Case Study

Philips Sonicare: Launching a revolutionary electric toothbrush in Europe

29 pages
August 2005
Reference: IMD-5-0680

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.

Keywords
Fast-moving Consumer Goods, Product Launch, Professional Marketing
Settings
Europe, United States of America
2003
Type
Field Research
Copyright
© 2005
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics