Church & Dwight: Segmentation and Positioning

Church & Dwight: Segmentation and Positioning

Profiling the Situation

Church & Dwight is company that sells various packaged foods and maintains a well known portfolio of the personal care and household brands. Previously, the company had only one brand which was known and reputed in the world. The company now with many products is has sales of $2.5 million worldwide. Church & Dwight was formed by John Dwight and now is one of the most successful companies that produces and manufactures personal care products. When the company was formed, it was not as big as it is now; however, the growth of the company has been slow and steady. The product line of Church & Dwight is diversified and consists of the personal care products. This has helped it to compete with companies like Unilever and P&G. the company is facing problems due to lack of awareness and marketing. It is very important for the company to make sure that proper and adequate steps are taken to ensure that the demand increases and so does the profit of the company (Karas, 2011). The company manufactures three major types of products; Consumer Domestic, Consumer International and Specialty Products. The specialty products are for special purposes and are sub divided into three groups: animal nutrition products, specialty chemicals and specialty cleaners. The ARM & HAMMER logo is one of the most famous and successful logo of the company that comes under the consumer products. One significant and major product of the company is its baking soda. This comes under the logo of ARM & HAMMER and occupies 85 percent of the global baking soda market.

Market Segmentation

Segmentation means the groping of consumers in a manner that all the consumers are marked by the same criteria so that the group will respond in a similar manner to the marketing activity of the company. People are grouped according to their preferences and choices. It is important for the company to make sure that they group the right people so that they are able to formulate strategies for the company in a manner that is suitable for them and that will help them in targeting the right set of customers (ocw.mit.edu).

Targeting

Targeting is an important aspect of marketing. When the market is divided into segments, the company categorizes it further known as target market. It is important for the company to break down their target market so that they can take appropriate steps that will prove to be important for the future of the company. Advertising and marketing is done in a manner that will help the company in earning more and in increasing its sales. Target market makes it easier for the company to ensure that it has to formulate only one strategy that will help in learning more and will also help in increasing sales.

Product Positioning

Product positioning is an important aspect and element of marketing in the industry. This refers as to how the consumers perceive the product of the company ...