The Mann&Noble – Oral B Story

Managed Since2011
Market coverageAustralia;
OwnerProcter and Gamble
ChannelsElectrical; Department stores and Omni channel retailers

About Oral B

Dr. Robert W. Hutson a California periodontist, designed and patented a toothbrush in 1950.  In 1958, he was granted a new patent for a “mouthbrush” having numerous fine, soft, flat-ended nylon bristles, and a similar appearance to the 1950 design. He claimed in his application that this brush was less abrasive to tooth enamel, better for massaging the gums, and more effective at picking up tooth powder than other brushes available at the time, which had coarse, angle-cut bristles.

He also created the Oral-B Brand name. The first product was known as the “Oral-B 60”, because it had 60 tufts.[4] Other sizes were made with differing numbers of tufts and corresponding names.

Procter and Gamble acquired Oral B along with Braun and Gillette in 2005

Key Challenges

  • Increase the penetration of Oral B in the electro channel
  • Reengage retailers following a period of no sales representatives in the channel
  • Provide an onshore call centre for retailer and customer queries
  • Improve billing accuracy to retailers
  • Reduce out of stocks
  • Deliver year on year growth of a market leading Brand

Key Successes Stories

  • Turned declining sales and market share for Oral B Brands into growth year on year since winning the business in 2011 though
  • Hiring dedicated state based regional account managers to liaise with retailers and deliver best in class in store execution
  • Created compelling promotional plans delivering value to retailers while delivering growth to the Brand owner
  • Upgraded over 200 point of sale display units
  • Launched over 20 new products to the market
  • Reduced out of stocks
  • Assumed responsibility for all billing and account management to deliver invoicing accuracy
  • Established an Australian consumer help desk

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