Published by MBA Skool Team, Last Updated: January 07, 2018
Marketing Strategy of Crest analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Crest marketing mix, help the brand succeed.
Crest marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Crest Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Crest Product Strategy:
The product strategy and mix in Crest marketing strategy can be explained as follows:
Since Crest is under P&G, it offers varieties of products. It has different product lines for different target audiences. Crest offers more than 20 brands of toothpaste, mouthwash, toothbrushes, dental floss, tooth-whitening products, etc as a part of its marketing mix product strategy. It has 4 product lines such as toothpaste, mouthwash, Whitestrips, sensitivity and it offers its customers by giving two segments that are ‘by need’ and ‘by collection.’ It has a separate segment for kids, which offers all sort of toothbrushes, toothpaste, and rinses. Details of all the four product lines are given below:
Toothpaste: It offers many toothpaste products like Crest 3D white Whitening Therapy Enamel Care, Pro-health advanced, crest complete and Crest Sensitivity. These whole lot of products capture a broad market. It offers various kinds of Kids toothpaste like pro-health Disney Finding Dory toothpaste, Kid’s Crest Cavity protection, Disney Fruit burst and many more.
Mouthwash: In this product lines, the company offers mouthwash in different flavors, and combinations such as ‘Crest scope outlast peppermint,’’ moisturizing oral anti-activity,’ ’3D diamond-strong mouthwash’, etc.
Whitestrips: In 2006, the company came up with this product line and the products under this line is accepted by the American dental association. The products like Crest 3D White Whitestrips with Light-teeth whitening kit provides the customers a tool kit to whiten their teeth.
Sensitivity: This product line serves the toothpaste and toothbrushes for sensitive teeth.
Crest Price/Pricing Strategy:
Below is the pricing strategy in Crest marketing strategy:
Crest has been using penetration pricing strategy in its marketing mix wherein it offers a low price for a new product launch, and this strategy attracts the target audience.
The products are decided according to the market condition and consumer behavior. The cost of these products is decided according to the competitors too. Amway’s glister is the main competitor of this brand, and the pricing strategy of Crest is based on it. The price of any product of Crest depends on the quantity, and the price of pro-health advanced toothpaste is between $3 and $5. The high-end products like Crest 3D White whitening therapy enamel care are on the higher side that is approx. $7. So, the pricing is decided on the quality and the target audience that product is penetrating.
Crest Place & Distribution Strategy:
Following is the distribution strategy in the Crest marketing mix:
Crest is a huge brand in the U.S and Canada. Currently, the head office is in the U.S, and it is expanded worldwide. The distribution system of the company is dealt with the parent company that is P&G. In many European countries, the product is sold as Blend-A-Med, which is a German established country and in many Asian and Middle East Countries it is sold under the Oral-B brand. The distribution system of all Crest products of this kind is same worldwide. The product is manufactured and then distributed either through big retailers directly like Walmart, Tesco, etc. or by wholesaler then retailers. Small retailers are the best place to get the product quickly.
So, the accessibility of the product to the consumers is achieved through retailers.
Crest Promotion & Advertising Strategy:
The promotional and advertising strategy in the Crest marketing strategy is as follows:
Crest uses all media channels while promoting the brand. The brand like Crest does not need promotions, its word of mouth publicity speaks when any of its new product is launched in the market. The personal selling of trustworthy consumers made this company a brand. Now, the company is trying to preach the consumers regarding the ill-effects of oral problems. The publicity of the product is done by publishing articles in the newspaper, magazine, TV ads. The promotion is done on digital platforms also through Youtube ads, facebook page, e-commerce site, etc. The e-commerce platform helped the company to increase the market share. This concludes the marketing mix of Crest.
Crest is an oral-care and toothpaste product brand, produced by Proctor & Gamble. It is one of the oldest toothpaste brands in the world. Earlier it was known as Blend-A-med, a German toothpaste brand that was acquired by P&G in the year 1987and since then, it is sold under the brand parent company named P&G. It is the first toothpaste to use fluoride as an active agent.
Crest product is available in the U.S, Canada, France, and U.K. P&G markets similar lines of products under the Oral-B brand in several countries like Italy, Sweden, Argentina, Ireland, Nigeria, Colombo, India, etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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