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Introducing the different types and 
brands of Toothpastes 
Three main components of toothpastes: abrasives, fluoride, and...
Toothpaste Industry 
International Market 
• Gradual increase in penetration and consumption within the 
oral care categor...
Toothpaste Industry 
• Colgate occupies the 1st position among the top 5 oral care 
brands, followed by Pepsodent (Unileve...
Toothpaste Industry 
Mauritian Market 
• Influenced by this harsh competition at international level 
• Increased awarenes...
• Toothpaste industry: monopolistic competitive market 
• Toothpaste represents 80% of the local market of Mauritius 
for ...
• A European brand but manufactured locally by Mauritius 
Cosmetics Ltd (L’Express, 2008) under license from Blendax 
Merk...
Colgate 
• Marketed by Colgate-Palmolive, Colgate is the first toothpaste 
in a collapsible tube, introduced in 1896 
• In...
• Registered trademark of GlaxoSmithKline; introduced in 1961 as 1st 
desensitising toothpaste. 
• Clinically proven tooth...
Segmentation 
What is segmentation?
Advantages of Segmentation 
Based on the different Expectation that customers have about what 
a product/service can do fo...
Market Segmentation Characteristics
Segmentation of Colgate 
Colgate segments its base on 
Adult & Kids age group 
Colgate Max 
Fresh 
With breath 
strips 
Te...
Segmentation of Sensodyne 
Sensodyne segments its base on 
Sensitivity – Dental Care 
Age Group 
Sensodyne 
Sensitivity Ag...
Segmentation of Blendax 
Blendax segments its base on 
Age Group 
Product Diversification in terms of tooth whitening & 
p...
Targeting 
What is targeting?
Target Market Selection 
I. Single-segment concentration 
II. Selective specialization 
III. Product specialization 
IV. M...
Market Coverage Strategies 
Three basic strategic options 
i. Concentrated marketing (single-segment) or also known as 
ni...
Target Market Selection: 
Selective Specialization where Colgate has selected a number of segments, 
which it have been ob...
TARGET GROUP 
1. ELDER PEOPLE 
ACTIVE SALT 
2. KIDS
3. ADULTS
Target Market Selection: 
Sensodyne is toothpaste for sensitive teeth concentrate on Single-segment 
concentration where i...
Nice Market - toothpaste for sensitive teeth 
Sensodyne Repair & Protect toothpaste 
Sensodyne Extra Whitening toothpaste ...
Target Market Selection: 
Blendax also pursue a Selective specialization where it have selected 
number of segments which ...
Target Group 
ADULTS KIDS
PRODUCT LIFE CYCLE
PRODUCT LIFE CYCLE 
• The Growth Stage 
Sales 
Time
PRODUCT LIFE CYCLE 
The Growth Stage 
Sales 
Time
Positioning 
What is positioning?
• Due to increase awareness about oral health, competition is 
very tight and that is why it is important to increase bran...
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. 
...
Choosing the positioning strategy 
C. BLENDAX 
• Blendax is manufactured locally. 
• Faces a lot of competition from inter...
Selecting an overall positioning strategy 
• COLGATE - More for More strategy and also More for the same
Selecting an overall positioning strategy 
• SENSODYNE - More for More strategy 
• Target consumers who give priority to t...
Selecting an overall positioning strategy 
• BLENDAX - Less for Less strategy 
• Specialises only in fighting against germ...
Positioning in terms of price and 
quality
Comparing 3 toothpastes- STP 
Colgate Blendax Sensodyne 
Segmentation Age group: 
Teens & Adults 
Kids: 0-2, 2-5, 5-8, 
8-...
Comparing Colgate to others 
• With a continued focus on rejuvenation and innovation, 
Colgate has managed to hold private...
Comparing Blendax to others 
• Locally produced toothpaste 
• Cheaper than other brands 
• Easily available in retail outl...
Comparing Sensodyne to others 
• Rank number one toothpaste 
• Sensodyne relieves sensitive teeth by building a barrier th...
COLGATE SENSODYNE BLENDAX 
STRENGHTS 
1. Extremely popular 
brand and high brand 
awareness due to 
advertising. 
2. Good ...
QUESTIONS
Segmenting, Targeting and Positioning of the toothpaste industry
Segmenting, Targeting and Positioning of the toothpaste industry
Segmenting, Targeting and Positioning of the toothpaste industry
Segmenting, Targeting and Positioning of the toothpaste industry
Segmenting, Targeting and Positioning of the toothpaste industry
Segmenting, Targeting and Positioning of the toothpaste industry
Segmenting, Targeting and Positioning of the toothpaste industry
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Segmenting, Targeting and Positioning of the toothpaste industry

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In depth research on Colgate, Blendax and Sensodyne.

Published in: Marketing
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Segmenting, Targeting and Positioning of the toothpaste industry

  1. 1. Introducing the different types and brands of Toothpastes 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
  2. 2. 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.
  3. 3. 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.
  4. 4. Toothpaste Industry Mauritian 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.
  5. 5. • 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
  6. 6. • 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
  7. 7. 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
  8. 8. • 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
  9. 9. Segmentation What is segmentation?
  10. 10. 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”
  11. 11. Market Segmentation Characteristics
  12. 12. Segmentation of Colgate Colgate segments its base on Adult & Kids age group Colgate Max Fresh With breath strips Teens and Adults Herbal White Max Cavity Protection Gel Herbal Propolis 2-5 Kids 8-12 5-8
  13. 13. Segmentation of Sensodyne Sensodyne segments its base on Sensitivity – Dental Care Age Group Sensodyne Sensitivity Age Group
  14. 14. Segmentation of Blendax Blendax segments its base on Age Group Product Diversification in terms of tooth whitening & protection
  15. 15. Targeting What is targeting?
  16. 16. Target Market Selection I. Single-segment concentration II. Selective specialization III. Product specialization IV. Market specialization V. Full market coverage
  17. 17. Market Coverage Strategies Three basic strategic options i. 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
  18. 18. 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
  19. 19. TARGET GROUP 1. ELDER PEOPLE ACTIVE SALT 2. KIDS
  20. 20. 3. ADULTS
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Target Group ADULTS KIDS
  25. 25. PRODUCT LIFE CYCLE
  26. 26. PRODUCT LIFE CYCLE • The Growth Stage Sales Time
  27. 27. PRODUCT LIFE CYCLE The Growth Stage Sales Time
  28. 28. Positioning What is positioning?
  29. 29. • 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.
  30. 30. Choosing the positioning strategy A. COLGATE
  31. 31. Choosing the positioning strategy • B. SENSODYNE
  32. 32. • 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.
  33. 33. Choosing the positioning strategy C. 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.
  34. 34. Selecting an overall positioning strategy • COLGATE - More for More strategy and also More for the same
  35. 35. Selecting an overall positioning strategy • 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.
  36. 36. Selecting an overall positioning strategy • BLENDAX - Less for Less strategy • Specialises only in fighting against germs and bacteria.
  37. 37. Positioning in terms of price and quality
  38. 38. Comparing 3 toothpastes- STP Colgate Blendax Sensodyne Segmentation Age group: Teens & Adults Kids: 0-2, 2-5, 5-8, 8-12 Age group: Teens & Adults Kids 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
  39. 39. 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.
  40. 40. 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
  41. 41. 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
  42. 42. COLGATE SENSODYNE BLENDAX STRENGHTS 1. 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. WEAKNESSES Reduction in advertisement expenditure in order to maintain growth. 1. More expensive than competitors 1. No product innovation. 2. Faces high competition from international brands. OPPORTUINITES 1. 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) THREATS 1. 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.
  43. 43. QUESTIONS

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