ProMax aims at providing dental care products such as tooth brush to customers worldwide. The vision of the company is to provide a modern toothbrush in the 21st century, which will give maximum benefit to the customers by relieving them from risk of infections and cavities. Its objective is to lead in the global dental care market. The main benefit of the products or brush is its ease of usage. The products have a definite design that provides comfort to elderly and disabled persons while brushing their teeth compared to the conventional brushes that are not appropriate for disabled persons. Additionally, ProMax is time saving and efficient enough to satisfy the customers as it does not need water. It will reduce chances of cavities and gum diseases; as well as sanitize the brush every day.
The main value proposition of the brush manufactured by ProMax is that it will reduce brushing time to 2 minutes, when on an average about 4 minutes are wasted behind the activity. If the customers use ProMax tooth brush then they do not have to take appointment with the dentist 4 times a year, rather it will be cut down to twice. The sanitizer of the brush plays a vital role in adding customer value and prevents cavities; eliminate bacteria and risk of infection. This will help the product to acquire a competitive position in the market. Additionally, the core value of ProMax is innovation, customer service and quality.
The business model of ProMax aims at generating 45% profit margin by selling products at a premium price as these products are necessities and there is no other alternative for it. It will also collect revenue by selling replacement bristles and toothpaste at high margin.
Customer Value: Increase customer value by improving their oral hygiene such as fresh breath, clean teeth and overall health. The products helps in preventing dental diseases and there is no alternative to the products.
Existing categories: The existing categories of customers are those who use toothbrush, electric toothbrush, mouthwash.
Key factors: The vital factors that are significant for ProMax are FDA approval, that their products are safe and hygienic for dental usage, intellectual property, insurance plans and establishment of distribution channels, marketing and advertisement of the products.
The three main revenue streams for the business are discussed henceforth:
Core Product: The Automatic Mouth-Brush (AMB) will be the core product of the business along with its mouth-brush case (MBC). The main revenue will be generated from the sale of this core product. However, there are two other revenue streams.
Bristles and Toothpaste cartridges: The second stream of revenue will be generated from sale of tooth paste cartridges and bristles. The bristles will be replaced after every 4 months that counts to thrice a year. The cartridges of the toothpaste will be replaced every month that counts for 12 times a year.
Big date: The third stream of revenue will be generated from big data, which contains information that will be sold with the consent of the customers to the medical associations and dental companies. This information will be gathered with the help of a number of oral tests that are performed on the patients; this information is directly uploaded to the database of the business and the ProMax applications, which are used by the them.
The data will be displayed in such a manner that it can grasp the visuals of the individuals. This data are extremely important for establishing the future of ProMax, as an innovative device company, which is combating against poor dental health. However, the mobile application will be launched after two years of successful operation of the business.
Sales process: The selling process that is followed by the business is depicted below:
1) The sales team will have to consult with the Decision making Units (DMU) for understanding the policies.
2) The sale team will have lunch or dinner with DMU maintaining a formal pitch. They also have the responsibility to follow up their sales activity with gift/food baskets for expressing the gratitude.
3) The logistics department and staffs needs to be trained on ProMax so that they can solve any problem arising during the delivery of the products to the customers.
4) The custom mouthpiece brush is delivered to the patient, who visits the personal dental care unit for the final fittings.
The product manufactured by ProMax is hands free electric mouth piece, which aims at cleaning teeth of people very efficiently and quickly. It will virtually clean one’s teeth, who are unable to brush their teeth, especially the handicapped children and adults. There was several advancements in delivering innovative toothbrush to the customers in the past couple of years. U-Shape brush primarily targeted to solve the teeth problems and later it was developed in such a manner, that it can expand to any size of tooth ("Patent Application Title: U Shape Toothbrush"). The innovations are amazing but it is not sufficient compared to ProMax toothbrush.
The main features of the product are as follows:
There is no alternative for the product as people cannot avoid brushing their teeth. Though, mouthwash can protect teeth from risk of infection but cannot function the way a tooth brush does to keep mouth clean and hygienic.