook
Colgate in the early 1960's and remained the market leader for 30 years (Ramirez, 1990). "Since
that time, however, Crest has stayed with pretty much the same story" (Tuckwell, 2007).
Other brands developed products to address bad breath, stained teeth, and sensitive gums.
"Between 1987 and 1997, Crest's market share dropped from 39 percent to 27 percent"
(Tuckwell, 2007). The need to satisfy different needs emerged, and Crest began using
differentiated marking. In 2001, Crest formed the whitening toothpaste segment with Crest
Whitestrips and climbed back to claim 32 percent of the market in 2004 (Tuckwell, 2007).
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Today, Crest offers toothpastes, toothbrushes, rinses, glides, and strips that address whitening,
fresh breath, sensitivity, flavor, and kids’ benefits.
Target Markets
Crest’s marketing efforts for its whitening toothpaste is a part of its broader marketing
plan for its toothpaste line. Since the 1960’s, P&G has sponsored a dental health initiative aimed
at US schoolchildren in 1st grade. The emphasis Crest placed on children’s oral health has led to
85% of schoolchildren participating in the Dental Health Month (Mand, 2000). These successes
in teaching children the importance of dental health, as well as exposing children to the Crest
brand, has led to a new, information-age initiative called crestkids.com. This website contains
video instruction, interactive lessons, and games centered on oral hygiene. As those children
become adults shopping for toothpaste, Crest will have long been ingrained in their minds as the
American Dental Association-approved toothpaste of choice (Kramer, 2007).
Recently, P&G has launched a massive marketing campaign to capture a larger market
share against its main competitor, Colgate-Palmolive. In a time when consumers are facing more
options than ever when choosing a toothpaste, brands must focus on differentiating themselves
from the competition, and developing brand loyalty. The consumer desire for authenticity in
products—whether the product is a coffee shop, apparel, or toothpaste—has led to companies
marketing in a way that will illustrate how the company addresses authenticity (Mochari, 2014).
Crest’s advertising features testimonials from real consumers of their product, in an effort to add
authenticity to their product (Kramer, 2007). While the product has wide appeal, it can be a
struggle to differentiate the easily mass-marketed product against competitors.
Crest’s toothpaste is targeted to adult toothpaste consumers, desiring an authentic, doctor-
recommended toothpaste. The whitening toothpaste category is specifically targeted to women
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
between the ages of 25 and 45, with a higher than average income (Fasig, 2004). Crest’s early
childhood targeting, as well as their use of customer testimonials in advertising ensures that Crest
3D whitening toothpaste not only appeals to the target market, but also a broader appeal to adult
toothpaste users as a whole.
Specific Needs
A customer’s specific need for a product influences his or her decision making on
purchasing a product. Preference for a product offering is determined by the expected benefits
that accrue from its use (Chandukula, Edwards, & Alleby 2011). A customer will tend to buy a
product that he or she feels is needed to be healthier and more approachable. Also, the need to
get rid of stains on one’s teeth is a need that most customers feel the need to have satisfied. A
product that can remove stains from one’s teeth will satisfy this need. With Crest 3D White
Brilliance, a customer will feel the need for a whiter smile from a trusted product. As the name
states “3D White Brilliance”, the customer will feel that the need to for a healthier and whiter
smile will be satisfied. As each customer looks into whitening toothpaste, he or she will not have
to look any further because his or her need has already been met with Crest 3D White Brilliance.
Positioning, Competition, and Branding
Positioning Statement
A strong position statement for Crest 3D White Brilliance toothpaste and polishing
treatment would be:
Crest 3D White Brilliance Toothpaste is the #1 whitening toothpaste on the market today,
which helps men and women look their best, while protecting their teeth from harmful
plaque buildup. Our Crest 3D White Brilliance Toothpaste is scientifically proven to
quickly whiten your teeth so you can always flash a brilliant smile!
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
This position statement addresses the toothpaste market of men and women, but it is subtly more
focused on active women, which is the true target market. By using terms like, “look their best”
and “always flash a brilliant smile”, this position statement appeals more to the target market of
women. The consumer category of whitening toothpaste is also mentioned, so the consumer
knows specifically what the product offers. The benefits of Crest 3D whitening toothpaste are
clearly described as improving the whiteness of the user’s teeth, and also protecting the teeth
from plaque buildup. The reason the consumer can place their trust in the claims of the position
statement are due to the mentioning of being scientifically proven to whiten teeth. This
positioning statement addresses the four components of a positioning statement clearly, those
being 1) identify the target market 2) identify the consumer category 3) state the benefit of the
product and 4) identify why the consumer should trust the product.
Positioning in the Marketplace
Crest 3D Whitening Toothpaste is positioned as the #2 toothpaste brand in the world
behind Colgate, with approximately $2.3B in global sales (Coolidge, 2014). Crest has built a
reputation as an innovator in oral care products. Recently, Crest launched the new Crest Be line
of toothpastes in flavors such as chocolate, mint chocolate chip, and lime spearmint zest. The
reasoning behind the new line of specialty flavored toothpastes is that modern consumers tend to
jump from one brand to another, and Crest hopes that by offering new flavors they might retain
those customers and create brand loyalty (Coolidge, 2014). Crest has also innovated in the area
of whitening toothpastes. In 2014 Crest introduced the new Crest 3D White Brilliance
Collection, consisting of a new toothpaste, and a “brilliance booster” designed to be used after
brushing the teeth. The booster is especially effective at removing smoking, wine, and tea stains
from teeth (P&G, 2014).
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
Competition
Since its introduction in the 1950s, Crest's biggest competitor has been Colgate. In 1958,
Colgate held 34.5% percent of the market, while Crest held only 8.8% (Miskell, 2005). Proctor
& Gamble already had a share in the market with Gleem, but it needed something new to become
the market leader. Crest was the result of creative anticipation in Proctor & Gamble's proactive
marketing campaign. Crest was the first toothpaste to be endorsed by the American Dental
Association for fighting cavities and preventing tooth decay (Tuckwell, 2007). Crest quickly
became the market leader and ruled the market for over 30 years.
Crest enjoyed its success and relaxed, leaving a major flank exposed. Colgate took
advantage of this flank in 1997 with the launch of Total, the first toothpaste to fight tooth decay
and gum disease together (Brown, 1998). Colgate has been the market leader since then. Crest
launched Crest Whitestrips in 2000, Crest Pro-Health in 2006, and Crest 3D White in 2010 in
attempts to expand its total market demand. "Such efforts helped Crest retake the lead in many
markets" (Brown & Anthony, 2011, p. 6). Although Crest made gains in the overall market,
Colgate was able to react quickly and position its flank defense. Colgate continues to be Crest's
biggest competitor.
Brand Elements
Crest 3D White Brilliance is another product line extending from an already famous
brand of toothpaste. Crest is a memorable name that people across the world know as a
trustworthy toothpaste brand. With a renowned name, Crest 3D White Brilliance has its brand
name that will set itself apart from its competitors in the market place. People typically buy
products that they trust and will especially buy from a brand name they trust. This is especially
true with tooth health products that Crest produces and places onto the market.
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
Judith Lynne Zaichowsky writes her article “Strategies for Distinctive Brands” that “[a]s
consumers rely heavily on brand names to identify goods and services for purchase, it is
important for brand owners to select a name that is distinct when they want their brand to stand
out in the marketplace” (2010, p. 549). For Crest 3D White Brilliance this is especially true
since anything with the Crest name attached will generate a powerful tool to differentiate itself
from any other toothpaste competitors in the market place. Zaichowsky also believes that
“[b]rand identity complements brand equity and it forms an important part of the strategic
management of brands.” (2010, p. 548) With Crest 3D White Brilliance’s identity as a product of
a leading toothpaste company, it will easily differentiate itself from its competition. The brand
element of having a household name easily will differentiate Crest 3D White Brilliance from any
other brand on the market.
Brand Promise
“A brand promise is the marketer’s vision of what the brand must be and do for
consumers” (Kotler & Keller, 2012, p. 245). The Crest 3D White Brilliance line promises not
only whiter teeth, but that after a single brushing consumers teeth will have a “shine and luster”
(“Crest expands”, 2014, p. 28) specifically targeting stains from coffee, tea, wine, and smoking
(“Crest 3D white(R) introduces”, 2014). This promise of seeing a shine and luster goes beyond
the promise of whitening alone and the promise of seeing results after a single brushing becomes
a salient attribute for a society prone to seek instant gratification.
By searching the internet or walking through a grocery or drug store you can quickly find
a host of products promising to whiten teeth for example Arm and Hammer Truly Radiant™
Rejuvenating Toothpaste promises to “strengthen, clean and repair tooth enamel for a radiant
smile in just 5 days” (“Truly Radiant”, 2015) and Colgate® Optic White Toothpaste promises to
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
“whiten teeth in one week” (“Optic White”, 2015). Further, Unilever has expanded its Signal
White Now line to include “the world’s first toothpaste just for men” (“Unilever”, 2014) Signal
White Now Men claiming the formulation and Blue Light technology work immediately on the
yellowness in teeth. A study of the whitening-product market reveals that “Crest and Oral B
Rembrandt are two products that use the number of days as a salient positioning attribute”
(Arora, 2006, p. 290) and compared the whitening products and strips shown in Table 1. Arora
further notes a significant difference in consumer utility based on the promised number of days,
specifically looking at 7 versus 14 days for whitening products, and that this utility difference
held across study participants regardless of how stained or yellow the subjects’ teeth were.
Table 1
Products using Number of Days as a Salient Positioning Attribute
Result in
days
Brands
14 days Crest Whitestrips Regular, Crest Whitestrips Professional,
Colgate Simply White, Rexall Whitening Strips
7 days Crest Whitestrips Supreme, Crest Whitestrips Premium
5 days Oral B Rembrandt Whitening Strips
Attributes and Benefits
Along with a brighter smile and healthier teeth, toothpaste products have been given
these attributes and also have benefits that help people’s overall oral hygiene. Crest 3D White
Brilliance has the attribute of giving person whiter teeth due to its whitening capabilities. The
benefits of this product include the whitening of one’s teeth that have noticeable stains due to
tobacco, wine, coffee, etc. This product allows for the consumer to take control of his or her oral
hygiene by using the toothpaste to whiten his or her smile. Also, Crest 3D White Brilliance has
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
another attribute and benefit, which is giving the customer better smelling breathe and better oral
health. The Drug Chain Review wrote this about Crest 3D White Brilliance:
It was developed for use in conjunction with Crest 3D White Brilliance Boost, which
contains three times the amount of stain-lifting ingredient as 3D White toothpastes.
Intended to combat surface stains from coffee, tea, wine and tobacco, the booster
enhances whiteness and bright- ness, thanks to a concentrated micro-polishing complex.
(Drug Chain Review, 2014)
When used properly with Crest 3D White Brilliance Boost, the product enhances itself and
become an item that will produce great results for a person’s oral hygiene and teeth whitening.
Crest 3D White Brilliance gives the consumer the proper tools needed to brighten his or her
smile and in essence creates a stronger and healthier smile. With these benefits provided by this
product, consumers will be able to use Crest 3D White Brilliance and reap the rewards it has to
offer.
Packaging and Labeling
Packaging and labeling are important elements in a company’s product strategy and are
the consumer’s first visual connection with the product (Kotler & Keller, 2012). The Crest 3D
White Brilliance packaging, for both the toothpaste and the boost polisher, include a tube as the
primary package (Figure 2) and a cardboard box (Figure 3) as the secondary package. The
product packaging and labeling provide support for the brand image of Crest itself and of the
Crest 3D White line of products by clearly identifying the brand name. Color is used by
marketers to cue the consumer to products and brands (Tom, Barnett, Lew & Selmants, 1987).
The Crest 3D White Brilliance packaging carries through with the color schemes of the other
Crest 3D White products white and blue, with both colors symbolizing cleanliness (Kotler &
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
Keller, 2012). The packaging displays persuasive information and benefits of the product such
as being fluoride anticavity toothpaste that is enamel safe and promises a whiter, dazzling smile
and being a non-fluoride polishing treatment that is enamel safe and promises to amplify
whiteness for a smile that shines. Additionally it displays descriptive information including
active and inactive ingredients, use, warnings, directions, a satisfaction guarantee, an 800
number for more information, the distributor, and lot and expiration information.
Figure 2. Crest 3D White Brilliance Primary Package for Toothpaste and Polishing Treatment
(Photo obtained 2/15/2015 from www.amazon.com.)
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
Figure 3. Crest 3D White Brilliance Secondary Package Front and Back for Toothpaste and
Polishing Treatment Value Pack (Photo obtained 2/15/2015 from www.amazon.com.)
Services
Support Services
The focus of Crest's support services tends to rely on education. Crest attempts to build a
relationship with consumers by educating them on the benefits of their products. One venture
was the "cavity-free zones" for the poor. In 2001 a study found "poor children have twice as
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
many cavities as other children; miss more than 51 million hours of school each year because of
dental-related diseases; and are at higher risk for gum disease" (Kotler & Lee, 2007, p. 21).
Shortly after the study, Crest began working with the Boys & Girls Clubs across America to
provide education, tools, and access for proper dental care. "Crest has donated 1.6 million tubes
of toothpaste and 2.2 million toothbrushes to club members and their families” (Kotler & Lee,
2007, p. 22). Crest also identified local resources for low-income people and funded
construction of dental clinics. "Cavity-free zones" have a big impact on the communities.
Another campaign was the creation of scholarships for Hispanic students. In a 2013
interview, Wanda Vides, Assistant Brand Manager for Crest, stated "through our 'Hispanics Open
Up About Oral Health Care' survey, we found that approximately six in 10 Hispanics feel that a
higher representation of Spanish-speaking and Hispanic dental professional would help them 'a
lot' in achieving and maintaining better oral heath" (“Procter & Gamble: Hispanic”, 2013, para.
6). Crest teamed with Hispanic Dental Association Foundation to award scholarships. In order
to compete for the scholarships, students were required to complete applications that contained
personal achievements and professional goals. That year, Crest awarded 16 scholarship winners
(“Procter & Gamble: Hispanic”, 2013). Crest hopes these individuals will positively influence
dental care in the Hispanic community. In addition to these two, Crest has several other projects
where it builds relationships with customers through dental education. These services help
solidify Crest as leader in dental care.
Competitor Services
Colgate, Crest's main competitor, also focuses on providing education as a support
service. It also seeks to inform consumers of the dangers of poor dental care. Similar to the
"cavity-free zones", Colgate partnered with the Children's Health Fund (CHF) to launch its
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
"Honor Your Past, Treasure Your Health" campaign. In 2014, the campaign encourage sharing
photos of healthy children and families. "Colgate-Palmolive, one of the world's largest makers
and marketers of toothpaste, soap and cleaning products, is donating $1 to CHF for every photo
shared on Instagram and Twitter, and for every post 'liked' on the organization's Facebook page"
("Colgate does its," 2014). This adventure aided the CHF's vision in promoting the health and
well-being of all children.
Just as Crest offers scholarships with Hispanic Dental Association Foundation, Colgate
partnered with the National Dental Association to award scholarships. "Established in 1990, the
NDAF/Colgate-Palmolive Scholarship Fund provides financial aid to African-American and
under-represented minorities pursuing careers as dentists, dental hygienists and dental assistants"
(Scholarships & awards, n.d.). The National Dental Association's mission is to promote and raise
funding to keep oral health care as a possible profession for African-Americans (The NDA
foundation, n.d.). "Since 1990, 1.5 million dollars has been awarded to 1,100 students from
across the country" (Scholarships & awards, n.d.). Colgate strives to build relationship and
further the education of minorities. Colgate has many other programs and scholarships to build
relationships with customers through dental education. These services help keep Colgate as
Crest's main competitor in dental care.
Post-Sale Service
As a consumer good, Crest 3D White Brilliance must be prepared for any product
malfunction or defect that may occur with its product. A strong customer service support base is
critically needed if the product should be damaged or out of date. With these probable situations,
Crest 3D White Brilliance must prepare itself by implementing a program that helps its
customers overcome these obstacles. D.N.P. Murphy and K. Ravi Kumar explain how a
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
company, like Crest, can provide these service arrangements to handle such situations. They
believe “[a] failed item can be made operational through a rectification action” (Murphy &
Kumar, 2000, p. 256). By offering customer service options such as replacement products,
coupons, or refunds, the customer will continue to buy the product and will not feel used by the
company.
Keeping customers is what every business, including Crest, strives upon and if a
dissatisfied customer complains to other people, then Crest 3D White Brilliance will lose a
customer and more potential customers. Customer loyalty is what is needed for Crest 3D White
Brilliance existence and the pursuing of new customers will continue to help the product grow
exponentially. With a strong customer service base, Crest 3D White Brilliance will grow as a
leading product in the toothpaste industry and in return will be an excellent marketing tool for
Crest to use in future product launches. By fixing the potential product defects, Crest 3D White
Brilliance will continue to be an excellent product based upon its customer service.
Customer Satisfaction
It is important to future business that employees providing customer service are properly
trained and motivated to provide excellent customer service. “On average, 40 percent of
customers who suffer though a bad service experience stop doing business with the company”
(Kotler & Keller, 2012, p. 368). For products that are low in price, many consumers will not
issue a complaint, however, “having readily accessible toll-free numbers will double the number
of calls to corporate offices” (Barlow & Moller, 2008, p. 98). Procter and Gamble provides two
separate 800 numbers on The Crest 3D White Brilliance packaging (refer to Figure 3 in
packaging and labeling section) to provide service to their customers. The first number 1-800-
492-7378 is to help customers who have questions about the use of the product. The second
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
number 1-800-208-0169 is for customers who are not satisfied with the product to acquire
information on how to obtain a refund for the purchase. According to the Service Quality
Measurement Group, superior call centers handle 70% of calls successfully to the satisfaction of
the customer on the first call (Motley, 2014). Procter and Gamble can ensure customers are
satisfied by staffing their call centers with the proper number of staff to adequately handle the
call volume, that are properly trained to knowledgeably answer customer questions, and who
deal with customers, especially those who are dissatisfied with the results of the product, in a
caring fashion (Kotler & Keller, 2012). Additionally, when customers have asked to have the
satisfaction guarantee implemented, it is important to use this opportunity to win back their
business and confidence by asking for feedback on the dissatisfaction to help P&G with product
improvement (Barlow & Moller, 2008).
Pricing
Price Adaptations
Pricing for the consumer category of toothpaste is rather static, save the occasional
grocery store sale promotion. For a consumer who may not have strong brand loyalty, but wants
whiter teeth, it can be a challenge choosing between purchasing a Colgate product, or a Crest
product. Typically, toothpaste manufacturers use what is called by Kotler and Keller a “going-
rate pricing” strategy (Kotler & Keller, 2012). This strategy dictates that sellers will price their
goods at a price relative to other similar products in its category—that is to say for toothpaste,
most toothpaste will be priced similarly to each other, regardless of brand. From time to time, a
retailer may discount their product to the consumer in an attempt to increase sales of that
particular product and brand. This may be for any number of reasons, such as holding excess
inventory of that product. However, the manufacturer can influence the pricing of its product.
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
Crest 3D White toothpaste competes directly with Colgate Optic White toothpaste, and
though it has seen monthly market share growth since its inception (as of February 2013), Crest
needs to differentiate itself in a crowded consumer category (Alexander, 2013). It is
recommended that Crest takes two approaches to pricing—one in the near-term, the other in the
long-term. In the near-term, Crest should offer discounted promotional pricing to its major
retailers to encourage increased purchasing by the retailer, resulting in increased sales and
profitability. Should the retailer then choose to discount the product to its consumers, then Crest
may see a rise in the number of consumers who try its product for the first time, based on price.
In the long-term, Crest should explore the idea of creating an oral care whitening
package, which could be bundled and sold to consumers in January as part of a “new year, new
you” promotion. This package could include Crest 3D White toothpaste, whitening strips, and
floss. According to USA Today (St. John, 2013), over 12% of new gym memberships are opened
in January as that many people resolve to improve personal fitness and health in the new year.
Thus, this would be an excellent time to promote the use of Crest 3D White toothpaste, in
conjunction with the Crest family of whitening and oral hygiene products (“Procter & Gamble:
Crest,” n.d.). This could be through a single boxed package containing the Crest products, and
advertised though print and television media as a January oral hygiene promotion. The near-term
and long-term both provide opportunities for Crest to increase its brand exposure to new users,
capitalize on oral hygiene trends, and increase sales, all though its pricing strategy.
Team’s Pricing Changes
Today’s consumer has the advantage of price comparisons through internet searches and
mobile technology apps for smart phones that can provide immediate price checks at various
stores (Kotler & Keller, 2012). As noted earlier, Crest 3D White Brilliance was introduced at
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
$5.99 each for the 4.1 oz. toothpaste and the 3.0 oz. boost (“Procter & Gamble: Crest 3D,”
2014). Table 2 provides the prices of comparable products found online at Amazon.com (2015).
The team agreed that given the strong brand of Crest and the price is lower than most competing
brands, that there is no rationale for decreasing the price. At the current price it is possible that
P&G would increase their share of the market in the toothpaste whitening category and as such
the team agreed that there should be no increase in the price.
Table 2
Prices of Comparable products
Comparable Toothpaste and Boost Products Volum
e
Price
Crest 3D White Glamorous White Teeth Whitening
Toothpaste
4.1 oz. 5.42
Arm & Hammer Truly Radiant Whitening & Enamel
Strengthening Toothpaste
4.3 oz. 6.64
Colgate Optic White Toothpaste 4.0 oz. 7.00
Rembrandt Plus Deeply White + Peroxide Whitening
Toothpaste with Fluoride
2.6 oz. 9.27
Opalescence Whitening Toothpaste 4.7 oz. 9.49
Arm & Hammer Whitening Booster 2.5 oz. 7.22
Promotions
Integrated Marketing Communication Mix Components
The integrated marketing concept is one which manufactures are embracing as the “next
generation” of marketing. It is no longer enough to have a print ad, commercial on TV, and a
basic website. Instead, consumers are experiencing integrated marketing through social media,
downloaded apps, online games, emails, and learning about the company’s philanthropic efforts.
This is a very holistic approach to marketing a product, and it gives the consumer a greater
understanding and appreciation for the company and the product and ensures that the consumer
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
will continue to receive information from the company, have access to special promotions and
customer service, and will become repeat customers.
One way in which Crest has integrated its marketing is through its mobile ‘Toothpaste
Tube’, which is a converted 18 wheeler that traveled to concerts, festivals, and other special
events in 2005. The slogan for the campaign was “imagine-- a toothpaste that is there when you
needed it”, and visitors were able to climb into the toothpaste tube to brush their teeth and learn
about oral hygiene. The mobile toothpaste tube also went to nightclubs, and offered a younger
crowd the same opportunity. This was dubbed, “Club Crest”, and had all of the sights and sounds
of a popular nightclub (PR Newswire, 2005).
Increasingly, companies are turning to social media sites like Facebook and Twitter to
reach new users, and to provide a way to interact with their customers and potential customers.
Today Facebook has over 890 daily users around the globe (Facebook, 2015), and is used by
college students, grandparents, and even the occasional pet has a Facebook page. Crest’s
Facebook page has almost 640,000 “likes”, which translates to users who have chosen to
publicly endorse their page, and receive updates from it. Crest regularly interacts with customers
via social media, and has recently begun the hashtag campaign, “#healthyobsession”. Using a
hashtag encourages users to follow a topic, add their own comments to the public commentary,
and is an interactive marketing device.
Internet Marketing
Crest 3D White Brilliance has the potential of utilizing the Internet for marketing
purposes. For example, customer reviews play a crucial role in determining what other potential
customers will buy. If a product reviews a great review, then potential customers will become
interested and buy the product. If the product receives a negative review, then potential
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
customers will tend to stay away from purchasing the product. This trend of customer review can
potentially make or break a product shortly after its release. Feng Zhu and Xiaoquan Zhang write
that a “belief behind such strategies is that online consumer reviews can significantly influence
consumers’ purchasing decisions” (Zhu & Zhang, 133). With positive online customer reviews,
Crest 3D White Brilliance will continue to be the leading toothpaste brand based upon reviews
from customers.
By utilizing online customer reviews, Crest 3D White Brilliance will have an amazing
outcome by using this portion of the Internet for its marketing techniques. Many people access
the Internet and also by placing ads on certain websites will allow those people who use these
websites to see the product advertised. With people accessing these websites each day, it will be
easy for these potential customers to click on the advertisements so they may directed to the
product’s website. While on the product’s website the consumer will see the product and its full
benefits as well. When the individual sees this information, he or she will either be swayed
against the product or will be intrigued to further investigate by testing product on himself or
herself.
Social Media
Facebook, Twitter, and Instagram have played a pivotal role in connecting people all
across the Internet world. With many followers for celebrities, friends, and products, social
media plays a crucial role in marketing products as well. Crest 3D White Brilliance has the
opportunity to utilize social media for its benefit in free marketing. This social media marketing
is the modern use for “word of mouth.” Placing pictures of Crest 3D White Brilliance on social
media websites will allow its followers to view the current products and new products the
company offers. People will also view this material and make posts on their social media pages
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
about how the product was beneficial to that customer. Anna Barreto writes this about social
media and “word of mouth”:
We live in an era where access to information is easy and fast, where we are
overwhelmed with large amounts of information and are subjected to thousands of
advertisements a day, but lack the time to investigate and deliberate on all the available
data. (Barreto, 639)
With the potential to serve as an influencer for possible customer decision making in
purchasing products, Crest 3D White Brilliance can fill this gap and gain the trust of its
customers. As a leading product in the toothpaste industry, Crest 3D White Brilliance’s use of
social media in advertising is a modern day “word of mouth” which costs little to no money to
advertise. With social media, Crest 3D White Brilliance will be able to expand its advertisement
worldwide.
Customer Value
Crest 3D White Brilliance promises whiter teeth after just one use. Teeth can yellow
from smoking, aging, drinking coffee and tea, and using some antibiotics (Robinson, 1999). But
what is the real value to the consumer of having whiter teeth? A smile is the first thing people
notice and having a smile that shines is valuable in many areas of life.
Having a great smile starts with having healthy and attractive teeth. Whiter teeth are
“younger looking teeth” which is important to an aging baby boomer generation (Large, 1999).
“A great smile is considered to be a sign of confidence, warmth, and good health” (“Zoom,”
2015). Researchers have found that adults think a beautiful smile is important socially and
professionally (Taras, 2012) and helps in getting that first date or landing a new job. Researchers
have also found that smiling is good for you, lowering your heart rate, reducing stress, and
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
making you feel happier (“OTC,” 2005). While the promotional efforts encourage customer
purchases and the benefit of using Crest 3D White Brilliance is quickly seeing whiter teeth, the
true value to consumers is a lovely smile that gives them more self-confidence and makes them
appear healthier, younger, more attractive, and more successful.
Socially Responsible Marketing
Socially Responsible Marketing Examples
The concept of socially responsible marketing has risen in popularity in recent years. As
consumers increasingly trend towards the purchase of sustainable products from socially
conscious companies, companies have responded by marketing themselves and their products
accordingly. Gone are the days of mass-marketing with the goal of only increasing corporate
profits; instead, a new era has come in which companies are increasing their corporate profits—
but also improving the lives of their customers and the world around them (Forbes, 2015). Three
examples of good corporate citizens are Toms Shoes, The Body Shop, and Burt’s Bees.
Toms Shoes is known for its policy of donating a pair of shoes to a child in need. These
children may be in impoverished areas of South America, or in a village in Africa. Toms Shoes
has promoted this program as heavily, if not more so, than it has its actual shoes. This has led
consumers know that Toms Shoes is synonymous with philanthropy. As of 2010, Toms Shoes
had given away over 400,000 pairs of shoes to needy children (Liodice, 2010).
For several decades, the testing of personal products on animals has been a focus of
animal rights activists, and few companies have been on the forefront of ending this practice as
The Body Shop. Indeed, in 1996 The Body Shop presented a petition with 4,000,000 signatures
to the European Union as a protest against animal testing (The Body Shop, 2015). This initiative
helped lead to the ban on animal testing in Europe in 2004. The Body Shop has supported causes
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
such as environmental protection, human rights, and positive self-esteem, and has marketed and
positioned itself as a socially conscious and responsible company.
Burt’s Bees began in humble beginnings, selling honey at swap shops and flea markets.
Now Burt’s Bees has a line of personal care products such as lip balms and lotions. Not only are
their products natural, which is attractive to consumers, but its packaging is green, too, as Burt’s
Bees is a member of the Sustainable Packaging Coalition (Liodice, 2010). Further, they have
teamed up with the Natural Products Association to create a standard for natural products. To
meet the standard, a product must be at least 95% natural, and contain no harmful ingredients
(Story, 2008). Not only do consumers recognize the high-quality of Burt’s Bees products, they
also appreciate and support its leadership in sustainability and environmentalism.
Social Responsible Suggestions
Identifying specific suggestions to provide to Procter & Gamble (P&G) in order to be
more socially responsible is difficult. P&G is one of the top-rated companies for corporate social
responsibility (Kotler & Keller, 2012). The Dow Jones Sustainability Group Index, launched in
1999, assesses companies based on economic, environmental, and social factors. A 2001 article
showed that P&G's sustainability scores were head and shoulders above the industry average in
all three areas (Knoepfel, 2001). P&G's score for economic factors was the lowest of the three
and most comparable to the industry average (Knoepfel, 2001).
Specific suggestions for Procter & Gamble to be more socially responsible should focus
on the economic factors. An example would be P&G's efforts in growing its marketability in the
poorest communities in Venezuela. P&G found that the ideas "that consumer product
manufacturers do not find business opportunities in depressed markets; that their products do not
adapt to this sort of consumer; or that prices is a barrier to access for consumers in this segment"
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
were untrue (Peinado-Vara, 2006, p. 21). By selling shampoo in large containers, more
hairdressing shops were opened and more jobs were created. "P&G meanwhile trains hairstylists
to help their development and, of course, boost the use of its products" (Peinado-Vara, 2006, p.
22). Increased attention on improving the economic situations of other communities would help
Procter & Gamble become even more socially responsible.
Recommendations
In completing this research, a few recommendations are provided for Crest to grow its
brand and make gains in the dental care market. The consumer market was analyzed and
identified aspects of consumer behavior and segment variables. Competition was also reviewed
concerning packaging and labeling. In addition, pricing adaptations and social responsibility
were evaluated.
One recommendation is that Crest should emphasize the psychological factors concerning
consumer behavior. Having whiter teeth and a healthier looking smile appeal to the emotional
benefits of using Crest 3D White Brilliance. Consumers need to feel that these qualities add
value to their lives. In doing so, Crest should use behavioral variables to segment its target
market. With the idea being to promote the social factor of confidence, the focus should be on
customers that desire to improve their images.
Another recommendation is Crest should focus its current packaging and labeling
practices to establish the emotional connection. The white and blue color scheme enables the
customer to associate the product with cleanliness. Whether sold in the tube form or packaged in
a box, Crest displays the persuasive information and keys on the benefits associated with using
the product. When packaging the toothpaste with the boost, the box clearly identifies it to the
customer as a value savings.
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GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
The third recommendation is for Crest to offer a near-term discounted pricing to its major
retailers. The goal would be for retailers to purchase Crest 3D White Brilliance, leading to
increased profits. Afterwards, Crest would be able to launch a whitening bundle around the new
year as consumers are making their resolutions. The bundle could include Crest 3D White
Brillance, Crest 3D White Whitestrips, and Oral-B 3D White Vivid toothbrush. This would help
Crest increase its brand exposure.
The final recommendation is Crest add more focus to its economic factor of social
responsibility. Getting out to the communities where sales are lower and listening to the
consumers' voices will allow Crest to identify opportunities. Providing education and supporting
development of dental care professionals will help strengthen the communities also. Improving
the economic situation of the communities will help create a bond and increase sales.
These four recommendations were realized during the research of Crest 3D White
Brilliance. Consumer markets, packaging and labeling, pricing adaptations, and social
responsibility were carefully analyzed. Following these recommendations will allow Crest to
further its brand and improve its standing in the dental care market.
Conclusion
The toothpaste market of 2015 is one that is filled with options for the consumer—tartar
control, plaque removal, whitening, and sensitive paste are but some of the options available. As
the marketplace becomes more crowded, Crest is distinguishing itself with its 3D Brilliance
brand whitening toothpaste. Appropriately and affordably priced, it is an attractive option for the
consumer who not only wants to maintain their oral health, but also wants to whiten their teeth
and appear more confident and attractive. Crest 3D Brilliance has not only the dentist-approved
plaque fighting properties, but also a whitening agent which is clearly consumer-approved.
40
GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
Dental hygiene has been proven to affect one’s health far beyond just oral health. Plague, gum
disease, and oral cancer can spread throughout the body, increasing the likelihood of heart
disease, cancer, and the hardening of arteries. Crest has proven a leader in the field of oral
hygiene, ensuring that its consumers not only have whiter, more brilliant teeth, but also a
healthier body overall. While all consumers can benefit from the properties of Crest 3D
Brilliance whitening toothpaste, adults who are active, educated, and fitness-conscious will
particular appreciate its added whitening agents. It is a crowded market, but Crest 3D Brilliance
has proven a leader in the ever-changing industry.
41
GROUP 4 MMGP: CREST 3D WHITE BRILLIANCE
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