企业史PPT课件下载推荐.pptx

企业史PPT课件下载推荐.pptx

《企业史PPT课件下载推荐.pptx》由会员分享，可在线阅读，更多相关《企业史PPT课件下载推荐.pptx（19页珍藏版）》请在冰点文库上搜索。

goodteeth-goodhealth,endorsementfromaprofessor,senthygieniststoclassrooms,Toothpasteappealforconsumers,Romanticrejection,Avoidsocialexclusion,Freshbreath,DentalHealthandDentalKnowledgeintheLate19thandEarly20thCenturies,Changesofpeoplesregulardietinthesecondhalfofthe19thcenturyhaveacceleratedtheriseofdentalcaries:

Riseofsugarconsumption,Newtechinflourprocessing,PricefellPreservatives:

treacle,jam,chocolateInUK,rosefrom20c（1840s）to110pounds/pc（1936）InUS,rosefrom38to100pounds/pcbythemiddleof20thcentury,SilkgauzeandrollermillingSofterfoodstuffsNosufficientsalivasecretionSalivacontainsalkalinepropertiesandisthenaturaldeterrenttoplaquebuilding-up,DentalHealthandDentalKnowledgeintheLate19thandEarly20thCenturies,Afterdiscussion,thecauseofdentalcariesthatdietandlifestyleratherthanhereditaryfactorsplayedamoreimportantrolewasconfirmedbyaseriesofexperiments.,Bytheearly20thcentury,toothdecayhadbecomeaseriouspublichealthissue.Toothpasteproductsaroundtheturnofthe20thcenturycanonlycontributetodentalhygienebyencouragingthepracticeofbrushing.,TheEmergenceofaMassMarketforToothpasteintheUnitedStatesandtheUnitedKingdom,ThreemaincharacteristicsofconsumerproductsindustrybyAlfredChandler,PackaginginnovationsThecollapsibletintubeDevelopedinthe1840s,firstusedin1890sLowercostandhygienicHeavyadvertisingToothpastewasoneofthemostheavilyadvertisedconsumerproductsintheearlytwentiethcentury.Smallamountofcapitalinvestmentfirstmovers”Entrybarriers:

highadvertisingcostratherthanthecapitalofinvestmentinmachinery,Example:

ColgateColgatedidmorethananyothercompanytopromotetoothpasteasamass-marketproduct:

massdistributionlowpricingheavyadvertisingbecameamarketleaderintheUnitedStatesandtheUnitedKingdom.otherfirmsinterestsinthismarketUnileverP&

GCrest,ToothpasteSpecialkindofPersonalCareproductItsconsumptioncloselytiedtoincomelevelsButtherateofgrowthwasmuchslower,ToothpasteConsumptionintheUSandEurope,UnileverReport（1987）inter-countryvariationsingrossnationalproduct,GNP,explainmorethan80%ofinter-countrydifferencesintoothpasteconsumption,ToothpasteConsumptionintheUSandEurope,ConcentratedToothpasteConsumptionMainlyintheworldsmostprosperouseconomiesincreasedslowlycomparedtothepersonalcaremarket,ToothpasteConsumptionintheUSandEurope,IndustryStructureDominatedbypreciselythesameoligopolythatoperatedinsoapandhouseholddetergentsBecauseofthelowmarketgrowth,companiesattheforefrontoftheboomingbeautyindustryhadlittleinterestintoothpaste,suchasLOreal&

AvonUnileverandP&

Gmanagedtobecomeveryimportantplayersinthepersonalcaremarketafterthe1980smaincompetitorswerefirmsspecializinginconsumerchemicalsorhealthcareremedies,suchasBeecham,Blendax,Henkel,IndustryStructureintheUSandEurope,Innovation&

Transformation,oftheToothpasteMarket,Until1950s,CosmeticPerfection,Unilever-PonderedthepotentialoftherapeutictoothpasteP&

G-Committedresourcestodevelopingone（UniversityofIndiana）,1956,CrestbyP&

G-dentalcaries,Longawayfrommarketleader-skepticalofadvertisingclaims,Innovation&

Transformation,1960,thefirstbrandoftoothpastetoreceiveanendorsementfromADA（ADA-AmericanDentalAssociation）CategoryB1964,CategoryAWithintwoyears,marketleaderwith30%marketshare1969,Colgateobtainasimilarendorsement14%lagged,InUSA,From1960,BreakthroughofCrest,From1960,Rapidgrowthoftherapeutic-dentalcaries,Innovation&

Transformation,Before1970,onlybepurchasedfrompharmacies,InEurope,From1970s,Blend-A-MedGumhealth,Nolargecompetitor,nosignificantmarketshare,Pioneerthegumhealthmarket,From1970s,Rapidgrowthoftherapeutic-gumhealth,Marketingoftherapeuticandcosmetictoothpastediffersinthreeways,Contentofadvertisement,Marketingmethod,Targetconsumer,Therapeutictype:

educationalemphasizetheimportanceofgumsBleedingorpinkCosmetictype:

EmphasizeimmediatesensationFeelingofbreathfreshnessEmphasizetheconceptofconfidence,Therapeutictype:

UsuallythroughdentistofexpertsDonotrelyverymuchonpromotionCosmetictype:

DirectlypromotiontargetingconsumersRelymoreonpromotion,Therapeutictype:

AnypeoplewhoconcernedabouttheirhealthMorebroaderrangeoftargetconsumerCosmetictype:

Targetmoreatsocialactiveyoungconsumers（theywanttobemoreconfidentinsocialconditions）,Conclusion,Until1950s,Notherapeuticbenefits,Themarketingoftoothpastedidmovethroughthephasesofdevelopmentoutlineintheliterature,butnotinafashionlinerfashion.,1950s1980s,Therapeutic&

cosmetic,Mid1980s,Fluorideadded,Nextquarter,Cavityprotection,Marketsegmentation,Thankyou!