The Case of Mouthwash Market: Listerine’s More Usage Strategy

Case Facts:
 43% of non- users of mouthwash considered” toothpaste” as also a mouthwash,
so they believed that toothpaste is enough.
 32% feels that Mouthwash is only for people with bad breath and I don’t have
any, “it’s not necessary”.
 31% are among users of mouthwash
 86% dilute mouthwash with water to the extent of as much as 2/3 to ¾ of the
solution
“The challenge is to educate users in the advantages of using the product undiluted and
if possible, convincingly show to the non- users in the ads that this is false.”
What is true is that they need to complement toothpaste every time they brush their
teeth with mouthwash to neutralize bad breath- causing bacteria.”
Case Objectives:
 Create a UAI Questionnaire for Listerine to analyze its market
- Must include Usage questions which pertains to product category use or non-use,
how long size was used, when used and for what purposes or step by step usage.
- Must use Awareness questions about the consumers knowledge about the brand
and product
- Must have Image category question wherein it includes the preferences and
qualities that the consumer wants to be in the product
 Educate and convince non-users about and advantages of using the
mouthwash
 PROPOSED UAI QUESTIONNAIRE
INTRODUCTION:
Good morning/afternoon. We are the Legal Marketers team from RHOMEO
NUQUI and associates, a market research firm. We are conducting a survey here in
your neighborhood about people’s opinions and experiences regarding how they take
care of their “oral hygiene”.
This questionnaire will be able to help in the study about the market and use of
mouthwash as part of oral hygiene. Please feel free to answer us with your honest and
objective opinion as we go through the survey. Take note that there is no right or wrong
answer. This would only take a 5-10 minutes of your time. Thank you for your time and
cooperation!

PART I. DEMOGRAPHICS AND SCREENING

Name (Optional): ______________ Ethnicity: ____________________
Age: Sex (Male or Female): __________
 17 or younger
 18-20
 21-29
 30-39
 40-49
 50-59
 60-69

1.) How many are the members in your household? (Check the choices below)
 I live alone
 2-3
 4-5
 6-7
 8 and above

2.) Do the members of the household use mouthwash?

 Yes
 No
PART II. USAGE AND CONSUMPTION
Instruction: Please check the box of your answer

1.) Do you use mouthwash?

 Yes
 No
The following questions from 2 to will be only applicable if you answered YES in #1
2.) If you answered yes to the question above, what brand do you usually use?
 Listerine
 Colgate
 OraCare
 Swish
 Others, please specify: _________________
3.) How often do you use mouthwash? (If you answered yes to 1)
 Everyday
 Once or twice a week
 Once or twice a month
 More often than not weekly
4.) How often do you usually buy mouthwash?
 Everyday
 Every month
 Every 2-3 months
 Every 3-4 months
 Once or twice a year
5.) How many ml of mouthwash do you often buy?
 100 ml
 250 ml
 500 ml
 1000 ml
 Others, please specify: ___________________
6.) What type of mouthwash did you last buy?
 Fluoride mouthwash (contains sodium fluoride)
 Antiseptic mouthwash (usually contains alcohol, used to stop mouth infection)
 Cosmetic Mouthwash (just use to freshen breath)
 Natural Mouthwash (alcohol-free and uses natural ingredients)
 Others, please specify: _____________________
PART III. BRAND AWARENESS

1.) When thinking about buying mouthwash, what brands come to your mind?

 Listerine
 Colgate
 OraCare
 Swish
 Others, please specify: ____________________

2.) Which of these aspects led you to this choice of brand?

 Availability
 Personal Experience
 Price
 Quality
 Recommendation

3.) Have you ever used Listerine Mouthwash?

 Yes
 No

4.) If yes, what type of Listerine mouthwash do you usually used?

 Listerine Cool Antiseptic Mouthwash

 Listerine Gum Care
 Listerine Healthy White Mouthwash
 Listerine Zero Mouthwash
 Listerine Total Care Anticavity Mouthwash
 Listerine Fresh Burst Mouthwash
 Others, please specify: ___________________________
 PART IV. BRAND IMAGE

1.) Why do you use mouthwash? If you do not use mouthwash, which reason would
make you use mouthwash
 Dental Hygiene
 Fresh Breath
 Antibacterial
 Fight Gingivitis
 Others, please specify: _________________
2.) Rank the following most important to least important, 1 being the most important and
3 least important.

(__) Taste
(__) Convenience
(__) Price
3.) Among the characteristics and product qualities of mouthwash listed below: Rate the
following by encircling your answer as to:

1 – Not Important (NI), 2- Slightly Important (SI), 3- Moderately Important (MI),

4- Extremely Important (EI)

CHARACTERISTICS NI SI MI EI

1.) Dental Hygiene 1 2 3 4

2.) Fresh Breath 1 2 3 4

3.) Alcohol Content 1 2 3 4

4.) Prevents disease and plaque 1 2 3 4

5.) Taste 1 2 3 4

6.) Price 1 2 3 4

THANK YOU VERY MUCH FOR YOUR COOPERATION!

(For more knowledge and information about Listerine mouthwash just go to
https://www.listerine.com.sg/frequently-asked-questions)
 FAR EASTERN UNIVERSITY

INSTITUTE OF ACCOUNTS, BUSINESS AND FINANCE

2020

MARKETING MANAGEMENT
MGT1110 SEC 5

SUBMITTED BY:
REYTA, ACE GERALD F.
SIY, JONHLYN ERIKA N.
CAMARADOR, NEIL A.
CHAN, GONZALO F.
FERRER, RAYN NILLE D.

SUBMITTED TO:
MR. RHOMEO NUQUI