Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.

1. Segmentation, targeting & positioning
Basic target Market of colgate:
1) Urban youth and urban rich class.
2) Rich and consuming customers of rural India.
Colgate is positioned as the brand itself as of a high quality product
with a premium price among its competitors. Colgate Sensitive Pro-
Relief is positioned as the tooth- paste that has the best effectiveness
in solving tooth sensitivity as instantly compared with other
toothpastes. This positioning is well reflected in their advertisements
and product packaging.
Besides its good attribute, Colgate positioned itself as toothpaste that
offers extra benefits to the customers. Colgate is the only toothpaste
that uses the new technology known as Pro-Argin technology, which
contains ingredients, that giving better protection on oral health.
Moreover, Pro-Argin technology also gives a long-term benefit by
removing the problem from its root (Marketing4u n.d.). Colgate
informs the customers about the benefit offered by putting the words
“New Pro Argin Technology” in the advertisements. Colgates’
positioning however is observed to be very close to Sensodyne, as
based on the perceptual map. This is deduced from similar ads from
Sensodyne that reads “Daily Relief from the Pain of Sensitive Teeth”;
however, Colgate avoids direct confrontation with Sensodyne’s ads by
changing the words Daily Relief into Instant Relief.
Pro-relief target:

2. Being a product that caters to a very specific need pro-relief targets
everyone between 20-40 age group who suffer from sentivity
problems.
This is evident from their advertising TVCs where they have people
from all age groups being shown.

4. According to several reports 53% of the people worldwide suffer from
sensitivity realted problems. Suddenly the proucts dosent sound too
niche, considering 1 in every two is your target audience.
Sensitivity problems do not come until the age of 18 so children and
teenagers and not covered but all age groups above 18 are targeted.
The target audience for Colgate is derived from Demographic,
Psychographic and Benefit segmentation. Demographic segmentation
for Colgate considers the variables of age, gender, income and
education. The group includes both male and female, aged 20-39
years old, belonging from a lower income and up and equipped with
literacy abilities. This demo- graphic of people tend to be sufferers of
sensitive teeth.
Psychographic segmentation considers the lifestyle, social class and

5. personality type. The identified psychographic characteristic covers all
social class, and based on the VALS lifestyle framework would be
people who are motivated by ideals of which consists of Thinkers and
Believers. These people are motivated by knowledge and principles,
therefore when trying a new product with medical qualities, these
group are better won over through stimulating their cognitive senses.
Benefit Segmentation considers the specific problems that can be
solved by the product. The benefit sought would be “Relief from
Sensitive Teeth”. This segmentation refers to people suffer from
sensitive teeth, therefore would look for a product that cater to this
need.
Usually toothpastes like Colgate targets the parents via the children
but pro-relief required a different style of advertising and targeting
and hence the realistic ads.