The Rise of Battery-Powered Toothbrushes

Executive summary, in the past few years, the rise of battery-powered toothbrushes ================= Oral Care category, especially in the field of battery-powered toothbrush sales increased It is. Increased 21.8% between 2001 and August 2002, power sales of US Food Drugs, and Public Dental Accessory Store (Nef, 2002). There are many competitors in this industry, including Colgate - Palme and P & G. In May 2000, Colgate / Permolive set up a retail price of Corrugate Actibrush, $ 19.99 (Young, 2002).

Increasing awareness of oral hygiene, increasing population worldwide, technological development of oral care products such as battery-powered toothbrushes, increasing the prevalence of oral disease and increasing demand for oral care products oral care products , It is expected to lead the market over the forecast period. In addition, changing eating habits lead to tooth decay, not only enhance the innovation of many companies and new products, but also the rapid increase in marketing and promotion activities are expected to promote the oral care product market. However, product recall, strict regulatory policy, oral hygiene products in developing countries, high cost and lack of consciousness of lack of good redemption policy, expected to limit the growth of the forecast period of the oral care product market I am in

Oral Care Products Market: World Market Outlook, 2012 - Monday 2016 Competitors Analysis and Forecasts 2017 - 2023

The story begins with Kilts leading with Gillette. The company owns Mach razors, Brown razors, Duracell batteries and Oral B toothbrushes which were very traditional consumer goods and groups. It was once the beloved of the stock market and has achieved double-digit growth every quarter. However, it has experienced difficult times: missing 14 consecutive quarters of income, market share and loss of sales were flat. The quilt was hired to save the company. He selected the board member Warren Buffett (Warren Buffett) and was a board member such as the legendary private equity investor Henry Kravis (Henry Kravis) who approved. Good meaning of management: Because it is simple and understanding, he was chosen to be difficult to grasp the reason. In Buffett's words:

Did I miss the connection? There are countless examples of expensive commercial missed connections. For example, in the late 1990's, Gillette had a toothbrush unit (Brown) and a battery unit (Duracell), but they introduced a battery-powered toothbrush that postpones listing. If you concentrate too much on going a step ahead, you may miss the connection. How to avoid missing connections: Part of the brain is used for connection. This area called the anterior polar cortex maps similarities and connections between ideas. But to do this, we must focus on the next step and look for relationships. The next "step" is to stop and connect what you are doing, it may not be completely different.