marketing市场报告

Introduction

Listerine is a brand of popular antiseptic mouthwash sold in United States. And it is the largest product line of Warmer-Lambert, which is he maker of Listerine. It is now manufactured and distributed by Johnson and Johnson as the Pfizer’s consumer healthcare division is acquainted of the company.

In1897, in order to developing a safe and effective antibacterial fomula, the first origin Listerine was invented by Jordan Wheat Lamber and designed as a disinfectant for surgical procedure. In 1881, Jordan Wheat Lambert established Lambert Pharmaceutical Company to market LISTERINE. And in 1884, he sold his rights to Lambert, who turn the Listerine into a popular consumer product.

In spite of the product line of mouthwash, Listerine also has other product mix of toothpaste, Listerine Tooth defense, children’s plaque disclosing rinse PockePaks, and PocketMist. And from September 2007, Listerine began selling their own brand of self-dissolving teeth whitening strips.

Under the slogan “ Kills germ that cause bad breath”, Listerine market its products. In spite of making the popular mouthwash, Listerine also creates the market. As the scholar of advertising James B Twitchell writes “Listerine did not made mouthwash as much as it make halitosis.” By creating the awareness of bad breath. Listerine also create its market because it made the medicine condition for which the consumer thinks that they need a cure of their bad breath .

Listerine target their market by promoting the concept of good breath and attract the young people to make the deep cleaning and creates their cool breath. It also has various flavours to target the market.

SWOT

Strength

Swot

Strength

Make your breath smell good, make your mouth and teeth

Cool advertising

Effective to protect the mouth and teeth

Effective oral dental care

Have loyalty costumer

Cheap

Lots of varieties

Clear package Plastic clear bottles packages

with a handy lid on it protect kids from swallowing

famous brand

long company history with good reputation

Weakness

Contains alcohol component

with some medicine flavour

do not has attractive advertising for other dental product

Opportunity

Make varieties to children and elders

broaden its market using other dental care product

innovate new function and adding value to its mouthwash

threat

other famous brand of dental care such as Colgate

some people only like using toothpaste

more toothpaste also promoting using the character of deep cleaning

other product such as gums also has the function of making good breath

Listerine is the most popular mouthwash in USA and it is also believed to be the most effective mouthwash in the market. The company has long history with good professional reputation of dental care. It is also the innovator of mouthwash so it has loyalty customers and steady market share. It also has attractive advertising using slogan of “good cool breathing and deep oral cleaning” .But one factor limited its market share is there is also lots of famous dental care brand such as colgate in the market. And Listerine does not have much product mix in dental care field relative to other products. Some people think that the alcohol contains is not healthy. Its strong flavour is not suit for every people. Besides, lots of other product such as gums also has the fuction of making good breath.

Product

Listerine is a fast moving consumer product because it is very cheap, frequently purchased and also involved minimal purchase efforts. It is the product designed to be used in daily dental care.

In order to target its market. Listerine also make up the product line which are differentiated by flavours, functions or packaging. Its different varieties of mouthwash reflect its good understanding of different consumer needs and the different desires of its target market.

The core product function is to kill the germs and give people good breath. And Listerine also add value to the expected product such as safety, which is extremely importion to yin the daily used product. And the varieties of flavour is the augmented value of the product which makes it more popular among woman and kids ..

The product is at the maturity stage. The sales volume reaches a peak but the profit is decline due to the highly competitive market. There are also a lot of famous brand in the market such as colgate, which is also well known and high quality. And there are also other products like gums also have the function of creating good breath. All the factors make Listerine in the intense competition and keep a cheap price. The objective of the organizing is to generate cash flows and maintain its market share. So the strategy it uses is to lower its cost and also increasing its product variety to meet the percentage of the consumer needs.

But as a famous brand since nineteen century, Listerine has good reputation and huge brand equity. It brings a lot of competitive advantages to the organization.

Firstly, as the innovator of the mouthwash market, it enables the organsition owns a desire degree e of consumer lo loyalty and also make the brand seem to be reliable. It is helpful to stables it market share and the word to word promotion also help the organisition to develop its potential customer. Just as lots of people write in the reviews they started using the product on the influence of their family and friends and then recommend the product on the internet to others. It is a relatively effective way of promotion as its both cheap for the company and reliable in the views of customer.

And then the famous brand gives consumer the perspective of good quality and it’s a really competitive advantage of the product to the new customer and the people who lack knowledge of this kind of product.

To create the perception of cleaning and cool feeling, Listerine using the clear plastic package in all of its mouth wash. It is a good way to symbolize its products as well lower the package cost. And it also makes the product easy to carry which is very important to convenient good. And it also has different size of different packaging from handle size which easy to carrying in the traveling to the liter size which is cheap and suitable for home using.

Listerine also use has a handle lid clear plastic bottle of the packaging which designed to prevent the kids from swallow. The caring design also alters the users that its safer and more caring about its customer.

Price

Price is a very important factor in marketing mix as it multiplying sale volume determines the profit. And as the most flexibility factor in marketing mix, price could be adjusted by the producer to match the production cost, offset changes in demand, or to counteract a competitor’s pricing strategy.

And for fast moving consumer goods. Price is extremely important. Because for convenient goods the products do not have a lot of unique characteristics, and therefore the price could become the main factors considered by the consumers.

Because price is the most flexibility factor in marketing mix and could be adjust to Listerine is the inelastic consumer goods as it is cheap, and it is the product for daily use. So the demand of the product increases as the price decreases

And it determines the organization use both price competition and non-price competition .

Listerine keep its reasonable price because as the formal goods, the demand is increase as price decreases. And the high inventory turnover also allows the organization keeps a low profit margin. But price competition also has its disadvantage. It is easy for competitor to follow and it decrease the revenue. There for Listerine also use non-price competition to stable its market share.

As the innovator of the mouthwash market, Listerine keeps a good reputation of quality and effectiveness. It helps the organization to keep its loyal customer and is difficult for competitors to imitate. And therefore make the organization easy to stablise its price, profit and market share.

As the mouth wash market is in oligopoly competition, which made up with a few famous brand such as Listerine and Colgate, the organization gains a little from lower its price. Because when one product cuts its price to gain competitive advantage, other competitors are likely to cuts the prices, too. So it maintains its price at a stable and reasonable level. And the price objective for Listerine is to stablise its market share and generate cash flow.

As a daily used product, Listerine use a lot of multiple-unit pricing, Because of the fast consuming characteristic, customers are likely to buy more to have a bargin price. So the producer and retailers often use several units packaging and selling at a lower price.

Another price strategy Listerine use is buddle pricing. To gain more market share and compete with its competitors, Listerine now produce more dental care product in spit of mouthwash. So it uses buddle pricing to promote its new product to loyal customers and also use the convenience and economics to attract new customers.

At the aims to promote its product , Listerine also use everyday low price and odd-even price in some of its product .

Place

Listerine use intensity distribution because intensity distribution it uses all available its convenience product. It uses long standing channels because t takes goods from producer to whole sellers then to retailers and finally to a consumer. For consumer goods like Listerine. It is the most efficient way because it uses several channel members and specialise the distribution procedures. Therefore the distribution cost is relatively lower than on channel members perform all sale distribution functions.

The retailers Listerine uses include supermarket and department store superstore and some category killer.

Supermarket is the main retailer of Listerine because Consumers make more than three-quarters of all grocery purchases in supermarkets. In the supermarket, the retailer often put the product in the area of the dental care category. And it is easy for customer to choose after they buy some other dental care product such as toothpaste, toothbrush or tooth defense. The marketer often put all Listerine products together and It is useful to attract loyal customers to try some new product of the brand. Besides, it also It also make awareness to potential costumer by giving the customer the overall image of brand and perception of the brand power. Listerine also distribute its product in some category killer store and give discounts in some of products.

In spite of the direct market, Listerine also use Internet selling through online shopping websites, including Amazon.

Promotion .

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