Toothpaste Case Study

CHAPTER 3

OD PLAN

INDUSTRY DEFINITION The toothpaste industry refers to and is narrow to the trade of products, it can be usually seen in gel or paste form, that cleans and preserves the beauty and health of the human teeth. Used to promote oral hygiene, it serves as an abrasive for dental plaque and food residue affixed to teeth, assists in extinguishing halitosis, and delivers active components such as fluoride or xylitol to treat in the avoidance and gum diseases such as gingivitis.

BACKGROUND HISTORY

Before the development of the first actual toothpaste in 1780 which was made from burnt bread formula, people were already in the practice of oral hygiene such as drinking a goat’s milk, using ashes from wolf heads, burnt mouse heads, and wolf heels, and using wine and preserved urine as mouthwash. The earliest records date back to the infamous religious figure Buddha, who supposedly used a “tooth stick” from the God Sakka as part of his own hygiene procedure. “Tooth powder” or toothpaste in the form of powder, was developed during the 19th century. In 1855, the Farmer’s Alamanac cited the ingredients of a common tooth powder, which included honey, green sage, and myrrh. In

The said company took over the market for more than 50 years, to the point that Colgate became a household name when people refer to toothpaste.. It is not surprising then, that the success of the Philippine toothpaste industry attracted new competitors , and by early 1980s, Anglo-Dutch Unilever Group had entered the toothpaste industry with its own product, Close-Up, the first gel-based toothpaste in the market. In a short span of time, by targeting of the teenage segment, which composes almost 40% of the Philippine population, Unilever managed successfully gained 20% market share in its first few years and reached 30% soon