Benefit Segmentation In Oral Care Market

Submitted byRojalina NandaNivedita BiswalRanjeed Ku. Padhee

Benefit Segmentation

One of the common segmentation strategies

Define specific niches that require custom-tailored promotion

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

TheThe Sensory The IndependentSegment Sociables The Workers Segment

Principal benefit sought Flavour, product Brightness Decay Priceappearance of teeth prevention

Demographic strengths Children Teens, young Large families Menpeople

Special behavioural Users of Smokers Heavy users Heavy userscharacteristics spearmint-

flavoredtoothpaste

Brands disproportionately Colgate, MacLean’s, Crest Brandsflavoured Stripe Plus White, on sale

Ultra Brite

Personality characteristics High self- High High Highinvolvement sociability hypochondriasis autonomy

Lifestyle characteristics Hedonistic Active Conservative Value-oriented

The Toothpaste brand-CrestAbout 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 toothpasteSub- 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

B] Sensitivity toothpasteSub 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 toothpasteSub 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 ToothpasteSub Brands- Crest Fairies Toothpaste Crest Hello Kitty Toothpaste Kid’s 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

Contd...

Colgate started way back in 1806 by William Colgate

It has wide range of Oral products to offerColgate has 13 types of to choose fromWorld’s most admired companies having a rank of 6

Colgate Triple ActionCavity ProtectionWhiter Teeth Fresh Breath

Colgate SensitiveFights TartarRemoves PlaguePromotes Healthy GumWhiter TeethIt gives Multi Protection

Colgate Total E namel StrengthProviding protection to teeth from acid wear for 12

hours12 hours Germ fightingStrengthening of Enamel

Colgate Ma x freshSpearmint FlavourFreshening mouthwash beadsConcentrated mouth beadsGives a Fresh feel and makes mouth ultra

clean

Colgate KFor kids aged 2-5Ant cavity Fluoride toothpasteProvides protection to Enamel strengthens and

protects developing teethMid bubble fruit flavour. Kids would love it