Lifecycle approach similar to Crest yet focused on the consumer's purchasing lifecycle
Based on this analysis, my top five criterion are as follows:
1. High performance toothpaste capable of delivering preventative protection and has a fresh taste
2. High performance cavity prevention
3. Making dialing brushing less of a chore and more fun and enjoyable
4. Available in a wide variety of flavors
5. High performance, rapid whitening toothpastes that bring quick results to teeth and gums.
Based on these criterion, I have become a loyal Crest Complete Multi-Benefit Whitening + Scope -- Citrus. This toothpaste fits my profile of benefits precisely and has led to my becoming brand-loyal to this specific product based on the benefits it delivers.
2. Select another oral care (e.g., toothbrush) product where there are at least two major brands and each one is offering multiple versions of the same product. Repeat the analysis you performed in question 1 for the two brands.
Both Crest and Colgate also offer toothbrushes, so for purposes of consistency, these brands are used for this analysis. Crest's toothbrush product line is significantly smaller and more limited that those from Colgate. The key benefits of the Crest toothbrushes include the following:
1. Utilitarian and easily differentiated on features
2. Low cost and disposable
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