consumer behaviour

1. BENEFIT SEGEMENTATION
PRODUCT TOOTHPASTE
Submitted To :-
Submitted By:-
Prof. Christopher Doyle
Preeti Yadav
0111PG038

2. OBJECTIVE
• Identity the implications for using benefit
segmentation to market the different brands
of TOOTHPASTE (Low involvement Product)

4. SENSODYNE
• Targeted all ages.
o For sensitive teeth.
o Stop gum bleeding.
o Can eat or drink hot or
cold foods.
o Protect 24* 7 from
germs.
o Fresh breath .

5. PEPSODENT G+
• Targeted children .
o Sweet in taste.
o Fight with germs.
o Good color.
o Fresh breath.
o Feel happy.
o Clean teeth.

6. CLOSE UP
• Targeted Youth.
o Freshness and Taste.
o Feel confident – close to
their preferred sexes.
o Attractive
advertisement.
o Clean Teeth.
o Color, Packaging, Price.

7. COLGATE
• Targeted all ages.
o Strong teeth and gum.
o Protect 24*7 from
germs.
o Prevent from cavity.
o Feel fresh and clean
teeth.
o Old brand and easy
available.

8. MESWAK
• Targeted 25+ people.
o Made by natural herbs.
o Good for diabetic
patients.
o Feel fresh and clean
teeth.
o Satisfaction.
o Replacement for neem.

9. TOOTHPASTE
BENEFIT
SEGEMENTATION

10. Benefit Sought Demographic Behavioral Psychographic Favored Brand
Characteristics Characteristics Characteristics
Low Price Males Heavy Users Price-conscious Babool,
(Economy) Independent Meswak
Decay Big Families Heavy Users Traditional Colgate,
Prevention Health – Sensodyne
(Medicinal) Conscious
Brightness of Teens, Smokers Outgoing Colgate Promise
teeth (Cosmetic) Youngsters Fun loving Close - Up
Active
Good Flavor Children Mint lovers, Self- Pepsodent G +,
(Taste) involvement
Gentler Love to taste fun, dependent Just for Kids
Toothpaste on mother for
good habits
Mouthwash Youngsters, Want Intimacy Self – Close – Up
Teens & togetherness involvement
Fresh Breath Families Multiple Value for Money Aquafresh
Whiter teeth Benefits

11. FINDINGS
• Brands commonly used are:-
Colgate, Pepsodent, Close-Up
• Other brands that consumer recall are:-
Sensodyne, Babool, Meswak, Amway, Dabur
• Some of the reasons given by the consumer for
choosing their preferred brands of toothpaste were:-
Good Cleaning Power, Habit, Brand Loyalty, Color, Taste, Flavors, Prevent
Bad Breath, Cavity Protection

12. Cont…
• Some additional features that the consumers said
that they might want in their toothpaste are :-
Lower Price, New Flavors, Refreshing Breath, Anti Bacterial
Protection, Change of Color
• The factors that consumers thought are
influential in buying toothpaste in general are :-
Advertisements, Family Influence, Packaging, Personal
Experience, Cleanliness, Whitening, Freshness, Taste, Dentist, Price,
Protection, Availability

13. Thank You