The oral health care industry is very competitive, with most businesses concentrating in the sale of plastic toothbrushes. The dental care industry is divided into two major markets, the green market, that use natural forms of dental cleaning such as Miswak and the non-green market that use plastic toothbrushes. The latter has the largest market share at the moment. In fact, more than 90 percent of consumers use toothbrushes with toothpaste as their main method of oral care. The oral health care industry expenditures amount to 13 billion dollars annually. From 2008-2011, the spending on healthcare increased by 11%. There was also a 50% rise in natural personal care sales from 2005 to 2010. Therefore, the industry as a whole has been enjoying a positive growth.
Competition and Competitor Analysis
The main and only competition for the natural personal oral health care market is the producers and sellers of toothbrushes and toothpaste. At the moment, toothbrush and toothpaste oral healthcare controls 90% of the market. The toothbrushes are made using plastic which is not recyclable. The competitors also price their brushes competitively with a price range of $1 to $7. Besides traditional all toothbrushes, and replaceable head toothbrushes, popular brands, such as Oral-B and Gum, manufacture and sell replaceable head electrical toothbrushes. These types of brushes cost between $20 and $70.
With an aim of producing eco-friendly, some manufacturers use replaceable head options and composite handles. These companies used recycled U.S. dollar bills, wood, and propylene. These brushes cost $6 for the starter and an additional $6 for the three pack refill. Sustainable toothbrushes, which are made of renewable resources, mainly bamboo for the handle, are another category made by these manufacturers. These brushes cost about $6. Besides the use of bamboo, as the renewable raw material, some handles are also made from recycled energy caps.
The direct competitors for Miswak, are only a few independent retailers who sell processed miswaks in fully recyclable vacuum-sealed plastic packaging materials. Mostly, these competitors use websites such as Amazon and Alibaba and sell their products for approximately $5. In addition, these retailers do not aggressively market their products. Interestingly, however, the natural oral health care market grew by 50% from 2005 to 2011, which shows that their products are becoming popular.
Impact of Presentation Presented by the Miswak Company
The aggressive and competitive method presented by Miswak Company gives them an opportunity to shake and modify the market pattern and trend. Generally, Miswak company can decrease the market share that is owned by the manufacturer of toothbrushes and toothpaste. To begin with, the company’s target of the young environmental conscious individuals between the ages of 18 and 30 gives it the opportunity to have a sizeable market share in the oral health care industry. Better still, the company has launched at a time when there is an increase in the acceptance of the natural oral health care approach.
Another impact that Miswak Company may make in the industry is leading to the closure of small and uncompetitive sellers of natural oral health care products. Currently, the existing sellers of these commodities are laid back and uncompetitive. In fact, they never market their products, a factor that may have contributed to these products not being popular. As a result, the aggressive marketing tactics by Miswak Company may make buyers of miswak shift from the traditional sellers, which will make them to shut down.