在經濟不景氣中擴大台灣電動牙刷市占率的策略改變 / Strategies Change to Grow the Market Share during Recession – a Case Study on Taiwan Electronic Toothbrush Market By Caroline Wong This paper is a study on Taiwan electronic toothbrush market at the angle of Philips Sonicare, which is leading in the higher end of the market segment by its patented sonic technology. Before 2007 the company’s major focus was on the dental professional channels (DP) which not only provide the recommendations but at the same time selling the electronic toothbrushes (ETB) to their patients. When the recession time comes, the patients are reluctant to spend money on the luxury oral treatments, and which also have impacts to the promotion of ETB for the high pricing comparing to manual toothbrush. The stagnancy sales in DP have forced the company to change their focus to the retail market. Therefore the total marketing plan needs to be revised: product lines need to be expanded to a wider range to fulfill the different consumer needs, different price strategies adopted for different target audiences, the expansion on the retail channels is a must while deepening the existing distribution, at the same time to fully leverage the strengths in the DP channel. Therefore several communication and promotion programs are carried out to support the strategies changed, in effective ways.