The document discusses the target audiences, positioning, and value propositions of several toothpaste brands: Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.

1. Brand -
Toothpaste
 Target Audience
 Positioning
 Value Proposition

3. Target Audience -
Colgate has the whole toothpaste market as its target market. Being
one of the oldest varieties of toothpaste, the Colgate dental cream has
been marketed as a synonym for toothpaste.
Positioning -
As toothpaste that has the necessary calcium and minerals to provide
decay protection, strong teeth, germ protection and fresher breath.
Value Proposition -
Behind the success of Colgate’s brands are carefully developed
business and marketing strategies.

4. Target Audience -
Kids and Families
Positioning –
As long lasting protection from germs it could fight germs for hours
after brushing.
Value Proposition –
Pepsodent has the product range for all customers who desire healthy
and strong teeth and also those who already suffer from gum
disease, plaque and tarter etc.

5. Target Audience –
People with Dentine Hypersensitivity. Stands is premium segment in
toothpaste market i.e.8% of Indian toothpaste market and 17% of
Individuals in India
Positioning –
Sensodyne is toothpaste for sensitive teeth. 24/7 Sensitivity
protection.
Value Proposition –
It’s operating in a Niche for a defined group seeking a distinctive mix
of benefits. Niche can be called as micro-segment which is
small, profitable, with less number of competitors where the
consumer is willing to pay a premium for the offerings.

6. Target Audience –
It is clearly aimed at the youth. Its sleek toothpaste cover and the
picture of a young people on it unambiguously emphasize this point.
Positioning –
It is a positioning done for specific customers i.e. Youth for more
freshness and Close – up confidence.
Value Proposition -
Only Close up has germ fighting mouth wash to give you long lasting fresh
breath.
It has Micro whiteners and Vitamin Fluoride system to give you whiter and
stronger teeth.
Only toothpaste recommended by the World Dental Federation and the
Philippine Dental Association.

7. Target Audience –
Family people and the people who are conscious and inclined towards
Ayurveda and Herbal care.
Positioning –
An ayurvedic product which cleans, protects and strengthens teeth. It
has got 20 pure herbal extracts long established by Ayurvedic Herbal
tradition to be good for teeth, mouth and gums.
Value Proposition –
Offers unique formula in a dental care paste that has natural
astringent, antiseptic, and analgesic properties. These ingredients also
stimulate and reinforce gums, while resisting plaque formation. It gives
you strong gums, which makes your bite mighty, which no cosmetic
toothpaste can ever give.