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M3 Assignment 2 Submission
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Assignment 2: Consumer Behavior/Target Market ReportYou are a marketing manager for a health and beauty organization and need to market a new brand of toothpaste that fits into your company's "Fit for Life" product line. The "Fit for Life" product line focuses on a holistic approach to health and wellness. The current product line includes soaps, shampoos, gels, and creams made from natural ingredients. You need to analyze the concepts of different marketing and consumer behavior related to the new toothpaste in the line. Your job is to increase consumer demand and sales of the new product. To do so, you need to assess consumer behavior and decision making. Complete the following activities and present your response in an 8- to 10-page professional Consumer Behavior/Target Market report:
Justify your ideas and responses by using appropriate examples, use at least 4 references (one of which may be your text book), and follow APA formatting. Post your assignment to the Submissions Area by the due date assigned.
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Explanation & Answer
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Running head: CONSUMER BEHAVIOR
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Consumer Behavior
Name of the student.'
Institutional affiliation
Date
CONSUMER BEHAVIOR
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Introduction
Marketing for a new product requires strategy by identifying the target customers in the
market and carefully meeting their demands. Toothpaste is a product that consumers use and
cannot do without as it helps them clean their teeth. The purpose of the product is to wash their
mouth and prevents them from infections by killing germs but being gentle on the tissues. For
companies that have been in the market for long, their brand name has taken deep roots, and
marketing becomes easy for them. However, for the newly established, companies like this need
to have rigorous planning to make sure that the clients know that this product exists. The
company must employ various tactics to see that they sell the product by penetrating a
competitive market. Therefore, they must apply the right tools so that they convince the
potential customers to use their toothpaste as compared to those of the competitors.
History of the toothpaste
The toothpaste launching is the last stage of long historical events that took place before
it could reach the market. There are so many things that the consumers of this product need to
know concerning the development of the same. The company started the project on this
toothpaste in 1999 (Taylor, Khoiruman, & Haryanto, 2017). The product hit the market initially
in California, in the United States. It then took the organization more than three years of
assembling and testing of this toothpaste to realize the result as successful. The sharp focus and
the strategic planning that the company had is what makes them recognize the success in the
market. There have been ups and downs in the path, but all in all the product managed to sustain
all that. The challenge of finance, management issues, raw materials and the oriented target
market (Bulling & Wedel, 2017). This paste contains the whitening elements from the silica and
calcium carbonate. The various campaigns had to be put in place to enhance the use of this
CONSUMER BEHAVIOR
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product within the area of production. The people have now improved their oral cleanliness, and
this is the reason as to why the product is gaining the fame it has. It has rapidly developed the
market niche of the health and beauty company along with the other products.
Function
The functions of this toothpaste are many, and it depends on the consumer's needs. The
toothpaste is designed to meet various market demands that have become a significant problem
in the recent past. There is an increasing number of people suffering from dental issues in the
past decade. It ranges from the parents, children, the youth which covers the entire generations.
T...
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