Launching of a new line of toothpaste in Kenya

Résumé du document

Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Belch and Belch define consumer behavior as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'. Througn this assignment, we will choose to study more precisely the launching of a new line of toothpaste in Kenya. We will start to analyze the market in general, the country and then more precisely the launching of this new line of toothpaste in Kenya. In an occidental country, dental hygiene is very common. But, in reality, this practice isn't the same all around the world. The practice depends largely on education. Poor dental health in adults is usually due to poor dental care in childhood. Food and drink can influence dental health a lot. So, we are going to study the function of dental hygiene and its principle.

Extraits

[...] The bargaining power of suppliers 2. The bargaining power of buyers 3. The intensity of Competitive Rivalry 4. The threat of Substitute products 5. The Barriers to entry and threat of new competitors The bargaining power and impact of the suppliers on the sellers We don't know very well all conditions of supply, but we can imagine that there isn't a particular important threat The bargaining power exerted by the customers in the market Customers are not very used to the practice of dental Hygiene, and are very numerous; so, there isn't an important threat to fear. [...]

[...] Official languages are Swahili (since 1963, year of the Kenyan Independence from the United Kingdom ) and English. It exists many local ethnic languages (kikuyu, luo, etc.). The population The population millions of inhabitants reach the 8th position in the African rank and 36th in the worldwide one. The population is very young and the median age is 18 years old. The fecundity rate is very high: 4,91 children by woman The population is characterized by an important ratio of 46% of the population living under the poverty line. [...]

[...] Conclusion Thus, the launching of a new line of toothpaste in Kenya is largely possible and can be profitable, but, it implicate to take some measures to adapt our efforts to the country and its specificities Contrary to any market in other countries, this one requires to participate to educate a population composed by city people (classic approach) and isolated people (more complicated and implicate specific approach) . Références Books Systemic Diseases Caused by Oral Infection Clinical Microbiology Reviews, October 2000, p. 547-558, Vol No Sertima, Ivan Van (1992), The Golden Age of the Moor, Transaction Publishers, p ISBN 1560005815 Other ingredients in toothpaste. Retrieved on 2007-12-23. MSNBC: Throw away Chinese toothpaste, FDA warns. Retrieved on 2007-12- 23. [...]

[...] Excepted the presence of few important competitors, we haven't many disturbing constraints. We have to penetrate into the market by differentiating us by prices or others advantages to obtain and improve good market share. V. From the “marketer looking perspective, what information and techniques would you tell or instruct your sales force / advertising agency / store designer / marketing team / public relations agency / etc. in order to improve sales or increase usage In a first short term view, Sales forces will be formed on the value and culture of Kenya; to be in total ad equation with Kenyan mentality, and we are going to launch a campaign of communication. [...]

[...] Severe gum disease causes at least one-third of adult tooth loss. Generally, dentists recommend that teeth be cleaned professionally at least twice per year. Professional cleaning includes tooth scaling, tooth polishing, and, if too much tartar has built up, debridement. This is usually followed by a fluoride treatment for children and adults. Preventing tartar build-up which causes the problems mentioned above is essential ; this is done by carefully and frequently brushing with a toothbrush and the use of dental floss to prevent accumulation of plaque on the teeth. [...]