Colgate Segmentation Strategy
Colgate Segmentation StrategyColgate-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 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 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...