2.

Segmentation, Targeting and Positioning

2.1 Segmentation

Market segmentation is the activity of dividing a broad consumer or

business market, normally consisting of existing and potential customers,
into sub-groups of consumers based on some type of shared
characteristics. In dividing or segmenting markets typically look for
common characteristics such as shared needs, common interests, similar
lifestyles or even similar demographic profiles. The market can be
segmented based on:
i) Geographical factors
Sensodyne is the best selling brand for sensitive teeth in 43
countries around the world. This product market segmentation
focuses on sensitive tooth care. It can be considered as a
segmentation by benefits, and individual benefit is relieving tooth
sensitivity.

ii) Demographic factors

a) Age

Range between 20 – 50 years. Children and old do not want to

use toothpaste where the very older has no teeth and children
likes taste. So age has the influence on consumer behavior.

b) Gender
Male and female

c) Race and ethnicity

All race

iii) Psychographic factors

a) Lifestyle - Life Style is a person’s pattern of living.
These forces involves measuring consumer’s major activities
(work, hobbies, shopping, support etc) interest (food, fashion,
family recreation) and opinions about the product. For example,
some people love chocolates and lots of chocolate can cause
 sensetive teeth pains, or some people don’t have time for
brushinh their teeth.

b) Personality - Choice of a product depends on the

personality and the self concept of an individual. Personality
depends on the status and self concept depends on the
perception.

c) Social class - Sensodyne its quality and price are

more suitable for upper and medium class people. If the social
class of people is lower, then people do not buy Sensodyne
toothpaste.

2.1.1 VALS – Values and Lifestyle

Strategic business insight’s VALS™ framework is one of the
most popular classifications systems based on psychographic
measurements which is commercially available. The main
dimensions of the segmentation framework are primary
motivation (the horizontal dimension) and resources (the vertical
dimension).

Figure 1: The US VALS segmentation system.

Psychographic segmentation considers the lifestyle, social class
and personality type. The identified psychographic characteristic
covers all social class, and based on the VALS lifestyle
framework would be people who are motivated by ideals of
which consists of Thinkers and Believers. These people are
motivated by knowledge and principles, therefore when trying a
 new product with medical qualities, these group are better won
over through stimulating their cognitive senses. In other part,
belief is a descriptive thought that a person holds about
something. So company always try to make belief through
making reliability. Attitude, a person’s consistently favourable or
unfavourable evaluations, feelings, and tendencies towards an
object or idea. For example religious beliefs is very important
when considering ingredients of toothpaste in our society. If
ingredients include alcohol or anything about pig will affect badly
sales.

2.1.2 Benefit Segmentation

Benefit segmentation is dividing market based upon the
perceived value, benefit, or advantage consumers perceive that
they receive from a product or service. In purchasing products,
consumers are generally trying to satisfy specific needs.
Segmentation of toothpaste market can be done on the basis of
the benefits that users expect from the product. Some of the
benefits users expect include reduce sensitivity, teeth whitening,
tartar control, cavity protection, and fresh breath. Companies
can manufacture products that offer one or more benefits.
When consumers choose to purchase Sensodyne
toothpaste, they are not buying just toothpaste to clean their
teeth or to take care of their oral health. The consumers are
actually buying a remedy or a relief from their sensitive teeth.
Sensodyne toothpaste helps to relieve toothache caused by
sensitive teeth and provides lasting protection to the consumers.
Besides that, have a several benefit of Sensodyne toothpaste as
follows :

i) Long lasting sensitivity protection

Sensodyne toothpaste is recommended by dentists all
around the world for both sensitive teeth and acid wear.
Sensodyne provides proven relief from the pain caused
by sensitive teeth and provides long-lasting sensitivity
protection.
 ii) Brightness of teeth
Using a Sensodyne's Pronamel Gentle Whitening
Toothpaste is a best pick since it brightens tenderly while
developing tooth polish to decrease affectability. Brushing
your teeth something like two times per day is basic to
great oral cleanliness and dependable, solid, white teeth.
Most sorts of toothpaste are made to take care of explicit
issues inside our mouth, including everything from wiping
out affectability and modifying veneer to brightening teeth
and renewing your breath.

iii) Fresh breath

Sensodyne Complete Protection combines all the benefits
of a daily toothpaste with an advanced technology called
Novamin, which is clinically proven to relieve the pain of
sensitivity by building a protective layer over vulnerable
areas of the tooth. It also strengthens and re-hardens
enamel; gives a clean feeling; helps maintain healthy
gums; freshens breath; helps control plaque; and helps
maintain natural whiteness.

iv) Decay prevention

Dentists have been recommending Sensodyne for over
20 years. Brushing twice a day with Sensodyne builds a
shield of protection against painful sensitivity. And, since
Sensodyne has fluoride, it helps protect against cavities
too.

v) Good flavour

When choosing a toothpaste, the users usually have high

standards. That's why Sensodyne's sensitive toothpaste
offers a range of specialized products designed to tailor
exactly what the user is looking for.

2.1.3 Behavioral segmentation:

 Behavioural segmentation divides a population based on
their behaviour, the way the population respond to, use or know
of a product. This is mainly because there are several factors
which a consumer takes into consideration before taking a
decision. Thus consumer decision making is affected by his/her
behaviour and that is exactly how the behavioural segments are
targeted.
Sensodyne is categorized as a health care product. For a
healthcare product the consumer tends to react in almost same
manner as he reacts while purchasing any other product in the
market. But the new generation consumers tend to be more
aware of the products available in the market. They are aware of
its features and know exactly what they want. The consumer is
more concerned about the quality and the brand name of the
product than the price. People are aware of all the brands
available in the market and know what to purchase. The retailers
also believe that advertisements have a major impact on the
consumer and he demand what he had seen in an ad on T.V.

2.2 Targeting
Targeting is the second stage of the STP process. Market targeting refers
to picking or specific group or small set of group to which a business will
services it offering.

- Marketed for individual with sensitive teeth

- For individual who want to prevent sensitive teeth

- Target group for middle and upper class

2.3 Positioning
To people who want to fast relief and prevent cavity for their
sensitive teeth, the Sensodyne is the 1st dentist
recommended trustworthy toothpaste brand for sensitive teeth. All of the
design elements will based on the concept of care for sensitive teeth. Ice
cold elements can be used to remind or make a connection with
consumers who suffer pain from tooth sensitive problem. Some cinematic
elements can be used to attract target audience such as young adults
who like to watch movie. Sensodyne also should create an interactive
friendly approach towards the target audience.

2.3.1 Repositioning
Sensodyne's control of touchy apparatus classes starts with the
only thing that is in any way important and the most essential is
cold water. At the season of its dispatch in 2011 consciousness
of touchy teeth as an issue is negligible. Colgate showcase
pioneer rules the whole toothpaste advertise. It has touchy
apparatus variations yet does not make a unique endeavor to
dismiss it. Sensodyne makers know this is an issue that will
require progressively business TV publicizing running. In this
way the arrangement is a virus test where some client targets
have been welcome to take a glass of virus water to check
whether they feel sharp agony in their teeth.
Colgate may have launched sensitive toothpaste but didn’t
develop the category. For Colgate, it was a niche with their
overall emphasis being on common toothpastes. However,
Sensodyne entered as a specialist.
It benefitted from the prospering division of the toothpaste
advertise with families purchasing various result of sensodyne.
Prior, customers saw one brand to take care of issues of pit,
affectability, plaque, terrible breath and they were content with
what they got. Today, families take a gander at explicit
requirements of every part and are progressively mindful.
Spreading mindfulness has helped Sensodyne. Working
intimately with dental practitioners has additionally added to its
validity . They expedited genuine dental specialists screen and
put resources into structure trust among them. No big surprise,
Sensodyne has been positioned as the No 1 touchy toothpaste
brand prescribed by dental practitioners.
References

https://anilbt52.wordpress.com/
https://www.slideshare.net/GouravDholwal/13-gouravdholwal-brand-positioning
http://dspace.bracu.ac.bd/xmlui/handle/10361/8052