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Innovating Oral Care
Innovating Oral Care
Consists of all dental care products such as toothbrushes, toothpaste, dental floss, mouthwash and the like Increased in total sales value by 4% from 2009 to 2012 (Euromonitor) Increase in sales for mouthwash by 16% due to higher awareness of its benefits.
Colgate-Palmolive
Market leader 45% of market (2010) Offers toothbrushes, toothpaste, dental floss, mouthwash and teeth whitening products The #1 Brand Recommended by Dentists
M a j o r P l a y e r s
Oral-B Laboratories
2nd market share 14.6% of the market Manual and power toothbrushes, floss and baby care dental products Trust the Brush More Dentists and Hygienists Use
M a j o r P l a y e r s
Unilever Philippines
3rd Market Share (12.4%, 2010) Brand: Close-Up toothpaste Targeted towards teenagers and young adults Fresh, Longer Lasting Confidence
M a j o r P l a y e r s
Lamoiyan Corporation
4th market share (10.1%, 2010) Targeted towards kids through flavored toothpaste Hapee and Kutitap Toothpaste
M a j o r P l a y e r s
I d e n t i f i e d o p p o r t u n i t i e s
The trend of all-in-one products
Convenience Brushing, flossing and gargling with mouthwash
Inspiration DNA
Deliverables
Cherry Split
Whiter Toothpaste Stronger Teeth Bristles Toothbrush Handle Dental Remove Plaque Floss Floss Material Gums Oral Breath-freshener Mouthwash Germ-killing Tongue Cleaner Tongue Mouthwash Mouth Mouthwash Cheeks Toothbrush
Deliverables
THE SUSPECTS
Media
Deliverables
the 6Ws
The 6 Ws
Who
The user, dentist, parents, friends, brands/ oral care companies People do not give much time to prioritize oral care There are too many products in the market that people need (Toothpaste, Mouthwash, Floss) Poor Oral hygiene leads to other diseases/infections Create a more convenient way to have total oral care Make oral care more fun Less pain & less effort to achieve a healthy mouth
Why
What
The 6 ws
Where When How
Workplace, school, dental clinics, home, department store Twice a day (Frequency of Brushing) How are the current oral care practices? Inadequate. We need to do more than just brushing.
NEEDS
Anthropologist act
Anthropologist act
Dont use cups to hold water for gargling, only use hands Siblings over-use toothpaste Superfast brushing likes older toothbrushes for soft bristles Hands on waist while toothbrushing Food scraps from flossing stick to mirrors
NEEDS
laddering
Laddering
Flossing and Brushing only
No mouthwash
Time-consuming, want to do more things in life
NEEDS
sentence completion
Sentence Completion
I think that good oral hygiene is _______.
important a healthy practice brushing teeth regular dental check-up
Sentence Completion
I think that flossing is _______
tedious but important very effective in cleaning teeth messy
Sentence Completion
WHAT DO YOU HATE?
Sometimes using Pyralvex to treat inflammations (singaw) hurts and tastes bad. Mouthwash stings. You have to clean the cap before and after using mouthwash. Floss hurts the gums. Good toothbrushes are expensive, and you have to replace them after every 3 months.
ASSUMPTIONS
clichs
Clichs
Industry Clichs
Mint everywhere! Toothpaste in tubes Toothbrush and toothpaste are separate Toothpaste in paste/gel types Brushing movement Mouthwash liquid as toothpaste No movement
Reversing Clichs
No-taste oral care products Toothpaste in the toothbrush or capsule
Clichs
Industry Clichs
Oral care = Orally administered
Reversing Clichs
Inject vaccines that make teeth care for themselves Mouthwash jelly or powder Toothbrush with no bristles 360 degrees bristles Horizontal-shaver like bristles Use air power for floss
sorting: Concepts
PROBLEMS
Consumer Attitude & Behavior Boring It s hard to make it a priority Time Constraints No time Time-consuming Standards for Brushing Flavor-related Over and under use of Mint can only come in toothpaste (size) so many flavors We use it to clean teeth yet it isn t enough. We still need to floss, etc. You don t know if you re teeth is clean is enough. Those cooling crystals are a lie
Not fun
Brushing, flossing, gargling with mouthwash is hassle Too many products needed
Uninteresting
Flossing=don t see the Takes long to do all need for it People don t brush as often as they should
SOLUTIONS
Consumer Attitude & Behavior musical toothbrush Time Constraints Standards for Brushing Standardized/controll ed toothpaste serving Flavor-related Superior all-in-one cleaning powers! Food-flavored toothpaste & mouthwash Bertie Botts every flavor toothpaste
group brushing
Device that will scan mouth to show if it s clean enough Toothpaste capsules
PROBLEMS
Product concerns for toothbrush Hard bristles (rough) Product Concerns for Toothpaste toothpaste stuck on bristles Product Concerns for Dental Floss You do not know when you will run out of floss Bleeding gums Product Concerns for Mouthwash I have to pour mouthwash in a container before gargling Have to spit and rinse mouthwash with water
Toothbrushes need to be replaced every 3 months If I brush the wrong way, the head of the toothbrush can injure mygums
Food scraps from Rinse the mouth with flossing stick to mirror water after using mouthwash Flossing can be messy Hard to floss if you have braces lazy to do it
SOLUTIONS
Product concerns for toothbrush Product Concerns for Toothpaste Product Concerns for Dental Floss Product Concerns for Mouthwash Blob Toothpaste liquid that has microscrubbers (Like Ariel detergent) and cleans your teeth when you gargle it. Easy to push toothpaste tube Colored mark on floss if it will soon run out mouthwash pour straight to mouth
Airfloss
unnel
Category Toothbrush Product Concern Toothpaste Floss Mouthwash Customer Attitudes Time Standards Flavor-Related
Responsive to customers 5 5 3 3 5 5 2 1
Total 15 13 10 9.5 14 15 8 4
General concept
What is it?
Products must be able to answer the problems regarding toothbrushes, toothpastes and dental floss when using for oral care It must be solved versus consumer behavior and the efficiency of the product
Ideas
All-in-one Oral Care solution! Moldable Teeth Cleaning Blob
prototyping
Looks like an ordinary electric tooth brush Slim for something electronic Looks expensive Features are not obvious
A l l - i n - o n e c a r e s o l u t i o n
Weird Looks like a fun alternative to boring brushing Is it safe/ edible? Can it really clean teeth? I like the color
M o l d a b l e T e e t h b l o b c l e a n i n g
S-c-a-m-p-e-r
Substituting toothbrush, toothpaste, mouthwash and dental floss into a single oral care product can address issues of cost and time consumption.
Substitution
Some people do not see the need of flossing and/or using mouthwash and others cannot find time to do all three routines as well. By combining the benefits of tooth brushing, flossing and using mouthwash into a single oral care product, total oral care can be achieved in just one go.
Combination
Adaptation
By designing a convenient and multi-purpose oral care product, it will be suitable for those who religiously practice oral hygiene in school or work and those who usually travel. As an added benefit, it will also inevitably conserve space when used in the confines of home.
Minimization
Eliminate the need to individually purchase a toothbrush, toothpaste, mouthwash and dental floss.
By creating a multi-purpose oral care product that already combines the benefits of flossing, brushing and using mouthwash, cost for good oral hygiene will significantly be reduced as there will be no need to individually purchase toothbrushes, toothpastes, mouthwash and dental floss.
Eliminate
Many people live a busy lifestyle and therefore, find having to tooth brush, floss and gargle with mouthwash regularly timeconsuming. Through creating a multipurpose oral care product that includes the benefits of brushing, flossing and gargling with mouthwash, this can make peoples lives easier and faster while still ensuring total oral care.
Final product:
Galetech deepclean
Our process has discovered that consumers:
Claim that toothbrushing is a hassle Too many dental products confuse them Pain during their dental care rituals is not welcomed. They are not well educated about the right process of brushing.
For people who want a quick but effective oral and dental care fix that covers all their needs.
Advantages All-in-One! No need for separate dental care products. The amount of fluid used is controlled by the device No pain for the user! Quick and easy for everyone.
P o s i t i o n i n g S t a t e m e n t
For consumers aged 25-45 years old, belonging to socio-economic classes A and upper B who need a convenient and multi-purpose oral care product, most especially for traveling and conservation of bathroom space, GaleTec Deep Clean is a product that provides a quicker and assured means to achieve total oral care through the use of air blast technology to apply pressurized air and minty micro beads liquid solution to remove food debris and plaque in between teeth.