Introduction of the company and the product
1.
Which
product have you chosen and why?
2.
Which
is the producing company of the product? Is this company also owner of the
brand name?
3.
Briefly
describe the history and growth of the company that is selling the product.
4.
Which
other products are sold by this company?
1. I have chosen Elmex toothpaste. I have been satisfied with it for more
than 2 years therefore I chose this product.
2.
The producing company of this product is GABA International AG, a Swiss
company that manufactures oral-care products. Although GABA Intl. AG is not an
owner of the brand. The brand and the company itself is wholly owned by
Colgate-Palmolive in USA.
3.
The first GABA AG was founded in 1917 and is based in Therwil,
Switzerland where the companies headquarters are based currently. GABA
International AG was founded in 1979. Although the brand Elmex was founded in
1963. Since then the company was growing by introducing new brands such as Elmex
Sensitive in 1990's and Elmex Caries Protection dental rinse in 1991.
4.
The company also sells Meridol toothpaste which was
introduced in 1986.
Marketing strategy and
understanding competitors
1.
What
is the mission statement of the company?
2.
Which
are the main competing products? Make a distinction between generic competition
(non branded, cheap, same product), product form competition (substitute: can
perform same need) and brand competition (direct competitor brands offering
same product)
3.
What
is the competitive position of the company with the chosen product? Motivate
your answer.
4.
Which
differential advantages does the company have over its’ competitors?
5.
When
we look at the Ansoff Matrix, which growth strategy do you see for your
product? Motivate your arguments!
1.
Mission statement of the company is "As a company that strives to be the best truly global consumer
product company, we are committed to doing business with integrity and respect
for all people and for the world around us."
2.
The main competing products would be the same oral care
products. Generic and product form competition is not evident in the toothpaste
market; there are no alternatives because the products of a toothpaste is the
same. Although brand competition is very
active. There are numerous toothpaste brands all over the world.
3.
Delivering value. Elmex toothpaste was the first toothpaste
to contain aminuoflorid and is often sold with Aronal (same producing company)
which is used only in the morning.
4.
Huge product portfolio, different segmentation of their
products, good distribution network.
5.
Product development. As it is an oral care product, through
product development high quality must be maintained all the time baucause of
consumer sensitivity to the product.
Consumer buying behaviour
1.
Describe the social environment of the
consumer and the way this influences the use of your product.
2.
Discuss
your product in relation to the stages of the family life cycle.
3.
What
type of consumer buying behavior is most likely for your product? Describe the
consumer buying decision process for buyers of your product.
4.
Develop
an attitude scale with which you will be able to measure consumers’ attitudes
towards your product.
1.
The
consumer who uses Elmex toothpaste is from at least a middle-class family,
living in the city or near the city, watching television, having a smartphone,
listening to the radio. All these things are influencing to buy the product
with the help of promotion. One of the biggest influencers on the toothpaste is
also family members.
2.
Toothpaste
is unique product that is needed in every stage of family life cycle.
3.
Habitual
buying behaviour. Consumers are involved very little in this category due to
the relatively cheap product which is purchased quite frequently. Usually
consumers don’t get attached towards the brand but they do select it because it
is familiar with them.
