Segmentation, Targeting and Positioning of Toothpaste Industry

1750 words 7 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
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Other type of segmentation such as demographic, personality, behaviour and lifestyle are also used in conjunction with the benefits sought segmentation. Table 1.0 below shows the segmentation used.

According to the segmentation results we can see that the market

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