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Name Abhishek Rehan Ankit Garg Madhvi Bhalla Sanchit Garg Swati Chhabra Subhash SN Shreeharsha Roll Number 301 308 321 339 354 350 D284 Phone Number 9539097607 8943693426 8943687844 8943695153 8943687620 8943694839 9539706633 E-Mail ID abhishekr16@iimk.ac.in ankitg16@iimk.ac.in madhvib16@iimk.ac.in sanchitg16@iimk.ac.in swatic16@iimk.ac.in subhashsn16@iimk.ac.in ketavath.srih16@iimk.ac.in
2000-2002 Better and cheaper option from 3 whitening options 1)Dentist Treatment 2)Toothpaste
2002 2 $460 0 Market Leader New Market Million 0 was created 3)Dentist 1 made tray $ 3 1 0 Crest Whitestrips are whitening Products used at home. M Strips need to be applied for 30 minutes twice daily for 2 weeks . 10 times whitening achieved as compared to toothpastes
Colgate vs. P&G
Crest Whitestrips no longer the leader Colgate vs. P&G Lost 50%
Competitor Analaysis
Market Commonali ty Resource Similarity
High shareholders of the oral care market Oral care is a significant market to both Colgate (33.3% of sales) and P&G (12% of sales) Similar Products Hence, Market commonality is HIGH Colgate and Crest are both dominant players in the market Both firms have significant and similar human and financial resources Product Components are similar Aggressive R&D and Marketing Force Hence, Resource Similarity is HIGH
Crest WhiteStrips
First movers advantage 10 times whitening than toothpaste No washing away Long lasting 30 minutes is long Priced at $40 Not convenient as compared to 30 seconds gel
3/14/2013
NOT EFFECTIVE
3/14/2013
Recommended Countermoves
Other options in the long run should be Product Innovation : Like Simply White Night Crest can introduce Strips that can be kept overnight instead of twice daily for 30 minutes
Thank You
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