1 of 24

CREST

WITH YOU THROUGH EVERY STAGE OF LIFE

Adam Payne, IMC 661, Final Project

2 of 24

KID’S CREST TOOTHPASTE

Appealing to kids with fun flavors like Bubblegum, Strawberry & “Sparkle Fun”

  • Serving suburban family regions such as Cranberry, PA outside of Pittsburgh.
  • Zip Code: 16066

​

​

3 of 24

16066 CENSUS DATA

  • 12,656 Households
  • 23.6% of the population is children
  • 62.3% Married couple household
  • 61.9% Bachelor’s degree or higher
  • $108,249 median household income
  • 1.9% without health care coverage

(U.S. Census, 2022).

4 of 24

KID’S CREST SEGMENT

DEMOGRAPHIC:

  • Families of children aged 3-7
  • Parents shopping name brand are around middle class
  • Parents have higher education

​

LIFESTYLE (of the child):

  • Interested in characters (i.e. Disney)
  • Likes sweet flavor
  • Just starting to do “grown-up” things

​

USAGE:

  • Used at least twice a day, every day
  • Training tool used from parent to child

​

​

Core Need

Oral hygiene

Differentiating Benefit

Taste / Flavor

Segment Size

25%

Key Demographic

Kids aged 3--7

Lifestyle Factor

Following in parent’s footsteps

Price Paid

$3 to $4

Product Size

Standard or small tubes

5 of 24

KID’S CREST SEGMENT CONT.

ATTRACTIVENESS / PROFITABILITY:

  • Children represent their own segmented share of the global toothpaste market and have an expansive list of flavors, toothbrushes, cleaning tools, etc.
  • Global toothpaste market is growing and it is projected to reach $21.99 billion by 2027
  • Increasing tooth decay issues in children is aiding in market growth
  • North America toothpaste market valued at $3.99 million in 2019
  • Crest is one of the global leaders in the market with top competitors including major companies like Colgate and Aquafresh

(Fortune Business Insights, 2020).

​

6 of 24

KID’S CREST SEGMENT CONT.

Product: Kid’s crest, bubblegum flavor featuring Disney princesses or colorful decoration

Price: $3 to $4 a tube

Place: Suburban and family-driven communities in North America (and globally)

Promotion: TV adverts, in-store advertising, sample size mass distribution, online advertising

(Team, 2018); (Patel, 2021).

7 of 24

KID’S CREST SEGMENT CONT.

CONSUMER

COMPETITOR

COMPANY

  • “Makes brushing fun” by featuring children’s favorite characters and flavors
  • “A winning formula for memorable smiles”
  • “As their oral health evolves, kids need effective cavity protection as they lose baby teeth and their permanent teeth start to grow.”
  • Crest claims it is the “#1 toothpaste for kids” [based on P&G calculations]

​

  • Claims that brushing time, when paired with Oral-B’s Disney Magic Timer makes 90% of kids brush longer than without
  • The company aligns itself as a top-of-the-line and dentist recommended product, aimed at getting children oral care in a fun and creative experience as they grow.
  • Supermarket, convenient store, pharmacy and online distribution

https://crest.com/en-us/oral-care-products/toothpaste/disney-frozen-bubblegum-toothpaste

​

8 of 24

PRODUCT FULL PROFILE SLIDE

9 of 24

CREST 3D WHITE TOOTHPASTE

With 3D Whitening Strips and Mouthwash to accompany!

​

  • Serving urban young adults in regions like downtown Pittsburgh.
  • Zip Code: 15222

​

​

10 of 24

15222 CENSUS DATA

  • 2,865 Households
  • Only 2.3% of the population is children
  • Only 22.1% % Married couple household
  • 63.7% Never married
  • 75.7% Bachelor’s degree or higher
  • $105,054 median household income
    • (State average is around 69K)
  • 3.2% without health care coverage

(U.S. Census, 2022).

11 of 24

CREST 3D WHITE SEGMENT

DEMOGRAPHIC:

  • Young adults (recent graduates and beyond)
  • All genders and races
  • Middle to upper class – relatively expensive for toothpaste
  • Higher education

​

LIFESTYLE:

  • Confident and professional
  • Care about appearance
  • Active lifestyle

​

USAGE:

  • Used at least twice a day, every day
  • Usually paired or bundled with other whitening products

​

​

Core Need

Oral hygiene

Differentiating Benefit

Whitening

Segment Size

35%

Key Demographic

Young adults aged 20 - 40

Lifestyle Factor

Active / Social

Price Paid

$5 to $7

Product Size

Standard tubes, often sold in twin packs or bundled

12 of 24

CREST 3D WHITE SEGMENT CONT.

ATTRACTIVENESS / PROFITABILITY:

​

  • As aforementioned:
    • Global toothpaste market is growing and it is projected to reach $21.99 billion by 2027
    • North America toothpaste market valued at $3.99 million in 2019
  • Teeth whitening accounted for around 34.44% of the global toothpaste market in 2019
  • Crest is one of the global leaders in the whitening toothpaste market with top competitors including major names like Colgate and Sensodyne.

(Fortune Business Insights, 2020).

​

13 of 24

CREST 3D WHITE SEGMENT CONT.

Product: Crest 3D White toothpaste with flavors such as Radiant, Energizing or Charcoal Mint

Price: $5 to $7 a tube. Can be bundled in whitening packages for prices up to $130 a package

Place: Urban and suburban communities mainly in North America

Promotion: Published ads and writing, TV adverts, in-store advertising, online and social media advertising

(Team, 2018).

14 of 24

CREST 3D WHITE SEGMENT CONT.

CONSUMER

COMPETITOR

COMPANY

  • “Starts whitening your teeth after one brush”
  • “Removes up to 90% of [surface] stains”
  • “Protects against future stains”
  • “3D White fluoride toothpaste also strengthens your tooth enamel and helps protect against cavities.”
  • Crest’s website has dental professional testimonial that boast its superiority by using an innovative stannous fluoride recipe.
  • “Crest has been a leader in products containing stannous fluoride for over 60 years and it provides clinically provided, superior protection for your teeth.” – Andrew Johnston
  • The company aligns itself as a top-of-the-line and dentist recommended whitening and cleaning technology, aimed at delivering whiter and healthier teeth for young adults.
  • (Lami, 2016).

https://crest.com/en-us/oral-care-products/toothpaste/3d-white-radiant-mint-whitening-toothpaste

​

https://crest.com/en-us/stannous-fluoride-toothpaste

​

15 of 24

PRODUCT 2 FULL PROFILE SLIDE

16 of 24

Perfect for adults with sensitive teeth & gums!

​

  • Serving older adults and seniors in regions like Squirrel Hill Pittsburgh.
  • Zip Code: 15217

​

​

CREST SENSITIVE

& ENAMEL SHIELD TOOTHPASTE

17 of 24

15217 CENSUS DATA

  • 12,000 Households
  • 16.6% of the population is children
  • 42.1% Married couple household
  • 72.5% Bachelor’s degree or higher
  • $74,744 median household income
  • 3.7% without health care coverage

(U.S. Census, 2022).

18 of 24

CREST SENSITIVE SEGMENT

DEMOGRAPHIC:

  • Older adults and seniors
  • All genders and races
  • Middle to upper class
  • Higher education

​

LIFESTYLE:

  • Seek out comfort, willing to go the extra mile for it
  • Loyal to brands
  • Mild to conservative lifestyle

​

USAGE:

  • Used at least twice a day, every day
  • Sometimes, seek out other benefits as well like gum health or whitening

​

​

Core Need

Oral hygiene

Differentiating Benefit

Sensitivity for teeth and gums

Segment Size

10%

Key Demographic

Adults aged 40 - 70

Lifestyle Factor

Conservative

Price Paid

$5 to $7

Product Size

Standard to medium

19 of 24

CREST SENSITIVE SEGMENT CONT.

ATTRACTIVENESS / PROFITABILITY:

​

  • As aforementioned:
    • Global toothpaste market is growing and it is projected to reach $21.99 billion by 2027
    • North America toothpaste market valued at $3.99 million in 2019
  • Growing concern for teeth issues in the elderly population is aiding in market growth
  • Crest is one of the global leaders in the sensitive toothpaste market with top competitor Sensodyne edging out the company for the top segmented spot and reputation.

(Fortune Business Insights, 2020).

​

20 of 24

CREST SENSITIVE SEGMENT CONT.

Product: Crest’s sensitivity line of toothpaste with add-ons such as whitening, enamel shielding, or Scope

Price: $5 to $7 a tube

Place: Urban and suburban communities with higher adult populations mainly in North America

Promotion: TV adverts, published ads and writing, dentist recommendations, in-store advertising, online advertising

(Team, 2018).

21 of 24

CREST SENSITIVE SEGMENT CONT.

CONSUMER

COMPETITOR

COMPANY

  • This toothpaste “protects against areas dentists check most”
  • “Strengthens tooth enamel” through its formula that creates a lasting protective layer
  • Claims it has “8 benefits for advanced whole mouth health”

​

  • Crest says, “There are so many brands out there that you may want to stick with a brand you know and trust, like Crest.”
  • “Many toothpastes for sensitive teeth don't feature the American Dental Association (ADA) seal of approval. However, four Crest Pro-Health toothpastes… feature ADA acceptance.”
  • The company aligns itself with premium ingredients that provide sensitivity treatment as well as whitening and breath freshening for adults.

https://crest.com/en-us/oral-care-products/toothpaste/pro-health-sensitive-and-enamel-shield

​

https://crest.com/en-us/oral-care-tips/toothpaste/choosing-best-toothpaste-sensitive-teeth

22 of 24

PRODUCT 3 FULL PROFILE SLIDE

23 of 24

No matter the need or the shopper, Crest serves a vast community of teeth brushers and has the perfect product specifically for you!

We make brushing fun, your breath fresher, your teeth whiter, your sensitivity shielded and your wallet secure!

24 of 24

REFERENCES

​

​