brushrite marketing plan

Miki Segal January 2010

2 2

• Company Name • The Pain • Our Solution • Why Now? • Psychographics • Demographics • A/I/O • Target Market • The Industry • The Competition • Why We Will Succeed • Promotion • Distribution

3 3

At BrushRite Inc., our mission is to raise awareness on the new scientific breakthrough that the bacteria on your toothbrush are harmful for your health. We want to make sure people who care the most about their overall health, as well as the color of their teeth, are able to conveniently and inexpensively change the bristle of their brush daily.

Based in New York, BrushRite Inc. hopes to revolutionize the industry by replacing traditional toothbrushes with our

innovative BrushRite™ system.

• The only alternatives health-conscious people have

for a new toothbrush are costly and inefficient. • The most common solution to a clean toothbrush is

using a toothbrush sanitizer. • Our target market are people who don’t trust

sanitizer chemicals or its efficiency. Their only option is to purchase new brushes or bristle heads.

• These people don’t want to waste time at the retailer buying toothbrushes.

• They are paying for the plastic on each new brush they buy.

4 4

• For health-conscious consumers,

BrushRite™ is the most efficient way to treat your teeth, and preserve your health, with a new clean bristle head every time.

• We offer our customers the cheapest option for a new bristle head every brush.

• With our subscription service, we save our customers time by eliminating the time spent at the retailer buying toothbrushes.

5 5

The BrushRite ™ is a system for the removal of a used bristled toothbrush head with a new replacement toothbrush head. The replacement bristled toothbrush heads will be provided in a pack. The permanent/semi-permanent handle will be used with multiple replacement bristled toothbrush heads.

The BrushRite™ handle has a revolutionary designed head that will easily accommodate the interchangeable bristled toothbrush head.

The customer loads a pack of 10 bristle heads into the holder. After brushing, the customer pushes a button that triggers a new bristle-head to push out the used one. After all 10 heads are used, a new pack must be loaded into the holder.

Customers will finish the 10 head packs at an average of 5 days.

(Play Video)

Improved personal oral hygiene Whiter Teeth Improved overall health. Prevents contact with influenza (the flu) virus,

herpes simplex I, streptococci, staphylococci, yeasts, and the bacteria that cause gum disease, cavities, and even diarrheal illness which can survive in high numbers on toothbrushes.

Subscription saves you time not having to go to buy toothbrush

Cheapest solution to a new bristle head every brush.

The holder: $100 We will offer a $100 mail in rebate with the

purchase of a one year bristle head subscription.

The standard subscription will be 6 packs (of 10 bristle heads) per month for $20 a month.

Expressed Lifetime Warranty will be offered on the holder because the bigger warranty is the better product is. Because we are making our money on the subscriptions, it pays to replace any holder.

• The recent trends in the oral hygiene

market show that more and more people are being made aware of the problem of bacteria on their toothbrush.

• Many new products and innovations have been introduced to the market to try and solve this problem.

• The market for these products is at the horizon.

10 10

Our target market is very conscience about

their overall health as well as their oral hygiene.

They have no problem spending a premium for the most efficient ways to better their health.

They care about how white their teeth are. They research breakthroughs in medicine

regularly. Our target market is among the more

knowledgeable.

11 11

Age: Adolescence and above Gender: both male and female Class: Middle-Upper Class Education: High School students, College

students and graduates, Graduate School students and graduates.

Our target market believes that health is more important than cost.

They believe a healthy lifestyle and clean mouth is extremely vital.

They want to brush in the most effective way that gets the job done.

Our main competition is a company called

VioLight. They sell a wide range of toothbrush sanitizers and are currently advertising to raise awareness of the new medical trend.

Other competition includes other companies that sell toothbrushes with replaceable bristles.

A major advantage we have over our competition is the relative inexpensiveness of our product, While doing a better job, since you replace after every use.

15 15

The market is out there, there is a company called Eco-dent that sells the same sort of product just to save the environment. They are charging 80$ for 18 heads. That’s $4.40 a head! Our product will appeal to this market since we charge approximately 33 cents a head. We will be making a much smaller profit percentage but the customers will switch over to our product.

The benefits that our customers get by using our product are unparalleled.

The early adapters will be our first customers and they will sign on to subscriptions.

The source of success is the subscriptions. People that sign on to a subscription give us at least a year to develop a relationship with them.

As our marketing plan continues to develop, new customers that are made aware of the trend will see the early adapters using our product.

This second group of customers will be people who are willing to pay a premium for higher perceived value and want to show the world that they care about their health the most.

Get dentists to back our product, put brochures in dentist office.

Infomercials on TV Website (switch to brochure)

18 18

Directly to to end users.

Ship products to customers in mail.