Geographic
Different cultures are seen as an overseas career track where seventy-five percent of Colgate-Palmolive’s $9.5 billion annual sales come from outside North America according to Human Resource Management International Digest. Colgate-Palmolive has a global expatriate population of around 300. The market for different toothbrushes and toothpaste seem to have remained steady throughout the years. Consumers are becoming more aware of dental health. They are starting to pay more attention to the products they buy for oral hygiene. According to the Colgate-Palmolive Precision Toothbrush case analysis Colgate-Palmolive has positioned itself as the number one retailer of toothbrush products in the United States utilizing its cutting-edge infrared motion analysis and technique to measure exact levels of plaque removed by its products in consumer test. The study also states that the Triple action head (of the toothbrush) removes 35% more surface plague and 100% more gum line and in-between teeth plaque than its competitors. Colgate-Palmolive has put in expensive research into developing a product that would provide its consumers with an overall total package of cleanness, safety, durability and affordable oral hygiene product. The Colgate-Palmolive precession toothbrush has proved to be top of its class of products made by Colgate.
Psychographic
The US toothbrush and toothpaste market is around $4 billion according to Market Feasibility Study web site. Within this site it states that Colgate’s share of manual toothbrushes reached 23% of the $1.5 billion in toothbrush sales. The American Dental Association recommends that consumers should change their toothbrushes at least four times a year, approximately every three months.
Demographic
The age and life-cycle stage of the precision toothbrush has been focused towards the older generation. Today more and more adults are concerned with their oral hygiene where younger adults are more concerned with what their teeth look like to others. By this it is meant that the younger adults care if their teeth are white and properly aligned. Research has shown that many of the health concerns such as diabetes and blood disorders are being discovered through the mouth. With more and more health concerns focusing on what we put into our mouths the more concerned older consumers are with what brand of oral care they use. The precision toothbrush does not focus on a gender specific group of individuals. The precision tooth brush has been labeled to be more of a professional toothbrush. Even though Colgate-Palmolive has designed a kid friendly brush, more and more professional adults choose this brand of tooth brush. Many consumers will purchase a toothbrush on how the bristles feel in their mouth, the shape of the brush and even how effective the brush is at removing items from their teeth. This also plays a vital role in how consumers choose which brand of toothbrush they will use.
Behavioral
With people becoming more concern with oral health care Colgate-Palmolive found an open market to present their prevention of gum disease. With greater concern rose an increase in toothbrush sales. This helped Colgate-Palmolive in the promotion in its product to also increase in demand. Consumers would buy toothbrushes according to the benefits each toothbrush and company had to offer according SIDS article. However according to Colgate-Palmolive Precision Toothbrush case analysis consumer tests 55% of consumers found the Colgate-Palmolive precision model different form other brushes and 77% people claimed it was more effective. Most of the time the person who does the household shopping will buy for the entire home, leaving us to the conclusion that this brand is bought mostly by women who take care of the household items. There was also research into where the product was located on a shelf that help determined wither an item was purchased. Most consumers found the precision brush in the middle of other brands of toothbrushes. When a consumer would look for a brand of toothbrush they tended to stop in the front middle isle and choose a toothbrush based on it convenience.
Conclusions
When collecting the current geographic, psychographic, demographic, and behavioral segmentation variables for the Colgate-Palmolive precision toothbrush it seemed that the less informative section of the four categories was the psychographic segmentation. It seemed that even though research was done in this area to find out what people thought of the precision toothbrush, the results and conclusions found were not as helpful as the other three areas. With the change in demographic classifications it seems that more time would be wasted in researching this field. Overall I feel that all of the areas served a great deal of information needed to do a proper analysis of the product. Each category stated large amounts of research and data to show how the consumers look at the precision toothbrush. Consumers care about their oral hygiene especially the wintered seasoned generation. The precision toothbrush has been designed and geared to focus on this group as a mainstream line into other products.

References
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