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    Benefit Segmentation in Oral Care Market

    Uploaded by

    Nivedita Biswal
    The document discusses benefit segmentation in the oral care market. It provides examples of how the toothpaste market can be segmented based on the specific benefits consumers look for, such as flavor, whitening, sensitivity relief, and decay prevention. Segmentation examples include the sensory segment focused on flavor, the sociables segment focused on brightness, and the independent segment focused on price. The document also provides details on segmentation of the market leader Crest toothpaste brand into classic, sensitivity, whitening, and dentist-inspired variants. It discusses the history and products of Colgate as another major brand in oral care.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Benefit Segmentation in Oral Care Market

    Uploaded by

    Nivedita Biswal
    783 views12 pages
    The document discusses benefit segmentation in the oral care market. It provides examples of how the toothpaste market can be segmented based on the specific benefits consumers look for, such as flavor, whitening, sensitivity relief, and decay prevention. Segmentation examples include the sensory segment focused on flavor, the sociables segment focused on brightness, and the independent segment focused on price. The document also provides details on segmentation of the market leader Crest toothpaste brand into classic, sensitivity, whitening, and dentist-inspired variants. It discusses the history and products of Colgate as another major brand in oral care.

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    The document discusses benefit segmentation in the oral care market. It provides examples of how the toothpaste market can be segmented based on the specific benefits consumers look for, such as flavor, whitening, sensitivity relief, and decay prevention. Segmentation examples include the sensory segment focused on flavor, the sociables segment focused on brightness, and the independent segment focused on price. The document also provides details on segmentation of the market leader Crest toothpaste brand into classic, sensitivity, whitening, and dentist-inspired variants. It discusses the history and products of Colgate as another major brand in oral care.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    783 views12 pages

    Benefit Segmentation in Oral Care Market

    Uploaded by

    Nivedita Biswal
    The document discusses benefit segmentation in the oral care market. It provides examples of how the toothpaste market can be segmented based on the specific benefits consumers look for, such as flavor, whitening, sensitivity relief, and decay prevention. Segmentation examples include the sensory segment focused on flavor, the sociables segment focused on brightness, and the independent segment focused on price. The document also provides details on segmentation of the market leader Crest toothpaste brand into classic, sensitivity, whitening, and dentist-inspired variants. It discusses the history and products of Colgate as another major brand in oral care.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Benefit Segmentation In Oral Care Market

    Submitted by

    Rojalina Nanda Nivedita Biswal Ranjeed Ku. Padhee

    Benefit Segmentation
    One of the common segmentation strategies

    Define specific promotion

    niches

    that

    require

    custom-tailored

    A Market segmentation based on the differences in specific benefits that different groups of consumers look for in a product.

    Benefit Segmentation of the Toothpaste Market


    Segment Name The Sensory Segment Principal benefit sought Demographic strengths Special behavioural characteristics Flavour, product appearance Children Users of spearmintflavored toothpaste Colgate, Stripe High selfinvolvement Hedonistic The Sociables Brightness of teeth Teens, young people Smokers The Independent Segment Price Men Heavy users

    The Workers Decay prevention Large families Heavy users

    Brands disproportionately flavoured Personality characteristics Lifestyle characteristics

    MacLeans, Plus White, Ultra Brite High sociability Active

    Crest

    Brands on sale High autonomy Valueoriented

    High hypochondriasis Conservative

    The Toothpaste brand-Crest


    About Crest
    Innovator in dental health care Started in 1955 Leading toothpaste brand in the United States over the past 45 years.

    Variants of Crest in toothpaste category


    A] Classic crest toothpaste
    Sub- brands Crest Cavity Protection Toothpaste Regular Crest Tartar Protection Toothpaste Regular Crest Tartar Protection Whitening Toothpaste - Cool Mint Benefits Leaves mouth and breath feeling refreshed Whitens teeth Fights cavities Fights tartar buildup Freshens breath

    Contd...
    B] Sensitivity toothpaste
    Sub Brands Crest Sensitivity Clinical Sensitivity Relief Whitening Plus Scope Toothpaste Crest Sensitivity Treatment & Protection Toothpaste

    Benefits Less sensitivity Fights cavities Removes plaque with brushing Freshens breath Builds protection against painful tooth sensitivity

    C]Whitening toothpaste
    Sub brands Crest 3D White Advanced Vivid Enamel Renewal Toothpaste Crest 3D White Advanced Vivid Stain Protection Toothpaste Crest 3D White Vivid Toothpaste Crest Pro-Health Whitening Gel Toothpaste - Fresh Clean Mint Benefits Whiten teeth surface strengthens enamel below the surface

    Contd...
    D]Dentist inspired toothpaste
    Sub Brands-

    Crest Pro-Health Clinical Gum Protection Toothpaste - Invigorating Clean Mint Crest Pro-Health Clinical Gum Protection Toothpaste Clean Mint Crest Pro-Health Toothpaste - Clean Cinnamon Crest Pro-Health Whitening Gel Toothpaste - Fresh Clean Mint

    Benefits Help reverse gingivitis in 4 weeks Provides an invigorating sensation Improves your gum health Help avoid cavities, plaque, and bad breath.

    Kids Toothpaste
    Sub Brands Crest Fairies Toothpaste Crest Hello Kitty Toothpaste Kids Crest Cavity Protection Sparkle Fun Toothpaste Benefits Fluoride toothpaste Exciting colors and new flavors help kids brush Fun licensed characters that kids love Easy open and close lid

    Colgate started way back in 1806 by William Colgate It has wide range of Oral products to offer Colgate has 13 types of to choose from Worlds most admired companies having a rank of 6

    Colgate Triple Action


    Cavity Protection Whiter Teeth Fresh Breath

    Colgate Sensitive
    Fights Tartar Removes Plague Promotes Healthy Gum Whiter Teeth It gives Multi Protection

    Colgate Total E namel Strength


    Providing protection to teeth from acid wear for 12 hours 12 hours Germ fighting Strengthening of Enamel

    Colgate Ma x fresh
    Spearmint Flavour Freshening mouthwash beads Concentrated mouth beads Gives a Fresh feel and makes mouth ultra clean

    Colgate K
    For kids aged 2-5 Ant cavity Fluoride toothpaste Provides protection to Enamel strengthens and protects developing teeth Mid bubble fruit flavour. Kids would love it

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