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Marketing Strategy For A New Line Of Toothbrushes
Posted By: mabraham82* on 11/1/2004 1:43 PM (CST) 125 Points
I am working on a marketing plan for my MARK 301 course at the University of Alberta. My portion of the project involves coming up with a solid marketing strategy. Let me stress that this is a school project and everything done here is hypothetical. The details are as follows:

(1) Product is a new line of toothbrush that dispenses tooth paste.
(2) We are a small company trying to team up with a large company (ie:, Colgate) to sell this product in the market. Therefore our major competitors will be Oral-B (Gillette) and Procter & Gamble.


We have a Market Analysis completed and I'm looking for any procedure that could assist me in coming up with a solid marketing strategy. Thank you for your time.

Posted by: Jett* Accepted Answer
11/1/2004 2:02 PM (CST)
The following links may help;

www.mplans.com

www.bplans.com

www.reachcc.com

http://searchengineformarketers.com

Good Luck!!
 
Posted by: prbypr Accepted Answer
11/1/2004 3:15 PM (CST)
Why not put together a rough draft strategy and send to the group for feedback? It's tough to give advice (except general advice) without getting idea of the direction you're heading in. Perhaps then the group could give you some fine points or options to think about that would add real depth to your marketing strategy. Good luck!
 
Posted by: D4Demand Accepted Answer
11/1/2004 5:24 PM (CST)
The simplest way is to answer the classic Journalism questions.

Who, what, when, where, why, how.

It sounds like you have the What nailed down.
Who do you want to sell to? Where do they live and shop? When do you want to sell to them and how often? Where will WHO buy it? (channel question) How will you carry the product to market (distribution strategy)? How will you inform the public? Why will the customer or retailer or strategic partner be willing to buy the product? (benefits)

Oh, yes. Set some goals for success.

You can get so detailed in the templates and questions that you will not be able to tell what facts are important and what is less than essential to success. The six "honest men" make sure you have the big pieces taken care of before you drill down into the minutia.
 
Posted by: thinkmor Accepted Answer
11/2/2004 10:47 AM (CST)
Hi Mabraham

Here is a checklist for the groundwork you need to complete for your strategy to include at least:

Business environment
Internal examination
Competitor analysis
Identifying your Key factors for Success
SWOT - this translates the previous 4 steps to provide a platform to develop a competitive advantage.

It's just hard work but if you research to really understand your customers, maket, channels,competitor and costs you will be able to formulate a winning strategy that gives you a clear direction.

Hope this helps.

Zahid Adil
 
Posted by: mgoodman Accepted Answer
11/11/2004 2:47 PM (CST)
If this were the "real world," you'd have some solid research among consumers. You'd know their habits and practices, attitudes and awareness of the leading brands (and their positionings), their likes/dislikes, brand loyalty (or lack thereof), and some hint as to what their dream product would be.

If the toothpaste-dispensing brush isn't something they really want/need, then your best marketing plan would be to fold up your tent and go home. No sense spending a lot of money to try to convince someone you have the perfect solution to a problem they don't have.

Now, I understand this isn't the "real world," so perhaps you can make up some research -- perhaps a few focus groups and a quantitative study in which you showed people a mock-up ad for your product. The results should be very positive and encouraging (in your un-real world).

Those results will provide the basis for your marketing strategy, positioning, and all the detailed plans in your marketing mix.

It's actually kind of fun to make up the results you'd need to see in order to get really excited about a product concept.

Have fun.
 
Posted by: Val (Moderator)* Moderator Response
11/19/2004 12:37 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 


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