MC200402003 MGT301 Assignment No.

Answer:

In my opinion, Behavioral Variables are used by Maclean’s for market segmentation.

And here are reasons that support my stance:

o As we know that behavioral segmentation involves splitting a market into groups based
on consumer knowledge, uses, attitudes or responses. Since Maclean’s are going to
launch their products based on consumer attitudes, knowledge and uses. They are using
behavioral segmentation. They have three different products; Whitening Range, Fresh &
Clean and Maclean’s Confidence. These products are going to target specific consumers
with specific usage and attitudes.
o According to this segmentation, behavior variables are the best starting point for building
market segments. Maclean’s is going to have a fresh start. They have divided the market
into groups according to different benefits the consumers seek from their products.
o As Maclean’s have introduced their products based on usage rates. First; the whitening
range is going to be used by anyone. Everyone can use that on daily basis. As they claim;
“twice a day every day.” Secondly they have the Fresh & Clean which is good for people
who want to stay protected against hazardous mouth germs and bacteria. It protects them
for 12 hours, and whitens the teeth at the same time. Lastly, they have “The Maclean’s
Confidence” which can be considered their signature product. It’s not just ordinary
toothpaste; it’s a gel which becomes active foam when you use it. It can freshen up your
teeth quickly without even brushing. So, as said they are using behavioral variables for
market segmentation.