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Essay / Research Paper Abstract
The toothpaste market in the UK is mature. Whilst Colgate and McCleans may dominate the market, there is fragment created by the segmentation of the market. This 8 page paper describes how the UK market for toothpaste is segmented and why it is segmented this way. The bibliography cites 5 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEtoothpaste.rtf
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Unformatted sample text from the term paper:
the product. Today, this may be seen as a na?ve approach to market. Products need to be targeted to the right market, However a basic premise of marketing nay product
is that it is not a product that a consumer buys, it is a benefit. For example, a drill is not bought as a drill, it is the holes that
the consumer wants, so the drill is bought because it can provide the consumer with the holes (Kotler. 2003). The same is true of many other goods, such as toothpaste.
This is bought in order to clean teeth. However, markets are never this simple, and consumer may want different features in a product, some may want a nice taste, other
may want something that will make their teeth appear whiter, whilst others want an easy to use pump action pack. To consider how segmentation is used by the toothpaste market
we first need to look at how we can use segmentation to divide up this market. The toothpaste market is a good example of how segmentation in a market
can take place. This is a surprisingly large market, with a relativity straightforward product and as such is a good example of segmentation. The market for oral hygiene was
? 601.5 million in 2002, toothpaste made up 56% of this figure (Euromonitor, 2003). Segmenting is the division of the consumer
base, or potential consumer base into categories where there are similar characteristics. By dividing consumers into various groupings dependant on their demographics and psychographics, products can be developed and then
targets at the specific segments to create efficient sales that meet a consumer demand. They can then be targeted by the different companies and advertising agencies. However, but this
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