Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 24.08.2005
Length: 29 pages
Data source: Field research
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Abstract
In 2000 Philips acquired Optiva, the leading manufacturer of sonic toothbrushes (Sonicare) in the US. Sonicare had captured over 50% of the US electric toothbrush market. Philips Oral Healthcare was keen to replicate the impressive success of Sonicare worldwide. With less than 20% market penetration, power toothbrushes offered tremendous opportunities for growth. But initial results from Sonicare''s UK launch had been disappointing and results from Germany seemed no better. The Netherlands retail launch was coming up in a matter of weeks. So far, these markets seemed to behave differently from the US, both at the retail and dental professional levels. Philips had to develop a European re-launch strategy and bring Sonicare into the market faster.
Location:
Industry:
Size:
Large – multi-billion in annual revenues (EUR32 billion)
Other setting(s):
2003
About
Abstract
In 2000 Philips acquired Optiva, the leading manufacturer of sonic toothbrushes (Sonicare) in the US. Sonicare had captured over 50% of the US electric toothbrush market. Philips Oral Healthcare was keen to replicate the impressive success of Sonicare worldwide. With less than 20% market penetration, power toothbrushes offered tremendous opportunities for growth. But initial results from Sonicare''s UK launch had been disappointing and results from Germany seemed no better. The Netherlands retail launch was coming up in a matter of weeks. So far, these markets seemed to behave differently from the US, both at the retail and dental professional levels. Philips had to develop a European re-launch strategy and bring Sonicare into the market faster.
Settings
Location:
Industry:
Size:
Large – multi-billion in annual revenues (EUR32 billion)
Other setting(s):
2003