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MOBIDENT Dentalhygiene für unterwegs Leyla Teber, Jaqueline Sieger, Julia Nicolini
MOBIDENT INHALT Das Produkt „MOBIDENT“ Der relevante Markt Marktvolumen Externe Einflussfaktoren Chancen und Risiken Fazit 2
MOBIDENT 1. Das Produkt MOBIDENT Das Thema: 	Dentalhygiene für unterwegs – bequem und sauber! Das Prinzip: 	Zahnbürste mit integrierter Zahnpasta 	Komplettpaket:  	Zahnbürste + Zahnpastapatronen + Ersatzköpfe + Transportbox Die Funktionsweise: 	- Befüllung über Öffnung im Griff 	- Dosierung über Schieber, der einrastet („Prinzip Teppichmesser“) 	- Zahnpasta tritt über 3 Düsen im Kopf aus 	- Anzeige Füllstand durch Fenster im Griff 3
MOBIDENT 1. Das Produkt BRUSH&GO Düsen Austauschbarer Kopf Füllstandanzeige Raster Öffnung zum Befüllen 4
MOBIDENT 2. Der relevante Markt zeitlich unbegrenzt National begrenzt 5
MOBIDENT 2. Der relevante Markt – Konzept zur sachlichen Abgrenzung 6
MOBIDENT 2. Der relevante Markt – Konzept zur sachlichen Abgrenzung Konzept der funktionalen Ähnlichkeit Konzept der subjektiven Austausch-barkeit ,[object Object]
Mundwasser / -spray
Zahnseide
Zahnaufhellung
 herkömmliche Zahnbürsten
Mundwasser /-spray
Kaugummi7
MOBIDENT 3. Marktvolumen Das Marktvolumen für Zahn- und Mundpflegemittel liegt laut IKW (Industrieverband Körper-pflege und Waschmittel) bei ca. 1,33 Milliarden Euro im Jahr 2009.  Gegenüber dem Vorjahr bedeutet das ein Wachstum von ca. 0,8 %, die Tendenz für 2010 ist jedoch steigend, da Mundhygiene einen immer wichtige-ren Stellenwert einnimmt. 8
MOBIDENT 3. Marktvolumen 9
MOBIDENT 4. Externe Einflussfaktoren 10
MOBIDENT 4. Externe Einflussfaktoren Soziokulturelle Faktoren Ökonomische Faktoren ,[object Object]
Schönheitstrend
Schnelllebigkeit
Demographischer Wandel
 Trend zu ungesunder Nah-    rung

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