MARKETING MANAGEMENT

Final Exam $($Due date: $25\mathrm{.}12\mathrm{.}2023)$

Oral$-$B is certified as the #$1$ dentist$-$recommended toothbrush brand worldwide. The brand owned by P&G has been offering

in Turkey a variety of $1.$manual toothbrushes, $2.$electronic$/$rechargeable toothbrushes, $3.$replacement brush heads, $4.$kids

toothbrushes, $5.$floss and $6.$mouthwashes TO FIT ORAL CARE NEEDS. Every brush head has exclusive, dentist$-$designed

features and it is compatible with all Oral$-$B brush handles.

Below items are listed in Oral$-$B product mix. Analyze the product mix of Oral$-$B offered in Turkey market by giving

related explanation and necessary calculation on width, length and depth as product mix indicators.

How could the company use product mix pricing strategies for Oral$-$B in building an effective price structure and

profitability for the electronic toothbrushes? Offer $2$ strategies and show their relevance by using appropriate

explanations and examples.

Oral$-$B has decided to introduce a mobile app to enhance brushing experience and change attitudes towards brushing.

The app uses advanced $3$D tracking to map out all areas and surfaces on your teeth up to $16$ zones. Together with built$-$

in Al Brushing Recognition Technology that has learned over $1000$ human brushing behaviors, they help guide you to your

best clean and make sure you cover all areas. With every session, you get personalized instructions, tips and

encouragement. The technology helps you are brushing even the hard$-$to$-$reach areas and the 'Pressure Sensor' alerts

you if you brush too hard. Here is a user comment from the preliminary use tests results:

$"$T realized a superior clean with the new revolutionized Oral$-$B mobile experience. Now on onto the opp. The brush comes

with a thing to hook up to your mirror which is just genius because who wants to hold the phone while brushing? The opp

also tracks your progress during brushing and also shows a diagram showing where to brush. After you brush it shows you

the results. Getting my results makes brushing the highlight of my day. First time I got $54\%($horrible$).$ Second was $6896$

$($better$).$ Third was $99\%($amazing$).4$th was $100\%($perfect$).$ Recommend this product times a million!"

Assume that the company requests your advice in below marketing issues to be able to increase and manage market

penetration in electronic toothbrush market along with this mobile app.