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Braun Case Study
78
Braun's Race to Oral Care Dominance
Overview
Challenges
Challenges
1. Braun needed a new product line in the oral care (plaque remover) category
2. Interplak was threatening the European market
3. Timing for product reveal
Goals
1. Be the first to penetrate the European market with a "plaque remover"
2. Stave off competition by attracting first adopters
3. Market the slimmer, more delicate D5 against Interplak's high-tech, robust design
Prospecting Plan
1. Identify Target Market
2. Idenify Market Position
3. Secure Marketing Channels
4. Create Messaging
5. Bring to Market
Prospecting Plan
Target Market
Target Market
Working class adults
Aged 25+
Health/hygiene conscious
Tech Savvy
Early adopters
Market Position
Revolutionary product
Cost competitive
Highest quality
Unique Features:
Ergonomic Handle
Oscillating Brush
Comfortable feel
Marketing Channels
Trade Shows (Dental, medical)
Magazine Advertisements
Television
Messaging
3 Strategies:
1. Leverage reputation
2. Educate consumers
3. Highlight features
Leverage Reputation
Leverage Reputation
"From the makers that brought you the world's best in shaving technology..."
"The leader in household appliance innovation is proud to introduce..."
"Braun's R&D group has teamed up with the top dental experts to bring you..."
Educate Consumers
"Oral hygiene starts with healthy gums. That's why you need the only electric toothbrush that targets gingivitis at its source..."
"Dentisits agree, your manual toothbrush just does not stand up to Braun's D5..."
Highlight Benefits
"Braun is proud to introduce a breakthrough in oral care with the only oscillating brush head on the market..."
"Our small, ergonmic handle and brush head will give you the clean you need, with the comfort you deserve..."
"You will feel the difference after just one use..."
Recommendation
1. Bring the D5 to market ASAP
2. Initiate heavy marketing campaign to educate consumers and attract first adopters
3. Immediately begin R&D on the D6 to address any negative response/issues