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    Segmentation, Targeting & Positioning

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    Parthsarthy Sinha Choudhary
    The document discusses Colgate's target markets, positioning, and segmentation strategies. It details that Colgate targets urban youth, urban rich class, and rich rural consumers. Colgate positions itself as a high-quality premium product and positions its Sensitive Pro-Relief line as the most effective for tooth sensitivity. The target for Colgate Pro-Relief is people aged 20-40 who suffer from sensitivity problems.

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    Segmentation, Targeting & Positioning

    Uploaded by

    Parthsarthy Sinha Choudhary
    44 views5 pages
    The document discusses Colgate's target markets, positioning, and segmentation strategies. It details that Colgate targets urban youth, urban rich class, and rich rural consumers. Colgate positions itself as a high-quality premium product and positions its Sensitive Pro-Relief line as the most effective for tooth sensitivity. The target for Colgate Pro-Relief is people aged 20-40 who suffer from sensitivity problems.

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    STP for colgate

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    kamlukakaam-161129120052

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    The document discusses Colgate's target markets, positioning, and segmentation strategies. It details that Colgate targets urban youth, urban rich class, and rich rural consumers. Colgate positions itself as a high-quality premium product and positions its Sensitive Pro-Relief line as the most effective for tooth sensitivity. The target for Colgate Pro-Relief is people aged 20-40 who suffer from sensitivity problems.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    44 views5 pages

    Segmentation, Targeting & Positioning

    Uploaded by

    Parthsarthy Sinha Choudhary
    The document discusses Colgate's target markets, positioning, and segmentation strategies. It details that Colgate targets urban youth, urban rich class, and rich rural consumers. Colgate positions itself as a high-quality premium product and positions its Sensitive Pro-Relief line as the most effective for tooth sensitivity. The target for Colgate Pro-Relief is people aged 20-40 who suffer from sensitivity problems.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Segmentation, targeting & positioning

    Basic target Market of colgate:


    1) Urban youth and urban rich class.
    2) Rich and consuming customers of rural India.

    Colgate is positioned as the brand itself as of a high quality product


    with a premium price among its competitors. Colgate Sensitive Pro-
    Relief is positioned as the tooth- paste that has the best effectiveness
    in solving tooth sensitivity as instantly compared with other
    toothpastes. This positioning is well reflected in their advertisements
    and product packaging.
    Besides its good attribute, Colgate positioned itself as toothpaste that
    offers extra benefits to the customers. Colgate is the only toothpaste
    that uses the new technology known as Pro-Argin technology, which
    contains ingredients, that giving better protection on oral health.
    Moreover, Pro-Argin technology also gives a long-term benefit by
    removing the problem from its root (Marketing4u n.d.). Colgate
    informs the customers about the benefit offered by putting the words
    “New Pro Argin Technology” in the advertisements. Colgates’
    positioning however is observed to be very close to Sensodyne, as
    based on the perceptual map. This is deduced from similar ads from
    Sensodyne that reads “Daily Relief from the Pain of Sensitive Teeth”;
    however, Colgate avoids direct confrontation with Sensodyne’s ads by
    changing the words Daily Relief into Instant Relief.

    Pro-relief target:
    Being a product that caters to a very specific need pro-relief targets
    everyone between 20-40 age group who suffer from sentivity
    problems.

    This is evident from their advertising TVCs where they have people
    from all age groups being shown.
    According to several reports 53% of the people worldwide suffer from
    sensitivity realted problems. Suddenly the proucts dosent sound too
    niche, considering 1 in every two is your target audience.

    Sensitivity problems do not come until the age of 18 so children and


    teenagers and not covered but all age groups above 18 are targeted.

    The target audience for Colgate is derived from Demographic,


    Psychographic and Benefit segmentation. Demographic segmentation
    for Colgate considers the variables of age, gender, income and
    education. The group includes both male and female, aged 20-39
    years old, belonging from a lower income and up and equipped with
    literacy abilities. This demo- graphic of people tend to be sufferers of
    sensitive teeth.

    Psychographic segmentation considers the lifestyle, social class and


    personality type. The identified psychographic characteristic covers all
    social class, and based on the VALS lifestyle framework would be
    people who are motivated by ideals of which consists of Thinkers and
    Believers. These people are motivated by knowledge and principles,
    therefore when trying a new product with medical qualities, these
    group are better won over through stimulating their cognitive senses.

    Benefit Segmentation considers the specific problems that can be


    solved by the product. The benefit sought would be “Relief from
    Sensitive Teeth”. This segmentation refers to people suffer from
    sensitive teeth, therefore would look for a product that cater to this
    need.

    Usually toothpastes like Colgate targets the parents via the children
    but pro-relief required a different style of advertising and targeting
    and hence the realistic ads.

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