Marketing Audit of Oil Pulling Teeth Whitening: A Comprehensive Report

This report presents a marketing audit of oil pulling teeth whitening, examining its market viability and strategic positioning. The introduction highlights the product's concept, emphasizing coconut oil as a key ingredient and the procedure for its use. The report then delves into the principles of a marketing audit, explaining its role in assessing internal and external factors affecting an organization's performance. A PESTLE analysis is conducted to evaluate the political, economic, social, technological, legal, and environmental factors influencing the product's market. A SWOT analysis identifies the product's strengths, weaknesses, opportunities, and threats, focusing on factors like coconut oil's popularity, lack of scientific approval, target audience, and market competition. The report recommends conducting primary research through surveys to gauge product stability and customer preferences. The conclusion underscores the significance of marketing audits, PESTLE, and SWOT analyses in determining product integrity and making informed decisions. The report is a valuable resource for students studying marketing, providing insights into market analysis and strategic planning.

MARKETING AUDIT

Table of Contents
INTRODUCTION...........................................................................................................................3
Principles of marketing audit...........................................................................................................3
PESTLE analysis of Oil Pulling teeth whitening.............................................................................3
SWOT analysis of Oil Pulling teeth whitening................................................................................5
Recommendation.............................................................................................................................6
CONCLUSION:...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In the present report, the venture which is chosen is related to the Oil Pulling Teeth
Whitening in this venture the new concept is emerged in the market regarding whitening the
teeth with the new procedure. In this the ingredient which is specially imposed is related to the
coconut oil which is useful for the body (Gilligan and Lowe, 2018). That's, the reason this
product is most popular in market. The procedure of using this product is that put a tablespoon of
oil in the mouth and then swish the oil in mouth so that it spread in all the whole areas. After
using it for 15 minutes, split the oil and then use the brush to clean the teeth. As this concept is
more popular, as it attract the customer needs through getting discharges from yellow teeth or
getting bad smell from mouth. Thus, in this report, the macro and micro impact is analysed
which helps in examining the stability of the venture in the market.
Principles of marketing audit
Marketing audit refers to the carrying the audit of the company by examining its internal
and external factors which results in affecting the smooth working of the organization. It carries
various goals, objectives and business strategies to identify the opportunity and problems which
arise and also recommending the planning to help firm to improve their performances in better
way (Garde, Davies and Landon, 2017). The principles of marketing audit are mainly related to
the macro factors, micro factors, marketing strategies, functional audit, marketing mix,
marketing planning and many more.
The main purpose of carrying out the marketing audit is that it helps the company to
review it planning and procedure which they are using to attract the customer through promoting
their products in market (Reid, Nelson and Carcello, 2019). Through this manner, it helps the
marketing team to choose better marketing strategies to gain long term advantages through this
venture.
PESTLE analysis of Oil Pulling teeth whitening
PESTLE is conducted in respect of identifying the external factor which causes impact to
the business in respect of promoting the venture externally (PEST Analysis of The Healthcare
Industry, 2020).
Political factor:

In respect of identifying the political factor, the impact is raised through the government
norms. As government are strict against the healthcare policies and thus impose strict norms and
not easily allows companies to bring any such innovation which is not scientifically approved by
the medical practitioners (Fuller and et.al., 2018). Thus, in such aspects the impact raised
regarding facing strict government regulation regarding promoting their products in the market.
Economic factor:
The another external factor is relating to the economic factor in this unemployment ratio
is affected which results in causing impact regarding not getting the skilled and trained person to
handle the matters in better way (Ul-Hameed and et.al., 2019). If the venture is dealing in
making the oil pulling whitening teeth, it requires the skilled and trained person to know about
the usefulness and designing of its products. But the impact is raised regarding not carrying
enough employed person to carry the venture in estimated way.
Social factor:
In case of social factor, the impact raised regarding difference in culture and social norms
(Gilligan and Lowe, 2018). As people are focusing more on preferring such products which are
prepared from natural ingredients and thus the impact faced by oil pulling whitening teeth is
adapting the natural ingredients in the products instead of focusing on making the teeth whitens.
Technological factor:
The factor related to technological, is raised through promoting the products through the
technology advancement. As most of the customer are choosing the online platform to prefer the
services related to medical health care and thus the decision is mainly undertaken through
viewing the live procedure of making such products (Lamb and Crompton, 2017). In such
manner, the impact which is faced by venture is relating to providing faster delivery of the order
raised though online platform and also provide accurate and timely feedback which is raised by
customer.
Legal factor:
Legal factor mainly causes impact on the bases of the strict government norms regarding
producing such products (Critchlow and et.al., 2019). Thus, venture face impact regarding
applying for the patent or copyright regarding carrying the innovation but this innovation is not
medically approved by any practitioners. The venture causes impact in carrying the rights
regarding not infringing the concept which is useful for the customer.

Environmental factor:
The last external factor which causes impact is related to the environment as in this the
impact raised in respect of changes in weather condition or preferring the eco friendly products.
Thus, company had to adapt the ingredient which are eco friendly and organic, so that it retain
the interest of the customer toward the products for longer way.
SWOT analysis of Oil Pulling teeth whitening
By conducting the micro analysis, it helps in examining the overall working of the
venture internally and also provide various opportunities which they can adapt to enhance the
business at larger scale. It can be examined through identifying the strength of the venture. In
this aspect, the main popular ingredient which is used in producing these products is of coconut
oil (King, 2018). As Streptococcus mutans is one of the most crucial bacteria in the mouth and
thus by using the oil pulling with coconut oil reduce the impact of bacteria in mouth.
Customers:
Thus, it carried to be the major strength which is carried by the venture in respect of
attracting the customer interest in longer way. The weakness which is examined in this venture is
that it this procedure is not scientifically approved with any of the dental practitioners and also
results are raised that oil pulling is a type of detox that draws from toxins (Abitha, Gayathri and
Priya, 2018). Thus, the person hesitate to use these products, as it carries the ingredient of baking
soda, which make the teeth whitening but not remain stronger for longer time period.
Intermediaries:
The opportunities which they gained regarding marketing this venture is that they can
target the youngsters and adults which are dealing in continuous availing of the fast food. Thus,
the main opportunity is that after using such oil pulling, they can whiten their teeth and also
inhale fresh breath and improve their oral hygiene.
Competitors:
The threats which this venture can face is relating to facing lot of competitors in market
(Goryawala, 2018). As this is the new concept and thus, lot of competitors are planning to adapt
such procedure to enhance their business, thus resulting in increasing cost of the products.

Recommendation
In respect of conducting the primary research, the marketing audit is to be conducted
through carrying the survey, in which the questionnaire is raises regarding examining the
stability of the products in the market. As the manufacturing and promoting the products is easily
but its tough to examine the stability of the products in the market and also the needs and
demands of the customer regarding preferring this particular products (Middleton and Medlin,
2018). The survey is to be conducted through interacting with the customer and examining their
views and thoughts regarding the oil pulling products and also the effect which they gained after
availing such products.
The results which are gained after raising the questions resulting in analysing the
information and also examining the customer taste and preference, which they are finding on the
particular product. Through conducting the audit by choosing the survey methods, results in
examining the internal and external factor which causing impact to the venture and also the
strategies which they adapted to attract more customer towards the products.
CONCLUSION:
From the above report, the matter concludes the importances of marketing audit through
which the overall integrity of the products is determined by carrying the PESTLE and SWOT
analysis. It also concluded that by conducting survey through choosing the questionnaire
procedure resulting in getting more accurate information regarding the stability of the oil pulling
teeth whitening products in market.

REFERENCES
Books and Journals
Abitha, S. T., Gayathri, R. and Priya, V. V., 2018. Awareness on effect of tooth bleaching and
demineralization among South Indian population. Drug Invention Today. 10(6).
Critchlow, N. and et.al., 2019. Participation with alcohol marketing and user-created promotion
on social media, and the association with higher-risk alcohol consumption and brand
identification among adolescents in the UK. Addiction research & theory. 27(6). pp.515-
526.
Fuller, A. and et.al., 2018. Nature of events and alcohol-related content in marketing materials at
a university freshers’ fair: a summative content analysis. Journal of Public Health. 40(3).
pp.e320-e327.
Garde, A., Davies, S. and Landon, J., 2017. The UK Rules on Unhealthy Food Marketing to
Children. European Journal of Risk Regulation. 8(2). pp.270-282.
Gilligan, C. and Lowe, R., 2018. Marketing and general practice. CRC Press.
Gilligan, C. and Lowe, R., 2018. Marketing and healthcare organizations. CRC Press.
Goryawala, S. N., 2018. Vista of Oral Hygiene. Dental Caries: Diagnosis, Prevention and
Management. p.5.
King, A., 2018. Oil pulling.
Lamb, C. W. and Crompton, J. L., 2017. Analyzing marketing performance. In Marketing the
Public Sector. (pp. 173-184). Routledge.
Middleton, A. and Medlin, S., 2018. Nutrition and oral health. Dental Nursing. 14(9). pp.424-
426.
Reid, L.C., Nelson, M.W. and Carcello, J.V., 2019. Does Reporting Risks of Material
Misstatement in the Audit Report Impact Audit Adjustments? Experimental Evidence from
UK Audit Partners and Senior Managers. Experimental Evidence from UK Audit Partners
and Senior Managers (August 19, 2019).
Ul-Hameed, W. and et.al., 2019. The effect of integration between audit and leadership on
supply chain performance: Evidence from UK based supply chain companies. Uncertain
Supply Chain Management. 7(2). pp.311-328.
Online
PEST Analysis of The Healthcare Industry. 2020. [Online]. Available through: <
https://pestleanalysis.com/pest-analysis-of-healthcare-industry/>.