1.

2 external analyses
1.2.1 Environmental factors
 Social: In nowadays dental care is becoming to an extraordinary serious public issue
surrounding us. “If you don’t clean your teeth well every day, you’re putting yourself at
risk for tooth decay. Early signs of decay include visible holes in your teeth, pain when
you bite and feelings of sensitivity or pain in your teeth.” (Oral-B official website, 2011,
Proper dental care prevents many problems) People are putting more effort on
themselves dental care such as how to clean their teeth very well.
 Political：
 Demographic：This product is presenting to the person who want more dental care but a
considered low price.
 Technological:

（picture comes from Oral-B laboratories，oralbprofessional，2000, page 2）

 Government and Regulatory
 Economic
 Environmental
 Competitor Analysis：
Direct competitor：Colgate 360 toothbrush
Indirect competitor: Mouthwashes，Floss from other companies
Future competitor: low price electronic toothbrush.

1.2.2 Consumer Behavior

 Who are your customers?
The customers are who want more dental care, convince, unique style of toothbrush,
sweeps a lot more gunk from out between their teeth.
 Why do they buy?
“Easy to Use i loved the product as its brush head is soft” (Oral-B official website, 2011,
Consumer reviews) “Got my first CrossAction brush from my dentist and it is NOT the
typical toothbrush. The criss-cross bristles were softer than I expected and do a great job
of making my teeth feel clean and smooth. I also feel like it sweeps a lot more gunk from
out between my teeth. Kudos, Highly Recommend!”
Oral-b professional, 2000, Summary of clinical experience,
<http://www.oralbprofessional.com/us/pdfs/xactionsummary.pdf>
Oral-b official website, 2011, Proper dental care prevents many problems,
<http://www.oralb.com/topics/proper-dental-care-prevents-many-problems.aspx>
Oral-b official website, 2011, Customer review,
< http://www.oralb.com/products/crossaction-toothbrush/#news-0>

 How much do they buy?

Normally they purchase by individually just one unit per person。
 When do they buy?
1. Get suggestion from their dentist
2. Cycling change their toothbrush
3. Realize they need more dental care for themselves.
 Where do they buy?
Supermarket, online or other retail store.