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1、,Listerine Netnography,February 12, 2010,Overview,This study is an analysis of consumers perception of Listerine. Source data: Social Media - content on the Internet generated by consumers, e.g. blogs. Quantitative analysis: Amount of discussion about Listerine relative to other topics. Consumer sen
2、timent about Listerine relative to other topics. Qualitative analysis: Overall reasons consumers like or dislike Listerine. Key insights about Listerine consumers.,Summary of Findings,Consumers most like Listerines germ-killing action. The most prevalent complaint from consumers is that Listerine is
3、 too harsh. Overall reasons given for liking and disliking Listerine are as follows (in rank order):,Listerine has a tremendous number of off-label uses for personal and home care based on its efficacy.,Research Approach,Use freely available consumer generated discussions (“Social Media”) to underst
4、and: Overall positive/negative preference for Listerine. Opportunities for leveraging likes and compensating for or overcoming dislikes. Investigations centralized on Listerine but also included some related terms: Specific flavors of Listerine Related Listerine products, e.g. Listerine Strip,Social
5、 Media Sources for Consumer Insights,Internet Forums Online communities where consumers post questions, answers, comments, and general discussions. Forums are often associated with particular topics such as hobbies, geographies, sports, lifestyles, illnesses, and more.,Blogs Commentary or news on a
6、particular subject; other blogs function as personal online diaries. Some blogs allow readers to leave comments, thus fostering discussions like those found in online forums.,Microblogs Communication platforms where users post short status messages. The most popular microblog currently is Twitter.,H
7、ow many “hits” are there for Listerine?,The term Listerine is mentioned infrequently on social media. Netflix is a good comparison since it is mentioned so much on the web. Listerine is mentioned about as much as the major airlines.,What is the overall sentiment for Listerine?,As compared to other b
8、rands, consumer sentiment for Listerine is moderate. Photoshop and Comcast are reliable control variables for positive and negative extremes.,Positive Themes,Negative Themes,Main Opportunities he simply pours Listerine into his vodka twice a day.,Listerine and Reach created the “October Oral Care Ch
9、allenge” for kids 6 and older. To complete the challenge, our family had to brush, floss and rinse every day, twice a day for two weeks. We currently use, and have used both Listerine and Reach products for years, so this was an easy challenge for our family.,Listerines recent ad campaign encourages
10、 people to use Listerine twice per day. Many consumers have not only begun to do so, but they also have begun to talk about it.,Lately, some others have been added: gargle twice a day with warm salt water, or Listerine; drink hot liquids, such as tea and chicken soup, to ward off or diminish virus p
11、roliferation in throat.,I brush my teeth 2+ times a day every day, and I use Listerine.,Also brushing at least twice a day and using Antiseptic mouthwash like Listerine twice a day AM i was told to not use listerine because it would burn too much.,I went on google today to look up how to care for th
12、e piercing and the first thing it said was NOT to use any kind of listerine.,Again, listen to your piercer but I do strongly advise against using Listerine or any mouthwash with alcohol in it.,they tell you to use listerine but that has alot of alcohol in it so if you use it do half water and half l
13、isterine that is what they told me when i got my tounge pierced and be sure to clean it after you do ANYTHING if you smoke, eat, drink, or anything else with your mouth be sure to rinse it well or it will get infected.,Opportunity: Personal Care,Investigate the validity of this claim. Introduce a li
14、ne of personal care products “from the makers of Listerine”.,Some consumers have found Listerine useful for treating other fungal infections. Women have found it useful for yeast infections. Men have found it useful for treating jock itch.,Ring worm, jock itch, and athletes foot are all Tinea infect
15、ions caused by nasty little fungi called dermatophytes. To freshen your breath and treat those disturbed areas gargle and then spray some Listerine on your problem areas for another alternative treatment.,Although there are drugs and home remedies for yeast infectio, the latest method is the treatme
16、nt with pharmaceutical products like Lamisil and Listerine.,I heard Listerine was good for a yeast .,The Yeast infection cure with Listerine is one choice for your purpose.,Many folks have had success with old-fashioned amber Listerine for jock itch.,That could explain why others report that origina
17、l formula Listerine works against nail fungus, athletes foot, jock itch and truckers bottom (whatever that is).,One can also apply Listerine to a sterile cotton pad. This is then, gently rubbed onto yeast infection twice a day. You need not to rinse it.,Opportunity: General topical antiseptic,Publis
18、h a survival kit with Listerine listed as not only a mouth wash but also a mosquito repellent, and a general topical antiseptic.,Due to Listerines germ-killing ability, several people mentioned the benefits of using it as a topical antiseptic agent.,LISTERINE is invaluable in obstetrics and gynaecol
19、ogy as a general cleansing, prophylactic, or antiseptic agent.,Listerine is a very good antiseptic, which is effective in fighting the infection.,LISTERINE is useful in the treatment of the infectious maladies which are attended by inflammation of accessible surfaces - as diphtheria, scarlet fever a
20、nd pertussis.,Does Listerine Kill The Bacteria Underneath The Foreskin And Does It Burn?,Opportunity: Dissolves Suboxone,Investigate the effectiveness and dangers of this practice. If deemed to be beneficial, put up a web page describing proper use of Listerine for this purpose. Promote the web page
21、 through Google AdWords campaign on “suboxone” and/or “dissolving suboxone”.,Some patients who take Suboxone find Listerine helpful for taking their medication. Suboxone must be dissolved under the tongue and Listerine accelerates the dissolving. Suboxone is used to treat opiod addiction. (link),Whe
22、n I take mine I brush my teeth and put listerine in my mouth, then spit it out. Right after that I put my suboxone in my mouth, dissolve and crap, then ive been mixing it up with the spitting and swallowing. Sometimes I swallow but recently ive been spitting because I feel it has been working better
23、. I use the listerine because it helps dissolve the suboxone faster. I swish the spit around and let it sit for a while and then I spit it out, if anyone knows any other ways to take it please let me know, so far this is working well.,Using a couple of drops of scope or listerine works well for this
24、. It dissolves the pill quicker along with covering up some of the nasty taste. But like I said ONLY a couple of drops, any more than that will probably be too painful to hold in your mouth for ten minutes.,How to take SUBOXONE enters the bloodstream from under the tongue. (link),My example schedule
25、 is: 1. Take all the inhibitors an hour before my dose with 50mg benadryl. 2. Crush up my amount and add a few drops of vodka then mix the solution. 3. Swish Listerine all throughout my mouth for 2 minutes. 4. Pour Buprenorphine + Alcohol solution under my tongue and let it absorb for 15 or so minut
26、es (longer is better).,Opportunity: Make glue for Kanzashi,Develop a germ-killing wash suitable for rinsing rice, fresh fruits, vegetables, etc. Similarly, develop a rinse for home craft hobbyists who need to disinfect raw materials found in nature.,One person wrote an article about making glue for
27、Kanzashi in which Listerine was used. The Listerine disinfected the rice used to make the glue.,Cook 2 cups of rice (follow the instructions on the packet), onced cooked add an additional half a cup of water and a tablespoon of listerine (mouthwash) and let it set over night. Not only will the rice
28、become easier to blend the next day, the listerine also makes sure to kill any germs.,http:/,Opportunity: Other Novel Uses,There are a tremendous number of novel uses identified by consumers for Listerine. Human uses are as diverse as healing blisters and preventing snoring. Listerine is also used f
29、or pets, plants, carpets, and even washing machines.,Gargling with raspberry tea, turmeric, sage, lukewarm salt water, and Listerine can help ease a sore throat.,So I use those Listerine strips to simulate the flavor of menthol in the cigarettes I used to smoke.,I just bought a bottle of Listerine m
30、outh wash. No, not to gargle, but to treat my tooth-brushes. I just read an article that says it will kill millions and millions of microbes that have taken residence there in the brush of the tool I use in my mouth every day.,One husband, for instance, gave his wife a heating pad, Listerine breath
31、strips and generic nasal strips to prevent snoring.,Listerine is a powerful antiseptic that can actually heal painful blisters.,Anti-microbial mouthwashes such as Listerine have also been shown to treat canker sore pain safely.,Ease sore throat,Treat canker sore,Prevent snoring,Heal blisters,Smoking
32、 cessation,Clean toothbrush,Listerine helps kill the bacteria that cause perspiration odor. Dab it under your arms. (not sure Id try that one),Deoderant,Provide website information on off-label uses, whether or not theyre effective and/or dangerous or harmful. Offer a forum similar to the WD-40 2000
33、+ uses site (link), where consumers can talk about their questions about Listerine.,Other Novel Human Uses,OTHER NOVEL NON-HUMAN USES,Opportunity: Other Novel Uses (cont.),Provide website information on off-label uses, whether or not theyre effective and/or dangerous or harmful. Offer a forum simila
34、r to the WD-40 2000+ uses site (link), where consumers can talk about their questions about Listerine.,There are a tremendous number of novel uses identified by consumers for Listerine. Human uses are as diverse as healing blisters and preventing snoring. Listerine is also used for pets, plants, car
35、pets, and even washing machines.,Spraying plants with a mixture that is 1 part Listerine and 1 part water has been known to make plants unpalatable to aphids.,Listerine can be used to clean the floor, to wash and shine your car wheels and tires since it has fluoride.,Eliminate mildew odors. Wipe wit
36、h full-strength Listerine.,Likewise, many home remedies circulate the Internet targeting specific carpet odors such as using solutions containing ingredients as varied as vinegar, Listerine, or hydrogen peroxide.,I used listerine on his paw because dogs are supposed to not like the taste and it help
37、s with swelling, but he liked the taste of it and just licked it even more!,Rid plants of aphids,Pet care,Shine wheels,Remove carpet odor,Eliminate mildew odors,Jerry Baker, author of The Impatient Gardener, suggests mixing one cup Listerine, one cup Epsom salts, one cup liquid soap, and one cup amm
38、onia in a one-quart jar, filling the rest of the jar with beer.,Fertilize lawn,Disinfect a washing machine at a laundromat. To avoid getting germs from another family, wipe off the surface of the machine with Listerine and add one-half cup Listerine to the wash cycle to disinfect the machine.,Disinf
39、ect washing machine,Summary of Insights & Opportunities,Overall, consumers have a somewhat moderate view of Listerine. Consumers most like Listerines germ-killing action. The most prevalent complaint from consumers is that Listerine is too harsh. Listerine has a tremendous number of off-label uses for personal and home care based on its efficacy.,Top opportunities: Soothing Power flavor Toenail fungus treatment Mosquito repellent Listerine for Gen-Y Unique uses forum,