Philips Sonicare: Launching A Revolutionary Electric Toothbrush In Europe Harvard Case Solution & Analysis

IMD-5-0680 © 2005
Deschamps, Jean-Philippe; Pahwa, Atul

In 2000 Philips obtained Optiva; the leading maker of sonic toothbrushes (Sonicare) in the US. Sonicare had got over 50% of the US electric toothbrush market. Philips Oral Healthcare was eager to replicate the remarkable success of Sonicare global. With less than 20% market penetration; power toothbrushes offered tremendous opportunities for growth.

But first results from the UK start of Sonicare had been disappointing and results from Germany seemed no better. The Netherlands retail start was coming up in a matter of weeks. So far; these markets seemed to act differently from the US; both at the retail and dental professional amounts. Philips had to develop a European re-launch strategy and bring Sonicare into the market faster.

Philips Sonicare Launching A Revolutionary Electric Toothbrush In Europe case study solution

Subjects: Philips; Healthcare; FMCG; Product launch; Strategy; Toothbrush; Professional marketing
Settings: Europe; United States; Fast moving consumer goods; Healthcare; Large - multi billion in annual revenues (Euros 32b); 2003

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