Chapter 1: Executive Summary Scope of This Report Dental Preparations Gum/Mouthwash/Breath Fresheners Implements/Appliances Retail Oral Care Valued at $7.2 Billion in 2004 Table 1-1: Tooth Cleaners/Whiteners/Denture Products Approach $3 Billion Gum/Mouthwash/Breath Fresheners Break $2.4 Billion Implements/Appliances Stall Near $1.8 Billion Projected Sales: Dental Preps to Kiss $8.5 Billion in 2009 Projected Sales: Dental Preps to Break $3.4 Billion Mark Projected Sales: Gum/Mouthwash/Breath Fresheners Forecast to Reach $2.9 Billion Projected Sales: Implement/Appliances to Surpass $2.1 Billion Table 1-2: Population Growth: Everybody Brushes Table 1-3: Projected Boomers Still Driving Oral Care Whiteners Transform Care Routines to Beauty Regimens Kids’ Biz Still Offers More Hot Spots and Dead Spots In the Dental Preps Category… In the Gum/Mouthwash/Breath Freshener Category In the Implements/Appliances Category… Marketers per Category/Segment: Tools Is Most Crowded Table 1-4: Numbers of Significant Oral Care Marketers in Mass Retail Channels), by Product Segment, 2003 The Top Ten: P&G Controls a Fifth of Oral Care Retail Dollars Table 1-5: Share of Oral Care Marketers Spend $828 Million to Advertise in 2003 Television the Fave Format At Least a Dozen Advertisers Spend $10 Million-Plus Each Dental Preps Product Trends: Whiteners Uber Alles... Dental Preps Product Trends: Kids’ Toothpaste Dental Preps Product Trends: More Flavor Variety Gum/Mouthwash/Breath Freshener Product Trends: Lots of New Gums and Breath Mints Gum/Mouthwash/Breath Freshener Product Trends: Fewer Rollouts of Mouthwash and Breath Sprays/Drops Gum/Mouthwash/Breath Freshener Product Trends: Drinkable Breath Fresheners (??!!) Implement/Appliance Product Trends: Tech for Less $ Implement/Appliance Product Trends: Low-End Electric Appliances Help Higher End Implement/Appliance Product Trends: Whitening Stances for Every Type of Implement or Appliance Implement/Appliance Product Trends: For Kids, Colors and Characters Implement/Appliance Product Trends: Flossing Devices Consumer Ad Positioning: Did We Mention Whitening? Whiter Faster Whiteners as Beauty Products and Romance Enhancers Consumer Ad Positioning: Listerine’s as Effective as Flossing Consumer Ad Positioning: Blast the H_ll Out of Your Mouth - Maybe Whiten Your Teeth, Too Consumer Ad Positioning: The Hippest Gum Consumer Ad Positioning: Relieves Low-Carb Breath Consumer Ad Positioning: An Electric Toothbrush in Your Makeup Drawer Consumer Ad Positioning: Tech 101 Consumer Ad Positioning: A Bird-Like Appliance Toothpaste and Manual Brushes Most Popular Items - Of Course Table 1-6: Numbers of Users of Oral Care Products, 2004 Dedicated Whitener Sales Retreat to $341 Million Table 1A-1: A Potential of $1 Billion? The Whitener Battlefield: Everybody’s Wearing White Two Key Whitener Marketer/Brand Acquisitions Whitener Intros Table 1A-2: Selected New Introductions of Dedicated Tooth Whiteners and Other Oral Care Products Positioned on Whitening Attributes, 2003-2004 The Whitener Consumer Table 1A-3: Demographic Characteristics Favoring Use of Dedicated Whiteners and Toothpaste/Gel Co-Positioned on Whitening, 2004 Chapter 2: The Overall Market Scope of This Report Methodology Terms Clarified The Products Three Categories Dental Preparations Gum/Mouthwash/Breath Fresheners Implements/Appliances Oral Care Claims Over-the-Counter Dental Drugs Dental Drugs Dental Cosmetic Products Lots of Product Overlap Overall Market Size and Growth Retail Oral Care Valued at $7.2 Billion in 2004 Table 2-1: Tooth Cleaners/Whiteners/Denture Products Approach $3 Billion Gum/Mouthwash/Breath Fresheners Break $2.4 Billion Implements/Appliances Stall Near $1.8 Billion Dental Preps Still Largest Category Table 2-2: Share of Factors in Future Growth Population Growth: Everybody Brushes... Boomers Still Driving Oral Care Table 2-3: Projected Whiteners Transform Care Routines to Beauty Regimens Natural/Organic Brand Sphere Rife for New Competition Oral Self-Sufficiency: Health Awareness and Beating Dentist Bills Kids’ Biz Still Offers More Table-2-4: Projected Innovation in Delivery Systems, Portability Hot Spots and Dead Spots In the Dental Preps Category… In the Gum/Mouthwash/Breath Freshener Category… In the Implements/Appliances Category… Projected Sales OTC Oral Care to Kiss $8.5 Billion Mark in 2009 Dental Preps to Climb Past $3.4 Billion Gum/Mouthwash/Breath Fresheners in Push to $2.9 Billion Implements/Appliances Charge to $2.1 Billion Table 2-5: Projected The Marketers A Hundred Significant Oral Care Marketers in Mass Marketers per Category/Segment: Tools Is Most Crowded Table 2-6: Numbers of Significant Oral Care Marketers in Mass Retail Channels, by Product Segment, 2003 Types of Oral Care Companies Master Table of Marketers/Brands Table 2-7: Leading Oral Care Marketers, and Their Representative Brands and Category Involvement The Top-10 Marketers P&G Controls a Fifth of Oral Care Retail Dollars Table 2-8: Share of Consumer Advertising Expenditures Oral Care Marketers Spend $828 Million to Advertise in 2003 Television the Fave Format At Least a Dozen Marketers Spend $10 Million-Plus Each Chapter 3: The Dental Preparations Category: Tooth Cleaners/Whiteners/Denture Products Category Definition Nine Tooth Cleaner Types, in Three Main Forms Antigingivitis Antiplaque/Antitartar Baking Soda Children’s Combos Desensitizing Fluoride - or “Regular” Natural Whitening Now a Variety of Cleaner Packaging Dedicated Whiteners Some Common Tooth Cleaner Ingredients Table 3-1 Common Tooth Cleaner Ingredients Denture Products: Adhesives, Cleansers, Cushions Category Size and Growth Dental Preps Brush $3 Billion Mark in 2004 Table 3-2: Whiteners Still Big News... But Novelty Factor Wearing Off Cleaners, Whiteners Reach $2.5 Billion Whitener Subsegment Valued as High as $500 Million Denture Products Hover Above $400 Million Tooth Cleaners Dominate - Of Course Table 3-3: Share of Regionality of Sales Table 3-4: Use of Toothpaste, by Census Region, 2004 Table 3-5: Use of Dedicated Whiteners, by Census Region, 2004 Table 3-6: Use of Denture Adhesives, by Census Region, 2004 Table 3-7: Use of Denture Cleansers, by Census Region, 2004 Factors in Future Growth Dental Prep Drivers Same as for Parent Oral Care Market More Americans, More Sales of Tooth Cleaners Whitening Preps the Strongest Drivers in Whole Market…For Now Kids’ Tooth Cleaners Fueled by Increased Licensing by Majors Denture Products: Population, Medical Tech Cancel Each Other Out Projected Sales Dental Preps Brush Past $3.4 Billion Tooth Cleaners/Whiteners to Hit Sparkling $3 Billion Denture Products Barely Budge to $430 Million Table 3-8: Projected The Marketers In Dental Preps, 25 Notable Mass Marketers - Out of 200 Overall Table 3-9: Numbers of Significant Marketers of Tooth Cleaners, Dedicated Whiteners, and Denture Products in Mass Retail Channels, by Product Segment, 2003 Three Classes: Packaged Goods Makers, Drug Makers, Specialist Importers Active in Natural HBC Channel Table 3-10: Leading Marketers of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products) and Their Representative Brands Marketer and Brand Share Note on IRI Data Colgate, P&G Account for Two Thirds of Toothpaste Dollars Table 3-11: Share of P&G Still Dominating Whiteners P&G Controls Over Half of Denture Adhesive Dollars Table 3-12: Share of Table 3-13: Share of Table 3-14: Share of ...But Glaxo, Regent Control Denture Cleanser Pastes/Powders Glaxo, Pfizer Lead in Denture Cleanser Tablets Table 3-15: Share of Brimm’s and Roberts Split Control of Denture Cushions Table 3-16: Share of Product Trends Whiteners Uber Alles... Kids’ Toothpaste Don’t Forget Therapeutic Preps More Flavor Variety Table 3-17 Selected New Introductions of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products), 2003-2004 Consumer Advertising Expenditures Dental Preps Marketers Make Media Buys of $387 Million Cleaners, Whiteners Account for Most Media Bucks Television Takes Most Dental Preps Media Dollars P&G Spends Whopping $224 Million Colgate Budgets $67 Million Glaxo Spend Tops $50 Million Church & Dwight’s $21 Million Media Investment Den-Mat/Gillette Treat Rembrandt to $13 Million Spend Pfizer Spends $5.4 Million CCA and Its $1.5 Million Bet Five Lesser Spenders Consumer Advertising Positioning and Promotions Did We Mention Whitening? Whiter Faster Whiteners as Beauty Products and Romance Enhancers Twelve-Hour Protection, Liquid Calcium, Natural Formula… and Etc. For Baby... For Denture Products: Youthfulness, Freedom from Care Dental Preps Couponing Heavy, Despite Less Redemption Free Samples - by T.V. Chapter 4: The Gum/Mouthwash/Breath Freshener Category The Products Category Definition Oral Care Gum Types Mouthwashes = Mouth Rinses Both Cosmetic and Therapeutic Mouthwashes Mouthwash in Regular or Concentrated Forms Niche Mouthwashes Mouthwash Ingredients Antiseptics Artificial Colors Essential Oils Plaque Fighters Sweeteners Breath Freshener Types Gums, Candies Subject to FDA Rules Category Size and Growth Retail Value of $2.4 Billion in 2004 Table 4-1: Portability, Whitening Power Drove Sales in 2000-2004 Gum in Spectacular Run to $1.1 Billion Mouthwash Struggles to $858 Million Breath Fresheners Continue Decline to $484 Million Gum and Mouthwash Account for 80% of Retail Dollars Table 4-2: Share of Breath Freshener Segment Sales Mostly of Mints Midwesterners Notable Gum Chewers, Southerners Keen on Mouthwash Table 4-3: Use of Sugarless Gum, by Census Region, 2004 Table 4-4: Use of Mouthwash, by Census Region, 2004 Table 4-5: Use of Breath Mints/Strips, by Census Region, 2004 Factors in Future Growth We’re Too Busy to Brush Added Value: Breath Sweeteners Whiten, Fight Cavities... Youth - Let’s Get ‘Em! New Delivery Systems and Styles Mouthwash, Candies Have Health Drawbacks Projected Sales Gum/Mouthwash/Breath Freshener Category to Reach $2.9 Billion in 2009 Gum, the Best Performer, to Approach $1.5 Billion Mouthwash to Plod on to $943 Million Breath Fresheners to Struggle to $488 Million Table 4-6: Projected The Marketers Several Hundred Gum/Mouthwash/Breath Freshener Marketers, But Only 33 Notables Table 4-7: Numbers of Significant Marketers of Oral Care Gums, Mouthwash, and Breath Fresheners in Mass Retail Channels, by Product Segment, 2003 A Diverse Array of Marketers in This Category Table of Marketers and Their Brands Table 4-8: Leading Marketers of Oral Care Gum, Mouthwash, and Breath Fresheners, and Their Representative Brands Marketer and Brand Share Regarding IRI Data Wrigley, Cadbury Schweppes, Hershey Are Gum Triumvirate Table 4-9: Share of Pfizer and Listerine Strengthen Grip on Mouthwash Segment Altria, Ferrero, Hershey Dominate Breath Mints Table 4-10: Share of Table 4-11: Share of Playtex, With Binaca Brand, Still Leads Breath Sprays/Drops Table 4-12: Share of Pfizer Leads Portable Oral Care - But Tied by Cadbury Schweppes Table 4-12A: Share of Product Trends Lots of New Gums and Breath Mints Fewer Rollouts of Mouthwash and Breath Sprays/Drops Drinkable Breath Fresheners (??!!) Table 4-13: Selected New Introductions of Oral Care Gum, Mouthwash, and Breath Fresheners, 2003-2004 Consumer Advertising Expenditures Gum/Mouthwash/Breath Freshener Marketers Buy $255 Million Worth of Media Gum Warrants Half of Media Monies Television Still the Preferred Format Pfizer the King Spender, with $74 Million Wrigley Spends $63 Million Pfizer/Cadbury Schweppes Spend $58 Million Hershey Stakes $21 Million Perfetti Van Melle Antes $17 Million Ferrero Tags $9 Million for Tic Tac Altria Budgets $6 Million Four Marketers Spend Under $5 Million Each Consumer Advertising Positioning Big News: Listerine’s as Effective as Flossing Blast the H_ll Out of Your Mouth - Maybe Whiten Your Teeth, Too The Hippest Gum Relieves Low-Carb Breath Consumer Promotions Gum/Mouthwash/Breath Freshener Couponing Least Common Chapter 5:The Implements and Appliances Category: Toothbrushes/Floss/Electric Appliances/Manual Tools Category Definition About Manual Toothbrushes Sizes and Bristle Grades Materials Designs - Classic versus High-Tech The Story of Floss Its Purpose... String versus Tape Waxed versus Unwaxed Flavored versus Unflavored Delivery Systems Appliances: Power Brushes, Flossers, Irrigators Power Brushes Power Flossers Irrigators AC versus Battery-Operated An Appliance Aftermarket: Replacement Heads and Nozzles Dental Tools and Accessories Category Size and Growth Implements/Appliances Category Flat (With Hot Spots), at $1.8 Billion in 2004 Table 5-1: Novel Products Become the Usual... Manual Toothbrushes Fall to $669 Million Electric Appliances Push to $774 Million Floss Stumbling at $182 Million Tools Bullish, Reach $199 Million Electric Appliances and Manual Brushes Lead Sales by Product Type Table 5-2: Share of Regionality of Sales Table 5-3: Use of Manual Toothbrushes, by Census Region, 2004 Table 5-4: Use of Electric Toothbrushes, by Census Region, 2004 Factors in Future Growth Thinking Beyond the Toothbrush The Appliance Replacement Cycle Smoothed by Low-End Assortment Low End to Keep Boosting Power Appliance Turnover Positioning Implements/Appliances on Whitening and Kid Appeal Power Flossers Make Flossing Less of a Chore Projected Sales Implements/Appliances in Rise to $2.1 Billion in 2009 Manual Brushes to Stagnate, Reaching $658 Million Electric Appliances to Power Past $1 Billion Floss to Slip to $173 Million Tools to Pump to $291 Million Table 5-5: Projected The Marketers Fifty-Four Marketers of Implements/Appliances Are Significant in Mass Table 5-6: Numbers of Significant Marketers of Oral Care Implements/Appliances in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003 Players Include Packaged Goods, Drug, Electronics Companies Table of Marketers and Their Brands Table 5-7: Leading Marketers of Oral Care Implements/Appliances (Manual Toothbrushes, Electric Appliances, Floss, Tools and Accessories), and Their Representative Brands Marketer and Brand Share Special Note About IRI Data Gillette, Colgate, J&J Are Leaders in Manual Toothbrushes Table 5-8: Share of Gillette, P&G, Philips Are Electric Appliance Kings Table 5-9: Share of J&J, P&G, Gillette Have the Floss Force Table 5-10: Share of Table 5-11: Share of Product Trends Tech for Less $ Low-End Electric Appliances Help Higher End Whitening Stances for Every Type of Implement or Appliance For Kids: Colors and Characters Flossing Devices Table 5-12: Selected New Introductions of Oral Care Implements and Appliances (Toothbrushes, Electric Appliances, Floss, Tools and Accessories), 2003-2004 Consumer Advertising Expenditures Implement/Appliance Advertisers Spend $186 Million Electric Appliances Benefit Most Television Takes Most Dollars Gillette Buys $80 Million Worth of Media Royal Philips Budgets $43 Million P&G a $36 Million Spender J&J Allocates Nearly $16 Million Glaxo Spends $6 Million on Floss/Paste Combo Water Pik’s $3 Million Spend Colgate Antes Up $1.9 Million Other Spenders Consumer Advertising Positioning and Promotions Whiten It Good Put an Electric Toothbrush in Your Makeup Drawer Tech 101 A Bird-Like Appliance Lots of Couponing for Implements/Appliances A Toothbrush for Nothing Brush Away Cancer Educating Fifty Million Kids A NASCAR Tie-In Chapter 6: The Competitive Situation Overview: Even the Bigs Become Niche Marketers Lots of Consolidation Competitive Profile: Cadbury Schweppes PLC/ Sales of £6.4 Billion in 2003 A Confectioner Takes Over Pfizer’s Gum Brands Other Famous Cadbury Schweppes Brands Competitive Profile: Church & Dwight Sales of More Than $1 Billion in 2003 Enamel Care Major New Extension of Arm & Hammer Suddenly, a Multi-Brand Strategy Based on Acquisition Other Church & Dwight Brands Competitive Profile: Colgate-Palmolive Co. Colgate Reports Net Sales of $9.9 Billion for 2003 Efficiencies, Product Development, Simply White’s Wings Get Clipped Swiss-Based GABA Acquired Other Colgate-Palmolive Brands That Are Household Words Competitive Profile: The Gillette Company Net Sales Approached $9.3 Billion in 2003 Parlaying a Personal Care Stance... Extending Oral-B with Sophisticated Products Competitive Profile: Gillette’s Zooth, Inc., Subsidiary Zooth Sales Leap Past $30 Million at Checkout Numero Uno in Kids’ Manual Brushes Other Zooth Strategies Competitive Profile: Pfizer, Inc. Revenues Rocket to $45 Billion in 2003 Losing Competitive Profile: The Procter & Gamble Company P&G Pushes Net Sales to $51.4 Billion in Fiscal 2004 The Giant Is Light on Its Big Feet Keeping Crest Fresh Competitive Profile: Wm. Wrigley Jr. Company Wrigley Breaks $3 Billion Mark in 2003 Triumvirate: Extra, Eclipse, Orbit Three Implement/Appliance Marketers to Watch Dental Concepts DenTek Oral Care, Inc. (formerly U.S. DenTek Corp.) Water Pik Technologies, Inc. Chapter 7: Distribution and Retail Four-Step Distribution vs. DSD vs. Rack Jobbing A Broad Span of Outlets ES3 to Help Obscure Niches, Ethnic-Positioned Products Retail Margins in Mass Channels Three of Four Shoppers Buy Gum or Mints at Supermart Checkouts Albertson’s Promo Teaches Kids Oral Care Chapter 8: The Consumer A Trip to the Supermarket Table 8-1: Shopping for Oral Hygiene Products at The Consumer: Toothpaste About 197 Million Use Toothpaste Pastes, Whitening, Tartar Control Most Preferred Types Table 8-2: Use of Tooth Cleaners, by Type 2004 Profiles by Toothpaste Type Are Surprisingly Varied Table 8-3a: Demographic Characteristics Favoring Use of Toothpaste, by Type, 2004 Twice-Daily Toothpaste Use Prevails Table 8-4: Use of Toothpaste, by Daily Frequency, 2004 College, Higher Income Encourage Reasonable Toothpaste Use Table 8-5: Demographic Characteristics Favoring Use of Toothpaste, by Frequency of Use per Day, 2004 Crest and Colgate Are Most Popular Brands - Of Course Table 8-6: Use of Toothpaste, by Brand, 2004 Fifteen Diverse Brand User-Profiles Table 8-7a: Demographic Characteristics Favoring Use of Toothpaste, by Brand, 2004 The Consumer: Dedicated Whiteners Close to 32 Million Use Dedicated Whiteners Gels Still More Popular Than Strips User-Profiles by Type Focus on Youth/Boomers, College, and $$$ Table 8-8: Demographic Characteristics Favoring Use of Tooth Whiteners, by Type, 2004 Whitestrips and Simply White Are Most Popular Dedicated Whiteners Table 8-9: Use of Dedicated Tooth Whiteners, by Brand, 2004 Youth, Middle Age, Education Shape Dedicated Whitener Use Table 8-10a: Demographic Characteristics Favoring Use of Dedicated Tooth Whiteners, by Brand, 2004 Table 8-10b: Demographic Characteristics Favoring Use of Tooth Whiteners, by Brand, 2004 The Consumer: Denture Products Denture Adhesive Users Number 13.5 Million Denture Cleanser Users Over 25 Million Still Skewing to Old Folks and the Poor Table 8-11: Demographic Characteristics Favoring Use of Denture Adhesives and Cleansers, 2004 Fixodent the Most Popular Adhesive Table 8-12: Use of Denture Adhesives, by Brand, 2004 Little Distinguishes Use of Adhesives by Brand Table 8-13a: Demographic Characteristics Favoring Use of Denture Adhesives, by Brand, 2004 Efferdent Used by Over Half of Denture Cleanser Base Table 8-14: Use of Denture Cleansers, by Brand, 2004 Denture Cleanser Brand Sets Very Consistent Table 8-15a: Demographic Characteristics Favoring Use of Denture Cleansers, by Brand, 2004 The Consumer: Oral Care Gum At Least 51 Million Oral Care Gum Chewers Sugarless vs. Dental Gum: Disparate Audiences Table 8-16: Demographic Characteristics Favoring Use of Oral Care Gum, by Type, 2004 Trident, Dentyne Ice Lead Popularity Contest Table 8-17: Use of Oral Care Gum, by Brand, 2004 Gum Brand Audience Distinguished by Age, Education, Income Factors Table 8-18a: Demographic Characteristics Favoring Use of Oral Care Gum, by Brand, 2004 The Consumer: Mouthwash Mouthwashers a Mighty 127 Million Only Five Standout Factors in Mouthwash Use Table 8-19: Demographic Characteristics Favoring Use of Mouthwash, 2004 Majority of Mouthwashers Do So Daily - At Least Table 8-20: Mouthwash Use, by Weekly Frequency Older Persons Notable Among Heavy Mouthwashers Table 8-21a: Demographic Characteristics Favoring Use of Mouthwash, by Frequency of Use, 2004 Listerine by Far the Most Popular Mouthwash Brand Table 8-22: Use of Mouthwash, by Brand, 2004 Age and Class Differences in Mouthwash Brand Use Table 8-23a: Demographic Characteristics Favoring Use of Mouthwash, by Brand, 2004 The Consumer: Breath Mints/Strips Almost 114 Million Adults Pop Breath Mints/Strips Regular Mints More Popular Than Sugarless College, Youth, Boomers, Affluence Suggested Table 8-24: Demographic Characteristics Favoring Use of Breath Mints/Strips, by Type, 2004 A Huge Base Consumes Up to Seven Packs/Rolls Monthly Table 8-25 Breath Mint and Breath Strip Use, by Monthly Frequency, 2004 (Thousands of Adults, in Last 30 Days) Tic Tac, Altoids Are America’s Favorites Table 8-26 Use of Breath Mints/Strips, by Brand, 2004 A Breath Mint for Every Demographic Table 8-27a: Demographic Characteristics Favoring Use of Breath Mints or Strips, by Brand, 2004 The Consumer: Manual Toothbrushes Toothbrush Users Are 184 Million Strong Most of Us Use Medium-Bristle Brushes Angled Handles More Popular Than Straight Table 8-28: Use of Manual Toothbrushes, by Type, 2004 Overall Manual Brush Use Has No Prominences Educated Folks Use Softer Bristles, Straight Handles Table 8-29a: Demographic Characteristics Favoring Use of Manual Toothbrushes, by Type, 2004 Oral-B, Colgate, Crest Most Widely Used Manual Brushes Table 8-30: Use of Manual Toothbrushes, by Brand, 2004 Diverse Manual Brush Brand Profiles Table 8-31a Demographic Characteristics Favoring Use of Manual Toothbrushes, by Brand, 2004 The Consumer: Electric Toothbrushes Almost 62 Million Are Power Brushers Rechargeable and Battery-Operated Models About Equally Popular Women, the Well-Educated, and Affluent Are Key Users of Rechargeables Skew Older and Maybe Wiser Table 8-32: Demographic Characteristics Favoring Use of Electric Toothbrushes, by Type, 2004 Oral-B and Crest Are Most Popular Power Brushes Table 8-33: Use of Electric Toothbrushes, by Brand, 2004 Age, Schooling, Income, Region Distinguish Power Brush Brand Profiles Table 8-34a: Demographic Characteristics Favoring Use of Electric Toothbrushes, by Brand, 2004 Chapter 9: Trends and Opportunities Beyond Whiteners: The Great Uni-Product Mergers and Acquisitions Serve to Extend Brands, Target Niches Premium Pricing More Realistic Youth, Ethnic, Male Audiences More Viable Targets Than Ever Appendix: Addresses of Selected Marketers |
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