You will be writing a one-page paper about Market Product Focus using the information below. The two points you will be focusing on are: points of difference and positioning.
Points of difference are those characteristics of a product that make it superior to competitive substitutes. How is your product unique relative to competitors?
Product positioning is the place an offering occupies in consumers’ minds on important attributes relative to competitive products. How do you want consumers to think about the product in their minds in terms of price-quality etc?
The product that we have decided to develop is innovative, useful, and very convenient to keep along with you at all times. Our new product is called Wash-to-go and is a gel mini tablet filled with mouthwash in the center. The tablet needs to be either sucked on or chewed until the mouthwash within the outer gel layer is able to break through. The Wash-to-go is extremely convenient to keep with you at all times similar to gum but all the more efficient. After a meal at a restaurant, during a long flight, or even after brushing your teeth in the morning, this tablet is perfect to freshen up your breath while preventing tooth decay at the same time! It is super-efficient to quickly gargle and spit out at any restroom or sink nearby and guarantees a fresh mouth after. This product is kept in a tin box to prevent the gel tablets from breaking while in a bag or pocket. The Wash-to-go is useful for people of all ages, with several different flavors depending on preference as well. In addition, while not advisable, swallowing the mini along with the mouthwash is not harmful to the body, similar to gum.
Based on our SWOT Analysis, with this product, we strive to correct some of the current internal weaknesses and mitigate some of the external threats. Some external threats include a varied consumer demand and competition with other brands such as Colgate. Crest’s Wash-to-go was specifically designed to be a unique product like no other that companies such as Colgate have not fashioned. This is significant to the product branding and foreseeable demand of the product. In addition, some internal weaknesses that are posed are Crest’s lack of endorsements in the domestic markets, and Crest’s utilization of plastics as well as animal-testing in relation to its products. With the Wash-to-go, one of our main branding points is the fact that it is completely vegan and cruelty-free, potentially opening up the product to consumers who were previously boycotting the brand. In addition, the Wash-to-go product will try to be available in domestic markets as well as on the Crest website in addition to the retailers that currently sell its products. We hope to continue some of our current strengths, such as the bright and appealing packaging, an affordable pricing scheme, and commercials through social media linked to the product itself. Through this analysis, we hope that the Crest Wash-to-go is considered and upheld to the standards that we can envision it has.
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