MARKETING PLAN

Marketing plan



Executive Summary

Cedel toothpaste was launched in the year 1972 whereas the company transferred its new formulation of toothpaste ingredients towards medicated toothpaste which from the first year has strongly been active as the toothpaste for individuals who care for their dental effectiveness. The company since the startup of its toothpaste has an effective marketing strategies which are currently in form of full consideration by the Cedel Company. “Cedel” is designed especially for those who wanted to maintain their teeth whiting and freshness, it is designed in accordance to the need of the special market focusing their needs and what they require to focus while consumption and usage of toothpaste.

Table of Content

Executive Summary2

Introduction5

Situational Analysis5

Internal5

Definition of industry5

History6

Branding6

Promotion6

Positioning6

The Market7

Location7

Market needs7

Buying behavior patterns7

The Competition7

Failing of Competition8

Distribution8

Types of Distribution8

Strengths of Distribution9

Communication Strategies10

Advertising Budget10

Advertising programs10

Market Analysis Summary10

SWOT11

Strength11

Weaknesses11

Opportunities11

Threats12

PEST Analysis Overview12

Legal or the Political Aspects12

Economic Aspects13

Socio-cultural Sector15

Technological Aspects15

Market Segmentation16

Conclusion22

Recommendation23

Reference24

Appendices27

Marketing Plan for Toothpaste

Introduction

Dr. Michael Southwick leading Dermatologist of Australia have developed in the year 1932 a method for Cedel Soap, an outstanding treatment for the hair and scalp. Around 75 years ago this was consider This was the first Cedel product launched in Australia some 75 years ago.

Cedel become the largest hairspray producer and leading market share of hairsprays in Australia during the 70's and 80's. Cedel Spearmint Toothpaste was commenced in 1973 and Cedel Medicated Toothpaste was launched in 1995.

Situational Analysis

Internal

Definition of industry

The purpose and main focus of the “Cedel toothpaste” is to prevent teeth and gum diseases and to bring aesthetic benefits.

History

Toothbrushes first evolved in 3000 B.C., and improvement have unrelenting ever since. Such innovation includes the head shape, size, flexibility, bristle texture and type, color, and angled handles.

Branding

“Cedel” decided upon the name accuracy, since the company did not want a name that could lead customers to associate the new toothpaste with their already existing toothpaste. This is called cannibalization.

The Market

Location

“Cedel” will be marketed around the Australia states mainly focusing on large retail stores and drug store. The toothpaste market in the recent years has carried out with wide varieties and with more consumers so focusing on the targeted market has been very accurate.

Market needs

In most cases consumers only need two to three toothbrushes a year. “Sixty-five percent of consumers had more than one toothbrush, 24% kept a toothbrush at work, and 54% had a special toothbrush for traveling,”

Buying behavior patterns

Consumers always focus a lot on prices and quality and easy to use with fresh breadth and cool mint. They also base their purchases around the ability of the toothbrush to “remove food particles; plaque removal and gum stimulation.

The Competition

Competitor identification

Johnson & Johnson: Reach

Proctor & Gamble: Crest Complete

GSK: MacLean's toothpaste

Goals and Objectives

Understanding that target achieve has been seriously encountered by “Cedel”, which are proposed to achieve the goals are more precise and explicit description of these goals. The latter Cedel have to meet certain goals to be useful:

Be precise: Cedel toothpaste quantitatively know if this is possible and if not, an accurate, if the objectives have been ...