1. Conduct an innovation analysis of Crest 3D 2 Hour Express using Table 7-3 as the basis. What insights does the innovation analysis provide into its probable sales growth? Innovative Analysis and Diffusion Enhancement Strategies:
Diffusion Determinant Diffusion Inhibitor Diffusion Enhancement Strategies Rating
(1 Unfavorable -10 Most favorable)
Nature of the group Female, younger consumers, more innovative. Try to target a wider variety of consumers. (Males) 5
Type of decision Consumers Target a wider range of potential consumers 5
Marketing effort Market is decreasing Market to potential consumers not just current consumers. Makes appealing to more than just young female consumers. 6
Felt need Weak It is hard to convince people that …show more content…
By expressing the health benefits of Crest whitening products the customers need to desire the product. They need to really want the product. The overall goal of their advertising needs to make the consumer want that product and go to the store and make the purchase (Ackerman, 2007). If Crest was my brand I would want my consumers to view it as the best. I would want to express to all of my consumers that my products are healthy and have lots of benefits. I would also work on some environmentally friendly packaging and other ways to be a ‘green’ company. Organic/green companies are becoming more and more popular with Millennials and other generations (Burd, 2015). Crest could create a competitive advantage and really build their brand by going green. In conclusion, Crest needs to create a competitive advantage for their whitening products. They need to educate consumers on why they should add these products to their tooth brushing retune. They also need to use diverse marketing techniques to engage the consumers and make them feel a part of their brand. They need to spend time to educate consumers on the benefits of their products and try to target a larger
Diffusion Determinant Diffusion Inhibitor Diffusion Enhancement Strategies Rating
(1 Unfavorable -10 Most favorable)
Nature of the group Female, younger consumers, more innovative. Try to target a wider variety of consumers. (Males) 5
Type of decision Consumers Target a wider range of potential consumers 5
Marketing effort Market is decreasing Market to potential consumers not just current consumers. Makes appealing to more than just young female consumers. 6
Felt need Weak It is hard to convince people that …show more content…
By expressing the health benefits of Crest whitening products the customers need to desire the product. They need to really want the product. The overall goal of their advertising needs to make the consumer want that product and go to the store and make the purchase (Ackerman, 2007). If Crest was my brand I would want my consumers to view it as the best. I would want to express to all of my consumers that my products are healthy and have lots of benefits. I would also work on some environmentally friendly packaging and other ways to be a ‘green’ company. Organic/green companies are becoming more and more popular with Millennials and other generations (Burd, 2015). Crest could create a competitive advantage and really build their brand by going green. In conclusion, Crest needs to create a competitive advantage for their whitening products. They need to educate consumers on why they should add these products to their tooth brushing retune. They also need to use diverse marketing techniques to engage the consumers and make them feel a part of their brand. They need to spend time to educate consumers on the benefits of their products and try to target a larger