tepe design strategy
DESCRIPTION
This 10-minute presentation was to persuade TePe directors to work with me as part of their overall design and business strategy.TRANSCRIPT
duncan mckean27 february 2009
About this Presentation
Business Analysis & Strategy•Design Analysis & Strategy•Brand Analysis & Strategty•What if? Scenario •
1 day research from information available in the public domain.
Before we start...
Business Analysis & Strategy
Product Lifecycle
€
tIntroduction Growth Maturity Decline
Product Lifecycle
Growth is period of high risk from market leaders e.g Oral B
Competitive LandscapeLifestyle
Clinical
Technological Holistic
Competitive Landscape
Floss•Picks•TuftedBrushes•Flossaid•
Substitutes
Hummingbird•BrandBrushes•Waterpik•BrushSystems•Waterjets•Gum•
Competitive Landscape
New Entrants
School of Dentistry•Materials•Packaging•Design•
Competitive Landscape
Suppliers
Tesco•Sainsbury’s•Boots•OnlineStores•Dentists•
Competitive Landscape
Buyers
S WO T
Swedish heritage•Original brush•Scientificbacking•
Low brand •awarenessLackofcompetitive•strength
Markettoolder•demographicEnhance dentistry / •scientifictiesRise in well being and •health awareness
Competition: Oral B•Boots co-branding •not exclusive brandingNew technologies•
SWOT Analysis
S WO T
Swedish heritage•Original brush•Scientificbacking•
Low brand •awarenessLackofcompetitive•strength
Market to older •demographicEnhance dentistry / •scientifictiesRise in well being and •health awareness
Competition: Oral B•Boots co-branding •not exclusive brandingNew technologies•
SWOT Analysis“Brand Sweden”•Rise in health •awareness (mintel, 2007)
45% oral hygiene •marketisabove45years old (mintel, 2007)
P ES T
Reduction in NHS •dentalcareRise in private •dentalcare Expensive to •produce in Sweden
High disposable •income in elderlyCredit crunch•Increase in sales of •oral hygiene
Increase in older •demographicDental Fear•More attention to •grooming and well-being
Expensive and small •supply chainCompetition from •new technologies: water jet
PEST Analysis
P ES T
Reduction in NHS •dentalcareRise in private •dentalcare Expensive to •produce in Sweden
High disposable •income in elderlyCredit crunch•Increase in sales of •oral hygiene
Increase in older •demographicDental Fear•More attention to •grooming and well-being
Expensive and small •supply chainCompetition from •new technologies: water jet
More attention to •grooming and well-being (mintel, 2007)
Grey brigade own •80% of the wealth (BBC,
2004)
Marketbefore•dentist
PEST Analysis
People, dental health care people
Current Marketing MixProduct, easy to use, portable, small, quality
Place, dentists, supermarkets, chemists online
Promotion, recommended by dentists, online
Price, £2.50 - £3.50
Market Segmentation
Standard approach•No particular market •segmentation
Strategic Options
New
New
Current
CurrentPRODUCTS
MARKETS MarketDevelopment
MarketPenetration Product Development
Diversification
Vertical Integration
Horizontal Integration
Concentrate on Market Segment
Health / Well-being
Generic Strategy Choice
Differentiation Strategy
Aim to be unique in industry: •Brand SwedenAttributes widely valued •by consumer: Well-being / Health
Generic Strategy Choice
Focus Strategy
Age 50+ demographic•Largest segment in oral •hygiene marketWealthiest segment in oral •hygiene market
Generic Strategy Choice
Focus Strategy
Differentiation Strategy
Emphasise consumer-valued •attributesValue of 50+ demographic•Avoidfightingmarketleaders•Marketsegmentation•
Business Analysis & Strategy Summary
Emphasise Swedish heritage•Attention to well-being and •grooming
Business Analysis & Strategy Summary
Design Analysis & Strategy
Design Analysis & Strategy
Prerequsites
Directional Consistency: fit • with brand architecture and positioningOpportunity: 50+ • Demographic
Strategic Options
Design Eminence
Design an identifiable and • unique imageEmbody consumer needs • and values
Strategic Options
Concentration
Target the design at very •narrow market segmentDistinguishable points of •difference
Strategic Options
Concentration
Design Eminence
Strategic Options
Adaptive Design
Adjust existing product to •new circumstancesCould change design •directionCould improve •technological capabilities
Design Eminence + Adaptive Design
Reposition Brand / Redesign to Revitalise
Brand Analysis & Strategy
Brand Architecture
Monolithic
Current Brand Image
brand image_quality
target market_mostly western audience
personality_low tech / ‘local’
insight_quality / innovation of swedish design
benefits_customer in simplicity of use
essence_friendly clinical pride
Brand Touchpoints
Brand Touchpoints
Current Brand Strategy
Not selling to specific market • segmentsSell through distributors not • directRecommended by dental • hygienistsCo-branding weakens brand • image
Competition
Oral B Own Brand Gum
Competitive LandscapeLifestyle
Clinical
Technological Holistic
Competitive LandscapeLifestyle
Clinical
Technological Holistic
No reason to buy Tepe over •own brandOvershadowing by Market •LeadersPackagingdoesnotreflect•heritageCo-branding damaging •image
Brand Summary
But what if...?
“Innocent has maximised the impact of design and branding to communicate a set of clearly defined values, strengthening the relationship with its customers and creating a community of consumers that grows bigger every year.”
http://www.designcouncil.org.uk/en/Case-Studies/All-Case-Studies/Innocent-Smoothies/
1998 2009
Unique visual branding
Relevant market segment activities
What this means for TePe...
Market Segmentation
Suggested Brand Identity
Target Market: 50+
Suggested Brand Identity
Personality: Playful
Suggested Brand Identity
Insight: Swedish design heritage
Suggested Brand Identity
Benefits: Well-being and confidence
Suggested Brand Identity
Reasons to believe: Scientific recommendation
Suggested Brand Identity
Essence: Health
Suggested Brand Identity
Brand Identity: Holistic
People, Holistic / Lifestyle experts
New Marketing MixProduct, easy to use, portable, stylish, quality
Place, Health shops, Beauty Rooms, Gym, Spa
Promotion, recommended by beauticians and stylists
Price, £2.50 - £3.50
Summary
Business Analysis & Strategy•Design Analysis & Strategy•Brand Analysis & Strategty•What if? Scenario •
duncan mckean