Tom's of Maine toothpaste 4 P's of marketing - Research Paper Example

This is what Tom O’Brien, Tom’s of Maine CEO said, “Every well-run business needs strategic goals – we just believe that those goals need to include things like sustainability as well as profitability. We’re guided by two foundational documents: a philosophical statement, our Reason for Being, which inspires our strategy; and a practical tool, our Stewardship model, which forms the basis for our everyday decision-making” (Tom’s of Maine, 2015). Remember that Tom mentioned about sustainability and profitability.

In the actual operation of Tom’s of Maine’s business, these include general concepts or ideas about everything in business, including its products and their prices and place or distribution, and promotional activities. In the creation of their products, Tom’s of Maine included the idea of values and quality standards. This is clear from the words of Tom’s of Maine claims support leader and natural standards advocate, Pam Scheeler, saying, “At Tom’s of Maine, we believe one thing that makes our products good is how we make them.

That’s why we’ve always been committed to high quality standards and never use artificial colors, flavours, fragrances, preservatives or animal testing. You deserve the peace of mind that comes with knowing the products you choose not only work, but also share your values” (Tom’s of Maine, 2015). Tantamount to the quality standards of their products, Tom’s of Maine chooses to highlight the importance of research and choosing the best ingredients of their products that will adhere to the values or specific requirements for the health safety of their potential customers.

This is the area where they have created a unique specialty for their product offerings, particularly in its segment for toothpaste. “Our customers prefer the fresh, natural taste and smell of herbs, fruits, and flowers (no fragrance added).”, as stated in Tom’s of Maine’s website. This means that Tom’s of Maine’s potential customers are looking forward to what is healthy and natural choice of toothpaste. Considering that it has highly specialized its products like toothpaste, it is also implied that the firm sets a remarkably special price for it.

In some reviews of the price of its products, some customers find the price point to be high. Considering that Tom’s of Maine is maximizing profitability, skimming as a pricing strategy particularly on its specialized toothpastes has become its wide option in order to deliberately achieve its goals towards profitability. Tom’s of Maine has maximized its distribution through online, aside from the conventional way of distribution via its selected distributors and grocery stores. In its website, customers are to log in their information and shop at their own convenience online via the firm’s secured site.

Tom’s of Maine preferred to include blogging and online social networking in order to promote its toothpaste. Aside from traditional promotional marketing activities, the firm establishes the potential of maximum exposure of its toothpaste to the advancing digital realm. In general, Tom’s of Maine marketing mix is not far from employing the idea of dimensional marketing, one that is powered by rapid convergence of customer, digital and marketing technologies (The Wall Street Journal, 2015).

After all, changes in consumer behaviour encourage firms to consider their marketing strategies in the digital era (Tiago & Verissimo, 2015; Leeflang, Verhoef, Dahlstrom & Freundt, 2014).ReferencesLeeflang, P. S. H., Verhoef, P. C., Dahlstrom, P. & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12. Tiago, M., & Verissimo, J. M. C. (2012). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708. The Wall Street Journal (2015).

Dimensional Marketing: New Rules for the Digital Age. Retrieved from: http://deloitte.wsj.com/cio/2015/03/11/dimensional-marketing-new-rules-for-the-digital-age/?KEYWORDS=4+ps+marketingTom’s of Maine (2015). Oral care. Retrieved from http://www.tomsofmaine.com/oral-care/toothpaste