Segmentation is the process of dividing the market into sub segments to cater the needs of customers that have similar needs. Listerine would be segmenting its markets into few segments and identify the needs of customers of those segments in order to cater those needs. The segmenting would be done on the criteria of age.
Oral health products would be for kids with sweet flavors, for adults with ingredients to control tooth damage and for old aged people who are over 50 and need oral products to overcome oral health issues (Farris, 2010, p. 201). All three segments would be targeted appropriately. The product has to be positioned well beyond what is actually perceived by customers. The products being medically certified must be well positioned so that customers give preference to the Listerine products (Farris, 2010, p. 201).
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