Crest White Strips

Paper Summary:

This paper presents a marketing plan for a Crest teeth-whitening product. The paper explains why the product is marketable, presents a media strategy for marketing the strips, as well as a direct marketing strategy, and suggests a strategy that would align the Crest name and product with nonprofit organizations devoted to promoting dental awareness and proper tooth care.

From the Paper:

"Imagine-all of the natural whiteness power of Crest-combined with an explosion of flavors not found in nature! You haven't even taken off your pajamas and already you have a whiter smile-and the taste of excitement in your mouth! You're ready to start the day! The current success of Crest White Strips has shown that the young to middle aged adult professional crowd seeks a whiter smile without the hassle and high cost of frequent dental visits for professional tooth whitening. Furthermore, the highly pressured lifestyles of today's professionals demand that they look good, feel young, and drink coffee to stay up late, which really takes a toll on the teeth! More patients in 2003 (19.3%) asked their dentist about tooth whitening than any other dental topic. This was up from 11.0% in 2001. (Berry, 2004)"

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