innovating oral care

8/3/2019 Innovating Oral Care

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Consists of all dental care products such as

toothbrushes, toothpaste, dental floss,

mouthwash and the like

Increased in total sales value by 4% from

2009 to 2012 (Euromonitor)

Increase in sales for mouthwash by 16% due

to higher awareness of its benefits.

P h i l i p p i n e o r a l

c a r e


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P h i l i p p i n e o r a l

c a r e Absence of promotional strategies for dentalfloss and mouth fresheners led to decline insales by 1% and 3%, respectively

Manual toothbrushes are standard, whilepower toothbrushes account for 1.36% oftotal sales value of toothbrushes

Value growth for power toothbrushes hasposted greater growth than manualtoothbrushes


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Colgate-Palmolive

Market leader

45% of market (2010)

Offers toothbrushes, toothpaste, dentalfloss, mouthwash and teeth whitening

products

The #1 Brand Recommended by Dentists

M a j o r

P l a y e r s


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Oral-B Laboratories

2nd market share

14.6% of the market

Manual and power toothbrushes, floss andbaby care dental products

Trust the Brush More Dentists and

Hygienists Use

M a j o r

P l a y e r s


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Unilever Philippines

3rd Market Share (12.4%, 2010)

Brand: Close-Up toothpaste

Targeted towards teenagers and youngadults

Fresh, Longer Lasting Confidence

M a j o r

P l a y e r s


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Lamoiyan Corporation

4th market share (10.1%, 2010)

Targeted towards kids through flavored

toothpaste Hapee and Kutitap Toothpaste

M a j o r

P l a y e r s


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Johnson & Johnson Inc.

Owns Listerine, the leading mouthwash

brand in the Philippines

Listerine has diversified to teeth whiteningproducts and breath fresheners

Doesnt carry toothpaste, dental floss or

toothbrushes.

M a j o r

P l a y e r s


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The trend of all-in-one products

Convenience

Brushing, flossing and gargling with mouthwash The trend of more compact products

Space Saving

Traveling Light

I d e n t i f i e d

o p p o r t u n i t i e s


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I n s p i r a t i o n

D N A


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D e l i v e r a b l e s

C h e r r y S p l i t


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OralOral

DentalDental

TeethTeeth

ToothpasteToothpaste

WhiterWhiter

StrongerStronger

ToothbrushToothbrush

BristlesBristles

HandleHandle

GumsGums

FlossFloss

Remove PlaqueRemove Plaque

Floss MaterialFloss Material

MouthwashMouthwash

Breath-freshenerBreath-freshener

Germ-killingGerm-killing

MouthMouth

TongueTongueTongue CleanerTongue Cleaner

MouthwashMouthwash

CheeksCheeks

MouthwashMouthwash

ToothbrushToothbrush


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CareCare

GentleGentle

PainlessPainless

SoftSoft

EffectiveEffective

FastFast

Long-lastingLong-lasting


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DELIVERABLES: THE SUSPECTS


T H ES U S P E C T S


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Situation: People do not always practice

proper oral hygiene

Suspects Charged With

Immediate User

Being Lazy and Busy

Different priorities (Beauty vs. Health)

Ashamed to brush in public

Lazy to carry all oral care products

Distant

DentistExpensive services

They push a lot of products

Parents

Dont go on check-ups

Not good examplesAlso busy

Friends Do not influence to brush more.


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Situation: People do not always practice

proper oral hygiene

Suspects Charged With

Unrelated

MediaFalse advertising (Teeth whiteningproducts that dont whiten etc.)

Make sugary stuff appetizing

School/ OfficeThey dont teach proper oral hygiene

Too much work, no time to brush.

Government People cannot afford oral care

No Oral care advocacy.


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t h e 6 W s


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The 6 Ws

WhoThe user, dentist, parents, friends, brands/ oral care

companies

Why

People do not give much time to prioritize oral care

There are too many products in the market that

people need (Toothpaste, Mouthwash, Floss)

Poor Oral hygiene leads to other diseases/infections

What Create a more convenient way to have total oral care Make oral care more fun

Less pain & less effort to achieve a healthy mouth


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The 6 ws

WhereWorkplace, school, dental clinics, home,

department storeWhen Twice a day (Frequency of Brushing)

How

How are the current oral care practices?

Inadequate. We need to do more than just

brushing.


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N E E D S

A n t h r o p o l o g i s ta c t


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Dont use cups to hold water for gargling,

only use hands

Siblings over-use toothpaste Superfast brushing

likes older toothbrushes for soft bristles

Hands on waist while toothbrushing Food scraps from flossing stick to mirrors

A n t h r o p o l o g i s t

a c t


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N E E D S

l a d d e r i n g


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Flossing and Brushing only

No mouthwash

Time-consuming, want to do more things in life

Wants to live life to the fullest!

L a d d e r i n g


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N E E D S

s e n t e n c ec o m p l e t i o n


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I think that good oral hygiene is _______.

important

a healthy practice brushing teeth

regular dental check-up

I think that brushing my teeth is _______.

essential

part of a good oral hygiene

S e n t e n c e

C o m p l e t i o n


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I think that flossing is _______

tedious but important

very effective in cleaning teeth

messy

I think that gargling with mouthwash is_______.

- good and refreshing- not necessary all the time

- good anti-septic

S e n t e n c e

C o m p l e t i o n


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WHAT DO YOU HATE?

Sometimes using Pyralvex to treat inflammations

(singaw) hurts and tastes bad.

Mouthwash stings.

You have to clean the cap before and after using

mouthwash.

Floss hurts the gums.

Good toothbrushes are expensive, and you have to

replace them after every 3 months.

S e n t e n c e

C o m p l e t i o n


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ASSUMPTIONS:CLICHS IN THE INDUSTRY

ASSUM P T ION S

c l i c h s


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Industry Clichs Reversing Clichs

Mint everywhere! No-taste oral care products

Toothpaste in tubes

Toothbrush and toothpaste are

separate

Toothpaste in the toothbrush or

capsule

Toothpaste in paste/gel types Mouthwash liquid as toothpaste

Brushing movement No movement

C l i c h s


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Industry Clichs Reversing Clichs

Oral care = Orally administered Inject vaccines that make teeth

care for themselves

Mouthwash in a screw bottle Mouthwash jelly or powder

Standard one-sided bristles Toothbrush with no bristles360 degrees bristles

Horizontal-shaver like bristles

Floss is in string form Use air power for floss

C l i c h s


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IDEA SORTING:LIST OF CONCEPTSI d e a s o r t i n g :

C o n c e p t s


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p r o b l e m s &s o l u t i o n s t o o r a l

c a r e


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Consumer Attitude &Behavior

Time Constraints Standards forBrushing

Flavor-related

Boring No time Over and under use of

toothpaste (size)

Mint can only come in

so many flavors

Its hard to make it a

priority

Time-consuming We use it to clean

teeth yet it isnt

enough. We still need

to floss, etc.

Those cooling crystals

are a lie

Not fun Brushing, flossing,

gargling with

mouthwash is hassle

You dont know if

youre teeth is clean is

enough.

Uninteresting Too many productsneeded

Flossing=dont see the

need for it

Takes long to do all

People dont brush as

often as they should

P R O B L E M S


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Consumer Attitude &Behavior

Time Constraints Standards forBrushing

Flavor-related

musical toothbrush Superior all-in-one

cleaning powers!

Standardized/controll

ed toothpaste serving

Food-flavored

toothpaste &

mouthwash

group brushing Insta-clean all in one

gadget

Device that will scan

mouth to show if its

clean enough

Bertie Botts every

flavor toothpaste

Multi-colored bristles

(i.e. neon, rainbow)

UV light to instantly

kill bacteria

Toothpaste capsules

toothpaste inside

toothbrush

Makes an alarm or

sound

Overnight solution Toothbrush with timer

or buzzer

S O L U T I O N S


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Product concerns fortoothbrush

Product Concerns forToothpaste

Product Concerns forDental Floss

Product Concerns forMouthwash

Hard bristles (rough) toothpaste stuck on

bristles

You do not know

when you will run out

of floss

I have to pour

mouthwash in a

container before

gargling

Toothbrushes need to

be replaced every 3

months

plastic toothpaste

tubes are hard to

squeeze

Bleeding gums Have to spit and rinse

mouthwash with

water

If I brush the wrong

way, the head of the

toothbrush can injuremygums

Food scraps from

flossing stick to mirror

Rinse the mouth with

water after using

mouthwash

Flossing can be messy

Hard to floss if you

have braces lazy to

do it

P R O B L E M S


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Product concerns for

toothbrush

Product Concerns for

Toothpaste


Dental Floss


Mouthwash

Blob Toothpaste liquid that

has microscrubbers

(Like Ariel detergent)

and cleans your teeth

when you gargle it.

Colored mark on floss

if it will soon run out

mouthwash pour

straight to mouth

toothbrush without

bristles

Easy to push

toothpaste tube

Airfloss Solid mouthwash or

mouthwash

gum/candy

Hose on the brush to

easily wash away the

toothpaste on bristles

Spongy floss all

throughout!

Mouthwash and

toothpaste in one

S O L U T I O N S


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IDEA SCREENING:IDEA FUNNELI d e a f u n n e l


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CategoryResponsive to

customersRevolutionary

impact

RendersCompetition

ObsoleteTotal

ProductConcern

Toothbrush 5 5 5 15

Toothpaste 5 3 5 13

Floss 3 2 5 10

Mouthwash 3 1.5 5 9.5

Customer Attitudes 5 5 4 14

Time 5 5 5 15

Standards 2 3 3 8

Flavor-Related 1 2 1 4


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DEFINE THE CONCEPTD e f i n e t h ec o n c e p t


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What is it?

Products must be able to answer the problems

regarding toothbrushes, toothpastes and dental

floss when using for oral care

It must be solved versus consumer behavior and

the efficiency of the product

G e n e r a l c o n c e p t


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All-in-one Oral Care solution!

Moldable Teeth Cleaning Blob

I d e a s


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p r o t o t y p i n g


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Looks like an ordinary electrictooth brush

Slim for something electronic

Looks expensive

Features are not obvious

A l l - i n - o n e c a r e

s o l u t i o n


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Weird

Looks like a fun

alternative to boring

brushing

Is it safe/ edible?

Can it really clean

teeth?

I like the color

M o l d a b l e T e e t h c l e a n i n g

b l o b


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S - c - a - m - p - e - r

u s u e oo rus


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u s u e oo rus ,

toothpaste, mouthwash and

dental floss. Substituting toothbrush, toothpaste,mouthwash and dental floss into a single

oral care product can address issues of cost

and time consumption.

S u b s t i t u t i o n

om ne e ene s o


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om ne e ene s o

flossing, tooth brushing and

using mouthwash. Some people do not see the need of flossingand/or using mouthwash and others cannot

find time to do all three routines as well. By

combining the benefits of tooth brushing,

flossing and using mouthwash into a single

oral care product, total oral care can be

achieved in just one go.

C o m b i n a t i o n


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Adapt Ariel Detergents

technology Ariel Detergent has technology that removesstains and therefore, eliminates the need for

scrubbing. The concept of this technology

can slightly be altered into a dynamic micro-

scrub technology mixed in a special liquid

solution which actively cleans teeth and kills

germs.

A d a p t a t i o n

n m ze u y an


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n m ze u y an

numerous oral care

products. By designing a convenient and multi-purposeoral care product, it will be suitable for those

who religiously practice oral hygiene in

school or work and those who usually travel.

As an added benefit, it will also inevitably

conserve space when used in the confines

of home.

M i n i m i z a t i o n


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Put the concept ofAirsoft

gun to another use. Flossing, as observed, can be messy and

can cause bleeding of the gums. To address

these problems, the concept of an Airsoft

gun, which fires pellets through compressed

air, can be applied. Instead of having to use

Nylon or Teflon ribbon, the oral care product

can release pressurized air and minty liquidsolution to remove food debris and dental

plaque in between teeth.


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Eliminate the need to individually purchase a

toothbrush, toothpaste, mouthwash and dental

floss.

By creating a multi-purpose oral care product

that already combines the benefits of

flossing, brushing and using mouthwash,

cost for good oral hygiene will significantly be

reduced as there will be no need to

individually purchase toothbrushes,

toothpastes, mouthwash and dental floss.

E l i m i n a t e

earrange e process o


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earrange e process o

having to do one routine

after the other. Many people live a busy lifestyle andtherefore, find having to tooth brush, floss

and gargle with mouthwash regularly time-

consuming. Through creating a multi-

purpose oral care product that includes the

benefits of brushing, flossing and gargling

with mouthwash, this can make peopleslives easier and faster while still ensuring

total oral care.


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FINAL PRODUCT:GALETEC DEEPCLEAN

F i n a l p r o d u c t :

G a l e t e c h


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Our process has discovered that consumers:

Claim that toothbrushing is a hassle

Too many dental products confuse them

Pain during their dental care rituals is not

welcomed.

They are not well educated about the right

process of brushing.

G a l e t e c h

d e e p c l e a n


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For people who want a quick but effective

oral and dental care fix that covers all theirneeds.

Advantages

All-in-One! No need for separate dental care

products.

The amount of fluid used is controlled by the

device

No pain for the user!

Quick and easy for everyone.

P i t i i


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For consumers aged 25-45 years old, belonging to

socio-economic classes A and upper B who need a

convenient and multi-purpose oral care product,

most especially for traveling and conservation ofbathroom space, GaleTec Deep Clean is a product

that provides a quicker and assured means to

achieve total oral care through the use of air blast

technology to apply pressurized air and minty microbeads liquid solution to remove food debris and

plaque in between teeth.

P o s i t i o n i n g

S t a t e m e n t

H o w g a l e t e c


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Toothpaste is a mint-flavored solution with

microbeads that clean the teeth and in

between them through a spray

User then rinses with water and leaves

feeling fresh, clean and full of confidence!

H o w g a l e t e c

w o r k s


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innovating oral care

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