TePe Design & Brand Strategys3images.coroflot.com/user_files/individual_files/... · Business...

Welcome…

Fig 1.0

TePe | A Step in the Right Direction

n: Matt Granger #: 09036200

Presentation Overview

Business Analysis

Design Analysis

Brand Analysis

The Future TePe

Relevance?

Fig 1.1

1 Business Analysis

Fig 2.0

External Factors

Political/Legal

> Global oral healthcare campaigns.

> Strains on public healthcare facilities.

External Factors

1 = Mintel (2012)

Political/Legal Economic

> Instability in the global economy.

> 7 in 10 adults will buy the brand on promotion. 1



External Factors


Socio-Cultural

50% concerned about whiteness. 1

Rising Obesity = Rising Gum Disease. 1

Heart Disease = 1 in 4 deaths in USA. 2



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>

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1 = Mintel (2012) 2 = Centers for Disease Control & Prevention (2012)



External Factors

Technological


Socio-Cultural



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>

>

>

>

Larger Company = Larger R&D Budget Innovations

50% concerned about whiteness. 1

Rising Obesity = Rising Gum Disease. 1

Heart Disease = 1 in 4 deaths in USA. 2



1 = Mintel (2012) 2 = Centers for Disease Control & Prevention (2012)

What this means…

> Image currently outweighs regard for oral health.

> Current decisions are likely to be biased by price reductions.

> Innovative design thinking is required to combat technology.

> Oral hygiene solutions need to look beyond the mouth.

Fig 2.1

PLC

Time

Reve

nu

e

Introduction Growth Maturity Decline

Current location of TePe interdental brushes.

=

What this means…

> There is a wealth of opportunity in a new market.

> There is a lot of competition.

> TePe needs to differentiate itself to regain dominant market share.

Fig 2.1

Existing Competition

Product Substitutes:

> Air Floss

> WaterPik

> Electric Toothbrushes

> Chewing gum

> Mouthwash

> Whitening toothpaste

> Tooth whitening

Fig 2.2

Fig 2.3

Fig 2.4


> Air Floss

> WaterPik


> Chewing gum

> Mouthwash


> Tooth whitening

< Technology


Fig 2.2

Fig 2.3

Fig 2.4


> Air Floss

> WaterPik


> Chewing gum

> Mouthwash


> Tooth whitening

< Procedure


Fig 2.2

Fig 2.3

Fig 2.4


> Air Floss

> WaterPik


> Chewing gum

> Mouthwash


> Tooth whitening

Primary Competitors


Fig 2.2

Fig 2.3

Fig 2.4

Competitive Landscape

Low Price Point

High Price Point

Utilitarian Connection

Emotional Connection

> Where the business currently competes.

Low Price Point

High Price Point

Utilitarian Connection

Emotional Connection

> Where the business could compete.

Competitive Landscape

So?

> TePe can’t compete on a cost leadership basis.

> MPP compared to Tesco & Oral B.

> Opportunity to compete against whitening facades.

> TePe could see benefit by moving into emotive connections.

Fig 2.1

Internal Factors

Strengths

> Professional endorsement > Malmö Dental School support

> ISO accreditation > Heritage

Internal Factors

Strengths Weaknesses

> Low market brand loyalty

> Fragmented communication

> Saturated market



Internal Factors

Opportunities

> ‘Prevention is better than cure’ > Whitening craze – ‘Hollywood Smile’ > Heart Disease = 1 in 4 deaths in USA. 1




> Saturated market



1 = Centers for Disease Control & Prevention (2012)

Internal Factors

Threats

> Falling footfall in drugstores > Whiteness > Oral Hygiene




> Saturated market



Opportunities

> ‘Prevention is better than cure’ > Whitening craze – ‘Hollywood Smile’ > Heart Disease = 1 in 4 deaths in USA. 2

1 = Centers for Disease Control & Prevention (2012)

What this means…

> Exploit the product’s endorsements.

> Opportunity to act on Malmö university research.

> Brand loyalty needs to be established.

> Opportunity for whiteness through hygiene.

Fig 2.1

Current Consumers

Health Conscious

> Aware of health risks

> Independently seeking solutions

Fig 2.5

Current Consumers

Health Conscious Orthodontics

> Forced into situation

> Chore



Fig 2.5

Current Consumers

Health Conscious

> Regular dental hygiene pattern

> Open to dental advice

Orthodontics Recommended


> Chore



Fig 2.5

Current Consumers

Health Conscious



Orthodontics Recommended Preventative


> Chore



> Concerned with future health


Fig 2.5

Current Consumers

Health Conscious



Orthodontics Recommended Preventative


> Chore



> Concerned with future health


Fragmented

Fig 2.5

What this means…

TePe meets multiple requirements. Potential to unite consumers under a holistic oral care approach. ‘The total UK annual spend on alternative health treatments is £4.5 billion, a market that has grown by nearly 50 per cent in five years.’ Leggatt, J. (2008)

Opportunity to create an emotional attachment & brand loyalty.

Fig 2.1

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2 Brand Analysis

Fig 3.0

Monolithic Structure

Brand Architecture

Use of one name and one visual system throughout.

>

TePe

Fig 3.1

Monolithic Structure

Brand Architecture

Use of one name and one visual system throughout.

>

TePe

Reflective of: - Differentiation Strategy - Depth of Expertise

>

Fig 3.1

Touchpoints

TePe

Website

PoS

Word of Mouth

Product

Experts

Fig 3.2

Touchpoints

TePe

Website

PoS

Word of Mouth

Product

Experts

Lack of Continuity

Fig 3.2

So?

> Differentiation in product but not shelf presence.

> Touchpoint alignment is required.

> Window of opportunity on a saturated shelf.

Fig 2.1

3 Design Analysis

Fig 4.0

Design Eminence Designing a unique and identifiable image through

innovation, usability & aesthetics. >

Current Design Strategy

Fig 4.1

Design Eminence Designing a unique and identifiable image through

innovation, usability & aesthetics. >

Current Design Strategy

Desirable Alternative

Relies on better design whilst complying with current design rules in that category.

>

Fig 4.1

Fig 4.2

What this means…

> TePe has lost its original design eminence.

> Innovative design thinking is needed to regain market interest.

> Eminence will be key to pursuing new markets.

Fig 2.1

4 Relevance?

Fig 5.0

Case Study - Vaseline

Treating construction worker’s cuts & abrasions.

1870

Fig 5.1

Present


FMCG with a 90% market share. 1

Fig 5.2

1 = Acepublisher.com (2005)


> Trustworthy > Dependable > Convenient > Industrial

Fig 5.3


Research


Fig 5.3


Research


> Trustworthy > Dependable > Convenient > Versatile > Caring

Fig 5.3 Fig 5.2

5 The Future TePe

Fig 6.0

What if?

“An apple a day keeps the doctor away!”

TePe = Preventative Routine

Fig 6.1

Website

PoS

Word of Mouth

Product

Experts

What if?

Fig 3.2

Design Eminence

Designing a unique and identifiable image

through innovation, usability & aesthetics. >

Desirable Alternative Relies on better design whilst complying with current design rules in that category.

>

What if?

Fig 6.2

Early Adoption

Orthodontic

Hollywood Smile

Oral Hygiene

Prevention

What if?

Recommended

> Market

Early Adoption

Orthodontic

Hollywood Smile

Oral Hygiene

Prevention

What if?

Recommended

Values & Personality > Experienced > Trustworthy > Caring

Early Adoption

Orthodontic

Hollywood Smile

Oral Hygiene

Prevention

What if?

Recommended


Reasons to Believe > Swedish Heritage > Malmö Research > Dental Endorsement

Early Adoption

Orthodontic

Hollywood Smile

Oral Hygiene

Prevention

What if?

Recommended



Benefits > Protection > Prevention > Education

Early Adoption

Orthodontic

Hollywood Smile

Oral Hygiene

Prevention

What if?

Recommended

Holistic Oral Health




Early Adoption

Orthodontic

Hollywood Smile

Oral Hygiene

Prevention

What if?

Recommended

Holistic Oral Health




Brand Loyalty

Presentation Overview

Business Analysis

Design Analysis

Brand Analysis

The Future TePe

Relevance?

Fig 1.1

Thank you. Any Questions?

Fig 1.0

> References

Figures: Fig 1.0 Healthy Hearts [Photograph]. Available from: http://360healthcare.com/healthy-hearts/ [Accessed 4 December 2012]. Fig1.1 Best Teeth Whitening [Photograph]. Available from: http://www.dentist-orlandofl.com/teeth-whitening/ [Accessed 1 December 2012]. Fig 2.0 Welcome to Southpointe Family Resource Centre [Photograph]. Available from: http://www.southpointefamilyresourcecenter.com/ [Accessed 4 December 2012]. Fig 2.1 Bliss Couple and Family Therapy [Photograph]. Available from: http://blissfamilytherapy.com/ [Accessed 4 December 2012]. Fig 2.2 Sonicare AirFloss: Philips Dental Floss Using Rapid Burst of Air And Water [Photograph]. Available from: http://thecoolgadgets.com/sonicare-airfloss-philips-dental-floss-using-rapid-burst-of-air-and-water/#ixzz2EE5qFiJu [Accessed 1 December 2012]. Fig 2.3 Who we work with [Photograph]. Available from: http://wrigleyoralhealthcare.co.uk/who-we-work-with/42 [Accessed 1 December 2012]. Fig 2.4 Blanx 2012 Press Campaign [Photograph]. Available from: http://www.blanx.co.uk/ [Accessed 1 December 2012]. Fig 2.5 > Dental health and oral hygiene [Photograph]. Available from: http://www.healthcare4me.net/dental-health-and-oral-hygiene/ [Accessed 4 December 2012]. > model idb.jpg [Photograph]. Available from: TePe Media Bank [Accessed 1 December 2012]. > Dentists [Photograph]. Available from: http://www.middlesbrough.nhs.uk/content/page.aspx?page=55 [Accessed 4 December 2012]. > There is Change in All Things [Photograph]. Available from: http://meanttobehappy.com/there-is-change-in-all-things/ [Accessed 4 December 2012].

Acepublisher.com (2005) Chesebrough-Pond’s Inc. Vaseline petroleum jelly (VPJ) [online]. Oboulo.com. [Accessed 1 December 2012]. Centers for Disease Control & Prevention (2012) Heart Disease Facts. Available from: http://www.cdc.gov/heartdisease/facts.htm [Accessed 4 December 2012]. Leggatt, J. (2008) Complimentary medicine: seeking out alternatives. The Telegraph [online]. 11 June. Available from: http://www.telegraph.co.uk/health/alternativemedicine/3355120/Complementary-medicine-seeking-out-alternatives.html [Accessed 4 December 2012]. Mintel (2012) Oral Healthcare - UK [online]. Mintel Oxygen. [Accessed 22 November 2012].

http://360healthcare.com/healthy-hearts/




http://www.dentist-orlandofl.com/teeth-whitening/





http://www.southpointefamilyresourcecenter.com/

http://www.southpointefamilyresourcecenter.com/

http://blissfamilytherapy.com/



http://thecoolgadgets.com/sonicare-airfloss-philips-dental-floss-using-rapid-burst-of-air-and-water/
























http://wrigleyoralhealthcare.co.uk/who-we-work-with/42








http://www.blanx.co.uk/

http://www.blanx.co.uk/

http://www.healthcare4me.net/dental-health-and-oral-hygiene/









http://www.middlesbrough.nhs.uk/content/page.aspx?page=55

http://meanttobehappy.com/there-is-change-in-all-things/











http://www.cdc.gov/heartdisease/facts.htm

http://www.cdc.gov/heartdisease/facts.htm

> References

Fig 3.0 Family-Large-Size [Photograph]. Available from: http://www.tbcvenice.com/new-to-the-bridge-church-2/istock_happy-family-large-size/ [Accessed 4 December 2012]. Fig 3.1 Various TePe Products [Photograph]. Available from: TePe Media Bank [Accessed 1 December 2012]. Fig 3.2 > ‘Word of mouth’ rules over all ads [Photograph]. Available from: http://www.decisionmarketing.co.uk/news/word-of-mouth-rules-over-all-ads [Accessed 1 December 2012]. > TePe Homepage [Screenshot]. Available from: http://www.tepe.com [Accessed 1 December 2012]. > Own Image > What to Ask Before Your Dental Treatment Abroad? [Photograph]. Available from: http://www.clickflysmile.com/dental-tourism-articles/questions-investigate-before-dental-abroad.php [Accessed 1 December 2012]. > Tepe Interdental Brushes [Photograph]. Available from: http://www.cheapinterdentalbrushes.co.uk/new-tepe-shop-new-tepe-interdental-brushes/tepe/tepe-interdental-brushes-pd-184.php [Accessed 1 December 2012]. Fig 4.0 Deconstructing Family LI(V)ES: DAY 60 [Photograph]. Available from: http://annabrixthomsen.com/2012/06/28/deconstructing-the-family-lie/ [Accessed 4 December 2012]. Fig 4.1 Engineered for Maximum Funness [Photograph]. Available from: http://www.apple.com/ipod-touch/ [Accessed 1 December 2012]. Fig 4.2 Kid-Size Miele Vacuum Cleaner [Photograph]. Available from: http://www.apartmenttherapy.com/meile-kidsize-vacuum-cleaner-66784 [Accessed 4 December 2012]. Fig 5.0 Family [Photograph]. Available from: http://www.cavancrystalhotel.com/family-hotel-in-cavan.html [Accessed 4 December 2012]. Fig 5.1 > building of Brooklyn bridge [Photograph]. Available from: http://www.wpclipart.com/American_History/other_events/building_of_Brooklyn_bridge.jpg.html [Accessed: 1 December 2012]. > Small Round Vintage Tins [Photograph]. Available from: http://deliciousindustries.blogspot.co.uk/2010/07/from-reference-box-81.html [Accessed: 1 December 2012]. Fig 5.2 > TILED HANDS [Photograph]. Available from: http://www.advertolog.com/vaseline-5419705/print-outdoor/tiled-hands-10497555/ [Accessed: 1 December 2012]. > Vaseline Advert Photoshoot [Photograph]. Available from: http://duffybetch101.blogspot.co.uk/2007/10/vaseline-advert-photoshoot.html [Accessed: 1 December 2012]. > Vaseline Lip Therapy Original Tin [Photograph]. Available from: http://www.intamarque.com/index.php?route=product/product&product_id=3718 [Accessed: 1 December 2012].

http://www.tbcvenice.com/new-to-the-bridge-church-2/istock_happy-family-large-size/


















http://www.decisionmarketing.co.uk/news/word-of-mouth-rules-over-all-ads














http://www.tepe.com/

http://www.clickflysmile.com/dental-tourism-articles/questions-investigate-before-dental-abroad.php














http://www.cheapinterdentalbrushes.co.uk/new-tepe-shop-new-tepe-interdental-brushes/tepe/tepe-interdental-brushes-pd-184.php






















http://annabrixthomsen.com/2012/06/28/deconstructing-the-family-lie/








http://www.apple.com/ipod-touch/




http://www.apartmenttherapy.com/meile-kidsize-vacuum-cleaner-66784










http://www.cavancrystalhotel.com/family-hotel-in-cavan.html








http://www.wpclipart.com/American_History/other_events/building_of_Brooklyn_bridge.jpg.html

http://deliciousindustries.blogspot.co.uk/2010/07/from-reference-box-81.html







http://www.advertolog.com/vaseline-5419705/print-outdoor/tiled-hands-10497555/









http://duffybetch101.blogspot.co.uk/2007/10/vaseline-advert-photoshoot.html





> References

Fig 5.3 New York construction workers at insane heights, 1920′s and 30′s [15 pictures] [Photograph]. Available from: http://twentytwowords.com/2012/10/12/new-york-construction-workers-at-insane-heights-1920s-and-30s-15-pictures/ [Accessed: 4 December 2012] Fig 6.0 Case History in Dentistry [Photograph]. Available from: http://www.juniordentist.com/case-history-general-information.html [Accessed: 4 December 2012] Fig 6.1 The Toothbrush Your Kids Will Go Crazy For [Photograph]. Available from: http://www.beautyheaven.com.au/dental/toothbrushes-dental-floss/the-toothbrush-that-your-kids-will-go-crazy-for-9334l [Accessed: 4 December 2012] Fig 6.2 Xmas shopping cities? Ask Skyscanner! [Photograph]. Available from: http://www.skyscanner.net/news/xmas-shopping-cities-ask-skyscanner [Accessed: 4 December 2012]

http://www.juniordentist.com/case-history-general-information.html































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