In terms of range
width, the toothpaste brands can be divided into three main
categories. A first one regroups brands that propose a very
diversified offer including products with various thematics such as
whiteness, freshness, care, profesionnal, children...The trade marks
concerned, Colgate, Signal and Aquafresh, aim to cover all segments.
This strategy requires major inputs to ensure the brand credibility
toward the different targeted groups and an equivalent quality of
each product. Doing this, these actors of the market are sometimes
faced to a cannibalisation phenomenon. This is for instance the case
of Signal with its products « Freshness care » and « Pure
breath ».
Most brands favour a
mixed startegy, that is to say they do not diversify as much as the
precedent ones. In order to control their investments, they focus on
the market most developed segments and they count an average number
of three ranges in their portfolio. We can quote in this case brands
like Fluocaril, Oral B, Vademecum, Elmex, Sensodyne or Teraxyl.
A last group of brands
including Email Diamant, Sanogyl or Denivit is focusing on a single
developed range. These brands are only involved on one segment and
they aim to meet a specific need for teir customers.
The toothpaste market
is characterized by a certain uniformity in its packaging. Indeed,
there exists in this industry a « colour code » applied
by all its actors, each colour representing a product characteristic.
The light blue symbolizes the freshness whereas the dark blue
concerns whiteness products. The white/silver is linked to
cleanliness and professionalism. The pink is dedicated to the
treatment of gums, the green means natural and is often flavoured
with mint or chlorophyll. Finally, the bright contrasting colors are
destined to children.
Apart from the colours,
the packaging material is largely standardized too, the vast majority
of the brands using carton. However, some exceptions should be noted.
Signal also uses plastic but Teraxyl really differentiates itself
from its competitors by mainly using flask.
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