Toothpaste and deodorant are convenience items sold in most pharmacies, health stores, and even gas stations. Most consumers are brand loyal when it comes to these types of products and don’t think twice about seeking out a new brand. Most consumers will generally pick a brand that is well- known and continue to pick that same brand each time.
When Tom’s of Maine first started selling its all- natural toothpaste, it had a selective distribution to only health food stores. The brand took off very quickly and was able to break into the entire consumer population, especially being one of first all- natural toothpaste distributors.
Tom’s of Maine uses both push and pull strategies in the dental hygiene practice. Toothpaste companies promote their products to both dentists and pharmacies. They also run ads to persuade individual consumers to ask their dentists and dental hygienists about what they recommend and what will benefit them. Tom’s of Maine has been rewarded the Seal of Acceptance by the American Dental Association. Therefore, dentists are more likely to promote this toothpaste to their patients with it being positively recognized. With that being said, having a positive name has helped Tom’s get their other self-care products out there as well, especially their deodorant and children’s products. These natural products continue to reach more and more consumers who seek to live and promote simple, all- natural lives for not just themselves but especially for their families.
Tom's of Maine Product Analysis 