Scribd
Upload
106 views3 pages

Oral-B's Strategic Market Focus

The document analyzes Oral-B's external opportunities and threats as well as internal strengths and weaknesses. It then segments the toothbrush market and identifies target segments. The key target segments are therapeutic adults who will spend extra for effective toothbrushes and elderly people who are underserved but account for a large percentage of the market. The document provides an analysis to help Oral-B develop strategies to leverage strengths, address weaknesses, pursue opportunities, and mitigate threats.

Uploaded by

Dinhkhanh Nguyen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
106 views3 pages

Oral-B's Strategic Market Focus

The document analyzes Oral-B's external opportunities and threats as well as internal strengths and weaknesses. It then segments the toothbrush market and identifies target segments. The key target segments are therapeutic adults who will spend extra for effective toothbrushes and elderly people who are underserved but account for a large percentage of the market. The document provides an analysis to help Oral-B develop strategies to leverage strengths, address weaknesses, pursue opportunities, and mitigate threats.

Uploaded by

Dinhkhanh Nguyen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

External Opportunities External Threats (T)

TOW 1(O)
High consumer
conscience about gum
1 Price war engaged by
competitors
2 High competition from

S health problems
2 Increasing Buying
new entrants that want
to disrupt the market

Internal Strengths (S) S ST


•
O•
1 Market leader Keep Innovating in Consider
health oriented acquisitions of
2 High technological products. new highly
• Target customer innovative
innovative competitors
segments ready to
3 Customer Loyalty pay premiums for (Quip,
specific products Amabrush…)
• Develop Loyalty
Internal Weaknesses W W
1(W)
High cost structure • Focus on customer • Develop new

2 Weaker Online
O education
T discount brand
range
• Enhance day-to-day • More aggressive
presence than
online presence
competitors
Market Segmentation

Segment Price Needs and wants


Products built to particularly fit children whose set of
0-10 Low-priced
baby teeth are still breaking
Kid - 18%
17-Oct Low-priced Products for those transitioning to adult teeth

Involved oral health consumers - High-priced


Search out functionally effective products
therapeutic brushers – 46%
Med-priced
Adult – Involved oral health consumers - Search for products that effectively deliver cosmetic
22-55 High-priced
47% Cosmetic brushers – 21% benefits
Uninvolved oral health consumers View products as the same, lack of interest in product
Low-priced
(lack-of-interest group) – 33% category. Search out for low-priced products
Senior High-priced Products designed specifically for customers with
Aldult – Above 55 degraded oral health E.g. Teeth with dental
19% Med-priced restorations/ crowns/ veneers & receded gum

Targeting:

Based on the segmentation, we have planned target market segments in which the customers would be the most likely to drive the sales volume
increase of Oral-B powered toothbrush:

· Therapeutic Adult: This group that accounts for the largest percentage in the market is most likely to spend extra money to buy
functionally effective toothbrush. 


· Elderly People: The generation that accounts for a large percentage of toothbrush market that haven’t targeted by any player in the
market.

You might also like