Three main components of toothpastes: abrasives, fluoride, and detergents (Tooth Club, 2014).
• Fluoride (anti-decay) toothpaste• Desensitizing toothpaste• Anti-calculus toothpaste• Anti-plaque toothpaste• Whitening toothpaste• Herbal and natural toothpastes
Introducing the different types and brands of Toothpastes
Toothpaste Industry
International Market• Gradual increase in penetration and consumption within the
oral care category.• Toothpaste is among the top 10 categories of Fast-Moving
Consumer Goods (2013 Brand Footprint Report)• Toothpaste industry dominated by some major firms such as
Colgate-Palmolive, Unilever, Procter & Gamble and GlaxoSmithKline.
Toothpaste Industry
• Colgate occupies the 1st position among the top 5 oral care brands, followed by Pepsodent (Unilever), Crest (Procter & Gamble), Close-Up and Oral-B.
• Colgate attain the No. 2 position in the global Brand Footprint 2012 ranking of Top 50 Consumer Brands, entering more homes (65%) than Coca-Cola (44%). Year after year, Colgate has succeeded in retaining and attracting new customers, while persuading loyal consumers to continue buying.
Toothpaste IndustryMauritian Market• Influenced by this harsh competition at international level• Increased awareness about oral care and health which explains important
growth of local toothpaste market and other dental products• A very dynamic toothpaste market with several different brand names
available to the consumer all with varying claims.• Variety of toothpaste as wide and as many as are the brand names of
toothpaste: Aquafresh (GlaxoSmithKline), Colgate (Colgate-Palmolive Company), Blendax, Signal (Unilever), Dentifrice (manufactured locally for Winners Supermarket), Close-Up (Unilever) - first gel toothpaste in the world, Pearlie White Dental Care (Top Only as authorized distributor in Mauritius), Sensodyne, Parodontax (GlaxoSmithKline), Crystal Glow, Sanogyl (France), Dabur Herbal, among many others.
• Toothpaste industry: monopolistic competitive market• Toothpaste represents 80% of the local market of Mauritius
for a total population size of approximately 1,2 million.• Market is shared by Colgate-Palmolive, which represents
Colgate and has 45% of the market share while the rest is being played among Aquafresh at 20% and Blendax occupying 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal, Close up, Casino and other make of toothpaste (StudyMode, 2011).
• Innovation is crucial to brands’ performance and increased or sustained companies’ market shares.
• Regular launching of new products with new features, be it whitening toothpaste, mouth fresheners toothpaste or economic toothpaste
• A European brand but manufactured locally by Mauritius Cosmetics Ltd (L’Express, 2008) under license from Blendax Merke, Germany, acquired by Procter & Gamble in 1990.
• The first locally produced toothpaste.• The single largest selling toothpaste brand in Mauritius (DEM
Handbook, 2010).
Blendax
Colgate
• Marketed by Colgate-Palmolive, Colgate is the first toothpaste in a collapsible tube, introduced in 1896
• In Mauritius, the brand has been around for many years
• Popular with consumers and recommended by dentists
• Registered trademark of GlaxoSmithKline; introduced in 1961 as 1st desensitising toothpaste.
• Clinically proven toothpaste with active ingredients to help relieve dentine hypersensitivity
• Well-recognized sensitive toothpaste among dentists around the world: 9 out of 10 dentists (US)
• A global leader in the premium toothpaste category across the toothpaste industry.
• Two main product lines: Sensitivity and acid erosion.• Sensodyne sensitivity products: marketed to counteract teeth
sensitivity caused by exposed dentin.• Sensodyne acid erosion products: marketed to protect enamel from
acid erosion.• Both products come in a variety of flavors and with the option of
whitening.
Sensodyne
The process of dividing a potential market into distinct
subsets of consumers and selecting one or more
segments as a target market to be reached with a
distinct marketing mix.
What is segmentation?Segmentation
Advantages of Segmentation
Based on the different Expectation that customers have about what a product/service can do for them
“It is based on the Attributes (characteristics) of products, as seen by the customers”
Market Segmentation Characteristics
Segmentation of Colgate
Colgate segments its base on Adult & Kids age group
Teens and
Adults
Colgate Max Fresh
With breath strips
Herbal
White
Max Cavity
Protection
Gel
Herbal Propol
is
Kids
2-5
5-88-12
Segmentation of Sensodyne
Sensodyne segments its base on Sensitivity – Dental Care
Age Group
Sensodyne
Sensitivity Age Group
Segmentation of BlendaxBlendax segments its base on
Age GroupProduct Diversification in terms of tooth whitening &
protection
TargetingWhat is targeting?
• It is the second stage of the STP process
• The process of selecting a segment to aim for is called
targeting
• “Market targeting refers to picking a specific group or
small set of groups to which a business will service its
offering.” Kotler
Target Market SelectionI. Single-segment concentration
II. Selective specialization
III. Product specialization
IV. Market specialization
V. Full market coverage
Market Coverage StrategiesThree basic strategic optionsi. Concentrated marketing (single-segment) or also known as
niche marketing concentrates on being the very best within a single tiny segment.
ii. Differentiated marketing (multi-segmented) means concentrating on two or more segments, offering a differentiated marketing mix for each.
iii. Undifferentiated marketing views the market as one group with no individual segments, therefore using a single marketing strategy
Target Market Selection:
Selective Specialization where Colgate has selected a number of
segments, which it have been objectively attracted and made appropriate
Market Coverage Strategies :
Differentiated Marketing where it has concentrated on more segments,
offering a differentiated marketing mix for each
TARGET GROUP
1. ELDER PEOPLEACTIVE SALT
2. KIDS
3. ADULTS
Target Market Selection:
Sensodyne is toothpaste for sensitive teeth concentrate on Single-segment concentration where it has strong knowledge of its target group and its needs.
Market Coverage Strategies : Single-segment marketing where it operates in a niche or may also be referred to as Premium segment, which is small and profitable
Nice Market - toothpaste for sensitive teeth
Sensodyne Repair & Protect toothpaste
Sensodyne Extra Whitening toothpaste
Sensodyne Full Protection Plus Whitening Toothpaste
Sensodyne Tartar Control Plus Whitening Toothpaste
Sensodyne Fresh Impact Toothpaste
Sensodyne Fresh Mint Toothpaste
Sensodyne Cool Gel Toothpaste
Target Market Selection: Blendax also pursue a Selective specialization where it have selected number of segments which are attractive appropriate
Market Coverage Strategies : Blendax also have also concentrated on a Differentiated marketing strategy of concentrating on more segments.
Blendax had also focus on becoming a cheaper retailer of toothpaste than other brands
Target GroupADULTS KIDS
PRODUCT LIFE CYCLE
PRODUCT LIFE CYCLE
• The Growth Stage
Sales
Time
PRODUCT LIFE CYCLE
The Growth Stage
Sales
Time
PositioningWhat is positioning?
• Due to increase awareness about oral health, competition is
very tight and that is why it is important to increase brand
awareness in the mind of consumers.
Choosing the positioning strategy A. COLGATE
Choosing the positioning strategy • B. SENSODYNE
• Sensodyne toothpaste has positioned itself as being the best
choice of toothpaste to fight against teeth sensitivity.
• Acquired competitive advantage by providing superior quality
and provides products that are highly recognized and
recommended by dentists worldwide.
Choosing the positioning strategyC. BLENDAX
• Blendax is manufactured locally.
• Faces a lot of competition from international brands and is trying to
retain its brand image in the minds of consumers.
• Positioning strategy of blendax is to set an affordable price and stay in
line with other brands in the market.
Selecting an overall positioning strategy• COLGATE - More for More strategy and also More for the same
• SENSODYNE - More for More strategy
• Target consumers who give priority to their dental health and do not refrain from buying higher priced products.
• More expensive because of its quality and high performance.
Selecting an overall positioning strategy
Selecting an overall positioning strategy• BLENDAX - Less for Less strategy
• Specialises only in fighting against germs and bacteria.
Positioning in terms of price and quality
Comparing 3 toothpastes- STPColgate Blendax Sensodyne
Segmentation Age group:Teens & AdultsKids: 0-2, 2-5, 5-8, 8-12
Age group:Teens & AdultsKids
Income group:Middle & Upper Class
Dental Health:People with Sensitive teeth
Targeting Selective specialization
Differentiated Marketing
Selective specialization
Differentiated Marketing
Single-segment concentration
Single-segment marketing
Positioning More for more/More for same
Less for Less More for More
Comparing Colgate to others
• With a continued focus on rejuvenation and innovation,
Colgate has managed to hold private label at bay in the
competitive markets and has successfully expanded to
different products in the oral care market.
Comparing Blendax to others
• Locally produced toothpaste
• Cheaper than other brands
• Easily available in retail outlets
• Satisfy different segments like adults both male and female and kids
Comparing Sensodyne to others
• Rank number one toothpaste
• Sensodyne relieves sensitive teeth by building a barrier that blocks the pain of hot and cold and keeps it from coming back
• In treating and preventing dentin hypersensitivity
COLGATE SENSODYNE BLENDAX
STRENGHTS1. Extremely popular
brand and high brand awareness due to advertising.
2. Good performance; Colgate Dental Cream offers all-around cavity protection, even where a toothbrush cannot reach.
Testimonial ads from doctors have worked well to strengthen the brand.
Very well accepted in the market and enjoys the trust of consumers because of its quality.
1. Manufactured locally; hence knows its customers well and what type of products they need.
2. Affordable price for lower income groups of customers.
WEAKNESSESReduction in
advertisement expenditure in order to maintain growth.
1. More expensive than competitors
1. No product innovation.
2. Faces high competition from international brands.
OPPORTUINITES1. Focus on innovation
and new product launches by deploying advanced technologies such as electric toothbrush or attracting packages for kids.
1. The brand can target kids and youth also since they frequently suffer from such dental problems.
2. Create more awareness about sensitive teeth and capture large market.
1. Eco-friendly products
2. May sell directly to customers (door to door selling)
THREATS1. High competition from
competitive brands like Aquafresh and Sensodyne.
1. Not much awareness in the market regarding the effectiveness of the product.
1. Increased cost of raw materials.
QUESTIONS