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I will first start this project by defining the five aspects that I will use to analyze the two different product categories and from each category three competing products. I will explain each one of these concepts through a minimum of three different sources as well as my interpretation of the definitions.

The concepts are:

1- Segmentation strategies

2- Target market

3- Differentiation

4- Positioning

5- Competitive advantage

Part 1

1-

              I.      Internet source for segmentation strategies

Segmentation strategies: specific marketing approaches available to, or taken by, a firm in relation to the market segment or segments it wishes to target; four specific segmentation strategies are available - concentrated segmentation strategy, market segment expansion strategy, product line expansion strategy and differentiated segmentation strategy. see concentrated segmentation strategy; market segment expansion strategy; product line expansion strategy; differentiated segmentation strategy.

http://www.buseco.monash.edu.au/depts/mkt/dictionary/sss.html

           II.      UNB library source of segmentation strategies (the world dictionary of business)

Differentiated marketing (multiple market segmentation) 1. Marketing in, which provision is made to meet the special needs of certain consumers. For example, weight watchers require diet drinks and left-handed people require left-handed scissors.
2. a marketing exercise in which the marketer selects more than one target market and then develops a separate marketing mix for each. The differentiation strategy for each of these target markets is a strategy in which the marketer offers a product that is unique in the industry, provides a distinct advantage, or is otherwise set apart from competitors' brands in some way other than price.

https://eservices.unb.ca/eservices/student/library/index.html

         III.      a book source of segmentation strategy

Market segmentation is aggregating prospective buyers into groups, or segments, that (1) have common needs and (2) will respond similarly to a marketing action.

        IV.      My interpretation would be

Segmentation strategies are a way of segmenting the market into different groups, or segments, that 1- have common needs and 2- will respond similarly to a marketing action. These segments are also segmented according to their demographics (e.g. age, gender, income, occupation), geographic (e.g. region, city, climate, density), psychographic (e.g. personality, lifestyle) and behavioral (e.g. usage rate, user status, loyalty status). 

2-

              I.      Internet source to target market

Target market: the particular segment of a total population on which the retailer focuses its merchandising expertise to satisfy that submarket in order to accomplish its profit objectives. On the other hand, for the library, a target market might be within the market area served, children 5-8 years old, for summer reading programs, to increase juvenile use and registration.

http://www.ifla.org/vii/s34/pubs/glossary.htm

           II.      UNB source to target market (the world dictionary of business)

Target marketing: the selection of one or more segments of an available market as a target for marketing a product or service. This is known as the target market or served market. Since it has become almost impossible to market products that will satisfy everyone, target marketing enables companies to aim the products at specific groups of consumers.

https://eservices.unb.ca/eservices/student/library/index.html

         III.      Book source of target market

One or more specific groups of potential consumers toward which an organization directs its’ marketing program.

        IV.      My interpretation of target market is a segment or group of people who have the same needs or wants which the organization directs its product or service to because it is impossible for  a company to appeal to everybody.

3-

              I.      Internet source to differentiation

           II.      UNB source to differentiation (the world dictionary of business)

Product differentiation: the distinction between products that fulfill the same purpose but are made by different producers and therefore compete with each other. the distinction may be real (i.e. one product is better than others are) or illusory. Producers in a competitive market use packaging, advertising, etc., to enhance the illusion that differences exist where none in fact do.

https://eservices.unb.ca/eservices/student/library/index.html

         III.      Book source to differentiation

Using innovation and significant points of difference in products offerings, higher quality, advanced technology, or superior service in a wide range of market segments.

        IV.      My interpretation of differentiation: A way in which producers differentiate their products from their competitors which may either be illusory or real by making the product of higher quality or better service and would serve the same purpose as well as attain the required profit level.

4-

              I.      Internet source to positioning

           II.      UNB source to positioning (the world dictionary of business)

Positioning: a marketing strategy that will position a company's products and services against those of its competitors in the minds of consumers. to achieve positioning success it is suggested that there are four basic competitive strategies that a company can follow. the three winning strategies are:
• cost leadership – the company tries to achieve lowest costs of production and distribution;
• differentiation – making use of specific marketing mixes (see differentiated marketing);
• focus – paying attention to a few market segments. the fourth strategy is a losing strategy in which a company pursues a middle-of-the-road path. Companies that try to be good at everything are rarely particularly good at anything.

https://eservices.unb.ca/eservices/student/library/index.html

         III.      Book source to positioning

It refers to the place an offering occupies in consumers’ minds on important attributes relative to competitive offerings.

        IV.      My interpretation of positioning: The position a company seeks to achieve in its prospects minds for its products. Positioning can be achieved in various ways such as (1) cost leadership in which the company tries to achieve lowest prices for its products in its consumer’s mind, (2) differentiation in which the company makes its products as unique as possible from its competitors, (3) focus where the company seeks to focus on few segments. The most important rule in positioning is you need to be first in achieving the above strategies because it is easier for the consumer to remember who the first was however, not who was the second.

5-

              I.      Internet source to competitive advantage

           II.      UNB source to competitive advantage (the world dictionary of business)

competitive advantage  an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and better servicing facilities that could justify higher prices. Creative advertising, increased product performance, or superior distribution methods may achieve this.

https://eservices.unb.ca/eservices/student/library/index.html

         III.      Book source to competitive advantage

A unique strength relative to competitors, often based on quality, time, cost, innovation, or customer intimacy.

        IV.      My interpretation of competitive advantage: Competitive advantage would be a unique strength of your product or service due to better quality, or the perceived image consumers have about your product, or superior service compared to your competitors that you could use to achieve a better position.

 Part 2

Product category 1—Baby shampoos from different companies that directs its products to the same segment mothers with babies. I will concentrate on shampoos with the same properties such as calming and relaxing effect, soft on the skin has the same ingredients.

hProduct A-Johnson Baby shampoo with Natural lavender

General description:                       

 Available in 15 fl oz and 20 fl oz, NO MORE TEARS® formula is as gentle to eyes as pure water, Will not irritate baby's delicate skin and eyes during normal use, Rinses easily, leaving hair soft, shiny and smelling fresh and clean, Enriched with lavender and chamomile, ingredients shown to have calming and relaxing properties, Dermatologist and allergy tested.

How to Use
Wet hair, apply shampoo, lather and rinse. Repeat                                                   

When to Use
During bath time, use to clean baby's hair and scalp

Ingredients
Water, Cocamidopropyl Betaine, PEG-80 Sorbitan Laurate, Sodium Trideceth Sulfate, PEG-150 Distearate, Fragrance, Polyquaternium-10, Tetrasodium EDTA, Quaternium-15, Citric Acid, Ext. Violet 2

Segmentation: A behavioral segment would be heavy users with oily hair who need to wash their hair regularly and need a soft shampoo to their hair. Psychographic would be caring mothers who need not to worry about shampoo getting into their babies eye and hurting them, keeping the hair shiny and soft and keeping the skin smooth. A geographic segmentation would be in cities or regions where there are a lot of babies born or high birth rates. A demographic would be pretty much the same as geographic.

Target market: Mother’s with already born babies, mothers expecting babies and mothers with kids older than babies whose age may range from 3-10 years old as well as adults concerned about their hair getting too much chemicals. Mothers with many babies.

Differentiation: Available in many sizes and fragnances, promotions have shown to be part of Johnson’s product cycle. Every month there is a promotion on one of Johnson’s products such as this month the promotion is on nursing pads and gives a chance for everybody to win. No more tears are obvious on the bottle that makes it a distinctive mark for Johnson’s shampoos.

Positioning: No more tears formula seems to be Johnsons’ baby shampoo best positioning as well as being offered to adults too was first therefore may be thought of the best than any other shampoo 

Competitive Advantage: Johnson’s Baby shampoo was the first company to offer the shampoo from babies to adults and its wide known formula for no more tears is a much known formula making it the favorite in mother’s choice. No more tears formula has had its long share in the market that made it well established character.

www.Johnsonbabyshampoo.com

Product B- Aveeno® Baby TM Calming Comfort TM Bath with natural lavender and vanilla

General description:

Available in 236 ml, Aveeno® Baby TM Calming Comfort TM Bath contains lavender and vanilla — natural ingredients known for their calming and relaxing properties. Combined with natural oatmeal, known for its skin-soothing benefits, this rich lathering cleanser helps retain moisture and gently soothes baby’s delicate skin, leaving skin feeling clean, soft and healthy-looking. This tear-free formula cleanses without drying because it is soap-free. It's even gentle enough for babies with sensitive skin. A study shows that bathing in a warm bath calms and relaxes babies, improving overall well-being. Bathing with Aveeno® Baby TM Calming Comfort TM Bath helps calm and comfort your baby before bedtime, naptime or anytime baby's a bit fussy.

Segmentation: A behavioral segment would be heavy users who wash their babies’ hair regularly and need a soft shampoo. Psychographic would be caring mothers who need not to worry about shampoo getting into their babies eye and hurting them, keeping the hair shiny and soft and keeping the skin smooth. A geographic segmentation would be in cities or regions where there are a lot of babies born or high birth rates. A demographic would be pretty much the same as geographic but with more concentration

Target market: Mother’s with newborn babies, mothers expecting babies and mothers with kids older than babies whose age may range from 3-10 yrs old. Mothers with many babies.

Differentiation: It has vanilla to lavender in the ingredients combines with natural oatmeal. Pediatrician recommended it for over 50 years. Still the same as Johnson but is not offered in many sizes as Johnson’s shampoo. There is not much promotions on Aveeno.

Positioning: No positioning is obvious on Aveeno baby shampoo but for the fact that is has been recommended by pediatricians for over than 50 years.

Competitive Advantage: No competitive advantage obvious also because it doesn’t have much shelf space too. But known for its beauty care products for women more.Aveeno could use the that pediatrician has recommended it for 50 years and make this sentence bold that would make the product more competitive.

www.aveeno.ca

Product C- Gerber Baby Shampoo With Aloe Vera

General description:

Available in 15 oz, To make baby's hair silky and soft pro-vitamin B5 and silk protein are added to our Skin Nutrients formula, 1-  Tear free , 2- Hypoallergenic, 3- Easy grip

Segmentation: A behavioral segment would be heavy users who their babies hair regularly and need a soft shampoo. Psychographic would be caring mothers who need not to worry about shampoo getting into their babies eye and hurting them, keeping the hair shiny and soft and keeping the skin smooth. A geographic segmentation would be in cities or regions where there are a lot of babies born or high birth rates. A demographic would be pretty much the same as geographic.

Target market: Mother’s with already born babies, mothers expecting babies and mothers with kids older than babies whose age may range from newborn to 10 years old. Mothers with many babies.

Differentiation: The shape of the bottle is different, offered in one size, only one fragrance, and has the baby face trademark of Gerber which make it a distinctive feature of the shampoo bottle and can be readily noticed.

Positioning: Gerber has long been known as the best food company for babies but when they offer shampoo it may be good for the company because people may say that if Gerber food is good then the shampoo has got to be good too but if turned otherwise then Gerber may turn out to be losing customers instead of gaining with this new shampoo formula. Gerber is just another me too product with no much shelf space.

Competitive Advantage: No competitive advantage in the shampoo industry but obviously in the food industry because it was first established as a baby food industry but Gerber could use its food advantage and promotes its food to be better than its competitors.

www.gerber.com

Product category 1—Toothpastes from different companies that direct its products to the same segment people who want their teeth to be white and don’t have to worry about stains. I will concentrate on whitening toothpaste with the same properties such as fight tartar build up, fights cavities, do not bleach .

Product A-Crest Extra whitening toothpaste

General descriptions:

Helps the natural whiteness of your teeth come through with crest extra whitening. It is specially formulated enamel safe-polishing ingredient whitens by gently polishing away surface stains, not bleaching, Sodium Fluoride   0.243% w/w (active), 50% Hydrated Silica (Whitening ingredient) available in 20ml and 75ml.

Crest Extra Whitening contains a patented, enamel-safe, polishing agent that works kind of like the dentist's cleaning paste to help gently remove tough stains. It is clinically proven to help maintain your brighter/whiter teeth between dental visits.

 With regular brushing, crest extra whitening:

1- Fights cavities

2- Fights visible tartar build-up

3- Whitens teeth by gently polishing away surface stains

4- Leaves teeth feeling slick and smooth

5- Leaves breath feeling refreshed

6- Contains a special enamel-safe polishing ingredient and works by gently polishing away stains, not by bleaching

7- No increase in abrasity vs. Crest Tartar Protection

8- Helps the Natural Whiteness of your smile shine through

Segmentation: Behavioral segmentation would emphasize on people in societies who are very sensitive to their teeth. Geographic segmentation in the most populated areas with tooth decay high rate or sensitive people about their teeth. Demographic segmentation would be on age, gender, occupation, and finally psychographic segmentation could emphasize on personality and lifestyle.

Target Market: The target market would be headed towards adults in college, and workers. Not assured people about their teeth and those wanting their teeth to be clean but at the same time would not hurt the enamel layer on the teeth and are not searching for a bleaching effect of their teeth in other words those who seek their teeth beauty to show up when they smile.

Differentiation: It is available in different sizes of tubes giving the consumers wide variety of uses such as when about to travel for vacation you may not need a large tube and hence may for and buy small one. Also available in mint flavor for those who want to change and do not like to buy only one type. It gives consumers brighter/whiter teeth. Crest Packet has a sparkle behind the word Crest as well as has the C in red and the rest in blue.

Positioning: Crest has long been positioned as fighting cavities and continues until our present day to position itself as fighting cavities and tartar build-up.

Competitive Advantage: Crest was the first to prove that its fluoride containing toothpastes really does prevent cavities which later on was done by other companies as me too products.  

www.crest.com

Product-B Colgate total plus whitening

General descriptions:

1- Fights cavities

2- Prevents gingivitis

3- Reduce plaque

4- Control Tartar build-up

5- Fight bad breath

6- Whiten teeth

7- Accepted by ADA

8- Approved by FDA to prevent gingivitis

Segmentation: Behavioral segmentation would emphasize on people in societies who are very sensitive to their teeth. Geographic segmentation in the most populated areas with tooth decay high rate or sensitive people about their teeth. Demographic segmentation would be on age, gender, occupation, and finally psychographic segmentation could emphasize on personality and lifestyle.

Target Market: The target market would be heading towards adults in college, and workers. Not assured people about their teeth and those wanting their teeth to be clean but at the same time would not hurt the enamel layer on the teeth and are not searching for a bleaching effect of their teeth in other words those who seek their teeth beauty to show up when they smile. people who seek approval from trusted authorities.

Differentiation: Accepted by ADA (American Dental Association) and approved by FDA (Food and drug Administration) to prevent gingivitis, prevent gingivitis, and reduce plaque. That distinctive red packet with Colgate word written on it in white. The red feature could easily attract consumers to look at it.

Positioning: Its acceptation by ADA and approval by FDA may lead consumers to think of it as having the best quality toothpaste unlike any other toothpaste, therefore not be given up easily for any other toothpaste.

Competitive Advantage: To be accepted by ADA and approved by FDA gives crest a better advantage over its competitors since those are trusted authorities who try to provide the best and truthful information to the countries people as well as in other countries. Gingivitis is another competitive advantage since none of its competitors has such advantage. Such advantage can be used to raise profits for example or people’s awareness that this product provides more than fight cavities it also fights gingivitis.

www.colgate.com

Product-C Aquafresh Extra whitening

General descriptions:

Freshens breath, penetrates, and gently removes stains. AQUAFRESH® WHITENING Toothpaste with TRICLENE® is a patented formulation that helps to safely whiten teeth without bleaches as it fights cavities, plaque, and tartar. In addition, since it cleans without harsh abrasives, it is as gentle as regular toothpaste. Available in 4.3 oz.and 6.0 oz.Active: Sodium fluoride (0.15% w/v of fluoride ion) Inactive: Sodium tripolyphosphate

1.3 oz. (Original

1- Aquafresh is known for its refreshing taste and distinctive three-striped appearance: white, red and ‘aqua’.

2- Aquafresh has been promoting whole mouth protection for 25 years with a full range of variants including Fluoride Protection, All with Tartar Control, Multi-Action Whitening, Whitening Advanced Freshness, Sensitive, Extreme Clean, and Kids.

3- Triclene gently breaks up stains to get teeth whiter and keep them whiter.

4- Aquafresh-All with Tartar Control is clinically proven to help prevent tartar buildup above gum line.

5- Aquafresh whitening toothpastes DO NOT contain bleach, peroxide, or harsh abrasives.

6- Approved by the ADA in June 2000

Segmentation: Behavioral segmentation would emphasize on people in societies who are very sensitive to their teeth. Geographic segmentation in the most populated areas with tooth decay high rate or sensitive people about their teeth. Demographic segmentation would be on age, gender, occupation, and finally psychographic segmentation could emphasize on personality and lifestyle.

Target Market: The target market would be heading towards adults in college, and workers. Not assured people about their teeth and those wanting their teeth to be clean but at the same time would not hurt the enamel layer on the teeth and are not searching for a bleaching effect of their teeth in other words those who seek their teeth beauty to show up when they smile. people who seek approval from trusted authorities

Differentiation: Tricelene gently breaks up stains to get teeth whiter and keep them whiter. Tube offered in different size but in mint taste. Aquafresh three stripes flag can be seen on the packet. You can see also some sparkle effect on the edge and some water splashed behind the word aquafresh. .

Positioning: Aquafresh positions itself as the toothpaste with the tricelene formula that break-up the stains to make teeth whiter and keep them whiter.

Competitive Advantage: The competitive advantage they have or that makes them special is probably this tricelene formula or even being lately approved by ADA therefore Aquafresh may still follow the rules and guidelines about producing toothpastes unlike other toothpaste who may not follow the quality of the toothpaste as before.

Part3

Product category-1

Although they all target the same group, and the same segmentation from the data I have collected it seems that Johnson has positioned himself as successful the no tear formula, offering his shampoo in many fragrances and sizes. On the other hand, Aveeno is nowhere near any position compared to Johnson and it is weird because Aveeno is one of Johnson’s companies. Aveeno differentiation is the ingredients offered contains more than that offered by Johnson, and the shampoo bottle is different but still no obvious position but the competitive advantage could be the Aveeno was recommended for over 50 yrs .Gerber too is nowhere near Johnson, it may be known as the best baby  but apparently not in shampoos. Gerber differentiates himself from the others by changing the bottle shape offering the different contents but still no position obvious.

FDA and ADA approved all the toothpastes I has studied in this research, they offer the same properties,, but what is the real difference then? To answer that I have looked back into their history and found out that Colgate differentiates itself by saying that it was the first toothpaste that fights gingivitis, aquafresh has a tricelene that breaks up stain gently to be washed away and finally crest differentiates itself by saying that it was the first toothpaste with fluoride that fought cavities. Lets not take any other difference available and compare these three they are all the same and no matter what they did they are all loser since they just are me too products.

Part 4

For the company to be able to differentiate its product successfully to the consumers they need to understand that they do not need to add on more properties until the consumers are no longer able to differentiate between them and competitors. Let us take the toothpaste I have studied in my research as an example, Colgate was first known to fight gingivitis, aquafresh has its tricelene formula, and crest the fluoride toothpaste. But if you looked more closely you would notice that now all of them offer the same properties and what they are really making is get the consumer lost between which one to buy. This is not a good idea if you really want to position yourself as No.1 in the prospects minds. That is why when a company is considering of offering a product study the other products first wait for any research that is being studied to apply its formula then apply your.