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Colgate

In: Business and Management

Submitted By bluespi80
Words 457
Pages 2
Customers’ needs change
In 1990s, as consumers had more interest in their oral health, they spent more money in their oral health care. This trend can be proven by the rate of Oral Care market growth since 1986. Especially, realizing the importance of toothbrush for preventing dental problems, toothbrush consumers started to buy high-priced and high functional toothbrushes. According to the figures in the context, purchase frequency and replacement frequency of toothbrush had decreased from 8.6 months to 7.5 months and from 12.4 months to 11.6 months, respectively. In case of high-premium toothbrushes such as Oral-B Indicator, Reach Advanced Design, and Private Label, their market share had increased continuously.
Segmentation for Toothbrush market
According to the material of Colgate, toothbrush market is approached in two ways of segmentation. The first way is to segment based on descriptive variable, the product type. This product segmentation can be separated into two categories again. The criteria of the first product segmentation are products’ functional features. The second product segmentation is based on bristle type. On the basis of functional features, toothbrush was categorized into two segments in 1980s: value and professional. However, in 1990s, reflecting consumer’s needs change, the new segment, super-premium toothbrushes, was added. By the criteria of bristle type, toothbrush is divided into 4 segments: firm, medium, soft, and extra soft. The second way is the segmentation based on Toothbrush users’ type. Under the criteria that too Consumers are categorized into three types: Involved Oral Health Consumers (Therapeutic Brushers), Involved Oral Health Consumers (Cosmetic Brushers), and Uninvolved Oral Health Consumers.
Considering the product segmentation and consumer segmentation at the same time, we can categorize toothbrush into 4 types:

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