Yunnan Baiyao Toothpaste VS Naaisi Toothpaste

These are two rivals that are evenly matched in all aspects, and they coincidentally came on the market in 2005.

Brand:

Yunnan Baiyao toothpaste was born with a golden key. It is far better than Naais in terms of popularity and efficacy. Naais chose Naais after the failure of carving the brand. Ace toothpaste brand. There is no smell of washing powder, and it also lacks any flavor of toothpaste.

Brand score:

Yunnan Baiyao: ★★★★★

Naisi: ★☆☆☆☆

Price Positioning:

Yunnan Baiyao toothpaste: retail price 25-30 yuan

Naisi toothpaste: retail price 4-10 yuan

When Yunnan Baiyao toothpaste is launched , the black toothpaste with the highest retail price is 7-10 yuan. It took several years for Yunnan Baiyao toothpaste's high-price positioning to be gradually accepted by consumers, and it became a representative of high-end toothpaste. It also made an immeasurable contribution to the development of the Chinese toothpaste market towards the mid-to-high end.

NAIS toothpaste chose the mainstream price range with the largest sales volume at the time to compete head-on with first-tier brands. However, the glorious history of Diaopai washing powder defeating Bilang and Tide has not been repeated in the toothpaste industry, and the status of the first-tier toothpaste brand is still solid. The price positioning of Naice toothpaste can only be said to be quite satisfactory. The mid-to-high positioning at the time was reduced to a mid-to-low-end product within a few years, which did not establish a good image for the long-term development of the brand.

Price score:

Yunnan Baiyao: ★★★★★

Naisi: ★★★★☆

Promotion Method:

As leaders in their respective industries, both of them have commendable aspects in marketing and promotion. However, they also made many mistakes in marketing due to lack of understanding of the professional characteristics of toothpaste.

To keep this in mind, when Yunnan Baiyao was launched on the market, the advertising used the reasoning methods commonly used for health products such as melatonin to emphasize the efficacy of Yunnan Baiyao toothpaste that is different from traditional toothpastes. This starting point is completely correct. of. Moreover, from the initial non-toothpaste, to non-traditional toothpaste, and finally to the good toothpaste endorsed by Pu Cunxin, Yunnan Baiyao has continuously corrected its mistakes, gradually returned to the essence of toothpaste, and established an image of high-end effective toothpaste. In terms of terminal performance, the number of products has increased from one or two items to more than a dozen, which is suitable for supermarket display characteristics. In the early days of the launch, in some image terminals, promotions were carried out regardless of cost to promote single store sales and serve as role models. Innate advantages and forward-looking marketing thinking enable Yunnan Baiyao toothpaste to still have unlimited development potential in the future.

Nasi toothpaste has also put a lot of effort into marketing. In terms of advertising, Naisi has been working hard to find differentiated selling points. Initially, the promotion point was focused on nourishing teeth. "Toothpaste is nutritious and my teeth are so good." It has been running for several years; later, there was an advertisement for Naisi Vc to freshen the breath. , until now his and her toothpaste. Naais has no innate toothpaste factors. It wants to establish a new and distinctive toothpaste image through a series of advertising campaigns. However, whether it is nutritious, fresh breath, or other, it must meet the actual needs of consumers for using toothpaste. The benefits are always not strong enough, and it is difficult for consumers to pay generously for these aspects. Besides, these selling points have not yet established an inevitable association with the word Naaisi.

The most outstanding thing about Naisi is probably the Yiyale children’s toothpaste. Before Yayale children's toothpaste, there was no brand that put a large number of children's toothpaste advertisements. Naais was the first to establish the image of a professional children's toothpaste brand. Please note that the advertisement for Yayale children's toothpaste mainly promotes the "Yayale" brand, and Naais just brought it out.

With inherent shortcomings and deviations in marketing direction, every step forward of Naais toothpaste requires a lot of effort.

If, with all conditions remaining unchanged, only the words "Yunnan Baiyao" and the words "Naaisi" were exchanged, what would be the result today?

Promotion score:

Yunnan Baiyao: ★★★★☆

Nais: ★★★☆☆

Ya Doctor vs. Holy Peak

Coincidentally, it’s 2005 again. In 2005, Dr. Ya officially obtained the trademark certificate and Shengfeng entered the toothpaste market. The difference is that Dr. Teeth almost starts everything from scratch.

At that time, Lafang Group's sales exceeded one billion! The two parties were not players of the same order of magnitude. Today, Shengfeng is far behind Dr. Ya in terms of sales volume and market position.

To be fair, Dr. Ya and Shengfeng are comparable in terms of quality; they are equally priced; and their selling points basically imitate first-tier brands. But in more aspects, Shengfeng has more resource advantages than Dr. Ya. Shengfeng mainly focuses on distribution channels, which is Lafang's advantage channel. The dealer strength and network are first-class, and the sales volume should be larger than that of private stores. In advertising, Shengfeng invites celebrities such as Guo Donglin and Gao Yuanyuan to endorse, and the advertising placement far exceeds The amount of advertising for dental doctors. In terms of management, Lafang has a mature sales team. In the case of more advantageous resources, what is the reason why there is still a large gap in sales between the two? - Brand factors.

Sacred Peak, according to Lafang’s explanation, means a fresh mountain. For example, the Canadian Rockies are famous for their “freshness”, which is in line with its advertising slogan “Sacred Peak Toothpaste, Fresh and Good Breath” brand value. But how many people know about the Rocky Mountains? How can such a distant brand positioning arouse the interest of consumers? It is really confusing and difficult to understand its profound meaning.

Let us also assume that, with all conditions remaining unchanged, we exchange the words "Holy Peak" and "Dr. Teeth". What is the market situation of the two today? ?

Brand score:

Dr. Ya: ★★★★★

Saint Peak: ★☆☆☆☆

Shu Sensodyne VS Sensodyne toothpaste

Sensodyne toothpaste is a product of the world-renowned regulatory company GlaxoSmithKline. It is the world's number one anti-sensitive toothpaste brand. It only entered China in 2008 and has been working in China for 20 years. Compared with Colgate and Crest that have been around for many years, it seems to be a long time coming. Sensodyne toothpaste and Sensodyne toothpaste have similarities, but more differences.

The English name of the Sensodyne brand (also known as Sensodyne overseas) is derived from the English Sensitive (sensitive) and translated into Chinese Sensodyne. It is very appropriate and expressive in terms of pronunciation and meaning. Sugata is more suitable as a toothpaste brand! The name is superficial, and the deep meaning represented by the brand is the permanent vitality of the brand.

“Drive a BMW and ride in a Mercedes-Benz.” As a luxury car, BMW is positioned for the pleasure of driving; Mercedes-Benz is positioned for riding-the head of state’s car.

The brand positioning of high-end products must be very clear and accurate. Imitation and following the trend, which is common in mid- to low-end products, is totally unworkable. Sensodyne is the No. 1 brand of anti-sensitivity toothpaste! Sensodyne is going to be the No. 1 brand of anti-bad breath toothpaste!

According to an epidemiological survey report on the general population in my country in 2006, the prevalence of bad breath is The rate reached 35.14%. According to another expert survey: 85% of the respondents believe that they have breath problems, which directly affects close social activities such as kissing, dating, and job interviews. 84% of people notice that people around them have bad breath. 70% of the respondents believe that the tone of voice seriously affects interactions with new friends. In this huge market for anti-bad breath toothpaste, Shuzhida Toothpaste must be the number one brand!

As a mid-to-high-end functional toothpaste, its requirements for taste and effect are different from ordinary toothpaste. The anti-allergic effect of Sensodyne toothpaste is quick and long-lasting, and the anti-halitosis effect of Sensodyne toothpaste is immediate and unambiguous! In terms of promotion methods, Sensodyne mainly educates consumers through advertising and clinical channels through its medical advantages. Professional doctors recommend products to patients. Shuzhida Toothpaste can remove bad breath within 1 minute of brushing, and is guaranteed to be effective. It is the first in the toothpaste industry to use "free use" and "7-day return if not satisfied", which solves consumers' worries and improves terminal sales. Played a great role in promoting.

In the Chinese market, new toothpaste products need to have their own characteristics in terms of brand, taste, efficacy, channels, promotion methods, etc., in order to finally win their own place.