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This paper is a segmentation strategy for a new product presently being successfully marketing in the U.S .and Europe. The oral care product is high end and premium priced but untested in the UK market - where it is targeted to be launched. This paper identifies a target market, reviews the industry, provides a brief SWOT analysis and makes recommendations for a benefit segmentation focused product launch.
From the Paper:"The market for teeth whitening products took off with a boom in 2001 creating opportunities for new product lines to be developed (McArdle 2005, para. 1). While sales for the single benefit product slowed in 2004, the consumer has evolved and is now demanding "everyday" oral care products that provide a "higher level of teeth whitening" in addition to overall mouth health including plaque removal, healthier gums and fresh breath (McArdle 2005, para. 2). From this perspective, Switeness is well positioned to enter the UK market as successfully as it has in the US and Europe. In addition to the general global consumer demand for multifunctional oral care products, the UK is also experiencing a demographic shift where a growing number of adults with buying power are moving into the 50+ age range and are beginning to exercise their demand for sector."
Cite this Essay:
Switeness (2005, December 01) Retrieved May 22, 2013, from http://www.academon.com/essay/switeness-85884/
"Switeness " 01 December 2005. Web. 22 May. 2013. <http://www.academon.com/essay/switeness-85884/>