1
THE CUSTOMER
BY DAYNA TYE
The Customer
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
, 2
For this report I will be changing the business I have researched in the previous 2
assignments, which was Cummins Power Generation / Cummins Inc., to Tesco as
the target markets for Cummins are very hard to find. I changed this due to the
fact that Cummins supply to more business-to-business markets whereas Tesco
supplies more information between consumers and business-to-business
markets.
In this report I will be writing about 6 different target groups, 2 being business-to-
business, the other 4 being consumer markets. I will use the product toothpaste
as there are a wide range of different toothpastes sold today.
(http://www.tesco.com/groceries/product/browse/default.aspx?
N=4294792377&Ne=4294793660)
Target Groups
There are many different groups of
people who need different types of
toothpaste. If someone uses the
wrong type of toothpaste, they
could damage their teeth in a
major way and need to go to the
dentist several times in order to fix
it. Groups of people are targeted in
different ways; the use of different
packaging, which helps people
determine what toothpaste they
are actually buying or adverts on
TV, many of which have a dentist
claiming that, that toothpaste
works best for them and their
clients so they wanted to back it
up. Having dentists in adverts
makes the view more likely to buy
it because it has been recommended by someone who knows what they are
talking about.
One consumer would be young children or those with milk teeth. Children need
toothpaste that is going to gentle on their teeth but still do a good job of keeping
them clean. If a child used toothpaste that was meant for someone who is in
their 30’s, it would be too harsh for them and could make their teeth fall out
quicker than normal. Children must use only a small amount of toothpaste, even
if the toothpaste is designed for them as they cannot have too much fluoride. If a
child has too much fluoride, it can damage their permanent teeth which are still
growing. Having too much fluoride, and swallowing it could result in children
have flecks (fluorosis) on their adult teeth. Damaging their permanent teeth
could be a problem for them in the future as they may have to go to the dentist
more often in order to help them fix it.
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
, 3
(http://www.cyh.com/HealthTopics/HealthTo
picDetails.aspx?
p=114&id=2519&np=301)
A second consumer could be older
children and teens. People aged 9-18
will start using a different toothpaste than
when they did when they were very young.
These people will not be able to use a
children’s toothpaste anymore as it will not
do the job properly for them. Toothpaste is
based heavily upon demographics (the age
of the person mainly). If an older child /
teenagers used a children’s toothpaste, it
would not give them the effect they need
or if they used toothpaste that is targeted
for those who are over 18, it may be too
harsh on their teeth and they may have to
go to the dentist in order to get them fixed. Even though some of their
permanent teeth would have grown in, they must make sure they do not swallow
any toothpaste as it can be bad for the teeth that are currently in place; if a child
has some permanent and still some milk teeth, it could ruin the teeth that have
yet to grow in.
(http://www.cyh.com/HealthTopics/HealthTopicDetails.aspx?
p=114&id=2519&np=301)
People who want to whiten
their teeth are another kind
of consumer. There are certain
toothpastes that are created
specifically for those needs.
People who want to keep white
teeth would not buy
toothpaste that was created
for young children. Many
brands make their packaging
distinctive so the consumer
can go into the store and find
the toothpaste they are
looking for without having to
read every single tube to find
what they want; many teeth
whitening toothpastes have
some type of shining light on
them so they are easy to
recognise. There are two types
of tooth whitening toothpastes
which use either abrasion or
enzymes. The one that uses abrasion tends to have gritty parts in it in order to
remove the stain from the tooth whereas whitening toothpastes with enzymes
which stop stains from binding to the teeth. Consumers should be careful when
choosing which they would use as using abrasive toothpaste could also wear
away the enamel and damage the gums.
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
, 4
People with dentures would have a different type of toothpaste in order to care
for their dentures. They would use these toothpastes in order to take care of
their dentures. They need to take care of them in order to keep them in the best
condition they can without having to keep changing them. People with dentures
must make sure they clean them as much as they would their own teeth; they
also have to make sure they are not using anything with bleach in it. Using
products with bleach could cause the denture to break therefore they would have
to replace it. Some dentures are metal which means they have to careful when
cleaning so they do not ruin the metal; using the correct toothpaste or product
for this will help them so they do not have to get it fixed.
(https://www.dentalhealth.org/tell-me-about/topic/older-people/denture-cleaning)
Colgate sells their toothpaste to
Tesco in order for them to sell the
product on to customers. Colgate
sells their product to Tesco in order
for them to make money. They more
money they have, the more likely
they are to keep selling their
product to Tesco and maybe even
other companies as well. Colgate
sell to a very wider range of people:
milk teeth, young children, older
children, teens, young adults,
adults, old people, those with
dentures, those who want to whiten
their teeth and so many more.
Colgate try to provide for a larger
target groups to get more business,
for example, if an adult uses a
particular brand of toothpaste
because their dentist has
recommend it, and they have other people that live with them, or children, they
may want to buy the same brand as it would be easier for them; this is why
Colgate would want to provide for a wide range of target groups. The more target
groups; the more money.
(http://www.colgate.co.uk/app/ColgateTotal/UK/EN/Range.cwsp)
Oral B sell their toothpastes too many different supermarkets, Tesco are
included. Oral B is a big company who work with a lot of dentists. They are a
company who target their products at adults who need to take more care of their
teeth although people aged from 6 upwards can use it if they’ve asked their
dentist and 12 upwards, with parent permission, can use Oral B toothpaste. Oral
B sell their toothpaste to Tesco in order to gain more customers – they sell their
toothpastes to many other big supermarkets also – and gain more profit as more
customers will be buying it. Oral B use adverts on television, with dentists, in
order to make people go out into their local supermarkets and buy them because
a dentist has approved of it. Using dentist approved toothpaste may make
people want to buy the toothpaste more than any other brand because they
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
THE CUSTOMER
BY DAYNA TYE
The Customer
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
, 2
For this report I will be changing the business I have researched in the previous 2
assignments, which was Cummins Power Generation / Cummins Inc., to Tesco as
the target markets for Cummins are very hard to find. I changed this due to the
fact that Cummins supply to more business-to-business markets whereas Tesco
supplies more information between consumers and business-to-business
markets.
In this report I will be writing about 6 different target groups, 2 being business-to-
business, the other 4 being consumer markets. I will use the product toothpaste
as there are a wide range of different toothpastes sold today.
(http://www.tesco.com/groceries/product/browse/default.aspx?
N=4294792377&Ne=4294793660)
Target Groups
There are many different groups of
people who need different types of
toothpaste. If someone uses the
wrong type of toothpaste, they
could damage their teeth in a
major way and need to go to the
dentist several times in order to fix
it. Groups of people are targeted in
different ways; the use of different
packaging, which helps people
determine what toothpaste they
are actually buying or adverts on
TV, many of which have a dentist
claiming that, that toothpaste
works best for them and their
clients so they wanted to back it
up. Having dentists in adverts
makes the view more likely to buy
it because it has been recommended by someone who knows what they are
talking about.
One consumer would be young children or those with milk teeth. Children need
toothpaste that is going to gentle on their teeth but still do a good job of keeping
them clean. If a child used toothpaste that was meant for someone who is in
their 30’s, it would be too harsh for them and could make their teeth fall out
quicker than normal. Children must use only a small amount of toothpaste, even
if the toothpaste is designed for them as they cannot have too much fluoride. If a
child has too much fluoride, it can damage their permanent teeth which are still
growing. Having too much fluoride, and swallowing it could result in children
have flecks (fluorosis) on their adult teeth. Damaging their permanent teeth
could be a problem for them in the future as they may have to go to the dentist
more often in order to help them fix it.
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
, 3
(http://www.cyh.com/HealthTopics/HealthTo
picDetails.aspx?
p=114&id=2519&np=301)
A second consumer could be older
children and teens. People aged 9-18
will start using a different toothpaste than
when they did when they were very young.
These people will not be able to use a
children’s toothpaste anymore as it will not
do the job properly for them. Toothpaste is
based heavily upon demographics (the age
of the person mainly). If an older child /
teenagers used a children’s toothpaste, it
would not give them the effect they need
or if they used toothpaste that is targeted
for those who are over 18, it may be too
harsh on their teeth and they may have to
go to the dentist in order to get them fixed. Even though some of their
permanent teeth would have grown in, they must make sure they do not swallow
any toothpaste as it can be bad for the teeth that are currently in place; if a child
has some permanent and still some milk teeth, it could ruin the teeth that have
yet to grow in.
(http://www.cyh.com/HealthTopics/HealthTopicDetails.aspx?
p=114&id=2519&np=301)
People who want to whiten
their teeth are another kind
of consumer. There are certain
toothpastes that are created
specifically for those needs.
People who want to keep white
teeth would not buy
toothpaste that was created
for young children. Many
brands make their packaging
distinctive so the consumer
can go into the store and find
the toothpaste they are
looking for without having to
read every single tube to find
what they want; many teeth
whitening toothpastes have
some type of shining light on
them so they are easy to
recognise. There are two types
of tooth whitening toothpastes
which use either abrasion or
enzymes. The one that uses abrasion tends to have gritty parts in it in order to
remove the stain from the tooth whereas whitening toothpastes with enzymes
which stop stains from binding to the teeth. Consumers should be careful when
choosing which they would use as using abrasive toothpaste could also wear
away the enamel and damage the gums.
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
, 4
People with dentures would have a different type of toothpaste in order to care
for their dentures. They would use these toothpastes in order to take care of
their dentures. They need to take care of them in order to keep them in the best
condition they can without having to keep changing them. People with dentures
must make sure they clean them as much as they would their own teeth; they
also have to make sure they are not using anything with bleach in it. Using
products with bleach could cause the denture to break therefore they would have
to replace it. Some dentures are metal which means they have to careful when
cleaning so they do not ruin the metal; using the correct toothpaste or product
for this will help them so they do not have to get it fixed.
(https://www.dentalhealth.org/tell-me-about/topic/older-people/denture-cleaning)
Colgate sells their toothpaste to
Tesco in order for them to sell the
product on to customers. Colgate
sells their product to Tesco in order
for them to make money. They more
money they have, the more likely
they are to keep selling their
product to Tesco and maybe even
other companies as well. Colgate
sell to a very wider range of people:
milk teeth, young children, older
children, teens, young adults,
adults, old people, those with
dentures, those who want to whiten
their teeth and so many more.
Colgate try to provide for a larger
target groups to get more business,
for example, if an adult uses a
particular brand of toothpaste
because their dentist has
recommend it, and they have other people that live with them, or children, they
may want to buy the same brand as it would be easier for them; this is why
Colgate would want to provide for a wide range of target groups. The more target
groups; the more money.
(http://www.colgate.co.uk/app/ColgateTotal/UK/EN/Range.cwsp)
Oral B sell their toothpastes too many different supermarkets, Tesco are
included. Oral B is a big company who work with a lot of dentists. They are a
company who target their products at adults who need to take more care of their
teeth although people aged from 6 upwards can use it if they’ve asked their
dentist and 12 upwards, with parent permission, can use Oral B toothpaste. Oral
B sell their toothpaste to Tesco in order to gain more customers – they sell their
toothpastes to many other big supermarkets also – and gain more profit as more
customers will be buying it. Oral B use adverts on television, with dentists, in
order to make people go out into their local supermarkets and buy them because
a dentist has approved of it. Using dentist approved toothpaste may make
people want to buy the toothpaste more than any other brand because they
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 –
INTRODUCTION TO MARKETING
