Marketing analysis of Aquafresh tooth paste

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1. Introduction to the company:

Aqua fresh is a toothpaste brand that was first launched in the year 1973 and it manufactured by GlaxoSmithKline (GSK), a consumer health manufacturer. The company's headquarters are located in the UK.

2. Market analysis:

When Aqua fresh was first launched by Beecham Plc, it was the first striped toothpaste in the market and the look of product with white and blue stripes clearly illustrate the two main benefits of the product which are double protection and freshness. The improved versions also provide protection against cavities and fresh breath through aqua gel. They promote the product as ocean of freshness and the advertisement uses various images of waves and blue seas to communicate the freshness and taste attributes of the novel product.

Figure 1: Segmentation of tooth paste

From the time of its launch till present day, there here been increased interest and awareness in the oral health department and GSK invests huge funds in the research of dental sciences. GSK ensures that there are sufficient sources for aqua fresh to continue to meet the demands of the market. When the triple protection formula was introduced by aqua fresh along with a red gel to provide healthy gums, sales drastically increased me the market position indicated a major share. The recent market position of aqua-fresh and its segmentation is indicated in the figures below:

3. Customer analysis:

Aqua fresh provides various kinds if tooth pastes that suit the requirements of the entire family. They design toothpaste for special conditions and purposes .like teeth whitening, sensitive teeth, for children with less fluoride, for freshness and for enamel strengthening. The main products are designed against six different categories which is depicted below:

  • Extreme clean (tooth paste for freshness and hygiene)
  • Iso active (tooth paste for whitening through a gel that forms into a foam that penetrates into places which are difficult to be reached)
  • Whitening ( tooth paste whose purpose is extreme cleanliness, ultimate shite shine and extra freshness)
  • Advanced ( a reinvented toothpaste that helps in strengthening the enamel and help to lock all the vital minerals that is needed for heathy, strong teeth required for a life time)
  • Original ( a classic originally developed toothpaste that has facility for extra freshness, protection, whitening, sensitive gums, control of tartar and intense strength).
  • Children ( specially designed toothpaste for children in the age groups 0-3, 4-6 and 6 + years that has less florins content and extra protection with freshness)
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The purchase decision of the customers is based on the purpose of purchase, the target group for whom the product is intended to be used and the income threshold of the purchaser.

4. Environmental analysis of Aqua fresh:

With various products that come in the web of Aqua fresh, it is the leading oral car brand. The range of products includes toothbrushes, toothpastes, oral care products and mouth washes. The environmental analysis of Aqua fresh is studied by PESTLE analysis that is described below:

  • Political And Legal Environment:  The headquarters of  Aqua fresh and GSK are in UK ...

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