Philippine 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.

Philippine oral care
‡ Absence of promotional strategies for dental floss and mouth fresheners led to decline in sales by 1% and 3%, respectively ‡ Manual toothbrushes are standard, while power toothbrushes account for 1.36% of total sales value of toothbrushes ‡ Value growth for power toothbrushes has posted greater growth than manual toothbrushes

‡ Market leader ‡ 45% of market (2010) ‡ Offers toothbrushes, toothpaste, dental floss, mouthwash and teeth whitening products ‡ ´The #1 Brand Recommended by Dentistsµ
M a j o r P l a y e r s

Oral-B Laboratories
‡ 2nd ² market share ‡ 14.6% of the market ‡ Manual and power toothbrushes, floss and baby care dental products ‡ ´Trust the Brush More Dentists and Hygienists Useµ
M a j o r P l a y e r s

Unilever Philippines
‡ 3rd ² Market Share (12.4%, 2010) ‡ Brand: Close-Up toothpaste ‡ Targeted towards teenagers and young adults ‡ ´Fresh, Longer Lasting Confidenceµ

M a j o r P l a y e r s

Lamoiyan Corporation
‡ 4th ² 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

Johnson & Johnson Inc.
‡ Owns Listerine, the leading mouthwash brand in the Philippines ‡ Listerine has diversified to teeth whitening products and breath fresheners ‡ Doesn·t carry toothpaste, dental floss or toothbrushes.
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

‡ The trend of more compact products
± Space Saving ± Traveling Light

Inspiration DNA


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

Painless Gentle Soft Care Fast Effective Long-lasting




Situation: People do not always practice proper oral hygiene
Suspects Charged With
Being Lazy and Busy Immediate User Different priorities (Beauty vs. Health) Ashamed to brush in public Lazy to carry all oral care products Dentist Expensive services They push a lot of products Don·t go on check-ups Distant Parents Not good examples Also busy Friends Do not influence to brush more.

Situation: People do not always practice proper oral hygiene
Suspects Charged With False advertising (Teeth whitening products that don·t whiten etc.) Make sugary stuff appetizing Unrelated School/ Office Government They don·t teach proper oral hygiene Too much work, no time to brush. People cannot afford oral care No Oral care advocacy.



the 6W¶s

The 6 W·s
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



The 6 w·s
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.


Anthropologist act

Anthropologist act
‡ Don·t 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



‡ Flossing and Brushing only
± No mouthwash
‡ Time-consuming, want to do more things in life

±Wants to live life to the fullest!


sentence completion

Sentence Completion
‡ I think that good oral hygiene is _______.
± important ± a healthy practice ± brushing teeth ± regular dental check-up

‡ I think that brushing my teeth is _______.
± essential ± part of a good oral hygiene

Sentence Completion
‡ I think that flossing is _______
± tedious but important ± very effective in cleaning teeth ± messy

‡ I think that gargling with mouthwash is _______.
- good and refreshing - not necessary all the time - good anti-septic

Sentence Completion
‡ 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.




Industry Clichés
Mint everywhere! Toothpaste in tubes Toothbrush and toothpaste are separate Toothpaste in paste/gel types Brushing movement Mouthwash liquid as toothpaste No movement

Reversing Clichés
No-taste oral care products Toothpaste in the toothbrush or capsule

Industry Clichés
Oral care = Orally administered

Reversing Clichés
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

Mouthwash in a screw bottle Standard one-sided bristles

Floss is in string form


sorting: Concepts

problems & solutions to oral care

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


Flossing=don t see the Takes long to do all need for it People don t brush as often as they should

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

Insta-clean all in one gadget

Device that will scan mouth to show if it s clean enough Toothpaste capsules

Multi-colored bristles (i.e. neon, rainbow)

UV light to instantly kill bacteria toothpaste inside toothbrush Overnight solution

Makes an alarm or sound Toothbrush with timer or buzzer

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

plastic toothpaste tubes are hard to squeeze

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

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

toothbrush without bristles


Solid mouthwash or mouthwash gum/candy

Hose on the brush to easily wash away the toothpaste on bristles

Spongy floss all throughout!

Mouthwash and toothpaste in one



Category Toothbrush Product Concern Toothpaste Floss Mouthwash Customer Attitudes Time Standards Flavor-Related

Responsive to customers 5 5 3 3 5 5 2 1

Revolutionary impact 5 3 2 1.5 5 5 3 2

Renders Competition Obsolete 5 5 5 5 4 5 3 1

Total 15 13 10 9.5 14 15 8 4


Define the concept

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

‡ All-in-one Oral Care solution! ‡ Moldable Teeth Cleaning Blob


´Looks like an ordinary electric tooth brushµ ´Slim for something electronicµ ´Looks expensiveµ ´Features are not obviousµ
A l l - i n - o n e c a r e s o l u t i o n

´Weirdµ ´Looks like a fun alternative to boring brushingµ ´Is it safe/ edible?µ ´Can it really clean teeth?µ ´I like the color µ
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


‡ Substituting toothbrush, toothpaste, mouthwash and dental floss into a single oral care product can address issues of cost and time consumption.

Substitute toothbrush, toothpaste, mouthwash and dental floss.


‡ 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.

Combine the benefits of flossing, tooth brushing and using mouthwash.


Adapt Ariel Detergent¶s technology
‡ Ariel Detergent has technology that removes stains and therefore, eliminates the need for scrubbing. The concept of this technology can slightly be altered into a dynamic microscrub technology mixed in a special liquid solution which actively cleans teeth and kills germs.


‡ 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.

Minimize bulky and numerous oral care products.


Put the concept of Airsoft gun to another use.
‡ Flossing, as observed, can be messy and can cause bleeding of the gums. To address these problems, the concept of an Airsoft gun, which fires pellets through compressed air, can be applied. Instead of having to use Nylon or Teflon ribbon, the oral care product can release pressurized air and minty liquid solution to remove food debris and dental plaque in between teeth.

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.


‡ 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 people·s lives easier and faster while still ensuring total oral care.

Rearrange the process of having to do one routine after the other.

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.

How galetec works
‡ ´Toothpasteµ is a mint-flavored solution with microbeads that clean the teeth and in between them through a spray ‡ User then rinses with water and leaves feeling fresh, clean and full of confidence!

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