Beyond White Smile: 3rd Brand

Fluocaril is a part of the Procter & Gamble company as well as Oral B. It is a part of its pharmaceutical specialty range in addition to Vicks. The actual Fluocaril brand results of 60 years innovation and improvement, and enjoys a strong credibility to the professional dental field.

This brand is a protagonist of the market. It covers all kinds of general and specific needs such as gum, caries, sensitive teeth, whitening, kids specialty, orthodontics and even homeopathy.

Source: http://fluocaril.fr

As a matter of fact, Fluocaril represents the biggest market share in value for the fluored toothpaste market, which was 22,6% in 2008. It also has the biggest market share concerning toothpastes sold in drug stores (16,1% market share).

Values

Positioning

The brand is positioned as expert adviser. It answers to questions which can be addressed to a dentist.
On the website (http://www.fluocaril.fr/), the consumer can watch videos (pretty well done !) showing the composition of the teething with explicit animated schemes about the vascularization of the teeth, the salivation and the dental plaque formation. This way of communication is very useful to give credibility to the brand position.
To confirm its position of dental specialist and to inspire trust, the brand gives general information about oral hygiene through pedagogic schemas. Fluocaril also advises the consumer concerning several kinds of problems and the possible treatment. As a matter of fact, the website explains the problem of dental position for children, or what are the solutions regarding problem of sensitive teeth, of whitewashing needs, of gum disease, cavity or bad breath. The best illustration of the toothpaste presented as a medicine is probably done by the range called “dentifrice medicament” (medicine toothpaste). Furthermore, for each toothpaste model, it is possible to print a summary of the characteristics of the product in order to go to the drugstore as if the dentist himself would have done a prescription!

An interactive website

The videos, animated schemas and the participation of the customer are the forces of the website. As a matter of fact, web functionalities, such as the filling of a survey to check if we brush the teeth the right way, give an active role to the consumer (and useful data to the brand). This touch of interactivity includes the customer in the brand management and create a strong link with the brand (bi-directional relationships), as it would have been the case between a dentist and its patient.

Target

That brand targets people who care about the quality of their toothpaste and the certification of the efficiency of the product. Consumers who want to use toothpaste recommended by dental professionals are oriented towards brands like Fluocaril.