BENEFIT SEGEMENTATION PRODUCT TOOTHPASTE Submitted To :- Prof. Christopher Doyle Submitted By:- Preeti Yadav 0111PG038
May 28, 2015
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