Question

Colgate toothpaste from Colgate-Palmolive Company,Fitbit wearables 

Explain for the following products:.How companies that offer them make market segmentation (ie what criteria they use to divide the market into segments)
.Identify the market segments that are created and which these companies serve
.How each company differentiates its products in that market segment
.How each company chooses to be placed in the market

Answer 1

answer-

Colgate Company segment its market using two criteria Demographic factors and psychographic factors. Under demographic critera, Colgate uses factors like age, gender,occupation,education,marital status,family size etc.

Colgate target 2-12 years children with its new Anti cavity colgate with cartoons dora the explorer and spongebob. Colgate also offer its sensitivity toothpaste for customers between 24-45 years of age suffering from tooth sensitivity.

Under Pyschographic criteia, Colgate uses factors like lifestyle, attitude,personality,habit etc. Under this Company has colage whitening paste for customers who likes to whiten their tooth. Colgate offer max fresh gel for customers likes to have freshness in their mouth.

Colgate differentiate itself from other companies in the market by focusing on different needs and wants of customers and provide variety of toothpaste to fufill those needs. Company also offer toothpaste in different sizes like family pack with discounts and offers like toothbrush free so that customers always prefer its paste.

Colgate wants to positioned its brand in the market as high quality and reliable brand. Colgate want to create loyal customer base by offering high quality produt at competitive price.

Fitbit segment or divide its market based on Demographic criteria in which If offers its smart wearables to especially women who are educated and professionals. Female customers who likes to workout but non atheletes in age group of 25-40 years old.

Fitbit also uses psychographic criteria in which customers likes to use smart tech in thier workout as well as other daily needs like calorie counts. Customers who are health concsious and want to remain healthy.

Fitbit differentiate its wearbale based on differentiation stratgey by offering top quality features at premium pricing so that it can show customer's status and class in society.

Company wanted to be placed as premium brand so that customer can enjoy upto date tech and create its unique brand image in society like Apple.