Tom's of Maine Toothpaste Branding Research Paper

Tom's of Maine Toothpaste Branding - Research Paper Example The paper outlines the benefits of Toms of Maine Toothpaste, how it relates to the target market and how the firm can use packaging and labeling to support its brand image. Toms of Maine toothpaste has many attributes and benefits. Specifically, the Toms of Maine botanically bright toothpaste bears distinct characteristics from the other toothpastes. It is a natural brand in the toothpaste market that whitens teeth and freshens breath. In addition, it can remove plague using ingredients derived from nature. Silica is one of its ingredients, and it contributes immensely in whitening the teeth. The brand incorporates exclusive blends or mixture of soothing botanicals that makes it a top quality product. Lastly, it lacks fluoride and paraben, and this makes it safer than the other toothpaste brands. The attributes and benefits of Toms of Maine toothpaste relate to the target market as it satisfies the demands of customers who dislike products containing artificial additives linked with the causation of cancer. These groups of individual have formed a market niche that Toms of Maine targets with its new brands that are free from artificial preservatives. For instance, Toms of Maine botanically bright toothpaste targets such upcoming market niches. In addition, There is a large market of customers suffering from the plague, bad breath, tarnishing teeth and other mouth conditions. The benefits and attributes outlined can give answers to these problems. Therefore, the attributes and benefits of Toms of Maine toothpaste serves to satisfy a large market that demands its sure impacts. Toms of Maine can use labeling and packaging to protect and promote the product as well as to provide additional value and aspects of differentiation. The three functionalities are instrumental in maintaining the image of the brand (Hirschman, 2010). The firms can ensure that it uses the right material for packaging its toothpastes. An excellent package protects the product

Marketing Case Study Example | Topics and Well Written Essays - 250 words - 1

Marketing - Case Study Example In terms of personality, Starbucks targets people who want to stand out as individuals while Dunkins customers are people who want to be part of a crowd. The segment that Dunkins is attempting to reach through positioning is what can be classified as average Joe--the middle income blue- and white-collar workers across all ages, races; who like to belong in a crowd; who although values nicer stores they like it to appeal to the ordinary Americans. These people do not like the fancy store layouts of couches, art-decorated walls and eclectic music; they also do not like glamorously-sounding labels—they complained that calling a hot sandwich a panini is too fancy, thus it is renamed as stuffed melt. They like more accessible products like flatbread sandwiches and gourmet cookies rather than pinwheels of doughs stuffed with various fillings, which remind them of something they have during cocktail hours instead of decent meals. Yes, definitely. Marketing is about finding the right customers and providing values. A huge market cannot be served only by one player. There are different types of consumers, and even to a large player, providing all the needs and wants of the whole market will prove costly and will erode their profits. Therefore, they choose to serve the customers they serve best. In the coffee shop market, the higher income and professional groups are the target of Starbucks, people who want to stand out as individuals. But there are other types of customers. And seeing this segment not being served well gives a huge advantage to Dunkins. After knowing the distinct needs of this segment, a value proposition that carries the message about the benefits the company offers to fulfill these needs is just logical. If Dunkins instead competes with Starbucks in the other segment of the market and provide the same value proposition, it will only come up as second best, or an imitator