Journal 4
Marketing Group Project Paper 1
Robert Lang
Mktg 303
December 2, 2013
Group Members
Derek Lemon
Audrey Thatha
Coleman Lay
James Petzke
Mirza Delic
Executive Summary
Our groups given product is Binaca brand toothpaste. Binaca is manufactured by Dr. Fresh Inc.. Dr. Fresh was founded in 1998 to provide innovative, high quality ,and affordable personal care products that exceed consumer expectations.
We sell to chain stores such as CVS, Kmart, Kroger, Safeway, Target, and Wal-Mart. We are a multinational company with distribution in over 35 countries worldwide with major offices in London, UK and Schenzhen, China. Headquartered in Los Angeles, California, the company offers consumers over 250 quality and affordable personal care products.
The Product
Dr. Fresh makes Binaca brand anticavity fluoride toothpaste.
We offer a peppermint flavor which is preferable to our target audience and offers cavity protection, fresh breath and strengthens teeth. Active ingredient is sodium monofluorophosphate (0.76%) is an anticavity with a series of inactive ingredients.
The Market
Target market includes low income individuals, students, head of household, and elderly.
The projected loss for our product in the current fiscal year is predicted $50,000 net loss. Variable costs to obtain a product and store in our warehouse is $0.50 per unit. This variable cost cannot be reduced any further and will remain constant for the next two years regardless of volume. We have a unique advantage that our production can instantly vary to any output without increasing fixed costs or inventory costs. Our annual fixed costs are $250,000 annually including salaries, benefits, office supplies, warehouse space and our other product related expenses. This does not include any promotion like advertising, public relations or personal selling.
Company overview
Robert Lang
Mktg 303
December 2, 2013
Group Members
Derek Lemon
Audrey Thatha
Coleman Lay
James Petzke
Mirza Delic
Executive Summary
Our groups given product is Binaca brand toothpaste. Binaca is manufactured by Dr. Fresh Inc.. Dr. Fresh was founded in 1998 to provide innovative, high quality ,and affordable personal care products that exceed consumer expectations.
We sell to chain stores such as CVS, Kmart, Kroger, Safeway, Target, and Wal-Mart. We are a multinational company with distribution in over 35 countries worldwide with major offices in London, UK and Schenzhen, China. Headquartered in Los Angeles, California, the company offers consumers over 250 quality and affordable personal care products.
The Product
Dr. Fresh makes Binaca brand anticavity fluoride toothpaste.
We offer a peppermint flavor which is preferable to our target audience and offers cavity protection, fresh breath and strengthens teeth. Active ingredient is sodium monofluorophosphate (0.76%) is an anticavity with a series of inactive ingredients.
The Market
Target market includes low income individuals, students, head of household, and elderly.
The projected loss for our product in the current fiscal year is predicted $50,000 net loss. Variable costs to obtain a product and store in our warehouse is $0.50 per unit. This variable cost cannot be reduced any further and will remain constant for the next two years regardless of volume. We have a unique advantage that our production can instantly vary to any output without increasing fixed costs or inventory costs. Our annual fixed costs are $250,000 annually including salaries, benefits, office supplies, warehouse space and our other product related expenses. This does not include any promotion like advertising, public relations or personal selling.
Company overview