BrightSmile Technologies

Case Prompt

Your client, BrightSmile Technologies, has been the dominant leader in the premium electric toothbrush market for over a decade after introducing a patented sonic-clean technology that removes plaque more effectively than traditional toothbrushes.

BrightSmile has historically maintained 80–90% market share in the premium electric toothbrush category. However, over the past three years, both market share and profits have been rapidly declining.

Two new competitors have recently entered the market with lower-priced models and strong digital marketing campaigns.

Your client, the CEO of BrightSmile’s US division, has hired our firm to determine what is driving the decline and how to quickly reverse this trend.

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General response summary

• This case will only focus on US sales; global impact is ignored.
• If asked, assume we are in January 2025, and results must be achieved within the remaining 11 months of the year.
• BrightSmile currently sells only electric toothbrushes, not other oral care products.
• The most common framework would focus on revenue and profit drivers.
• The case will ultimately explore revenue drivers, but the interviewee should examine both revenue and costs.
• Competition should be included in the framework, since declining market share is mentioned.