Keller Graduate School of Management
MM522: Marketing Management
Session: March 2010
In the United States, 59% of adolescents, ages 12 to 19, have had cavities or tooth decay. 92% of adults between 20 and 64 have had dental cavities or tooth decay. What if you could clean your teeth without brushing your teeth? Imagine the impact that this would have on oral health care.
We would like to introduce Chewdent, the new way to clean your teeth. Chewdent is a revolutionary new product that is as effective at cleaning teeth as brushing. It has all the benefits of brushing your teeth, using mouthwash and chewing gum in one package, but ...view middle of the document...
After seeing this product, we thought that people would love to have a product that could clean their teeth without the need to brush.
Chewdent’s mission is to develop a quality product that will combine all the benefits of toothbrush, toothpaste, mouthwash and chewing gum in one unique product. Chewdent’s goal is to keep teeth clean in as easy a way as possible.
• Faster than brushing
• No waste to discard of like chewing gum
• Can use the product in any location at any time
• Freshens breath
• Low cost, similar to chewing gum
• Prevents tooth decay
• Reduce the risk of cardiovascular disease
• Will not damage gums like brushing
• Conserves water
• Chewdent is an unknown product
• No product diversification
• Will eliminate the need to brush teeth
• People always want to save time
• Product variation possibilities are endless (e.g. Teeth Whitening, Tartar Control, releasing new flavors)
• High possibility of duplicate products from toothpaste and / or chewing gum companies.
• Cheap imitators releasing an inferior product
While Chewdent is a replacement for brushing teeth, we see the product appealing to active people on the go initially as more of a replacement for chewing gum. Because of this, we will initially market to people between the ages of 12 – 40. Eventually, Chewdent will expand the target market to include other groups because everybody is interested in keeping their teeth clean. Because of the low price of Chewdent compared to the other substitutes, we believe the product will have high appeal to all age groups. Chewdent will also be an excellent substitute for children that do not like brushing their teeth.
We intend to introduce the product nationally to all geographic locations to raise awareness for the brand and to prevent competitors from taking away market share by introducing a similar product. Eventually, we will expand into the overseas markets.
Competitors and Substitutes
Chewdent is an innovative product with no real direct competition. As we see it, there are four types of products that we see as substitutes for the product that currently exist in the market place. Toothpaste and toothbrushes, mouthwash, breath mints and chewing gum.
The first substitute, toothpaste and toothbrushes, are the tried and true method for cleaning teeth. Colgate is currently the market leader in the toothpaste market. While brushing your teeth may be convenient in the morning when you wake up or at night before going to bed, it is not that convenient to do when people are out of their homes. Chewdent on the other hand, is extremely convenient. Like chewing gum, Chewdent can be consumed anywhere and at anytime. Also, Chewdent is compact like chewing gum and can be carried around with you at all times.