The environment is healthy as more people are seeking a mean of oral care in the retail outlets after the New Dental Contract was imposed in the year 2006.
The product is positioned as a premium-priced product. This is to attract smokers aged 16 to 49 from medium to high-income groups. The premium status will be induced by clean packaging, method of display and indulgence in the stop smoking campaign. Meantime, the product will be distributed to the pharmacies, with Boots as the closest partners and dealers (which will distribute to multiple grocers). The largest opportunity comes from the product itself as there is no such product yet in the market. Meanwhile, the worst threat is from the competitors which would create a “Me Too” product in a short period of time. The ways to prevent this is to have the product patented and create an awareness and impact among the public in the shortest time possible.
This product is estimated to bring in £270 000 sales revenue in the first year. With that confidence, Oralcare will then market it to other European countries like Germany and France in the following years.
This market is growing fast as the public is looking for alternative dental options after the new dental contract was imposed in 2006. NHS dentists tend to reject patients when they reach a full quota of the budget.
Pfizer’s Nicorette is the dominant brand, with around 40% of the market, followed by GSK’s NiQuitin CQ, which accounts for around a quarter of sales and Novartis Nicotinell, with around a fifth (Appendix D).
A 7-day course of nicotine patches costing around £15, the actual cost of quitting, although not cheap, is significantly less than the £35 that the average 20-a-day smoker will spend over the course of a week.

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