1. Tommy Confar
Listerine

2. Key Customer Segments
Total
Consumptio
n
These 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. Consumpti
on
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 doesn’t 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 Listerine’s 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.
Listerine’s 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
n
These are some important factors in
finding the core consumer for all mouth-
rinses based off of the total consumption
charts

6. Total Dollars
These 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 Listerine’s 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-rinse’s 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. Regions
Regions: 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. Comparisons
Mouth-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 didn’t seem to be as big of a factor in mouth-rinse
products and Listerine consumers were more
dependent on spectra’s 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 Targets
I 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.

11. Similar Core Target
Competitor Products
Colgate Peroxyl
Plax Oral Rinse
Scope Outlast
Act Mouthwash
Crest Pro-Health

12. Snapshot
Based on Listerine’s product snapshot:
Listerine’s 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 and
Demographic
Mass Merchandise is my best channel for
Listerine
All demographics are above average
consumption
The most important demographic
attribute is household income

14. Future Targets Based Off of
the Snapshot and Fast
Facts
Listerine 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 Listerine’s 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 Target
I 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
Transitionals
Based 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 Codes
Based 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
Stores
Top
25
stor
es
According to the target index, the top store
chains for my target includes Wal-Mart, Target
National Wholesale and Big Kmart.
Wal-Mart’s

19. Magazines
Young
Transitionals
The 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 products
for Young Transitionals
Why there categories?
Toothpaste-Listerine is used when caring for ones mouth too
Floss-Listerine can get all throughout the mouth and get any missed
spots by floss
Toothbrushes-Listerine could rid the mouth of remaining
germs/bacteria after brushing
Tooth whiteners-Listerine promotes a healthy clean mouth
Breath Fresheners-Listerine rids the mouth of bad breath too

21. New York Target
Data 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 choice
Activities include continuing
education, aerobics, baseball, basketball, cycling etc.
Shop online more than the average consumer
Reads the NY Times
Shops 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 Media
Outlets
High above average index:
Network T.V.
Newspapers
Internet shopping
Morning-Mid evening radio
Online news

23. Possible Ad Outlets
Advertising to young transitionals:
College settings would be a great place for Listerine
advertising due to the above average index for
higher education
Online social media sites would be good for promotions
and brand awareness to young transitionals
(Listerine doesn’t have a Facebook or Twitter)
Network T.V. news station commercials would reach
young transitionals
News radio stations from 10 a.m. to 3 p.m. would be a
good window for a radio advertisement