Segmentation, Targeting and Positioning of Toothpaste Industry

1765 WordsApr 11, 20098 Pages
Introduction and background of Report The tooth paste industry is one typical model of an oligopoly meaning that it is dominated by a small number of major firms such as Colgate-Palmolive, Procter and Gamble and GlaxoSmithKline(Aquafresh) (Industry structures 17. 2008.).The competition among the different companies have always been ferocious with companies launching new products with new features regularly be it whitening toothpaste, mouth fresheners toothpaste or economic toothpaste. This is just an example of how the competition is harsh and how the companies want to target different market segments and the Mauritian market is far from being spared by this harsh competition. Moreover since the last few years the Mauritian market for…show more content…
Market Positioning in the toothpaste industry For the market positioning part, 3 brands has been chosen these are Colgate Fresh Confidence, Aquafresh white and shine and Colgate sensitive High efficacy Sensodyne original Colgate max white Aquafresh white and shine Colgate fresh confidence Elmex Blendax Aquafresh muskmint Aquafresh kids Colgate smiles(for kids) Colgate herbal white Low price High price Colgate sensitive Casino pate dentifrice Bianco foil

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