Listerine Smart Rinse Case Study

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Register to read the introduction… Despite the weak product awareness of children series mouthwash and fierce rivalry from competitors of adult market, J&J can compete because Listerine Smart Rinse offers a unique combination of features at a value-added price. We are targeting specific segments in the consumer market, taking advantage of opportunities indicated by increasing purchasing power and awareness of healthy lifestyle, which includes oral care hygiene. The primary marketing objective is to achieve first year Singapore market share 30 percent with sales revenue of SGD9million, followed by 50 percent market share for subsequent 3 years, which amounts SGD15million per …show more content…
Marketing Management: A Relationship Approach.

Student: Joey Kwan Lay Kuan

Student ID: 089111572

Page 14

MKT306 Marketing Strategy

5.1 Segmentation Targeting & Positioning
Marketing segmentation is the act of dividing a market into distinct groups of buyers with different needs, characteristics, or behavioral who might require separate products or marketing mixes. Once the groups have been identified, target marketing evaluates and selects one or more segments to serve. Target marketing involves designing strategies to build the right relationships with the right customers. Marketing positioning consists of deciding how to best serve target customers – setting the competitive positioning for the product and creating a detailed marketing plan (Kotler and Armstrong, 2007).

Steps in Market Segmentation, Targeting, and Positioning

Source: Kotler and Armstrong.

(2007). Marketing – An Introduction. 8th ed.

Student: Joey Kwan Lay Kuan

Student ID: 089111572

Page
…show more content…
It comes in mint shield and berry shield flavors, in 250ml and 500ml sizes. Its features include: Contains fluoride to help prevent cavities Kills bad breath germs Shows proof in the sink of a cleaner mouth

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Listerine Smart Rinse children mouthwash is designed with fun and functionality in mind. This visual cue that the product is working provides an immediate benefit for the child that it is easy to see and understand, making oral care more fun. The product efficacy is designed for parents who are trying to educate their children into good oral care habits. The product protects teeth against cavities and cleans the mouth beyond brushing alone.13 We recommend that the packaging should also include print of the attributes to reinforce the benefits to the target consumers.

13 CosmeticsDesign.com, ‘Listerine targets children’s oral care market’, 12 March 2008
Student: Joey Kwan Lay Kuan Student ID: 089111572 Page 21

MKT306 Marketing Strategy

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