My family grew up using the Crest toothpaste. I am not sure why my parents chose this brand over the others. Perhaps it was because of the cavity prevention qualities of fluoride.
Without giving it much thought, I still reach for Crest when I go to the market. That was until my last purchase.
Two purchases ago, I tried out the whitening line of Crest toothpaste. I think I bought the gel form. I liked it, so I planned on repurchasing it. However, when I went to make the repeat purchase, I couldn't figure out which Crest product I had. (This is to show you that Boots isn't the only brand with product naming and differentiation problems).
The trouble with toothpaste is that they keep on improving it. I have no problem with product improvements. But, in this day and age, a product improvement often turns into a product line extension.
So, we start with Crest with fluoride.
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It morphs to Advanced Formula Crest.
A few name changes and some massive subdivision and we now have:
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Crest Cavity Protection
Crest Tartar Protection Toothpaste
Crest Baking Soda and Peroxide Whitening with Tartar Protection
Crest Extra Whitening with Tartar Protection
Crest Extra White Plus Scope Outlast Toothpast
Crest Plus Scope and Extra Whitening Toothpaste
Crest Pro-Health Enamel Shield Toothpaste
Crest Pro-Health Toothpaste
Crest Sensitivity Extra Whitening Toothpaste
Crest Tartar Control Whitening Plus Scope Toothpaste
Crest Vivid White Striped Toothpaste
Crest Whitening Expressions Toothpaste
What I don't get is how does one choose amongst the different products? On the Crest web site, they try to help you by allowing you to narrow down products by benefit. Here is Crest's benefit list:
- Classic Crest toothpastes
- Dentist-inspired toothpastes
- Sensitivity toothpastes
- Whitening toothpastes
- Flavor experience toothpastes
- Fresh breath toothpastes
- Kids toothpastes
Can you see the problem? Crest's marketers don't seem to understand what are the product's benefits. Nowhere do I see cavity prevention or dental health - the classic benefits of toothpaste. I do see some other differentiation, though. Sensitivity. Whitening. Fresh breath.
Let's take a look at the full range of benefits: Cavity prevention, tartar buildup prevention, decreased sensitivity, whiter teeth, breath freshening. What I can't understand is why each one has to be a distinct toothpaste? Why did these benefits have to explode into a matrix of individual products and lines?
Why wouldn't the buyer want all of these benefits? Why isn't there just one type of toothpaste that does all of this? Then all I would have to choose from is gel/paste and flavor? Isn't simplicity better?
Now, I can hear some marketer arguing that not everyone can afford all of the benefits. The price for the product would be too high for some. Price differentiation is why there needs to be so many different products.
I wonder if there isn't a way to bring down the costs of such a high-value, all benefits included product. What would Crest save on...
- Streamlined, simplified manufacturing
- Simplified raw materials purchasing
- Singular product design
- Reduced packaging design
- Reduced marketing staff
- Reduced marketing costs
- Logistics, stocking and tracking costs
Maybe enough for one simple product to be affordable for all?
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