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Benefit segementation

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Preeti Yadav
Preeti Yadav

This document discusses benefit segmentation for marketing different toothpaste brands as low involvement products. It identifies target demographics and psychographic characteristics for popular toothpaste brands like Sensodyne, Pepsodent G+, Close Up, Colgate, and Meswak. Benefits sought include low price, decay prevention, brightness, good flavor, gentler formula, fresh breath, and whiter teeth. Brand positioning is analyzed based on benefit sought, demographic traits, behavioral characteristics, and psychographic characteristics. Findings show Colgate, Pepsodent, and Close Up are commonly used, while consumer preferences are driven by cleaning power, habit, brand loyalty, taste, preventative qualities, and packaging attributes.

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BENEFIT SEGEMENTATION PRODUCT TOOTHPASTE Submitted To :- Submitted By:- Prof. Christopher Doyle Preeti Yadav 0111PG038
OBJECTIVE ? Identity the implications for using benefit segmentation to market the different brands of TOOTHPASTE (Low involvement Product)
Benefit segementation
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 ¨C 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 Behavioral Psychographic Favored Brand Characteristics Characteristics Characteristics Low Price Males Heavy Users Price-conscious Babool, (Economy) Independent Meswak Decay Big Families Heavy Users Traditional Colgate, Prevention Health ¨C Sensodyne (Medicinal) Conscious Brightness of Teens, Smokers Outgoing Colgate Promise teeth (Cosmetic) Youngsters Fun loving Close - Up Active Good Flavor Children Mint lovers, Self- Pepsodent G +, (Taste) involvement Gentler Love to taste fun, dependent Just for Kids Toothpaste on mother for good habits Mouthwash Youngsters, Want Intimacy Self ¨C Close ¨C Up Teens & togetherness involvement Fresh Breath Families Multiple Value for Money Aquafresh Whiter teeth Benefits
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
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Benefit segementation

  • 1. BENEFIT SEGEMENTATION PRODUCT TOOTHPASTE Submitted To :- Submitted By:- Prof. Christopher Doyle Preeti Yadav 0111PG038
  • 2. OBJECTIVE ? Identity the implications for using benefit segmentation to market the different brands of TOOTHPASTE (Low involvement Product)
  • 4. 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 .
  • 5. PEPSODENT G+ ? Targeted children . o Sweet in taste. o Fight with germs. o Good color. o Fresh breath. o Feel happy. o Clean teeth.
  • 6. CLOSE UP ? Targeted Youth. o Freshness and Taste. o Feel confident ¨C close to their preferred sexes. o Attractive advertisement. o Clean Teeth. o Color, Packaging, Price.
  • 7. 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.
  • 8. 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.
  • 9. TOOTHPASTE BENEFIT SEGEMENTATION
  • 10. Benefit Sought Demographic Behavioral Psychographic Favored Brand Characteristics Characteristics Characteristics Low Price Males Heavy Users Price-conscious Babool, (Economy) Independent Meswak Decay Big Families Heavy Users Traditional Colgate, Prevention Health ¨C Sensodyne (Medicinal) Conscious Brightness of Teens, Smokers Outgoing Colgate Promise teeth (Cosmetic) Youngsters Fun loving Close - Up Active Good Flavor Children Mint lovers, Self- Pepsodent G +, (Taste) involvement Gentler Love to taste fun, dependent Just for Kids Toothpaste on mother for good habits Mouthwash Youngsters, Want Intimacy Self ¨C Close ¨C Up Teens & togetherness involvement Fresh Breath Families Multiple Value for Money Aquafresh Whiter teeth Benefits
  • 11. 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
  • 12. 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