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Colgate Segmentation Strategy

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Colgate-Palmolive's Segmentation Strategy Since the company was established, Colgate-Palmolive has introduced a broad variety of toothbrushes and toothpaste meant to serve consumers with a variety of different oral health problems and priorities. Today, they continue to introduce new and improved products to the market that they hope will target many different consumer's needs. Their market can be segmented in four different ways. Geographic Geographic segmentation is done on the basis of region, population factor, urban, or climactic conditions. Colgate currently does business in over 200 countries around the world. Approximately 75% of their sales comes from international operations, so succeeding in countries outside of the United States is extremely important. They do not market the same products in every country. For instance, in the United States they are currently selling sixteen different types of toothpaste, while in the UK they are selling twenty-two different varieties. Colgate-Palmolive is very committed to their global brand, and does extensive research in order to market the right products to the right countries. Demographic Demographic segmentation is basically market segmentation executed by taking various demographic factors, such as age, gender, and social class into consideration. Colgate-Palmolive markets their products to a variety of different age groups. They sell both adult and kids products. For the adults, they have a variety of different products that consumer's can buy depending on their needs. For example, they sell whitening toothpaste, toothpaste for people with tooth sensitivity, and toothpaste for people with gum issues. For the kids, they market to four different age groups. Ages 0-2, 2-5, 5-8, and 8-12. For the 0-2 age group, they sell flouride-free toothpaste for babies and toddlers who are new to oral health care. For the 8-12 age group, they sell transitional toothpastes that transition from children to adult tastes, and still provide cavity protection. Within these age brackets, they also market to the different genders. For girls, they sell toothpaste and toothbrushes with characters like Dora the Explorer, and for boys they sell products with Spongebob Squarepants on them. Colgate also has a section on their website with oral care articles divided up by age range. For instance, there's a section about senior oral care, and how to take care of your teeth when you're a senior citizen. They also have sections for infants and children, teenagers, and adults. Psychographic Segmentation Psychographic segmentation occurs when a company markets their products based on the lifestyle, values, or personality traits of their consumers. Colgate markets to a lot of different people based on their oral healthcare needs. For individuals that want whiter teeth, they sell whitening toothpaste and toothbrushes. For the people with sensitivity, they sell the Sensitive Pro-Relief toothpaste and brushes made to decrease tooth sensitivity. For people that like to brush their teeth on the go, they sell the Wisp toothbrush, which are mini-toothbrushes that have toothpaste already on them. They originally marketed the Wisp toothbrush to busy urban 20-somethings, but they are also useful towards office workers, as well as travelers. Behavioral Segmentation A more focused form of market segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. Colgate seems to group their consumers based on their desired benefits. If they want whiter teeth, they should use a certain formula of their toothpaste and a certain toothbrush. If they have tooth sensitivity, they should use the toothpaste made to decrease sensitivity, as well as the toothbrush. Most of their products are in the same general price range, so price isn't a factor. Usage can also be a factor that they use to

http://www.termpaperwarehouse.com/print/Colgate-Segmentation-Strategy/49620

3/4/2013

Colgate Segmentation Strategy

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market their products. Specifically, the Wisp toothbrush. They market that product to people who like to brush their teeth on the go, or for people who travel a lot. Current Consumer Market In today's market, people have many different wants and needs when it comes to their oral healthcare, and I believe that people are buying products from companies that have new innovations. One of the current trends in the oral healthcare market is teeth whitening. Consumers are looking for the product that will whiten their teeth the best, and companies are competing to put the best, most cost efficient product out on the market. There are many commercials on TV right now that are marketing teeth whitening products, and Colgate needs to keep innovating new products in order to stay in the running against their competitors. Recommendations Colgate's marketing strategy basically encompasses two of the segmentation strategies; behavioral and demographic. They market their products based on age group and desired results. I think that it's a good strategy for them to continue to take. I don't believe that they should focus too heavily on psychographic segmentation because someone's personality traits do not have much affect on the brand of oral care that they use. I do believe that they should continue to expand themselves worldwide, but I think they need to aggressively market their products in the United States, since the US only makes up about 25% of their profits worldwide. Colgate World of Care. Retrieved November 11, 2011, from http://www.colgate.com. Keller, K.L. and Kotler, P. (4th Ed.). (2009). A framework for marketing management. New Jersey: Pearson Prentice Hall.

http://www.termpaperwarehouse.com/print/Colgate-Segmentation-Strategy/49620

3/4/2013