the finger flosser me 553 – off campus group #10 adam foresman cody balk kelly walker daniel...

The Finger FlosserME 553 – Off Campus Group #10

Adam ForesmanCody Balk

Kelly WalkerDaniel Villano

Jacob Chenathara

Benefits of Flossing

*Shiny, white teeth

*Heart disease prevention

*Bacteria/Plaque Reduction

*Inflammation Prevention/Reduction

*Bone Loss Prevention

*Long Term Savings!

Difficulties when Flossing*Timely with all routine activities

*No immediate satisfaction

*Hard to reach places

*Gets caught in teeth

*Inflexible devices for proper flossing techniques

Flossing Statistics*80% are not happy with their smile

*73% of Americans would rather go grocery shopping than floss

•28% or less of population floss nightlyMost people cite lack of time as a reason for not flossing

Flossing Statistics Contd

*33% of low-income adults have untreated decay

*51 million school hours per year are lost because ofdental related illness

Current Flossing Tools & FLAWS:

*Floss involves both hands and considerable time*

*Its still hard to reach the backof the mouth with floss picks*

Criteria For New Flossing Tool

*Saves Time, Quick*

*Easy to Use, Simple*

*Affordable by all Target Users*

Potential Solutions(IDEAS GENERATED)

Flossing Solution – Finger Flosser 3-D CADD

*FINGER FLOSSER*

*ComfortableVelcro Finger Strap* *Finger

Rests In Grooved Seat*

Interchangeable Floss Head

*InterchangeableFloss Head; Allows EasyReplacement*

Isometric Views of Finger Flosser

Flossing Solution – Finger Flosser Prototype

The Finger Flosser uses velcro to strap around one’s finger. This allows the user greater

flexibility to reach those hard to reach parts in the mouth

Finger Flosser Prototype

The Finger Flosser uses the flexibility and leverage of

one’s finger

And allows for a greater range of motion for easy

flossing

Finger Flosser Prototype

All Parts of the mouth can be accessed with ease

Force and Flexibility of Finger allows flossing precision and

cuts down on flossing time

Finger Flosser Sketch

Flossing Market Summary• More than $200 million in US alone. • Major players are Glide, J&J, Colgate (>80% of market share)• Flossing product types:• Traditional floss thread• Flossing Picks• Individual flossing heads• Water picks

• Mouthwash is considered a separate industry• “Don't use waterpicks as a substitute for tooth brushing and

flossing. They are effective around orthodontic braces that retain food in areas a toothbrush cannot reach. They do not remove plaque .”• Academy of General Dentistry

Targeted Users

• Dentists to show clients new tools in the flossing industry

• Families with children • Ability to make this product into something young

children would like to use

• People aware of flossing needs, but not satisfied with existing products

• People who are health conscious but unaware of the consequences of not flossing

Marketing Strategies

• Health Conscious

• Children

• Unsatisfied customers with current products

Finger Flosser PortfolioTypes• Individual Sample Kits: 1 body, 4 heads (Free to $1)• For dentist or schools

• Travel Kits: 1 body, 14 heads (2 weeks for 1 person) ($2-3)• To be sold at convenient stores, hotels, airports

• Personal Use: 2 bodies, 200 heads (1 person for 3-4 months)• To be sold at convenient stores, grocery stores ($3-5)

• Family Size (>6 months for 4, different colored bodies) ($5-7)• To be sold at convenient stores, grocery stores

Packaging• Plastic zip lock bag with flossing heads in separate bag• Cardboard box for family sizeBody Colors• Blue, Green, Red, Yellow, Pink and OrangeHead Shapes• Straight & Curved

Flossing Business Model• Mostly sell in retail & grocery stores (Wal-Mart, CVS)

• Product value strategies:• Giveaways at dentist offices

• 155,000 dentists in US

• Giveaways at elementary schools

• Servicing value strategy

• Operational practices strategy

Flossing Business Model Cont’dOther business strategies to investigate:

• Collaboration

• Sponsorship• Brand loyalty

• Co-marketing with travel toothpaste/toothbrush company to cover entire daily oral maintenance portfolio. • Excluding mouthwash which isn’t as travel friendly.

Revenue & Pricing Strategies• Volume and unit sales

• Marketing strategies by segmenting different target users

• Portfolio pricing depends on location & type of store, etc.

• Be competitive but realistic in price• Product improvements are addressed for people that do not

normally floss and have difficulties with current technologies • but those people that do not want to spend much $ on floss.

References• Survey results:• American Hygienist Ass 2/03• Academy of General Dentistry (AGD),• Surgeon General David Satcher

http://www.dentalgentlecare.com/fun_dental_facts.htm• Number of Dentists:• http://www.bls.gov/ooh/Healthcare/Dentists.htm#tab-6

•QUESTIONS???