Tom's of Maine Toothpaste Branding - Research Paper Example

Toms of Maine Toothpaste Branding Toms of Maine Toothpaste Branding The business of toothpaste that was a once lowly staple has significantly grown to become lucrative. Today, toothpastes come in a range of colors, formulations and flavors. There are varieties of trendy dispensers for toothpastes brands that purport to sweeten the breath, whiten teeth, calm sensitivity and stop gum diseases. Companies perform thorough branding to differentiate their brands (Balmer, Illia & Gonzalez del Valle Brena, 2013).

Toms of Maine being one of the companies that scramble to maintain their market share, brands its toothpaste to target customers. The paper outlines the benefits of Toms of Maine Toothpaste, how it relates to the target market and how the firm can use packaging and labeling to support its brand image. Toms of Maine toothpaste has many attributes and benefits. Specifically, the Toms of Maine botanically bright toothpaste bears distinct characteristics from the other toothpastes. It is a natural brand in the toothpaste market that whitens teeth and freshens breath.

In addition, it can remove plague using ingredients derived from nature. Silica is one of its ingredients, and it contributes immensely in whitening the teeth. The brand incorporates exclusive blends or mixture of soothing botanicals that makes it a top quality product. Lastly, it lacks fluoride and paraben, and this makes it safer than the other toothpaste brands. The attributes and benefits of Toms of Maine toothpaste relate to the target market as it satisfies the demands of customers who dislike products containing artificial additives linked with the causation of cancer.

These groups of individual have formed a market niche that Toms of Maine targets with its new brands that are free from artificial preservatives. For instance, Toms of Maine botanically bright toothpaste targets such upcoming market niches. In addition, There is a large market of customers suffering from the plague, bad breath, tarnishing teeth and other mouth conditions. The benefits and attributes outlined can give answers to these problems. Therefore, the attributes and benefits of Toms of Maine toothpaste serves to satisfy a large market that demands its sure impacts.

Toms of Maine can use labeling and packaging to protect and promote the product as well as to provide additional value and aspects of differentiation. The three functionalities are instrumental in maintaining the image of the brand (Hirschman, 2010). The firms can ensure that it uses the right material for packaging its toothpastes. An excellent package protects the product from tampering and damage. It also ensures that the brand is secure while in transit and reduces the cost of breakage. The labeling can also help the firm to communicate the core attributes and benefits of a product (Zenker & Martin, 2011).

Most importantly, the package and label of the toothpaste can give the consumer purchase justification. The firm can incorporate in the label persuasive and convincing information concerning the level of safety and the ease of usage. In conclusion, the toothpaste market has numerous brands, Toms of Maine Toothpaste being one of them. It is the branding that will differentiate the marketability of a given item and determine the success of a firm on start-up (Samit, 2015). Therefore, Toms of Maine should use labeling and packaging options to strengthen their brand in their market niches.

ReferencesBalmer, J., Illia, L., & Gonzalez del Valle Brena, A. (2013). Contemporary perspectives on corporate marketing. Abingdon, Oxon: Routledge.Hirschman, E. (2010). Evolutionary branding. Psychology and Marketing, 27(6), 568-583. doi:10.1002/mar.20345Samit, J. (2015). Jay Samit: 3 Marketing Secrets Most Startups Ignore. WSJ. Retrieved 15 April 2015, from http://blogs.wsj.com/accelerators/2015/03/12/jay-samit-3-marketing-secrets-most-startups-ignore/?KEYWORDS=marketing+Zenker, S., & Martin, N. (2011). Measuring success in place marketing and branding.

 Place Branding, 7(1), 32-41. doi:10.1057/pb.2011.5