BENEFIT SEGEMENTATIONPRODUCT TOOTHPASTE

Submitted To :-Prof. Christopher Doyle Submitted By:-

Preeti Yadav0111PG038

OBJECTIVE

• Identity the implications for using benefit segmentation to market the different brands of TOOTHPASTE (Low involvement Product)

SENSODYNE

• Targeted all ages.o For sensitive teeth.o Stop gum bleeding.o Can eat or drink hot or

cold foods.o Protect 24* 7 from

germs.o Fresh breath .

PEPSODENT G+

• Targeted children .o Sweet in taste.o Fight with germs.o Good color.o Fresh breath.o Feel happy.o Clean teeth.

CLOSE UP

• Targeted Youth.o Freshness and Taste.o Feel confident – close to

their preferred sexes.o Attractive

advertisement.o Clean Teeth.o Color, Packaging, Price.

COLGATE

• Targeted all ages.o Strong teeth and gum.o Protect 24*7 from

germs.o Prevent from cavity.o Feel fresh and clean

teeth.o Old brand and easy

available.

MESWAK

• Targeted 25+ people.o Made by natural herbs.o Good for diabetic

patients.o Feel fresh and clean

teeth.o Satisfaction.o Replacement for neem.

TOOTHPASTE BENEFIT

SEGEMENTATION

Benefit Sought Demographic Characteristics

Behavioral Characteristics

Psychographic Characteristics

Favored Brand

Low Price (Economy)

Males Heavy Users Price-conscious Independent

Babool,Meswak

Decay Prevention (Medicinal)

Big Families Heavy Users Traditional Health – Conscious

Colgate,Sensodyne

Brightness of teeth (Cosmetic)

Teens, Youngsters

Smokers Outgoing Fun lovingActive

Colgate PromiseClose - Up

Good Flavor (Taste)

Gentler Toothpaste

Children Mint lovers,

Love to taste

Self- involvement

fun, dependent on mother for good habits

Pepsodent G +,

Just for Kids

Mouthwash Youngsters, Teens

Want Intimacy & togetherness

Self – involvement

Close – Up

Fresh Breath Whiter teeth

Families Multiple Benefits

Value for Money Aquafresh

FINDINGS

• Brands commonly used are:-Colgate, Pepsodent, Close-Up

• Other brands that consumer recall are:-Sensodyne, Babool, Meswak, Amway, Dabur

• Some of the reasons given by the consumer for choosing their preferred brands of toothpaste were:-Good Cleaning Power, Habit, Brand Loyalty, Color, Taste, Flavors, Prevent Bad Breath, Cavity Protection

Cont…

• Some additional features that the consumers said that they might want in their toothpaste are :-

Lower Price, New Flavors, Refreshing Breath, Anti Bacterial Protection, Change of Color

• The factors that consumers thought are influential in buying toothpaste in general are :- Advertisements, Family Influence, Packaging, Personal Experience, Cleanliness, Whitening, Freshness, Taste, Dentist, Price, Protection, Availability

Thank You