COMMERCE 3MB3 Lecture Notes - Lecture 9: Procter & Gamble, Toothpaste
25 Dec 2019
School
Department
Course
Professor
Document Summary
Competing for market leadership with its arch-rival colgate-palmolive, proctor & Gamble recently introduced its crest rejuvenating effects toothpaste. The toothpaste is not exactly unique; functionally, it does not do anything new or different. However, it is the first toothpaste specifically targeted to women. Other personal care product companies have offered women-only brands for years. Secret deodorant, for example, has a special feminine scent while the curve and length of the venus razor is designed to make it easier for women to shave without nicking or scraping. The primary target for this product is 30- to 44-year-old women. The toothpaste is teal- colored and packaged in an iridescent-finished teal tube. The toothpaste itself, which produces a mild tingling sensation, is flavored with cinnamon. Teal may be seen as more feminine than neutral but it should not necessarily perceived as overly feminine. The iridescent, glimmering, pearlescent description is similar to packaging for cosmetics. Novelty color and taste, tingling sensation, first gender-targeted toothpaste.
