企业史.pptx

企业史.pptx

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CavityprotectionorCosmeticperfection?

InnovationandmarketingoftoothpastebrandsintheUSandwesternEurope张晔，焦文娟，蒲昭昭，徐清，霍彦杰，吴桐，蒋炯瑭BackgroundToothpasteInvented19thcenturyHowtopromote?

Howtopersuadeconsumerstobuytoothpastetheyhadneverheardof？

Consumersreallyneed?

Peoplewhohadneverheardoftoothpastehadtobetoldthattheyneededit?

Howtochange?

Didmarketingstrategieschangedduringthe20thcentury?

!

Howtoadvertise?

Advertisedandmarketedinthetypicalmannerofotherconsumergoods?

Late19thcenturyadvertisedlargelyontechnicalorphysicalqualitiessoldthroughsmallretailoutletdistributedbywholesalersemphasizethesocialorculturebenefitsfocusonthelifestylesandaspirationsthegrowthoflargedepartmentstoresandmail-ordercompaniesEarlydecadesof20thcentury!

PostwaryearsTheChangeofConsumerproductMarketingslogan:

goodteeth-goodhealthendorsementfromaprofessorsenthygieniststoclassroomsHealthcareIn1910sColgateDentalCreamToothpasteappealforconsumersRomanticrejectionAvoidsocialexclusionFreshbreathSocialbenefitsBy1920sListerineDentalHealthandDentalKnowledgeintheLate19thandEarly20thCenturiesChangesofpeoplesregulardietinthesecondhalfofthe19thcenturyhaveacceleratedtheriseofdentalcaries:

RiseofsugarconsumptionRiseofsugarconsumptionNewtechinflourprocessingNewtechinflourprocessingPricefellPreservatives:

treacle,jam,chocolateInUK,rosefrom20c（1840s）to110pounds/pc（1936）InUS,rosefrom38to100pounds/pcbythemiddleof20thcenturySilkgauzeandrollermillingSofterfoodstuffsNosufficientsalivasecretionSalivacontainsalkalinepropertiesandisthenaturaldeterrenttoplaquebuilding-upDentalHealthandDentalKnowledgeintheLate19thandEarly20thCenturiesAfterdiscussion,thecauseofdentalcariesthatdietandlifestyleratherthanhereditaryfactorsplayedamoreimportantrolewasconfirmedbyaseriesofexperiments.1930sFluorideprotectteethagainstdecaydirectlinkbetweenfoodparticlesandtoothdecay1890sRelationshipbetweencoarsefoodandsalivasecretionearly20thcenturyBytheearly20thcentury,toothdecayhadbecomeaseriouspublichealthissue.Toothpasteproductsaroundtheturnofthe20thcenturycanonlycontributetodentalhygienebyencouragingthepracticeofbrushing.TheTheEEmergenceofaMassMarketforToothpasteinmergenceofaMassMarketforToothpasteintheUnitedStatesandtheUnitedKingdomtheUnitedStatesandtheUnitedKingdomThreemaincharacteristicsofconsumerproductsindustrybyAlfredChandlerPackaginginnovationsHeavyadvertisingSmallamountofcapitalinvestmentPackaginginnovationsThecollapsibletintubeDevelopedinthe1840s,firstusedin1890sLowercostandhygienicHeavyadvertisingToothpastewasoneofthemostheavilyadvertisedconsumerproductsintheearlytwentiethcentury.Smallamountofcapitalinvestmentfirstmovers”Entrybarriers:

highadvertisingcostratherthanthecapitalofinvestmentinmachineryExample:

ColgateColgatedidmorethananyothercompanytopromotetoothpasteasamass-marketproduct:

massdistributionlowpricingheavyadvertisingbecameamarketleaderintheUnitedStatesandtheUnitedKingdom.otherfirmsinterestsinthismarketUnileverP&GCrestToothpasteSpecialkindofPersonalCareproductItsconsumptioncloselytiedtoincomelevelsButtherateofgrowthwasmuchslowerToothpasteConsumptionintheUSandEuropeUnileverReport（1987）inter-countryvariationsingrossnationalproduct,GNP,explainmorethan80%ofinter-countrydifferencesintoothpasteconsumptionToothpasteConsumptionintheUSandEuropeConcentratedToothpasteConsumptionMainlyintheworldsmostprosperouseconomiesincreasedslowlycomparedtothepersonalcaremarketToothpasteConsumptionintheUSandEuropeIndustryStructureDominatedbypreciselythesameoligopolythatoperatedinsoapandhouseholddetergentsBecauseofthelowmarketgrowth,companiesattheforefrontoftheboomingbeautyindustryhadlittleinterestintoothpaste,suchasLOreal&AvonUnileverandP&Gmanagedtobecomeveryimportantplayersinthepersonalcaremarketafterthe1980smaincompetitorswerefirmsspecializinginconsumerchemicalsorhealthcareremedies,suchasBeecham,Blendax,HenkelIndustryStructureintheUSandEuropeInnovation&TransformationoftheToothpasteMarketUntil1950sCosmeticPerfectionUnilever-PonderedthepotentialoftherapeutictoothpasteP&G-Committedresourcestodevelopingone（UniversityofIndiana）1956CrestbyP&G-dentalcariesLongawayfrommarketleader-skepticalofadvertisingclaimsInnovation&Transformation1960,thefirstbrandoftoothpastetoreceiveanendorsementfromADA（ADA-AmericanDentalAssociation）CategoryB1964,CategoryAWithintwoyears,marketleaderwith30%marketshare1969,Colgateobtainasimilarendorsement14%laggedInUSAFrom1960BreakthroughofCrestFrom1960Rapidgrowthoftherapeutic-dentalcariesInnova