2. Key Customer Segments Total Consumptio nThese are some
important factors in finding the core consumer based off of the
total consumption charts
3. According to the fast fact Total Dollars Charts the consumer
still seems to be about the same as stated from the charts using
consumption.
4. Consumption Dollars With Listerine being an additional oral
care product to toothbrushes and toothpaste it is not surprising
that income has the biggest influence on defining its core
customer. Based on the Listerine Total Consumption and Dollars
charts: Couples are more likely to buy Listerine than the average
consumer due to their index numbers being over 100. 2 persons per
household also have the highest percentage of the market. People
with annual incomes over $50,000 are more likely to buy Listerine
than the average consumer and they have the highest percentage of
the market. People without children make up most of the market and
they are more likely to buy Listerine than the average consumer
according to the index chart. While the Caucasian race doesnt have
the highest index rate though they still dominate in the Listerine
percentage category. They have a good hold on the market for
Listerine. Affluent Suburbs and Cosmopolitan Centers have the
highest index rate for consumption and total dollars. These
lifestyles seem fitting to the data noted above. People above the
age of 45 make up Listerines biggest market but ages 18-24 have a
higher average consumer buying index rate. The Middle and South
Atlantic regions seem to be the hotspots for Listerine consumption
and total dollars. Consumers have high percentage rates and high
index rates in these regions which means they make up most of the
market and they consume more Listerine than the average consumer.
Listerines current key customer segment includes white couples over
the age of 45, no children currently living in their house, making
more than $75,000 dollars per year, living in affluent suburbs or
cosmopolitan centers and are located in the Middle
5. Mouth-rinse Core Customer Total Consumptio nThese are some
important factors in finding the core consumer for all mouth-
rinses based off of the total consumption charts
6. Total DollarsThese are some important factors in finding the
core consumer based off of the total dollars charts
7. Total Consumptio n Total Dollars Notice that Race and
Lifestyle have both fallen to the number of persons when compared
to just Listerines importance ranking.Based on the Mouth-rinse
Total Consumption and Dollars charts:Couples are rating the highest
on the index charts stating that they are buying more mouth-rinses
than the average consumer.People with an income of $50,000 or more
hold the majority of the market and are more likely to buy
mouth-rinse products than the average consumer due to their index
number being over 100.The age that holds most of the market is
above 45, people 45 and above are also above 100 on the index
chart. They are more likely buy mouth-rinse products than the
average consumer.2 people per house hold has a hold on the market
percentage and that segment is also buying more mouth-rinse
products than the average consumer.Households with no children have
almost two thirds of the mouth-rinse market.Affluent Suburbs and
Cosmopolitan Centers are the most popular places for mouth-rinse
consumers.The Middle and South Atlantic regions are receiving most
of the mouth-rinse market and those consumers are more likely to
buy more mouth-rinse products than the average consumer.The average
mouth-rinse product consumer is a white couple, makes over $50,000
a year, has no children currently living with them, is 45 years or
older, lives in the middle or southern Atlantic region and in
an
8. RegionsRegions: Split up on the United States of America
map.Listerine and mouth-rinse products market would have the
highest rate of consumption on the east coast of America
9. ComparisonsMouth-rinse products and Listerine have a very
similar core customer.Mouth-rinse products have more spread out and
even categories than Listerine but that is expected when looking at
a broad category vs. a specific product/service.Race didnt seem to
be as big of a factor in mouth-rinse products and Listerine
consumers were more dependent on spectras defined lifestyle.The
18-24 year old index for Listerine was at 149 and the mouth-rinse
index is only 112 for total dollars. People in that age category
heavily prefer Listerine when choosing a mouth-rinse.
10. Future TargetsI want to target young transitionals. Any
race and lifestyle will suffice though I would also like to get
whites consuming at least the average amount of Listerine that they
should be consuming. The reason why I want young transitionals is
because they are not buying the average amount of Listerine that
they should be buying, they have a higher index consumption and
dollar rate for mouth-rinse products in general, and they can be
branded.Young transitionals are beginning to move out of their
parents place and live on their own, this means they are shopping
for themselves now. Young transitionals are not consuming the
average amount of Listerine or mouth-rinse products but they are
consuming more mouth-rinse products as a whole than Listerine. This
tells me that they are either trying out different brands of
mouth-rinses or that they already have a preferred mouth-rinse
brand excluding Listerine. I want to get more of the young
transitionals involved with buying mouth- rinse products;
specifically Listerine.
12. SnapshotBased on Listerines product snapshot:Listerines
customer segment includes 2 people per household, most commonly
couples, income of $75,000 a year or more, white, age 45 or older,
no children in the household, college grad education and lives in
the middle or southern Atlantic region in a cosmopolitan center or
affluent suburb.
13. Channels andDemographicMass Merchandise is my best channel
for ListerineAll demographics are above average consumptionThe most
important demographic attribute is household income
14. Future Targets Based Off ofthe Snapshot and
FastFactsListerine should still target young transitionals and
18-24 year olds. The 18-24 year old market is interesting because
they have such a high index rate but such a low percentage of
Listerines market. I want this market percentage to be higher. I
want to brand these over average consumers for life. Getting an
older consumer to buy Listerine would be great but branding a
younger person would generate more revenue for Listerine. That
person will buy more units because he has more life to live and
odds are he/she will buy Listerine for his/her family when the time
comes.
15. Consumer TargetI want to target young transitional behavior
stages:They have a low average consumer consumption index.I feel
that they could be branded because they are branching away from
home and are beginning to buy their own groceries and
toiletries.18-24 year olds have a high above average consumption
index yet young transitionals are still struggling to reach their
potential.
16. Zip Codes Young TransitionalsBased on the the target index,
the most popular zip codes to reach my target include New York, New
York, Washington D.C and Tallahassee Florida.
17. Zip CodesBased on the the target index, these zip code
areas have plenty of room for growth due to their non existent
activity in Listerine consumption.
18. Young Transitional StoresTop25stores According to the
target index, the top store chains for my target includes Wal-Mart,
Target National Wholesale and Big Kmart. Wal-Marts
19. Magazines Young TransitionalsThe top 10 magazines that
would be useful for Listerine to be advertised in to reach my
target market would be: Disticor, Us Weekly, Vogue, Glamour,
Everyday Food, Martha Stewart, Ladies Home Journal, Popular
Magazine Group and National Geographic
20. Top Co-Promotion productsfor Young TransitionalsWhy there
categories?Toothpaste-Listerine is used when caring for ones mouth
tooFloss-Listerine can get all throughout the mouth and get any
missed spots by flossToothbrushes-Listerine could rid the mouth of
remaining germs/bacteria after brushingTooth whiteners-Listerine
promotes a healthy clean mouthBreath Fresheners-Listerine rids the
mouth of bad breath too
21. New York TargetData found:Popular times to listen to the
radio are from 10 a.m. to 3 p.m.Popular Places to visit in the
states is Atlantic city and when vacationing out of the country the
Caribbean is a popular choiceActivities include continuing
education, aerobics, baseball, basketball, cycling etc.Shop online
more than the average consumerReads the NY TimesShops at
Abercrombie & Fitch, various city malls, bookstores, 7- Eleven,
Best Buy etc.Visited online sites like Amazon, Facebook, Comcast,
Hulu,Goes to antique shows/auctions, concerts, sports events,
galleries, museums etc.My target is interested in activities, they
travel heavily, they shop for clothes often, they watch network
T.V., and they surf the web frequently.
22. Multiple City MediaOutletsHigh above average index:Network
T.V.NewspapersInternet shoppingMorning-Mid evening radioOnline
news
23. Possible Ad OutletsAdvertising to young
transitionals:College settings would be a great place for Listerine
advertising due to the above average index for higher
educationOnline social media sites would be good for promotions and
brand awareness to young transitionals (Listerine doesnt have a
Facebook or Twitter)Network T.V. news station commercials would
reach young transitionalsNews radio stations from 10 a.m. to 3 p.m.
would be a good window for a radio advertisement
