Grex Consumer Conference

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Grex Consumer Item 84: Toothbrushes - Marketing Strategies
Entered by vish on Fri Aug 8 23:04:58 UTC 1997:

How does one market toothbrushes ??
What are the marketing strategies adopted by companies in the USA ?
What are the promotional schemes involved ??

5 responses total.

#1 of 5 by vish on Fri Aug 8 23:09:23 1997:

The reason I am interested in the subject is a project I am to submit for the
MBA course I have enrolled under.

#2 of 5 by valerie on Sat Aug 9 00:03:51 1997:

This response has been erased.

#3 of 5 by srw on Sat Aug 9 03:53:22 1997:

I haven't seen a toothbrush commercial on TV, but I have seen lots of
toothpaste commercials.

#4 of 5 by kentn on Sat Aug 9 04:33:20 1997:

The TV commercials I recall for recently-introduced toothbrushes in
the U.S. concentrated on touting the ability to reach/clean low areas
of the tooth/crevices or between teeth and care for gums better than
a competitor's regular brand.  The shape of the brush was demonstrated
and displayed by showing the brush being applied to teeth.  Apparently,
variation in the height of the bristles (kind of a "sawtooth" pattern
when viewed from the side) as well as a wider midsection and a shaped
handle create or contribute to the effect advertised.
  Previously, we had various handle styles (bent, shaped to fit the
fingers better, with rubber grips, etc.) as the main attribute (once again
related to cleaning ability).  Then advertisers switched to promoting
various cross-sections in the brush; coffin-shaped is probably the best
description (better cleaning ability).  Lately, it's been the varying
height of the bristles that seem to be the main selling point, as they
apparently are able to reach into the low spots on and between teeth
better than traditional "flat" bristles.  I don't recall that there are
specific attacks on competitors in these commercials, but rather against
the style of brush that competitors use.
  This sort of demonstration lends itself well to television, rather
than any other medium.  However, as valerie points out, dentists have
been one important distribution point for samples and coupons.  In my
experience, though what the dentists give out seems to lag a bit behind the
"cutting-edge" development in the toothbrush market (maybe it's just
the dentist I frequent--small sample, you know ;).  I don't ever recall
receiving a sample via any other channel.  Maybe others from other parts
of the country have other experiences, though.
  In-store promotions include offering a free toothbrush as part of a
toothpaste purchase.  What I've seen have been toothbrushes attached
to tubes of toothpaste.  I haven't bought one of these yet, because it
wasn't for my usual brand.  Also, I haven't noticed that toothbrushes,
with the possible exception of those intented for travelling, are usually
sold near the checkout lanes in large retail stores.  Rather, they are
usually in the sections of the store with drugstore items like aspirin,
combs, toothpaste, and other personal items (generally right beside
the toothpaste).  You might consider the type of distribution channel
that is normally used.  In the U.S., for example, we don't expect to
find toothbrushes at clothing or electronics stores.
  I imagine coupons are sometimes used in local print media (newspapers).
I can't recall right off hand when the last time I saw such a coupon,
though.  Word of mouth would appear to me to be relatively unimportant
in promoting a particular toothbrush, although I could be wrong.
  Toothbrushes are also sold in various colors of handle plastic
(one presumes for identification in a household with several members...at
least that's what we go for, although I suppose there is some room
for personal color preference there, too :)  
  Another, apparently smaller segment appears to be those who prefer a
toothbrush with a pointed rubber tip at the end of the handle which can
be used for helping clean between teeth.  This has been around for quite
a while, though, and I don't think it's a feature most people desire
(small sample warning, again).  The other day I saw a toothbrush that
had combined all the "latest gee-whiz" features and added significantly
lengthened bristles at the tip of the brush, claimed on the package to
help clean back teeth better.
  I haven't said anything about electric toothbrushes mainly because
I can't recall the last time I've seen them advertised, although at
one point they were on TV (way back).
  I'll leave the customer loyalty and repeat purchase angles up to you. :)
  Finally, I don't believe I've ever seen a toothbrush sold on the
basis of low price, nor do advertisers appear to appeal to a luxury
segment (though maybe I'm not close enough to that segment of the
market to see that such appeals exist).  Benefits, especially innovative
benefits, for cleaning teeth, in other words, appear to be the main basis
on which toothbrushes are marketed (as well as the tacit endorsement of
dentists--assuming that is worth something to today's jaded consumers).
Hope that helps somewhat.  Good luck!

#5 of 5 by gracel on Fri Aug 15 19:46:55 1997:

And there are different-sized toothbrushes for different-aged mouths.
(FWIW, for years I still had a "Toddler Toothbrush" in its original
package, because the other one I got at the same time turned out to
have unpleasantly stiff bristles and the toddler complained loudly)

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