在点不同：高露洁维护形象，佳洁士儿童替代路线的xx。

高露洁在塑造自己的“口腔护理专家的品牌形象”的愿望品牌的关注。广告经常出现身穿白大褂的牙医，教导人们正确的口腔预防和xx问题。 “我们的目标，没有蛀牙”，是站在了业界高度的口号广为传播，而且也表明高露洁害怕竞争，并有利于整个行业的气度和智慧。

同样的要求是“没有蛀牙”，以避免与高露洁，佳洁士积极配合探索导致选定的儿童传播的不同途径。广告，笑着孩子，无辜的性质。根据第3B与创造力的原则，你的观众儿童比成人更大的吸引力。事实上，（父母）的儿童很多成年人是在佳洁士的选择的影响。同时，如果从小就一个开发使用佳洁士的习惯，因为一批批的“佳洁士一批儿童”，其市场增长潜力将提高一倍。波峰能赶上，这是传播战略厚积薄发的结果。

在中国，我们自己的延伸高露洁口腔健康教育的世纪的营销理念，主张，不仅在“甜蜜的微笑，光明的未来”口腔健康教育计划，把中国的全球推广。还现状中国的西部地区，早于2001年，许多国家的专业合作组织，“口腔保健微笑工程西部行”活动，是在口腔护理需要的知识领域，传输高露洁最“让我们在世界各地，没有蛀牙”的品牌理念。

佳洁士更是在针对儿童的公共营销队伍。早在1996年，设立了口腔健康教育组，对数以千万计的校徽小学和中学的学生进行了口腔健康教育。 2003年，佳洁士京沪穗成都等地也开始“佳洁士爱牙车”30多万中小学8000多万学生口腔健康促进活动，和他们的家长从中受益。 2005年，佳洁士在中国推出一个新的品牌战略，“健康自信，笑容传中国”后，立即启动佳洁士“微笑传递爱”的拯救行动，支持由民政部和残疾儿童部发起“明天计划“的行动，支持佳洁士成为{dy}个”明天计划“的国际xxxx。

二，地方势力：本地五虎，防守反击！

佳洁士，高露洁和其他国际品牌主导的市场，国内品牌采取后座。在这个过程中，从两面针，冷酸灵，黑人女孩，田七，蓝天六哈特里奇品牌，如在“，”地方xx的地方{lx}，目前占地约25％的市场份额。在领导地位，在第二阵营。

的“五虎地方性的联合将是”传统的牙膏公司。强有力的外资挤压巨人面前，家中的五虎巧妙利用自身的优势和位置，和因素，高举民族主义大旗，致力维持市场份额，其余的不被吃掉了，并及时防守反击的外国资本。

1，国粹文化的使用，中药牙膏发展。

品牌的代表：两面针，两面针天琪

：夺取了xxx牙膏的国家的旗帜。

很长一段时间，在外国品牌的牙膏的有效性在市场一直发挥主导作用的中药概念相对薄弱的地位，是没有价值的企业和消费者。 2005年4月，“高露洁牙膏可能含有致癌成分三氯生”的消息引起了公众的疑虑一个广泛的牙膏功效，人们开始转向健康的xxxxx为外地众所周知的。品牌在当地社区{lx}纷纷推出xxx牙膏，xxx牙膏因此新兴的市场份额。两面针牙膏

当地的{dy}品牌尝试xxx配方，中药牙膏，如中国在该领域的{lx1}者，两面针中药牙膏在市场上已经销售多年，具有高观众的认同。氟中毒事件发生后，两面针中药牙膏的销售激增。几天前，针对中药牙膏市场影响的外国品牌，规范行业的两面针中药牙膏也导致起草的xxx牙膏，得到了同行和公众的广泛赞誉国家标准。

天琪：抓住文化的制高点国粹药。

田七牙膏直接向中国和一些中文命名的植物西南特深深品牌田七品牌中医文化的印记。战略资源的稀缺抓住和成为伪迅速崛起的基石，人参。 2005年，田七了，“本草纲目”的经典公式，增加了保护牙齿的基础上，在xx市场推出的田七“本草”系列牙膏。随着巨大的中华文化和外国直接对抗，试图摆脱对中低端试图摆脱对外国投资的牙膏。

清单：纯中药牙膏也土地一块！
近年来
，xxx牙膏牙膏的营销已成为全球{zd0}的类型，其近50％的市场份额，市场普遍看好的前景。然而，许多国内企业有中药牙膏牙膏领域的大量涌入，挥舞着的中药产品和风格，同居，消费者难辨真伪，严重影响了中药牙膏的健康发展，这些现象的牙膏旗帜。

必须特别注意，宝洁，高露洁，联合利华等国外巨头也参与了xxx牙膏领域，给当地企业造成很大的冲击。如何有效地保护和利用xxx充分利用xx本地企业的概念，成为“外来入侵”的最紧迫的任务。

2，产品创新和市场区隔切割产品。

品牌的代表：冷酸灵，黑妹

冷酸灵：为了使功能的户外服装品牌。

冷酸作为知名牙膏品牌，如天20年来，当地传统灵，始终坚持以抗过敏作用的牙膏。从上个世纪90年代初，“冷热酸甜，吃吃饭，冷酸灵牙膏”深印刻在了亿万观众的精神资源。冷酸灵也是理所当然地成为外地牙科抗过敏品牌。

明星产品，以避免单一导致老化的品牌，在希望的牙齿冷酸也不断推陈出新，抗过敏成分，其新推出的风险冷酸灵牙膏草本矿物盐双重抗过敏性的，通过把传统的中药窃听的抗过敏作用，开创了中药抗过敏的这一新领域的牙科牙膏。

和味：新出现反复，演绎品牌“新鲜活力。”
从{dy}个“国际味道
包含介素口”黑妹牙膏，数年前，世界上{dy}个有机钙牙膏- “黑妹钙牙膏柬埔寨人民党”和“黑妹牙膏清热去救火”，然后在2004年首次发射木糖醇牙膏，以及作为“2006年推出的黑妹牙膏清新的活力。”总是能够得到黑美趋势，以创新的产品概念，不断刺激市场，让美好的旧品牌。

牙膏具有国内企业，如黑，担心小美为能有这么多“{dy}”的产品。抓住时代热潮，以满足消费者的个性化，多样化需求的需要，和妹妹，是产品开发的突出特点。这一战略的支持是高科技黑人女孩产品研发实力。

清单：当心成为孤独的舞者小众市场！

名称，因为冷酸灵，直接传达产品特征的功能，冷酸灵品牌将不可避免地限制在这个细分领域的抗过敏牙膏，这冷酸灵牙膏扩展到其他领域的设置了障碍。冷酸灵有一个单独的“登康”品牌的口腔护理市场。然而，一个双品牌将分发给企业的运作必然有限的市场资源。虽然黑妹

能够不断推出新概念产品，但大多数产品只是部分，以满足消费者的个性化要求，不能占据主流市场，难以形成有效的销售规模。一旦明星产品销售下降，但会拖累整体的可持续发展。

Crest VS Colgate: warlords battle leading toothpaste (b)

Differences in points: Colgate uphold the authority of the image, Crest alternative route for children.

Colgate brand focus on shaping the aspirations of their own “oral care experts” of the brand image. Ads often appear wearing a白大褂dentists to teach people the correct oral prevention and treatment issues. “Our goal, no tooth decay,” which stood a high degree of industry-wide dissemination of the slogan, but also demonstrated Colgate fear competition, and benefit the entire industry magnanimity and wisdom.

the same demands are “no tooth decay”, to avoid a positive match with Colgate, Crest explore different avenues leading to the spread of selected children. Advertisement, a grin children, innocent nature. 3B in accordance with the principles of creativity, children of your audience is much larger than adult attractive. In fact, many adults (parents) the child is under the influence of the choice of Crest. At the same time, if a person from an early age to develop the habit of using the Crest, as batch after batch of “Crest of children,” the growth potential of its market will be doubled. Crest be able to catch up, it is the dissemination strategy厚积薄发results.

In China, our own extension of Colgate Oral Health Education century advocate of the marketing idea, not only in the global promotion of the “sweet smile, a bright future,” oral health education programs into China. Also for the status quo of China’s western region, as early as in 2001, with many national professional organizations in cooperation, “oral health smile works the western line” activities, are most in need of oral care in the areas of knowledge, transmission Colgate “Let’s all over the world there is no tooth decay” brand philosophy.

Crest is even more adept at public marketing aimed at children. As early as 1996, established the School Crest on the oral health education group to the tens of millions of primary and secondary school students conducted oral health education. In 2003, Crest京沪穗Chengdu and other places also started “Crest teeth love cars” oral health promotion activities, more than 300,000 primary and secondary schools more than 8000 million students and their parents benefit from it. In 2005, Crest in China launched a new brand strategy “Healthy self-confidence, smile Chuan China” immediately after the start the Crest “Smile love pass” action in support of the rescue was launched by the Ministry of Civil Affairs and disabled children “Tomorrow Plan” action to support Crest became the first “Tomorrow Plan” international well-known brands.

Second, local forces: the local Five Tigers, defensive counter-attack!

Crest, Colgate and other international brand-led market, domestic brands have to take a back seat. In this process, from Zanthoxylum nitidum, cold acid-ling, black girls, pseudo-ginseng, blue sky six Hartridge brands, such as the local leader of the “local forces”, currently occupy about 25% market share. In the second camp in a leadership position.

local coalition of the “Five Tigers will be” traditional toothpaste companies. The face of strong foreign capital squeeze giant, ingenious use of the Five Tigers home to its own advantages and location, and factors, hold high the banner of nationalism, is fully committed to maintaining the remaining market share is not being eaten up, and timely defensive counterattack on foreign capital.

1, the use of Guocui culture, the development of Chinese herbal toothpaste.

on behalf of the brand: Zanthoxylum nitidum, Zanthoxylum nitidum Tianqi

: picking up of the national banner of Chinese herbal toothpaste.

a long time, the effectiveness of foreign brands of toothpaste have been in the market play a leading role, at a relatively weak position of the concept of Chinese herbal medicine is not valued by businesses and consumers. April 2005, “Colgate toothpaste may contain carcinogenic ingredients triclosan” news aroused public doubts the efficacy of a wide range of toothpaste, people have begun turning to health natural herbal medicine known for the field. Brand leader in the local community have been offering Chinese herbal toothpaste, herbal toothpaste so that the rising market share. nitidine

local toothpaste are the first brand to try Chinese herbal formula, herbal toothpaste, as China’s leader in the field, nitidine herbal toothpaste in the market have been sold for many years, with a high audience recognition . Fluorosis after the incident nitidine herbal toothpaste sales soared. A few days ago, in response to foreign brands of Chinese herbal toothpaste market impact, standardized herbal toothpaste industry nitidine also led the drafting of national standards for herbal toothpaste, which has won extensive peer and public acclaim.

Tianqi: to seize the commanding heights of culture Guocui medicine.

Tianqi toothpaste directly to China and some Chinese plants西南特named Tianqi so deeply branded brand Chinese medicine imprint culture. The scarcity of strategic resources to seize and become the cornerstone of the rapid rise of pseudo-ginseng. In 2005, Tianqi again, “Compendium of Materia Medica,” the classic formula is added for dental protection, based on the introduction of high-end market for Tianqi “Materia Medica” series toothpaste. With giant Chinese culture and foreign direct confrontation, trying to get rid of the foreign investment of Chinese low-end attempts to toothpaste.

inventory: a piece of pure land also herbal toothpaste!

in recent years, Chinese herbal toothpaste toothpaste marketing has become the largest type, its market share by nearly 50%, the market is generally optimistic about the prospects. However, many domestic enterprises have an influx of Chinese herbal toothpaste toothpaste field, waving the banner of the toothpaste of Chinese herbal medicine products and styles, cohabitation, consumers difficile authenticity, these phenomena seriously affected the healthy development of Chinese herbal toothpaste.

particular attention is required, P & G, Colgate, Unilever and other foreign giants have also been involved in the field of herbal toothpaste, giving local businesses a very great impact. How to effectively preserve and make full use of Chinese herbal medicine to resist the concept of local enterprises to become the “foreign invasion” the most urgent task.

2, product innovation and market differentiation Cutting Products.

on behalf of the brand: the cold acid-ling, black-mei

cold acid Ling: In order to put the functional outerwear brands.

cold acid-ling as a local tradition of well-known toothpaste brands, such as day two decades, always adhere to anti-allergic function of toothpaste. From the beginning of nineties of the last century, “hot and cold sweet and sour, eat eat, cold acid Ling toothpaste” printed on the deeply engraved in the mental resources of hundreds of millions of audience. Cold acid-ling is also a matter of course to become the field of dental anti-allergy brand.

Star Products to avoid a single lead to the risk of an aging brand, cold acid on the teeth of Hope also continues to introduce new anti-allergic component, the introduction of its new cold-acid-ling mineral salts herbal toothpaste double anti-allergic, by tapping into the traditional Chinese herbal medicine The anti-allergic effects, opening up a Chinese herbal anti-allergic dental toothpaste of this new field.

and mei: New occur repeatedly, deduction brand “fresh and vibrant.”

from the first “international flavor contains Jie Su-mouth” black-mei toothpaste, a few years ago the world’s first organic calcium toothpaste - the “black-mei CPP calcium toothpaste” and “black-mei Qingre go toothpaste fire “and then in 2004, the first launch of xylitol toothpaste, as well as the 2006 launch of the” black-mei toothpaste refreshing vitality. ” Always be able to get black-mei trend, with an innovative product concept, and constantly stimulate the market, so that the good old brand.

toothpaste has little fear of domestic enterprises, such as black-mei as be able to have so many “first” products. Seize the hot trend of the times to meet the needs of consumers personalized, diversified needs, and younger sister are the prominent characteristics of product development. Support of this strategy are high-tech black girl Product R & D strength.

inventory: Beware of becoming a small niche market of lonely dancer!

name because of the cold acid-ling directly convey the functions of the product characteristics, cold acid Ling brand will inevitably limit the anti-hypersensitivity toothpaste in the area of this subdivision, and this cold acid Ling extended to other areas of toothpaste set up steeplechase. Cold acid-Ling had a separate “登康” brand to the oral care market. However, the operation of a dual-brand will be distributed enterprises is bound to the limited marketing resources. Although black-mei

be able to continuously launch new concept products, but most products are only part to meet the personalized demands of consumers, can not occupy the mainstream market, it is difficult to form an effective size of sales. Once the star product sales decline, it will drag the overall sustainable development. (07-12-3)