Choosing the Right Metrics for Listerine Brand Management in Brazil

11 Pages Posted: 30 May 2017

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Leandro Guissoni

affiliation not provided to SSRN

Olegário Araújo

affiliation not provided to SSRN

Abstract

Ronaldo Art, brand manager for J&J's Listerine, reflected on the progress he had made in market penetration for the oral hygiene product from the time he started in the position in 2010 to late 2014. He wanted to develop a long-term strategy for the brand rather than stimulating short-term increases in market share, which could compromise the equity of the brand, its profitability, and its long-term competitive advantage. This case has been used in Darden's second-year course "Marketing Metrics and Integrated Marketing Communications" and would work well in any course module focused on brand management and brand strategy.

Excerpt

UVA-M-0902

Rev. Oct. 14, 2016

Choosing the Right Metrics for Listerine Brand Management in Brazil

As of late 2014, the market for oral care in Brazil had reached USD2.3billion. This industry consisted of four main categories: toothpaste, toothbrushes, mouthwashes, and dental floss. Despite its value, most people's oral care routine (including all possible categories in Table 1) was not completely well established. Toothpaste and toothbrushes accounted for almost 80% of the industry's value. Antiseptic mouthwash, which had a CAGR value of 14.1% from 2009 to 2014, was the fastest-growing category, mainly through the acquisition of new consumers. Table 1 provides the sales of oral care in Brazil from 2009 to 2014 broken down by category.

Table 1. Oral care sales in Brazil (millions of USD).

Category

. . .

Keywords: marketing, metrics, brand strategy, brand management, Johnson and Johnson, market share, Brazil, market penetration

Suggested Citation

Farris, Paul and Guissoni, Leandro and Araújo, Olegário, Choosing the Right Metrics for Listerine Brand Management in Brazil. Darden Case No. UVA-M-0902. Available at SSRN: https://ssrn.com/abstract=2974747

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Leandro Guissoni

affiliation not provided to SSRN

No Address Available

Olegário Araújo

affiliation not provided to SSRN

No Address Available

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