Analysis of Colgate's Market Segmentation for Toothpaste Products

This report provides an analysis of Colgate's market segmentation strategies, focusing on its toothpaste products. The study examines how Colgate divides its consumer base into distinct groups based on characteristics like age and sensitivity issues, and tailors its advertising accordingly. The report highlights two specific advertisements: one targeting children with a catchy song and colorful visuals, and another targeting adults with sensitive teeth, showcasing how Colgate addresses their specific needs and preferences. The analysis covers the application of different segmentation methods like demographic and behavioral segmentation to attract specific consumer segments, ultimately increasing sales. The report concludes that effective market segmentation is crucial for attracting the target audience towards the brand, highlighting the importance of tailored advertising approaches for different consumer groups to boost sales and brand loyalty.

Market segmentation

Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Conclusion.......................................................................................................................................5
Reference.........................................................................................................................................6

Introduction
Market segmentation is the process that helps the firm in dividing group of consumers on
the bases of their characteristics. Present study is based on Colgate which is an umbrella brand
that offers toothpastes, mouthwashes, dental floss products to consumers. Current study will
discuss advertisement strategy of Colgate to gain attention of particular group of segments for its
toothpaste product.
Main Body
Customers are life blood of business; each firm target particular group of people those
who are able to purchase its products and services. Market segmentation is one of the most
important part of marketing (Liu and et.al,, 2018). Companies target particular consumers those
who have interest in its products and services. On the bases of their features company segment
them and prepare particular advertisement so that these potential buyers get attracted towards the
brand. There are various types of market segment such as geographical, demographic,
behavioral, psychographic etc. All these segmentation methods are used on the bases of objective
of the entity (Alt. and Iversen, 2017).
Colgate is the well-known brand that offers hygiene products that can care the teeth of
individuals. It is the global brand that serves in more than 200 countries. Advertisement strategy
for toothpaste of cited firm for the children is as following:

In order to attract children towards the toothpaste of Colgate, company has advertised its
products by making a song for children (Pomarici, E. and et.al.,2017). In this song there are
many children those who are singing a song brush brush song that keeps away their teeth from
cavity. Small child like such kind of activities such as dance, amazing colors etc. All these things
have been applied in designing of this advertising of toothpaste by Colgate. Marketers has
reflected rainbow, cartoon characters in this marketing strategy. That has gained attention of
children and people like to use this product of cited firm. This has increased sales of toothpaste
of Colgate to great extent (Colgate - Brush Brush Brush Song, 2016).
(https://www.youtube.com/watch?v=774UZem5D40)
Another advertisement has been designed by Colgate for young and adults people.
Toothpaste of Colgate is able to prevent people those who have sensitive teeth problem.
Company has target these people and market segmentation that has been used is demographic in
which cited firm has targeted the audience those who has sensitivity problem in teeth. In this
advertisement company has shown the person who eats ice-cream but sensitive create trouble for
him. This attracts attention of the adults those who are facing this problem (Colgate Sensitive
Pro Relief - TV Ad Ice Cream Parlour, 2014). As in this marketing tactic cited firm has targeted
young people thus, has given message why it happens and how Colgate give then instant relief.
Advertisement shows that if they use this toothpaste then they can get relief from such issue.
After that if they eat any cold or hot material then they will not find any problem. Clear message

with effective presentation has made this advertisement successful and Colgate has become able
to raise its sales after promoting the product through this advertisement.
(https://www.youtube.com/watch?v=5KXl3_hjePg)
Conclusion
From the above study it can be concluded that company concentrates on target group and
segment these group on the bases of special characteristic. For each segment entity advertise its
products in unique way so that it can gain their attention and can attract the target people towards
the brand.

Reference
Books and Journals
Alt, J. and Iversen, T., 2017. Inequality, labor market segmentation, and preferences for
redistribution. American Journal of Political Science. 61(1). pp.21-36.
Liu, J. and et.al., 2018. Market segmentation: A multiple criteria approach combining preference
analysis and segmentation decision. Omega.
Pomarici, E. and et.al., 2017. One size does (obviously not) fit all: Using product attributes for
wine market segmentation. Wine Economics and Policy. 6(2). pp.98-106.
Online
Colgate - Brush Brush Brush Song. 2016. [Online]. Available through
<https://www.youtube.com/watch?v=774UZem5D40>
Colgate Sensitive Pro Relief - TV Ad Ice Cream Parlour. 2014 [Online]. Available through <
https://www.youtube.com/watch?v=5KXl3_hjePg >