ORAL-B CHILDREN

Oral-B Stages Power Frozen Rechargeable Electric Toothbrush Kids

Product

Price

Distribution
Competitive, effective, unique, premium offering compared to simiilar products
of other competitors

Cheaper than Philips products; premium when compared to the rest in the
market

well - distributed through various channels such as drug stores, grocery stores,
large retail stores and online stores
General concept

ergonomic Handle

Gum sensitivity

One-tooth-at-a-time brushing

reduced-power setting

Familiar design

Simple setting

Simple recharging

Labeling & packaging

be a tool that can help elderly to brush more efficiently and effectively than they can when using a manual brush

designed with an ergonomic no-slip handle that features a rubber ribbed grip to support the users in holding it e

Designed to perfectly proctect the receded gums of elderly people such as soft bristles.

support elederly in keeping track of how thoroughly they have brushed each individual tooth

make brushing tolerable for an frail, elderly person because running their electric brush at full-power may be to
for elderly people

designed to be similar to a traditional toothbrush, familiarity may make adapting to new ways for elderly peop

simple configuration to make the use of toothbrush easier for elderly people. 3 settings: clean, soft and massag

can be re-energized in its stand to support elderly who seem to be easily forgetful because they never need to w
recharging

Simple , in line with branding strategy of Oral B

Premium
Oral B smart 80-120
Oral B Genius 120-150
Philip Sonicare Diamond Clean 220 - 250
Philip Flexcare 150-220
Panasonic Oscillating Electric Toothbrushes 150 -180
Waterpik Sensonic Professional 80

Oral B Pro 40-80

Panasonic vibration toothbrush 50-80
Philip Health white 110-150

Oral B Vitality 20
Philip 2 Series plaque control 70-80
Philip 3 Series plaque control 80-90
Philip Easy Clean 80-90
Philip Essence 25-40
Nano Sonic 10
COLGATE® 360°® TOTAL® ADVANCED POWERED TOOTHBRUSH 8
COLGATE optic white POWERED TOOTHBRUSH 5

Kid toothbrush
Panasonic 15
OralB 20
Colgate 5
PRODUCT SEGMENT
Premium

Mid-priced

Low-priced

Kid products
PRODUCT SEGMENT
Premium
Oral B smart
Oral B Genius
Philip Sonicare Diamond Clean
Philip Flexcare
Panasonic Oscillating Electric Toothbrushes

Mid-priced
Oral B Pro
Philip Health white
Panasonic vibration toothbrush
Waterpik Sensonic Professional

Low-priced
Oral B Vitality
Philip 2 Series plaque control
Philip 3 Series plaque control
Philip Easy Clean
Philip Essence
Panasonic Nano Sonic
COLGATE 360° TOTAL ADVANCED POWERED TOOTHBRUSH
COLGATE optic white POWERED TOOTHBRUSH

Kid products
OralB
Panasonic
Colgate
Philip
PRICE RANGE

80-120
120-150
220-250
150-220
150 -180

40-80
110-150
50-80
80

20
70-80
80-90
80-90
25-40
10
8
5

20
15
5
20
Premium

Philip
Panasonic
Oral B

Philip
Panasonic
Oral B
Waterpik

Philip
Oral B
Waterpik
colgate

Kid toothbrush
Philip
Panasonic
OralB
Colgate
 Oral B

210 Panasonic
165
117.5 Philip

0 50

130
65 Waterpik
60
50 Oral B

Panasonic
70
20 Philip
10
7 0 20 40 60 80 1

colgate
20
20 Waterpik
15
5 Oral B

Philip

0 10 20 30 40 50 60 70 80

Colgate

OralB

Panasonic

Philip

0 5 10 15 20 25
50 100 150 200 250

60 80 100 120 140

60 70 80

20 25
250
 Needs and
Segment Price
wants

Products
built to
particularly
fit cchildren
0-10 Mid-priced whose set
of baby
teeths are
Kid - 18% still
breaking

Products for
those
17-Oct Low-priced transitionin
g to adult
teeth

Involved
oral health High-priced Search out
consumers - functionally
therapeutic effective
brushers – products
46%
Med-priced

Seach for
Involved products
oral health
consumers - that
High-priced effectively
Cosmetic deliver
brushers –
Aldult – 22-55 cosmestic
21%
47% benefits
Aldult – 22-55
47%

View
products as
Uninvolved the same,
oral health lack of
consumers interest in
(lack-of- Low-priced product
interest category.
group) – Search out
33% for low-
priced
products

Products
designed
specifically
for
customers
with
Senior High-priced degraded
Aldult – Above 55 oral health
19% Eg. Teeths
with dental
restorations
/ crowns/
veneers &
receded
gum
Med-priced