Product recognition - Research Paper Example

Product Recognition Background: Colgate is a product for oral care specially designed by Colgate-Palmolive Company. It is an American company which has focused on catering the needs of the consumers through the production of its multiple products in the line of personal, household and healthcare spheres (Colgate, 2012). Colgate toothpaste is segmented into different products; each product is uniquely formulated to cater the need of the consumers. Colgate toothpastes can be classified as:Colgate Dental CreamColgate Total 12Colgate SensitiveColgate Max FreshColgate Kids ToothpasteColgate Fresh Energy GelColgate HerbalColgate Cibaca FamilyColgate Active SaltOur Product: Colgate Max Fresh is one of the most uniquely formulated and high in demand product.

The unique gel like properties of Colgate Max Fresh not only gives freshness to the breath but also, provides long protection against bacterial agents in mouth. The product is specially designed to target the needs of the young generation who cares a lot about bad breath and, use different products to seek “freshness in breath.” Colgate Max Fresh is high-in-demand in Asian markets as compare to American and European markets. But, the brand can position itself in American and European markets successfully by associating itself with the activities especially for the youth to slowly make its place in the markets.

Segmentation of Market:The product is catered to meet the needs of the young generation who seek freshness and use multiple oral products to keep their breath fresh and clean. The product is segmented on the basis of age and gender. Mostly, young males are more conscious about their bad breath due to their smoking habits as compare to girls. Therefore, to reach this specific consumer group, the company has targeted the young males on the basis of “freshness”. Colgate Max Fresh owns a heavy market in Asia.

But, due to high smoking habits of Europeans, the brand can have its potential growth in Europe as well. In America, the brand will enjoy a little attention as the Americans seek whitening of teeth over bad breath. Target Market: Colgate Max Fresh has been introduced in the market in multiple flavors. The product is designed to target the youth. To penetrate in the market and in the minds of youth, it has associated itself with the brands such as iPods and other sports activities such as Kayaking.

This association has helped the brand to develop its image of a brand which is specifically designed for the youth. To target more young consumers, the brand can also sponsor programs that are catered towards the young audience. The constant appearance of Colgate Max Fresh commercial on the TV channel will draw the young audience towards the product, hence, making a psychological effect on their minds. The brand can associate itself with MTV America and Europe to target more young consumers as they listen to music more than any other age group.

Positioning: Colgate Max Fresh has positioned itself on the basis of “Freshness.” The tagline of the product, “A new dimension of freshness” states the core positioning of the product in the market. The company can also position the brand with different flavors and colorful gels in the market with a new tagline, “Different flavors of Freshness.” This strategy will include the addition of different flavors along with freshness. To cater the needs of European and American markets, the company can introduce the product with the addition of whitening beads in gels to fight against yellow teeth and tartar along with freshness in the mouth.

Competitors: Colgate Max Fresh can encounter brands like Close Up and Pepsodent in Asian emerging markets. The competition in Asian market can be price-oriented as Close Up and Pepsodent are cheaper than Colgate Max Fresh but enjoy comparatively low attention by the young consumers. The brand can face a tough competition from Crest, Clean and Fresh, and Fresh Mint in America and Europe.Consumers’ Perceived Benefits: Young consumers seek freshness from the product. But, if the product is aimed to target the European and American markets, then, it has to change its positioning from “Freshness” to “Fight against Tartar with Freshness.

” Young consumers in these markets seek freshness and whiter teeth as compare to Asian consumers who seek freshness in breath. The brand can enjoy a good reputation in both American and European markets with slight modifications required to target young consumers in American markets.References:Colgate (2012) retrieved from http://www.colgate.com/app/Colgate/US/HomePage.cvsp on 24th June 2012