LIST OF APPENDICES
7. RECOMMENDATIONS
certain racial groups in their choice of toothpaste. Manufacturers then need to focus on the benefits they offer to consumers. "Benefit segmentation is the process of grouping customers into market segments according to the benefits they seek from the product."(Lamb et al, 2000:139) Therefore manufactures and retailers could emphasise the specific attributes when segmenting and marketing to the different racial groups in order to maximise the use of their products.
7.2 Positioning
Walker et al (2003:171) refer to "positioning as the place a product or brand occupies in the consumers' mind relative to their needs and how marketers intend to create such a position." Lamb et al (2000:173) mentions two things companies should know when positioning their product: first is to determine the attributes consumers look for in the product and secondly is to know how competitors' products are perceived relative to those attributes. This research identified the following attributes of toothpaste that are important to the PMB consumer. These, in order of importance, were fresher breath, whiter teeth, Dental Association approval, taste, tartar control, useable for sensitive teeth and fluoride content. Manufactures could design their marketing mix according to these attributes to increase their market share. One interesting attribute consumers regarded as important which ranked third but which most toothpaste didn't have was approval by Dental Association. Based on the findings the following general marketing stimuli strategies could then be recommended to all those in the industry.
Product
Manufactures need to continuously engage in product development in order to meet the specific needs of the consumer. For example the research discovered product attribute fresher breath as the most important attribute while approval by Dental Association was also important to consumers. Therefore there is a need to continuously research on ways of improving the specific attributes and to also obtain approval by a recognised authority
and put an endorsing label on the packaging. Manufacturer's main focus should then be on how to wholly integrate the important attributes into the product.
Price
Although the research discovered price was not a major determinant in consumers choice of toothpaste, manufacturers still need to make sure that consumers feel they are getting the most for their money. Again their focus should be to incorporate the product attributes consumers look for at the lowest cost possible in order to charge lower prices.
According to Skinner (1994:58) price is "important in the design of marketing strategy because customers are concerned about the value obtained in the purchase." Hence the pricing strategy should focus on providing greater value for a differentiated product as well as providing a generic product for consumers who are price conscious.
Promotion
The promotional campaign should focus on offering special coupons in specific places.
The survey showed that consumers don't actually search for coupons in store when purchasing their toothpaste. However offering special coupons in schools, sport venues and other public gatherings will make consumers remember the type or brand of toothpaste to buy when shopping. This is mainly due to toothpaste being under product category where there are large numbers of potential buyers, the product is less complex, the buyers are dispersed, and the product is low in value and is also highly standardised.
(Lamb et al, 2000:359) This will eventually build brand awareness and hence increase market share. Another effective way to promote their products, manufacturers could engage in product displays in places such as the dental clinics and other medical centres.
This would prove to be effective as the research showed consumers value professional opinion by requiring approval of Dental Association. Having product displays in such places will also give the consumer the chance to get a professional opinion about the product and hence build positive perception. The main promotion strategy should focus
on continuously persuading and informing consumers about the various product attributes that could benefit and satisfy the consumers need.
Place
Availability of the product wherever the consumer shops is an important matter especially for products like toothpaste. Being a convenience product where consumers want to spend as little time as possible shopping for it, it becomes vital that manufacturers continuously search for more shelf space and outlets to make the product available everywhere. This is also important for PMB consumers who demand their toothpaste should be available at all outlets. Therefore intensive distribution needs to be continuously used in order to reach all targeted consumers. According to Lamb et al (2000:269) the aim in intensive distribution is maximum market coverage in order to reach all potential consumers who might be purchasing the product.
Overall manufacturers need to aim on how to best combine the marketing stimuli that would effectively and efficiently meet customer needs and provides customer's with a value. The marketing stimuli should be based on the target market which should take into account the competition, regulation, politics, society, economic conditions and the technology. (Skinner, 1994:20)
7.3 Avenues for Further Research
> Future research could be done by covering more areas in PMB to provide a more realistic reflection of the consumer.
> In future researchers could establish a relationship with manufacturers in order to minimise the various limitations encountered in this research.
> A study investigating the influence of children on toothpaste purchase could be of great value to marketers.
> A similar study with a larger sample or different products could also produce useful and relevant information for marketers to use in the process of segmenting, targeting and positioning of their market.
> A Study investigating how brand loyal consumers are that would give a further insight into the consumer behaviour could also be of great value to marketers.
7.4 Conclusion
With increasing levels of customisation at an accelerating rate, marketers today more than ever before want to know what particular brand of toothpaste a consumer buys, what type they buy, why they buy it (to prevent tartar, for fresher breath etc.), where they buy it (supermarket, chemist), how often they use it (morning, evening or after meals), and how often they buy it (weekly, biweekly or monthly). This is essential information that could determine the success of the business. The research attempted to cover all areas that were essential for marketers to understand in terms of the various aspects of the consumer. It also identified product attributes that need to be developed to meet the consumer needs as well as demographic variables that influence the purchase. Therefore the study could be of great use for all in the industry and other interested parties although any user of the research is once again reminded to take into consideration the various limitations encountered during the research which are summarised in the next chapter.