MGT301 - Principles of Marketing Solution Assignment No 1 Spring 2021

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The Case:
Maclean’s toothpaste was founded by New Zealand born Alex Maclean in 1919. The company was purchased by Beecham in 1938, eventually becoming a part of GlaxoSmithKline today. Maclean’s has been made and sold in many countries until the early 1990s. In Pakistan, Maclean’s was a popular brand and a major shareholder of toothpaste market at that time. It started losing its market share to Colgate and Close Up, and eventually completely lost the battle by late 1990s, in Pakistan.
Since Maclean’s has now the legacy of over 100 years as a testament to the brand’s longevity, accessibility and generation-spanning appeal, it is planning to reenter the old markets in order to reclaim its market position and share. For this new marketing strategy, Maclean’s is going to hit three different market segments with three different product variants: Whitening Range, Fresh & Clean, and Maclean’s Confidence.
Their whitening range is designed to do as it says; it whitens your teeth with regular use, twice a day every day. The toothpaste has whitening micro-particles to break up and remove stains.
The Fresh & Clean selection is designed especially to fight bacteria that cause plaque and bad breath. It gives 12 hours of protection against decay, and protects and whiten the teeth at the same time.
The Maclean’s Confidence is in the form of a gel, which becomes an active foam when you use it. This is for a quick freshen up feeling, and give through cleaning experience without brushing.
Maclean’s marketing team is confident that this time they have a clear understanding of market segments, and all the above mentioned variants will serve their respective segments very well.
Requirement:
After reading this case, in your opinion, which of the below mentioned variable is used by Maclean’s for market segmentation, also discuss how did they execute the characteristics of that particular segmentation strategy? Explain and defend your choice with logical arguments.
1. Demographic Variables
2. Psychographic Variables
3. Behavioral Variables
4. Geographic Variables

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Solution:

Behavioral Variables

There are some reasons based on benefits segmentation that are as follows:
  • Benefit is whitening the teeth by breaking up and removing stain through whitening micro-particles subject to regular use of it.
  • The second segment is a group of users that suffer from plaque and bad breath due to smoking other addition as well. This variant helps this group to get rid of such problems.
  • The third variant “Maclean’s Confidence targeting that segment of users that need quick freshen up feeling without bursting teeth.”


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