Abstract
The case deals with segmentation of Indian Oral Care market with a focus on toothpaste market. It gives a detailed description of players in the toothpaste market and the various brands offered by them. This case also gives a brief description about various segments in the toothpaste market.
The case can be used to demonstrate the theory of STP (Segmenting, Targeting & Positioning) analysis, the various ways of segmenting the toothpaste market and evaluating the viability of each segment. Finally the students can also learn how to position a new brand by using positioning map.
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