Aquafresh Toothbrush Advertisement - Term Paper Example

An Analysis of an Advertisement Aquafresh Toothbrush Advertisement. Aquafresh is a company that hasbeen in existence since 1973. The company started as a toothpaste manufacturing company but has currently introduced toothbrushes and other oral care products. The Aquafresh toothbrush advertised here is a flexible brand that can reach the hidden food particles in the mouth. Other sister brands of toothbrushes from Aquafresh are Dragon Tales, for children and Max-active that was described as the first toothbrush to fit any size of the tooth in 2004. The picture is clear The used image represents a neat person The advertisement is creative (flexibility of the toothbrush) The location of the advert (newspaper) and its timing is strategic. The promoted property is original. The advertisement introduces a flexible toothbrush that is said to reach all corners of the mouth, removing even the hidden food particles and other debris from the teeth effectively. The advertisement appears mostly at the beginning of school term or year. This is the time that most students are shopping for the school term. The appearance of the advertisement is, therefore, seasonal. The advertisement appears on newspapers, especially the daily papers in which it is on the first few pages. Being a household product, the target audience is the whole household. To the school going students, it attracts their attention to the said flexibility and to the parents, and it confers the need to ensure that the whole household exercise oral health. Being on the daily newspapers increases the chances that many consumers will see it. The advertisement has been successful in achieving an audience and influencing choices. First, the advertisement uses a young and healthy person to put across the point. This makes many of the readers of the advert feel the urge to be as healthy and neat and are hence motivated to read further. The company, therefore, recognises the need that people have to be healthy and neat and uses this as an attraction. Secondly, the advertisement uses creativity for a variety of reasons. One, to bring out the aspect of flexibility, the toothbrush that the advertising figure uses goes past the mouth and comes out through the ear. This shows that there is no point in the mouth that the brush cannot access. The second gain from creativity is that most people will consider the idea original and hence adopt it. The creativity and originality are crucial influencers in marketing. The advertisement effectively creates a good perception among the consumers that the Aquafresh flexible toothbrush is the best in maintenance of oral hygiene. This success is also based on the consumers buying process. After identifying the need for, a toothbrush, which in this case the advertiser anticipate at the beginning of school year or term, the parent or the student will seek to search for the best brand. When searching in the newspaper, probably for school advertisements or notices, the target audience will come across the advertisement. The identification of the information will lead to the search for other alternatives. While there are many options for a toothbrush brand, the Aquafresh flexible will stand out as a better choice for most of the consumers. The success of the advertisement is, therefore, based on the identification of the various needs of consumers and making the information about the promoted product available where other more basic needs are (newspaper). This directly motivates the consumers and makes them consider purchasing the brush. Having other alternatives for a toothbrush, the content of the advertisement in terms of specificity as well as the creativity and originality then influences decision making of the consumer. It is, therefore, likely that most of the target audience will access the information about the brand and be influenced by an advertisement to try it out. Colgate 360 Toothbrush advertisement analysis As a renowned brand in the world, Colgate has taken advantage of the ever-rising utility of toothbrushes. First, its consistent researches have revealed how people are fixed to using twigs and index finger to care for their oral needs. Colgate has assumed a critical dimension in the market even as it tries to woo more people in purchasing brand of its toothbrushes. Recent research does indicate that at least 60% of the world population do not utilize toothbrush for their oral needs, so the company is doing its best to woo majority of this share to its own. For instance, in India, at least 41 people out of very bunch of a hundred do purchase a toothbrush every year. Colgate toothbrush do stand a notch higher when it comes to the market tastes, especially at the era of competition and new entrants. The Colgate 360 antiflex toothbrush advertisement came into public domain first in the Indian television Channels in March 2011. The presentation mode, the advertisement content and ultimate feedback from the viewer’s leaves a lot to be admired about it. However, it has curtailed mixed reactions from the advertisement critics too. It does expound more on its usefulness and usefulness of dental care. The toothbrush design is just excellent-even a germ or bacteria would love the design too. It has been clinically proven to act well cleaning the teeth and oral hygiene, hence reducing the instances of oral diseases: It does the following in ensuring constant maintenance of oral hygiene: Reduction of interproximal plaque by up to 40% Reduction of gingival bleeding by up to 72% Removal of odour causing bacteria by up to 96% Desquamation of all the bacterial cells that do harbour infections in the buccal cavity Decrease in oral odour for over three times than other toothbrushes, assuring a consistent long-lasting breath. Colgate 360 toothbrush analysis Strengths: The brush has a unique tongue and check cleaner. With that, the greatest percentage of bacteria is eliminated. It also does possess a wide thumb grip area, a component that do aid the user in better control of the toothbrush when on use. Its tip is a bit raised, which forms an effective pact of an ideal toothbrush. The user can clean in hard reach areas, even between the teeth. Most significantly, diverse subtypes are available ranging from sensitive, sonic power, deep clean to antiflex and surround. The brush also does enjoy many opportunities in the market. It comes at a time when most of the people are demonstrating awareness in preventive care rather than curative medicine. Media has been at the forefront in demonstrating the multiple features of the brush through the advertisements. Colgate 360 toothbrush advertisement positioning and competitive strategies First, the company is well versed with the aspect of market segmentation. This is a situation where the company does divide the target market into small groups with reference to their needs, wants and geographical location or economic segmentation. Such a component has enabled them to satisfy the needs of the clients. The toothbrush is well known all over the world secondary to utilizing powerful advertisement and market segmentation. Segmentation has led to the improved sales of Colgate 360, as it targets mainly the middle class and the upper class who are able to afford it. Secondly, the advertisement does achieve its communication objectives. It does educate, persuade, create massive awareness, remind and furthermore, influence all the potential buyers of the product. Some of the viewers may not be aware of the product, but on listening and viewing it, they demonstrate awareness of the advantages of Colgate 360 over the rest of the brushes-ability to clean the tongue, mouth, gums and cheeks eliminating over 99% of the germs located in the mouth. Additionally, the statement that it remains recommended brand by the dentists further persuade the target consumers. The message is effective to its target client. It uses kind of animation to pass its message, since children are known to influence their parents so much in buying the products. The choice of media in information and advertisement dissemination is ideal for the product. Use of television does capture the attention of most people, especially when they are resting in the evening. The greater and bigger the information recipients, the better the final returns, as many people are likely to be persuaded to purchase the product (Rogers, 2001, pg. 72). Apart from the television advertising, Colgate 360 has maintained its popularity through other methods. Needless to say, television advertisements have remained the epitome of their popularity, but it is worth mentioning other marketing methods that do work hand in hand with the television advertisements. In the retail shops and hypermarkets, Colgate 360 come with a hooked dispenser, a poster, a calendar and a dangler. The colour combinations are also attractive for the target clients to see them from far, hence insinuating an element of impulse buying. Additionally, introduction of free check-ups has been crucial in tapping the upcoming market. It do come along with free distribution of toothbrushes and toothpastes. Such a strategy achieves several marketing objectives: escalating the awareness on dental care, consistent creation of remembering the branding nature of Colgate products and heightening the corporate social responsibility factor. Additionally, the creation of a program Keep India smiling was an advertisement that was just meant to popurize the toothbrush. Through the program, people could come aboard and share their experiences. The Colgate brand was demonstrated as form of a smiling face. The emotions was meant to demonstrate the achievements the country had gone through in 50 years. All the snippets were visualized in popular media slots. Moreover, it has been involved in promotion of large events such as sponsorships. All the above were meant to build the image of not only the toothbrushes but also emphasize on the brand on the overall brand. Its significance is manifested in several ways: differentiation is well manifested. In the real world, the target market may find a hard time in the differentiating it with other emerging companies. With reference to that, the company has introduced special features of Colgate 360. They features with angular neck and a well-fixed rubber grip. Its bristles are tapered giving it a well-raised cleaning tip. The angular neck is crucial as it does enhance the user to reach the critical areas in the mouth such as the back of the mouth. The thumb grip is wide for an effective control. Additionally, it does posse a polishing cup to remove all the stains. The mentioning of the brush brings up some memoirs of a caring company concerned with oral care. The potential of the product is just so fulfilling. The packaging of the brush is mores so meant for additional advertising. The cardboard cartons days are long forgotten. The Colgate 360 toothbrush come with a transparent pack to ensure that the customers can chose their choice of colours with ease. Advertisement and product critiques Unlike the aquafresh toothbrush, Colgate 360 inauguration has received a number of critics after it was ushered in the market arena. Critics argue that the advertisement fails to reflect what it intends to. One, there is a hollow gap on its head. The space is well effective for the thriving of bacteria and germs. It is well aerated and has some good space where filth can deposit. It may claim that it totally clean the whole mouthparts, but that is not true. There is no single brush that can leave 100% oral hygiene in the mouth. Moreover, critics also claim that the design of the brush cannot still deliver the claimed services that do appear in the advertisement. Summary of Colgate 360 advertisement functions Target consumers The company aims to target both male and female with an intrinsic urge to taste new products. However, the marketing department strategize to target the young populations between fifteen to thirty years. The age group is well-known for its craving and affinity for new trends. They want a population they can have faith in. When one grasps the loyalty of a young person, he is assured of having his or her allegiance for the rest of his or her life. Furthermore, the brand and advert aims at changing the way such young people perceive brushing as-from boring to an enjoyable practise meant to transform their lives and keeping them on the trend. The target group has to believe in it, as the appearance of the Colgate 360 just communicates about it all. Target market insights As aforementioned, the advertisement targets the age group that is too cautious about their health, and especially those with a desire to have a beautiful appearance than others. It aims to convert the user into a beauty product, making a guarantee to its users that they will shine like stars on its utilization. Benefits Total oral hygiene care, maximum toothpaste utility to remove developing plaque and diverse versions available to suit different consumer needs. Colgate 360 brand triangle Conclusion Both Aquafresh and Colgate have been at the forefront and leading in marketing and advertising. Their core goal is reaching out to the greatest or largest number of its target clients. The television and newspapers advertisements have been repeated several times to instil memory. Both remains great competitors in promotion of oral hygiene. However, consistent advertisements and introduction of new products is meant to reduce the threats of new entrants in the market. They have to maintain innovativeness, ethics and technology utilization to ensure that the brand name remains strong in market. Both Colgate and Aquafresh have faced uncertain moments in their processes of operations, but their marketing trends has always remained the stronghold of their operations. References Colgate website, http://www.colgate.co.in/app/Colgate/IN/HomePage.cvsp Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia, South-Western Cengage Learning. Rogers, S. C. (2001). Marketing strategies, tactics, and techniques: a handbook for practitioners. Westport, Conn, Quorum Books. References Read More