Crest

KBS SWOT Analysis

KBS SWOT Analysis

Introduction
- Objectives and Goals
- Definition of Success
- Key Primary Indicators

- History of Crest

Overview
Strengths
Superior Products, Innovation,
and Company Standing
Diverse Product Line
Advertising
Opportunities
Social Media
Growing Elderly Population
Crest Be

Weaknesses
Lack of Recognizable
Endorsements
Product Competition

Threats
Limited Childrens Line
Brand Recognition
Crest in the Global Market

Strengths
1. Superior Products, Innovation and Company
Standing
Then and Now
2. Diverse Product Line
3. Advertising

Superior Products, Innovation and

Company Standing
First ADA-accepted product: Then and Now
Remaining superior to competitors: Triclosan-free
Increase in sales by approximately 20% over the last 25
years
Patent protection has solidified vital markets
Teeth whitening strips dominance
Over 67% market share
$250 million in annual sales

Diverse Product Line

Target market differentiation
Whitening strips: Glamorous White, Gentle Routine,
1-Hour Express, Supreme Flexfit
Adult vs. Children Products
Brand extension fulfills oral care needs
Toothpaste
White strips
Mouthwash
Floss

Advertising
Look, Mom -- No Cavities!
Top 5 Oral Care Brands, Top 100 Brand
in US, Top 50 Brands Globally
Packaging and Appearance
consistency supports brand
recognition
strengths of colors

Overview
Strengths
Superior Products, Innovation,
and Company Standing
Diverse Product Line
Advertising
Opportunities
Social Media
Growing Elderly Population
Crest Be

Weaknesses
Lack of Recognizable
Endorsements
Product Competition

Threats
Limited Childrens Line
Brand Recognition
Crest in the Global Market

Weaknesses
Lack of recognizable endorsements
Brand ambassadors admired, and have
easily recognizable goals and values
Easy people to support
Shakira, no hit song since 2005
Not prominent enough to have this effect

Weaknesses
Scope: Entered mouthwash market in 1966
Crest: Created
In 2005, these are the qualities each brand
emphasized

Weaknesses
In 2014

Weaknesses
Two products competing to serve the same
purpose are going to take away from each
other.
P&G mouthwash sales are down 3.8% from
2012-2013
Scope Outlast sales down 6.1%, Scope down 19.9%
Crest 3-D White sales up 27.1%,
Crest Pro-Health down 9.9%

Overview
Strengths
Superior Products, Innovation,
and Company Standing
Diverse Product Line
Advertising
Opportunities
Social Media
Growing Elderly Population
Crest Be

Weaknesses
Lack of Recognizable
Endorsements
Product Competition

Threats
Limited Childrens Line
Brand Recognition
Crest in the Global Market

Opportunities
Social Media Presence
Verification
Followers/Likes
less than Colgate

Opportunities
Be
Target Audience
Price Points
Comparable to Crest Complete

Opportunities
Growing Elderly Population
Baby Boomers are increasing in age
Older people need dental care
Baby Boomers control 70% of disposable income
(Nielson/BoomAgers)

Overview
Strengths
Superior Products, Innovation,
and Company Standing
Diverse Product Line
Advertising
Opportunities
Social Media
Growing Elderly Population
Crest Be

Weaknesses
Lack of Recognizable
Endorsements
Product Competition

Threats
Limited Childrens Line
Brand Recognition
Crest in the Global Market

Threats - Limited Childrens Line

Undifferentiated age groups
baby products
divided kids ages (more than 2+)

Limited Product selection

matching character sets
no battery-operated toothbrushes

Threats - Brand Recognition in US

Consumers are more likely to buy and continue to buy
Colgate
ADA recommends more Colgate (12 v. 9)
43% of consumers remain loyal to a toothpaste
brand throughout their lifetime
market share is 33% Colgate, 20% Crest (2010)
Because of more ADA accepted toothpaste and larger
market share, Colgate has better brand recognition

Threats - Global Recognition

Only one sponsorship (HDA)
Two sponsorships (HDA, BDA)
Sponsor, partnership, 5 approved products (J&J)
No approved products from foreign associations
ADA and New Zealand
Limited language availability
Colgate has more printed products

Overview
Strengths
Superior Products, Innovation,
and Company Standing
Diverse Product Line
Advertising
Opportunities
Social Media
Growing Elderly Population
Crest Be

Weaknesses
Lack of Recognizable
Endorsements
Product Competition

Threats
Limited Childrens Line
Brand Recognition
Crest in the Global Market

Strategic Recommendations
Expand Current Clientele
Extend Kids Line
Offering more characters, matching sets, etc.
Increase Social Media Presence - Adults
Verified on Facebook, Twitter
Elderly Dental Line: Crest Silver
Would be the first of its kind

Strategic Recommendations
Combine Scope and Crest mouthwash brands
Example set by toothpaste
Goes with P&G trend of dropping brands
Mouthwash brand sales in 2013
Crest: $156.8 million, Scope: $74 million
New Crest mouthwash with Scope power products

Strategic Recommendations
Introduce Crest Chewing Gum
Industry has $2B annual sales/year
Promotes oral health
Removes food particles
Eliminates bad breath
Strengthens teeth with fluoride
Pro-Health, 3D White, and Kids
Brand recognition will promote sales

Thank You
Any questions?