Brand failure Crest toothpaste

Brand failureCrest - P&G

Group 31. Ms. Cho2. Ms. HNgoc3. Mr. Truyền4. Ms. Nhung

Brand heritage1955: BornThe first fluoride toothpaste brand.

1958: Norman Rockwell + “Look Mom, No Cavities”

1964: ADA (American Dental Association) + Seal of acceptance

1969: Crest reaches the Moon

1985: Crest Tartar Control

1997: Crest Extra Whitening toothpaste

2000: Introduction of Crest Whitestrips

2005: Celebration 50 years of Healthy Beauty Smiles

2006: Introduction of Crest Pro-Health

2009: Introduction of Crest Whitestrips Advanced Seal

2014: Introduction of Crest BE

Brand Failure (1980)

Crest react by offer 52 SKUs/variants Colgate launched Colgate Total

Oral care market become

segmented

SKUs number Market share

Whilst

Result Because

Lesson1. Don’t confuse the customer

2. Don’t offer too many products

3. Remove product duplicates.4. Be transparent

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