learning activity 1

The product selected for this particular study is Crest whitening toothpaste . Crest has been one of Proctor Gamble 's major global products since it was launched in the United States in 1955 . Since then the product has changed in a few ways , namely in the active content of the product , and how it is marketed . This study will look at whether these changes were successful , and what strategies were used by Proctor Gamble to initiate these changes

In the last five to ten years , the Crest range of toothpastes has been expanded to

include a variety of products which promote the whitening element of the core toothpaste product . These include the development of a long lasting mouthwash to complement Crest toothpaste as well as whitening strips which can be applied to teeth after brushing and mouth washing . The core product has also been changed , with a wider variety of Crest products , from sensitive whitening to weekly cleaning cream

These changes and the excellent brand management at Proctor Gamble have allowed the product to be developed slightly but clearly and concisely , without moving away from the core strategic elements of their corporate strategy , to deliver products which improve the lives of everyday people around the world

These changes have been made using a simple brand management strategy which was not to try and develop the next big thing , but to focus on what Proctor Gamble are good at , and maintain the market share of the old staple products , such as Crest...