Colgate Focus Group Analysis of New Concepts TEAM 5 Amanda Hecker Alexandra Pavlenko Amy Cope Brian Lobenstine Li Xiang Poncz

Usage Situations: Colgate Combo Between Meal Brushings Less to carry, 2-in-1 —“nice to have something to just slip into my pocket” (Renee) Refillable Travel Brush Substitute Limited uses Likely more expensive Quality of brush Reduced mess—“the top finds a way to usually come off…or the tube cracks” (George) “One less extra thing I would have to carry” (Herbert) On-the-Go Kids Quick, easy packing for sleepovers or camping trips—”their overnight[bag]…I would consider it good for that” (Renee) Cartridges don’t work Kids “extremely particular about the toothpaste” refilled (Renee) Perceived benefits over competitors Little to no mess (cartridges) Size convenience (2-in-1) Alternative solutions Travel size toothpaste & brush Regular toothpaste & brush Theoretical all-purpose paste (Emergency purchases on travel were another usage situation for on travel) “If you were taking a 10 day business trip somewhere, if the bristles were really cheap..umm…you wouldn't get the quality brushing that you would get at home.” “my concern would be the quality of the product” (Renee) “Yeah, for one, I would be willing to pay more if I was a business person travelling on a regular basis for something that included the floss. That it was still compact, still light weight but quality.” (Heather) “You know, years ago, there was a wide thing that you could buy that had a floss material that you could reuse. If they could put something like that in that you could wash and use. Like three or four or five times without having to take floss and have to pull so much.” (Herbert) “It is usually very impromptu…they always forget something when they come back. And this is something I would keep in their, they have these overnight things…I would consider it good for that” (Renee) “I have a separate travel shaving kit and in it I keep miniature stuff of what I have in the drawer in the bathroom” (David) Limited uses; Quality; Missing accessories—“I would be willing to pay more… for something that included the floss (Heather)

Usage Situations: Dental Spray Cleaning Between Meals Business Travel Addresses all dental concerns Cleaning when you can’t brush Easy If it could really dissolve plaque and tartar….boy, then that's worth a million and I want [it]… (Stanley) If this really worked…I think it would be a great idea (David) Not believable formula or design Potency concern Less effective than brushing How can it be pocket size and have a specially designed applicator and still be a spray? (David) Perceived benefits over competitors Less time than brushing Less mess Greater reach Alternative solutions Regular brushing & flossing (less harsh) Mouthwash (specialized product) I personally like the clean feeling of the surface of my teeth from using the bristles (Melanie) Anything that is going to dissolve all of the grease, tartar, holes between your teeth and of that nature has to be pretty darn strong…interfere with the thin lining around your teeth, which would be worse than having a dirty mouth (Herbert)

Revised Product Concept Colgate Dental Spray is a new way to fight gingivitis, tarter, plaque, sensitivity, halitosis, or cold sores. Choose the spray or combination of sprays that’s right for your mouth and protect yourself between brushings. These convenient pocket sprays are specifically formulated to be gentle, yet effective. Simply spray the product into your mouth and allow to absorb. Convenient for the office, on the road, or at home. Comes with optional applicator for hard to reach places. Combo Spray Notes Convenient sprays that can fit in the pocket and be used on the go. Targets your particular dental care need when you can’t brush. All products have a breath freshener aspect. The general focus group take-aways were that each individual had a specialized concern, and the “all powerful” dental spray was regarded with skepticism. Thus, specialized and gentler sprays were created out of the original product concept. Users: dental care enthusiasts, enjoy advances in technology, busy adults “We use Listerine....because I worry about my gums, my husband does too” (Renee) “It helps fight gingivitis…I want something for my gums” (Walter) “Anything that would help your gums” (Stanley) “You could guarantee good healthy gums…I tend to think that it helps fight gingivitis ” (Herbert) “For the gingivitis” (George) G H P S