THE CREST WHITESTRIP CHALLENGE

The Crest Whitestrip Challenge

The Crest Whitestrip Challenge

Q2

Demographic customers

The majority consumers did not realize their toothbrush necessities as the plaque removal and gum stimulation. Mainstream positioning strategy for Crest Whitestrip would not differentiate Crest Whitestrip to other competitors' toothbrushes which have their primary and secondary role. People would ignore the new technical performance improvements of Whitestrip (Wald, 2007). The brand equity of Crest Whitestrip would be not so popular and the consumers would consider Crest Whitestrip price as the value segment price (not super-premium toothbrush segment price). Consumers of the baby boom generation were more concerned about the health ...