TARGET MARKETING - MEANING‚ BASIS AND ITS NEED It is not possible for a marketer to have similar strategies for product promotion amongst all individuals. Kids do not get attracted towards products meant for adults and vice a versa. Every segment has a different need‚ interest and perception. No two segments can have the same ideologies or require a similar product.Target Marketing refers to a concept in marketing which helps the marketers to divide the market into small units comprising of likeminded
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CMF was launched in the U.S in the year 2004. It contributed to Colgate’s record share of 34.8% in 2004. At that time U.S toothpaste market was split into therapeutic and cosmetic benefits. This was the ideal time for CMF to enter into US markets. CMF was positioned as a premium brand. The concept promised consumers freshness with a whitening reassurance‚ using mini breath strips as the distinctive reason to believe. The US CMF product line consisted of two product forms a liquid bottle and a gel
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and Churc &Dwight (Arm&Hammer‚ Close-up‚ Mentadent‚ Aim‚ Pepsodent)- Growth of Crest’s value hare of the retail toothpaste market thanks to new product intiatives such : * Crest+Scope which is positioned as a toothpaste and mouthwash product that also whitened teeth(achieved a 5‚4% retail value share in 2004) * CWE positioned as a “flavor-based experiential toothpaste that also whitens teeth(achieved a 5‚2% share by the end of 2004 behind a 18‚8% media advertising share of voice)- Aquafresh
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Creative Brief Template (IMC Brief) Details Document your Brand Item‚ Groups Members and Group Name. Hawley & Hazel Chemical (H&H)‚ a joint venture with Colgate-Palmolive‚ is involved in the manufacture of components for oral care products‚ e.g. Darlie and Colgate toothpaste‚ toothbrushes and personal care series of Palmolive. 1 Marketing Objectives The brand’s marketing objectives such as share or volume goals‚ summary of market situation‚ key competitor activity‚ marketing
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Case Analysis: Colgate-Palmolive Precision Toothbrush Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Rick McPherson/Brian Marr Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Table of Contents Analysis & Strategy Executive Summary Situation Analysis Strategic Alternatives Proposed Strategy 1 1 1 2 3 4 4 5 5 6 6 6 7 7 7 8 8 9 9 9 i Appendix A: Competitive Strategy Porter’s Generic Strategies Applied
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dentists. Out of these 25%‚ 72% claimed that their dentist did not recommend toothpaste brands. But out of the 7 respondents who were recommended toothpastes by their dentists‚ 6 respondents changed their toothpaste. This indicates a high level of involvement. 84% of the respondents claimed to not have any oral health problems. But out of the 15% who did have oral health problems‚ 33.33% of them changed their toothpaste to solve the problem. This again indicates a high level of involvement. Also
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customers.its Products includes toothpastes and toothbrushes. • The various toothpaste variety are pepsodent Germicheck‚ Whitening ‚ 2in1‚ Center Fresh‚ Gum Care‚ Sensitive‚ Kids.It was earlier positioned as a germ fighter focusing more on the process than on the result.Pepsodent have experimented with its positioning althrough its life by the way of changingmarketing strategies. • It used Family platform as well as product platform in its marketingstrategies.For toothpaste the Segementation is done
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Executive Summary Colgate Palmolive is a well-reputed company with a large series of its well-known products having different varieties in terms of flavour. Colgate Palmolive is the world leader in oral care industry. They cater the need of different segments by offering innovative products. The main objectives of this study is to analyse the existing channel strategies‚ physical distribution‚ sales force design and marketing strategies of Colgate Palmolive in India and recommend the improvement
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Fluoro Phosphate + Calcium Glycerophosphate. 40g -Rs.10 80g - Rs.20 175g - Rs40. Pepsodent 2 in 1 - Silica + Sorobil + Triclosan + Sodium Fluoro Phosphate 50g - Rs.19 Pepsodent G 100g - Rs 40. Pricing strategies *Penetration 32 per cent of toothpaste demand originates from rural areas 68 per cent coming from urban areas Rs 500-crore toothpowder market depends almost entirely on rural demand. "Today we want 50 per cent of our sales from our rural turnover." Understanding the potentiality
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MARKET SEGMENTATION ‚POSITIONING & TARGETING Market Segmentation Market segmentation is broadly classified into two categories: a.)Specific need based segmentation * Enhancement needs : this cater the need for having fresh breath and whiteness of teeth * Hygienic needs : This caters to the overall Oral care need b.)Demographic segmentation The segmentation was specially to target youth between 18-25 years‚ however it did not alienate the people who were above the age
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