Benefit Segmentation of the Toothpaste Market
group prefers taste. To appeal to each of these segments, there are distinct product ingredients. A fluoride will provide for decay prevention, an abrasive improves the whitening of teeth for cosmetic value, and adding flavoring targets the taste-benefit segment. As Table 6-4 shows, some major brands have been positioned for each benefit segment. Crest is best know for its decay prevention properties. Ultra Brite has log touted what it will do to brighten a person’s smile, and AIM is positioned for taste. An interesting addition to the competition among toothpaste brands has been the appearance of Mentadent by Level Brothers, an international consumer product company in New York. Mentadent touts its decay prevention and tooth whitening properties. The product package shows two separate streams of toothpaste on a person’s brush. Clearly, Level Brothers is trying to appeal to two benefit segments, the decay prevention and cosmetic segments.
A similar benefit segmentation approach has been proposed for the preventive health care market. John and Miaoulis, two academic health care marketing researchers, conducted an exploratory study with 175 consumers. By conducting indepth interviews, the researchers indentified six segments, shows in Table 6-5. This representation suggests important implications for vitamin marketers in targeting the hypochondriac segment, where brand preference rather than product utility is the key, because this is a proactive group of purchasers. The self-sufficient segment may be a potential target market for health clubs, if these organizations position themselves correctly. When seen as a means to a void using the medical system, health clubs could attract the self -sufficient market segment.