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● Executive Summary (write this last)
● Situation Analysis
o Environmental opportunities and threats
OPPORTUNITIES
Market Expansion to Asian countries
The product can create more awareness with more consumers when they decide to market the
product in Asian countries. The Asian have more food or products that can result in bad breath,
so marketing a portable device that can detect the breath of a person can be demanded more in
the country.
Device expansion to freshen the bad breath/odor
Most reviews given state that the device is good to tell how bad your breath is but never give a
solution to how to stop the bad breath. If the product can be expanded in also having like a mint
freshener to remove the smell it will increase the demand of the product. And people can see the
usefulness of the device compared to having a gum or toothpaste and toothbrush.
To work on the accuracy of the device
Now this is an opportunity for the company not make the same mistake with their first product,
Breathalyzer where there were deceptive data given and caused the end of it. They should proof
to consumers that the new product is better and accurate by giving consumers a month warranty
on the product if results are not accurate for a certain period.
Diverse of the product to other products relating to oral hygiene
Apart from being able to freshen the bad breath. The company can diverse into other products
that involves dental care. Like to clean the teeth
To promote the business, the company can work together with the online dating system.
Assuring that your breath will be good when meeting a person for the first and that helps build
confidence.
THREATS
Initially Breathometer was designed to check alcohol content in the blood but due to some
inaccuracies in the readings of the device, it was instructed to stop its production in 2014/2015
by FTC. The company therefore redesigned the product to check for oral health, breathometer
Mint. Though there are many other devices from other companies like BACtrack, which checks
for alcohol, Breathometer seem to have no threats when it comes to devices that check for bad
(https://www.grandviewresearch.com/industry-analysis/oral-care-market)
breath or oral health. For the time being they are enjoying some monopoly when it comes to
technology for checking health orally, however, the oral industry has other products that seem to
deal with the issues before even developing it such as special toothpaste, brushes, and others.
There could be a threat of new entry into the market which inadvertently brings long it some
competition. Every monopolistic market is bound to move into competitive market in the near
future, therefore it would be critical for Breathometer mint to position themselves on a pedestal
where anytime customers think of oral health, they think about mint. Furthermore, new entrants
means new prices, unless the new entrants enter into a monopolistic monopolistic competitive
market where they could set their price with noone to beat it. All these are important threats that
needs to be addressed for breathometer in the near future.
Another point worth mentioning is that people might not patronize the product for its own sake if
there are no other items that could help eradicate their oral health, when the device is able to
diagnose it. What would be the essence of just checking your breath for issues yet have no
solution to that issue. It is one thing finding the problem and another prescribing solutions, hence
crucial for breathometer to develop something that can go along with the checking and solving, if
there is a problem.
o Company Strengths and Weaknesses
STRENGTHS
Breathometer appears to be the only technological device used to help detect oral health and
hydration problems. There are many devices in the market that are used in detecting the alcohol
content of people who drink, however, when it comes to oral health there appears to be none.
Therefore, breathometer can enjoy some autonomy and product differentiation from competition
for a while. They stand in a position to aslo divert into other productions if the market starts to
get saturated with other products of its kind. They already went through a face where they had to
stop the production of their breathalyzers. It is therefore a strength which should encourage them
to do more research into other products that can solidify their brand even in the face of
competition.
Another strength is that, breathometer has a very strong investment team, and affiliations with
other companies such as foxconn, flextronics, etc. For the growth of every company, there
should be a strong team behind it therefore, to have all the Shark Tank members investing in this
product evokes some sense of respect and credibility. With this backing from various companies
and investors, Breathometer mint stand in a position to keep extending its products to areas
where otherwise would have been rejected, all due to the powerhouse of investors they have at
their disposal.
(https://www.grandviewresearch.com/industry-analysis/oral-care-market)
Again, the device is small and portable which makes it easier to carry around. It has a strong
brand positioning in regards to how convenient and easier way of operating. The device also
goes along with a cell phone, which makes it even more attractive to customers. Almost every
person has a smart phone, therefore knowing that one does not need to see a dentist to recognize
their oral problem, provides them the opportunity to patronize it.
WEAKNESSES
The company has gone through a period which might have dented their image in terms of
credibility. When they were producing their alcohol breathalyzers, its device reading were not
accurate. Those devices were therefore recalled from the market and customers had to be
refunded. In view of that, customers may now be skeptical about the accuracy of their mint
device. When perception is created, it takes a while for a change to occur. This seem to be the
greatest weakness they have to overcome for a vigorous promotion to be made.
● Industry Overview
ORAL HEALTH INDUSTRY
In 2015, the company announced plans for a new product called Mint that measures oral health
and hydration. After it stopped selling its breathalyzer products in early 2015 due various issues
with the readings which the Federal Trade Commission (FTC) complained about. The company
Breathometer was asked to refund monies that it received from its customers. The company
however, did not let go of the entire brand they’ve built but divested into the production of Mint,
an oral health device that checks for bad breath and hydration.
Breathometer is in an industry of health devices, which has been designed to solicit
information on health situations. There are many software developments that are geared towards
monitoring an individual’s health, with Jennifer (Forbes) reporting in 2016 that, “According to a
Q4 RocketFuel survey in 2014, 31% currently of US consumers are using a quantified self tool
to track their health and fitness, food, diet, sleep and/or mood.” With technology permeating all
aspects of human life in recent time, people are coming up with different devices to help solve
issues; Breathometer is no different, it seeks to check for hydration and bad breath, it’s all about
oral health.
Many medical experts believe that oral health is a window into your overall health. According to
the Journal of Alzheimer’s Disease, people with poor oral hygiene may be at a greater risk of
developing Alzheimer’s disease than those with good oral hygiene. The American Diabetes
Association reports that people with diabetes are at higher risk for oral health problems, such as
gingivitis and periodontitis. With that in view, it a very important for people to understand the
need to check their oral hygiene. Almost every person has some knowledge about this industry,
in that seeing the dentist; using toothpaste; washing ones mouth in the morning or after eating;
are all measures to ensure a healthy lifestyle through oral hygiene.
(https://www.grandviewresearch.com/industry-analysis/oral-care-market)
The global oral care market size was valued at USD 27.02 billion in 2016 and is projected to
witness lucrative growth over the forecast period. Growing awareness about dental hygiene and
rising prevalence of dental caries are expected to drive the oral care market.
Several initiatives are being undertaken by big players in order to spread awareness regarding
dental hygiene, which facilitates good oral health. For instance, on World Oral Health Day in
2014, Johnson & Johnson along with some other organizations sponsored a program to raise
awareness about the necessity to maintain proper oral hygiene.
Amongst the product segment, toothpaste segment held the largest market share in 2016. High
usage of toothpastes among people of all income groups can be attributed to the growth of this
segment. Availability of different forms of toothpastes, such as, gels, pastes, and powder provide
wider options to the consumers, which also propels demand.
Toothbrush, on the other hand, is expected to show highest growth over the forecast period. This
is mainly due to the introduction of advanced products, such as electric and battery-powered
toothbrushes. These products provide added benefits such as total mouth cleaning, featuring
different modes for usage such as deep clean, daily clean, tongue cleaning, whitening, and
massaging. These products have majorly contributed towards enhancing total oral care of the
users. Separate designs of toothbrushes for adults and children are available in the market to
cater to individual needs.
Mouthwash is anticipated to show lucrative growth over the forecast period owing to its
increasing usage for maintenance of oral hygiene. Despite its advantages, mouthwash also has
some drawbacks. It can stain teeth and/or damage to the oral mucosa as well as cause adverse
reactions if ingested, especially in case of children. Thus, the above mentioned factors are likely
to restrain its usage further hampering growth of the market. However, introduction of herbal and
flavored mouthwashes is expected to escalate the demand in the next few years. The increase in
occurrence of oral disorders such as periodontitis, gingivitis, tooth decay, denture irritation,
bleeding gums, and bad breath among others is expected to contribute to the demand for
medicated as well as non-medicated mouthwashes.
Denture products are expected to witness significant growth over the forecast period. New
product launch and development is one of the key factors influencing the growth of the market.
Various types of cleaners and adhesives have been introduced in order to maintain the dentures,
which thereby helps maintain good oral health. These cleaners also help prevent bad odor and
maintain fresh breath.
Breathometer is in an industry of health devices, which has been designed to solicit
information on health situations. There are many software developments that are geared towards
monitoring an individual’s health, with Jennifer (Forbes) reporting in 2016 that, “According to a
Q4 RocketFuel survey in 2014, 31% currently of US consumers are using a quantified self tool
to track their health and fitness, food, diet, sleep and/or mood.”
(https://www.grandviewresearch.com/industry-analysis/oral-care-market)
This time it’s all about oral health. Many medical experts believe that oral health is a window
into your overall health. According to the Journal of Alzheimer’s Disease, people with poor oral
hygiene may be at a greater risk of developing Alzheimer’s disease than those with good oral
hygiene. The American Diabetes Association reports that people with diabetes are at higher risk
for oral health problems, such as gingivitis and periodontitis.
The global oral care market size was valued at USD 27.02 billion in 2016 and is projected to
witness lucrative growth over the forecast period. Growing awareness about dental hygiene and
rising prevalence of dental caries are expected to drive the oral care market. Several initiatives
are being undertaken by big players in order to spread awareness regarding dental hygiene,
which facilitates good oral health. For instance, on World Oral Health Day in 2014, Johnson &
Johnson along with some other organizations sponsored a program to raise awareness about the
necessity to maintain proper oral hygiene.
Amongst the product segment, toothpaste segment held the largest market share in 2016. High
usage of toothpastes among people of all income groups can be attributed to the growth of this
segment. Availability of different forms of toothpastes, such as, gels, pastes, and powder provide
wider options to the consumers, which also propels demand.
Toothbrush, on the other hand, is expected to show highest growth over the forecast period. This
is mainly due to the introduction of advanced products, such as electric and battery-powered
toothbrushes. These products provide added benefits such as total mouth cleaning, featuring
different modes for usage such as deep clean, daily clean, tongue cleaning, whitening, and
massaging. These products have majorly contributed towards enhancing total oral care of the
users. Separate designs of toothbrushes for adults and children are available in the market to
cater to individual needs. Both products, toothpaste and brush, are jointly demanded hence they
receive the highest revenues or sales, amongst other products in the same market. Also, they’ve
both been traditional products that have been used over so many years to take care of people’s
oral health.
Mouthwash, another oral product is anticipated to show lucrative growth in the future owing to
its increasing usage for maintenance of oral hygiene. Though mouthwash possess some
advantages, it also has some drawbacks: It can stain teeth and/or damage to the oral mucosa as
well as cause adverse reactions if ingested, especially in case of children. Thus, the above
mentioned factors are likely to restrain its usage further hampering growth of the market.
However, introduction of herbal and flavored mouthwashes is expected to escalate the demand in
the next few years. The increase in occurrence of oral disorders such as periodontitis, gingivitis,
tooth decay, denture irritation, bleeding gums, and bad breath among others is expected to
contribute to the demand for medicated as well as non-medicated mouthwashes.
Denture products are expected to witness significant growth over the forecast period. New
product launch and development is one of the key factors influencing the growth of the market.
(https://www.grandviewresearch.com/industry-analysis/oral-care-market)
Various types of cleaners and adhesives have been introduced in order to maintain the dentures,
which thereby helps maintain good oral health. These cleaners also help prevent bad odor and
maintain fresh breath.
● Marketing Planning
o Marketing Objectives
● To increase its branches in the United States whilst making plans to globalize (Africa,
Asia) the product.
● To increase revenues above $20million annually.
● To build brand awareness by increasing advertising of the product locally and
internationally. There should be a launch of a new product that complements the
breathometer which function is to remove the bacteria that causes bad breath and help
defend tooth decay. Also new services can be brought up by hiring skilled sales people to
aid sales promotion.
o Target Markets
Individuals of ages between 20 and 35, also 45 and above.
Online Daters and Professional corporate workers
Oral health clinics
o Marketing mix including:
▪ Product
Introducing Mint- the world’s first portable Breath Quality and Hydration level detection
product. Mint, a digital health device that enables consumers to track and monitor their oral
health. The Mint device and smartphone companion app measures VSCs (Volatile Sulfur
Compounds)1, which are produced by anaerobic bacteria in the mouth. These bacteria are
correlated with poor oral hygiene and oral health, such as gum disease and bad breath.
Breathometer believes this product launch to be critically important as studies show that a major
portion of the United States’ population suffers from gum disease. The device, Mint works in
partners with the company Sonicare oral health brand which helps in taking care of the
consumers oral hygiene. The product comes as a package deal with the sonicare products,
placing the Mint in your mouth, it automatically draw a sample of the air in your mouth and
within seconds the Breathometer app on your smartphone will let you know the quality of your
breath, as well as how hydrated you are. Then the two other sonicare products, the antibacterial
tongue spray and automatic toothbrush can be used according to help maintain a good oral
health. Consumers can used the product at home,at work like during rush hours and even before
or during a date,knowing how portable the device is, it can carried anywhere.The product is
shaped in a circle form at the bottom where the breath goes to and the USB-Shaped like
mouthpiece on top of it for where one can put the mouth to breath in the breath, it is coloured
white which shows the symbol of cleanliness.Its dimensions are 2.5 x 2 x 0.8 inches and it
weighs 0.8 ounces. All of the products are branded with Philips which creates as a strong image
(https://www.grandviewresearch.com/industry-analysis/oral-care-market)
for improved health care for consumers. The product has the power of monopoly in the market
and this is a great advantage in increasing their sales.
▪ Price
The value of the product to the buyers is how the consumers can always be able to monitor their
own oral health anytime and anywhere without having to make an appointment with the dentist.
The product can be customer sensitive as the only product in the market that monitors the oral
hygiene, consumers tend to doubt the credibility. The initial price $99.99 can decrease by a small
amount in order to gain extra market share and discounts of buying one and getting 50% off of
the second product for customers for a certain period of time can enable more sales to prove the
credibility. With their monopoly power in the market, there are no competitors to compare prices
with but there are other substitute dental oral hygiene products that can be used to prevent bad
breath and other bacteria in the mouth such Mouthwash,toothpaste and toothbrushes. So
lowering the price will be an advantage. The discounts for trade consumers is buying directly
from the company as the 12 pack product goes for $450 and selling the product to e-commerce
such as Amazon,retail stores such as Target and Pharmacy at the discount price.
▪ Place/Distribution Strategies
● The product can be found in the headquarters in california U.S.A. and to create more
awareness other branches should be spread out more in the south, west and east part of
America. It can be found online stores,pharmacy and dental clinics to be purchased. The
sales representatives will market the product to Pharmacy and dental clinics, there will be
free samples given to them to show the accuracy and credibility of the product.Using
Amazon online as a distributor can be help internationally create more awareness.More
of the companies branches will be made available to other countries outside the U.s.a to
have more distribution channels directly to the consumers within each country. Working
with international dental clinic in other countries is like business to business distribution
strategy.
▪ Promotion
The product will be marketed in the other part of U.S focusing on states with high population to
increase the awareness of the product. The winter period where not most people like to come out
but stay at home all day would make use of this product to observe their oral hygiene.This period
of time people tend to make use of on …
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