1、Cavity protection or Cosmetic perfection?,Innovation and marketing of toothpaste brands in the US and western Europe,张晔，焦文娟，蒲昭昭，徐清，霍彦杰，吴桐，蒋炯瑭,Background,The Change of Consumer product Marketing,slogan: goodteeth-good health,endorsement from a professor,sent hygienists to classrooms,Toothpaste appeal
2、 for consumers,Romanticrejection,Avoid socialexclusion,Fresh breath,Dental Health and Dental Knowledge in the Late 19th and Early 20th Centuries,Changes of peoples regular diet in the second half of the 19th century have accelerated the rise of dental caries:,Rise of sugar consumption,New tech in fl
3、our processing,Price fell Preservatives: treacle, jam, chocolate In UK, rose from 20 c(1840s) to 110 pounds/pc (1936) In US, rose from 38 to 100 pounds/pc by the middle of 20th century,Silk gauze and roller milling Softer foodstuffs No sufficient saliva secretion Saliva contains alkaline properties
4、and is the natural deterrent to plaque building-up,Dental Health and Dental Knowledge in the Late 19th and Early 20th Centuries,After discussion, the cause of dental caries that diet and lifestyle rather than hereditary factors played a more important role was confirmed by a series of experiments.,B
5、y the early 20th century, tooth decay had become a serious public health issue. Toothpaste products around the turn of the 20th century can only contribute to dental hygiene by encouraging the practice of brushing.,The Emergence of a Mass Market for Toothpaste in the United States and the United Kin
6、gdom,Three main characteristics of consumer products industry by Alfred Chandler,Packaging innovations The collapsible tin tube Developed in the 1840s, first used in 1890s Lower cost and hygienic Heavy advertising Toothpaste was one of the most heavily advertised consumer products in the early twent
7、ieth century. Small amount of capital investment “first movers” Entry barriers : high advertising cost rather than the capital of investment in machinery,Example: Colgate Colgate did more than any other company to promote tooth paste as a mass-market product: mass distribution low pricing heavy adve
8、rtising became a market leader in the United States and the United Kingdom.other firms interests in this market Unilever P&G Crest,Toothpaste Special kind of Personal Care product Its consumption closely tied to income levels But the rate of growth was much slower,Toothpaste Consumption in the US an
9、d Europe,Unilever Report(1987) inter-country variations in gross national product, GNP, explain more than 80% of inter-country differences in toothpaste consumption,Toothpaste Consumption in the US and Europe,Concentrated Toothpaste Consumption Mainly in the worlds most prosperous economies increase
10、d slowly compared to the personal care market,Toothpaste Consumption in the US and Europe,Industry Structure Dominated by precisely the same oligopoly that operated in soap and household detergents Because of the low market growth, companies at the forefront of the booming beauty industry had little
11、 interest in toothpaste, such as LOreal & Avon Unilever and P&G managed to become very important players in the personal care market after the 1980s main competitors were firms specializing in consumer chemicals or health care remedies, such as Beecham, Blendax, Henkel,Industry Structure in the US a
12、nd Europe,Innovation & Transformation,of the Toothpaste Market,Until 1950s,Cosmetic Perfection,Unilever-Pondered the potential of therapeutic toothpaste P&G-Committed resources to developing one (University of Indiana),1956,Crest by P&G-dental caries,Long away from market leader-skeptical of adverti
13、sing claims,Innovation & Transformation,1960, the first brand of toothpaste to receive an endorsement from ADA (ADA-American Dental Association) Category B 1964, Category A Within two years, market leader with 30% market share 1969, Colgate obtain a similar endorsement 14% lagged,In USA,From 1960,Br
14、eakthrough of Crest,From 1960,Rapid growth of therapeutic -dental caries,Innovation & Transformation,Before 1970, only be purchased from pharmacies,In Europe,From 1970s,Blend-A-Med Gum health,No large competitor, no significant market share,Pioneer the gum health market,From 1970s,Rapid growth of th
15、erapeutic -gum health,Marketing of therapeutic and cosmetic toothpaste differs in three ways,Content of advertisement,Marketing method,Target consumer,Therapeutic type: educational emphasize the importance of gums Bleeding or pinkCosmetic type: Emphasize immediate sensation Feeling of breath freshne
16、ss Emphasize the concept of confidence,Therapeutic type: Usually through dentist of experts Do not rely very much on promotionCosmetic type: Directly promotion targeting consumers Rely more on promotion,Therapeutic type: Any people who concerned about their health More broader range of target consum
17、erCosmetic type: Target more at social active young consumers (they want to be more confident in social conditions),Conclusion,Until 1950s,No therapeutic benefits,The marketing of toothpaste did move through the phases of development outline in the literature, but not in a fashion liner fashion.,1950s 1980s,Therapeutic & cosmetic,Mid 1980s,Fluoride added,Next quarter,Cavity protection,Marketsegmentation,Thank you!,
