Offering Description

• Voice of the Product Analysis (VOP)
•  Latent MPVs identification
•  Voice of the Customer (VOC) evaluation using newly discovered MPV candidates

Background

• Initial Situation: 
  • The market of toothbrushes is overcrowded and thus competition is very intensive. Regular methods of the product improvement are almost exhausted.
• Object: 
  • Regular toothbrush
• Business Challenge: 
  • How to make a toothbrush that would be the market winner?

MPV Analysis

• Known MPVs:
  • Cleaning effectiveness
  • Convenience
  • Operational time
• Unknown MPV:
  • Toothbrush aseptic (warm, wet, dark environment and large surface area of bristles make a toothbrush the perfect incubator for bacteria)

Solutions

• Keep a toothbrush in a refrigerator
• Keep a toothbrush in a mouthwash