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 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

The

The Sensory The Independent

Segment Sociables The Workers Segment

Principal benefit sought Flavour, product Brightness Decay Price

appearance of teeth prevention

Demographic strengths Children Teens, young Large families Men

people

Special behavioural Users of Smokers Heavy users Heavy users

characteristics spearmint-

flavored

toothpaste

Brands disproportionately Colgate, MacLean’s, Crest Brands

flavoured Stripe Plus White, on sale

Ultra Brite

Personality characteristics High self- High High High

involvement sociability hypochondriasis autonomy

Lifestyle characteristics Hedonistic Active Conservative Value-

oriented

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

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

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 offer

Colgate has 13 types of to choose from

World’s 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