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Chapter 5: Product Development

E-ACTIVITY: FORM UTILITY (p. 180)

Activity: Do a Form Utility Analysis

Products have two utilities: function and form. In this activity, you will examine the form utility of a product you use every day to clean your teeth.

  1. Write down the names of as many toothpastes as you can remember. How many did you get? Compare your list with that of a partner's. Which names appeared on both partners' lists?

  2. Two of the largest international producers and marketers of toothpaste are Procter & Gamble and Colgate-Palmolive. How many different types of toothpastes do these two companies have? Take a guess and write it down. Now go to Procter & Gamble's Crest Family Care Center and the Colgate World of Care Web sites. Follow the links to oral products and count the number of different toothpastes available.

  3. If all toothpastes have the same purpose, how do marketers differentiate their brands? Select a similar type of toothpaste from the Web site of the two companies. Choose one toothpaste from each company, and complete the Form Utility Analysis below. Click here to download the organizer.

 

FORM UTILITY ANALYSIS OF TOOTHPASTE
Form Utility
Crest
Colgate
Name of Toothpaste     

Function

 

    

Material

 

    

Scent

 

    

Flavour

 

    

Design

 

    

 

 

 

 

 

 


 

  1. Did one product come out better than the other on your Form Utility Analysis? Discuss your findings with a partner. If you could change the form utility of toothpaste, what change would you make? Why?