The Tooth Paste Industry in the Local Market of Mauritius
Executive Summary
The report is about the market segmentation, targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1, 2 million, toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal, Close up, Casino and other make of toothpaste. Nowadays to be able to survive in this fierce competition world, firms need to satisfy the needs of its potential customers, hence keeping the existing and gaining new ones. For this to be possible marketers need to segment the market by the identification of portions of the market that are different from one another. This concept is call for the better understanding of the customers, their behaviors, and way to satisfy better their need. Eventually different customers have different needs and it is nearly impossible to satisfy all the customers by treating then alike. For a practical segmentation the following criteria must be examined thoroughly: Identifiable that is identify and measure the different attributes of the segments, secondly Accessibility where the segments must be reachable through communication and distribution channels, thirdly the segments should be sufficiently large to justify the resources required to target them, moreover to justify separate offerings, the segment must respond differently to the different marketing mixes. Finally, the segment should be relatively stable to minimize the cost of frequent charges. After the segmentation principle, the consumer market has been segmented into the geographic, demographic, psychographic and the behavioralistic factors. The magnetism of the segments is also depending on other significant aspects. In the core activity of defining a target market, four
The report is about the market segmentation, targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1, 2 million, toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal, Close up, Casino and other make of toothpaste. Nowadays to be able to survive in this fierce competition world, firms need to satisfy the needs of its potential customers, hence keeping the existing and gaining new ones. For this to be possible marketers need to segment the market by the identification of portions of the market that are different from one another. This concept is call for the better understanding of the customers, their behaviors, and way to satisfy better their need. Eventually different customers have different needs and it is nearly impossible to satisfy all the customers by treating then alike. For a practical segmentation the following criteria must be examined thoroughly: Identifiable that is identify and measure the different attributes of the segments, secondly Accessibility where the segments must be reachable through communication and distribution channels, thirdly the segments should be sufficiently large to justify the resources required to target them, moreover to justify separate offerings, the segment must respond differently to the different marketing mixes. Finally, the segment should be relatively stable to minimize the cost of frequent charges. After the segmentation principle, the consumer market has been segmented into the geographic, demographic, psychographic and the behavioralistic factors. The magnetism of the segments is also depending on other significant aspects. In the core activity of defining a target market, four