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Benefit Segmentation in Oral Care Market

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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Nivedita Biswal
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0% found this document useful (0 votes)
837 views

Benefit Segmentation in Oral Care Market

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.

Uploaded by

Nivedita Biswal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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