There are several major types of toothpastes on the market based on their main components and intended uses, such as fluoride toothpaste for preventing decay, desensitizing toothpaste, and whitening toothpaste. The global toothpaste industry is dominated by a few large companies and toothpaste is one of the top fast-moving consumer goods. In Mauritius, the toothpaste market includes many international and local brands and is led by Colgate, which holds about 45% market share, while Aquafresh and Blendax also have significant shares. Toothpaste brands segment their customers and target different groups, with Colgate targeting multiple age groups and Sensodyne focusing on people with sensitive teeth. They also employ various

3. 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

4. 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.

5. 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.

6. 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.

7. • 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

8. • 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

9. 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

10. • 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

11. Segmentation
What is segmentation?

12. 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”

13. Market Segmentation Characteristics

14. 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

15. Segmentation of Sensodyne
Sensodyne segments its base on
Sensitivity – Dental Care
Age Group
Sensodyne
Sensitivity Age Group

16. Segmentation of Blendax
Blendax segments its base on
Age Group
Product Diversification in terms of tooth whitening &
protection

17. Targeting
What is targeting?

18. Target Market Selection
I. Single-segment concentration
II. Selective specialization
III. Product specialization
IV. Market specialization
V. Full market coverage

19. 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

20. 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

21. TARGET GROUP
1. ELDER PEOPLE
ACTIVE SALT
2. KIDS

22. 3. ADULTS

23. 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

24. 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

25. 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

26. Target Group
ADULTS KIDS

27. PRODUCT LIFE CYCLE

28. PRODUCT LIFE CYCLE
• The Growth Stage
Sales
Time

29. PRODUCT LIFE CYCLE
The Growth Stage
Sales
Time

30. Positioning
What is positioning?

31. • 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.

32. Choosing the positioning strategy
A. COLGATE

34. Choosing the positioning strategy
• B. SENSODYNE

35. • 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.

36. 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.

37. Selecting an overall positioning strategy
• COLGATE - More for More strategy and also More for the same

38. 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.

39. Selecting an overall positioning strategy
• BLENDAX - Less for Less strategy
• Specialises only in fighting against germs and bacteria.

40. Positioning in terms of price and
quality

42. 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

43. 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.

45. 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

46. 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

47. 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.

49. QUESTIONS