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| Topic: |
Business
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| Number of pages / Number of words: |
11 / 2899 |
Essay's paper body
The market leader in the super premium segment was Oral-B (owned by Gillette) positioning which was known as "the dentist's toothbrush." Its Indicator toothbrush price was 15% premium to its other brushes. The market challenger was Reach line (owned by J&J) which was positioned as the toothbrush that enabled consumers to brush in even the hardest-to-reach places...
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The market follower was Crest (owned by P&G) that has "the ability to reach between the teeth up to 37% farther than leading flat brushes." The market niche was Aquafresh Flex (owned by Smithkline Beecham) which has flexible handles that allowed for gentle brushing.
Small competitors which are Lever sold its product in the value segment without a track record of innovation in the category; Pfizer, with its Plax brush, which had a special groove for the thumb, Sunstar, with its Butler brand, held 2% of the retail market but 19% of the toothbrushes distributed through dentists...
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