Market Attractiveness

1.1 Evaluate a specific market for your product in terms of * Competitive position * Market attractiveness COLGATEColgate was the first toothpaste in a collapsible tube, introduced in 1896, when it had previously been sold in glass jars since 1873, Colgate is almost synonymous with toothpaste in the market. It is accepted well both in the rural and urban areas. A new product launched by Colgate sensitive pro relief toothpaste 50g product now available in just $2.60.The product does contain fluoride, at a lower concentration so that it poses less of a hazard to children. The product was recently awarded a best new product award for 'Best toothpaste' as well as the 'Best in Show’. In Auckland ,Colgate main target market like, Warehouse and new world , countdown. Colgate also available in the local market of the Newzealand Colgate in 2011 ,the company holds a staggering 44.7% global market share with its flag ship toothpaste lineThere are three competitors of Colgate in newzealandSENSODYNESensodyne is a brand of toothpaste marketed for individuals with sensitive teeth. It is a registered trademark of glaxo smith kline which acquired it in 2001 in the purchase of block drug which developed it. Sensodyne has two main product lines: sensitivity and acid erosion. Sensodyne sensitivity products are marketed to counteract teeth sensitivity caused by exposed dentin . The price of sensodyne pure gel $4 for the 100 gm .The active ingredient is claimed to form a protective barrier in the tooth. Clinical studies have found that potassium nitrate may be effective in treatment of dentine hypersensitivity. Sensodyne acid erosion products, Sensodyne ProNamel, are marketed to protect enamel from acid erision . One of ProNamel's active ingredients, fluoride, is widely endorsed to make teeth more resistant to acid attacks and to repair previous acid decay. Both products come in a variety of flavors and with the option of whitening.Pepsodent Pepsodent is a brand of