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Dentífricos

Ayer por la tarde nos fuimos mi novia y yo a comprar al supermercado, con el fin de coger provisiones de cara a estos días de fiesta y comprar alguna cosa para llevarnos de viaje.

Fué en el supermercado cuando recordé que la pasta de dientes se estaba terminando, así que nos fuimos directos a la zona de dentífricos.

Al llegar a la estantería de los dentífricos uno se asusta, porque realmente hay tal cantidad de productos que uno no sabe qué es lo mejor para si mismo. Por ejemplo, es el caso de Colgate.

Como mi memoria es bastante mala, me acabo de conectar a la página web de Colgate con el fin de ver todos los productos de pasta de dientes que tienen a la venta en España y así tratar de explicar lo difícil que resulta para un consumidor realizar una elección.

Resulta que Colgate tiene ¡¡21 productos distintos de pasta de dientes!!

  • Colgate Max Fresh
  • Colgate Time Control
  • Colgate Total
  • Colgate Total Frescor Avanzado
  • Colgate Total más Blanqueador
  • Colgate Protection Caries
  • Colgate Flúor Gel
  • Colgate Triple Action
  • Colgate Antisarro más Blanqueador
  • Colgate Herbal
  • Colgate Herbal Propolis
  • Colgate Oxygen
  • Colgate Sensation Blanqueador
  • Colgate Sensitive
  • Colgate Sensitive Blanqueador
  • Colgate 2 en 1 Dentífríco + elixir – Blanco Ultra-Fresco
  • Colgate 2 en 1 Dentífríco + elixir – Herbal
  • Colgate 2 en 1 Dentífríco + elixir – Whitening
  • Profiden Anticaries
  • Profiden Fresh
  • Profiden Sonrisa Blanca

Me parece que la segmentación es algo fundamental para conseguir que cada cliente sienta que se satisfacen mejor sus necesidades y a la vez pague el máximo dinero para adquirir un determinado tipo de producto, pero saturarlo de tal manera no creo que sea la mejor estrategia.

Por ejemplo, entiendo que una segmentación en la pasta de dientes pasa por:

  • Normal: el más barato y destinado a la gente sin necesidades especiales
  • Anticaries: para la gente con caries o que quiera prevenirlas por encima de todo
  • Blanqueador: para quienes quieran blanquear sus dientes
  • Encias sensibles: para quienes tengan las encias delicadas
  • Frescor: para aquellas personas que les gusta esa sensación
  • Sabor X: ofrecer distintos sabores porque no a todos les gusta el efecto frescor ni el sabor tradicional
  • Niños: protección para los más pequeños (¿alguno que además esté bueno y se pueda tragar? los niños ya se sabe)
  • Total: hace de todo y es el más caro

Sin hacer ningún analisis exhaustivo me salen 8 categorias, incluso podría añadir alguna categoría más, pero dejemoslo ahí.

Colgate sabrá lo que se hace, y tendrá sus metricas y sus estadísticas para saber cuan rentable le resulta su estrategia de segmentación, pero yo como consumidor, y después de hacer este pequeño análisis de mercado me pregunto: si quiero que mis dientes estén blancos ¿Qué producto debo adquirir? ¿qué diferencia hay entre Colgate Total más Blanqueador, Colgate 2 en 1 Dentífríco + elixir – Whitening, Colgate Sensitive Blanqueador, Colgate Sensation Blanqueador, Colgate Antisarro más Blanqueador y Profiden Sonrisa blanca?

Resulta que hay 6 productos que tienen algo de “blanqueador” en su nombre. Supongo que todos ellos, al ser pasta de dientes van a ayudar a que mi boca se mantenga sana, por lo tanto el sensation, sensitive, antisarro y probablemente el Total + Blanqueador me sobran. Seguramente el Profiden Sonrisa Blanca será suficiente.

A ver, una pregunta más fácil de analizar, si existe un producto llamado Colgate Antisarro más Blanqueador ¿por qué no existe un producto llamado Colgate Antisarro? Quizá por que quitar el sarro implica blanquear los dientes y quieren recalcar lo de blanqueador. Entonces, ¿el Colgate Sensitive Blanqueador, no quita el sarro? y ¿qué hace el Colgate Sensation Blanqueador?

Ups! Si miramos la página web de colgate podemos comparar estos tres productos:

Colgate Antisarro Más Blanqueador Colgate Sensitive Blanqueador Colgate Sensation Blanqueador
  • Blanquea los dientes
  • Elimina delicadamente las manchas
  • Combate el sarro
  • Combate la caries
  • Alivio rápido
  • Protección probada contra la caries y la placa
  • Aliento fresco
  • Dientes más blancos
  • Abrillanta el esmalte delicadamente
  • Recupera la blancura natural
  • Combate el sarro, la caries y la placa

Nuevamente, que alguien me diga las diferencias significativas que existen para que un consumidor se tenga que decantar entre una de estas tres opciones y no elija uno de ellos al azar. Imagino que “Blanquea los dientes”, “Dientes más blancos” y “Recupera la blancura natural” son sinónimos, y lo mismo ocurre con otros elementos de la lista.

Ahora voy a hacer otra pregunta estúpida ¿alguien sabría decirme qué diferencia hay entre Colgate Herbal y Colgate Herbal Propolis? Quede esto como ejercicio de reflexión para el lector.

Pues nada, aquí lo dejo, mi conclusión es que los de Colgate tienen demasiados productos para los mismos segmentos sin que unos productos aporten nada con respecto a los otros. Quizá sea una estrategia para confundir al consumidor y así éste compra más, no tengo datos, pero como he manifestado antes, no creo que sea la mejor estrategia.

Enlaces de interés:

19 Responses to “Segmentación de mercado: dentífricos”

  1. Me ha llamado mucho la atención tu post precisamente porque hace más o menos una semana se acabó la pasta de dientes en casa, y al ir al supermercado fui a la sección de higiene para comprar más… y me pasó exactamente lo mismo: yo frente a una estantería con al menos veinte tipos diferentes de dentrífico Colgate, sin acordarme de qué producto en específico era el que se acabo y con cara de panoli intentando decidir cuál me llevaba…

    Si es así en España y en México, me imagino que debe ser así en todas partes donde llegue la marca, o por lo menos en todas las zonas de mercado hispano. Y también creo que es un error, estan saturando las opciones de producto de un modo exagerado.

    March 19th, 2008 | 10:13 pm
  2. claudia alejandra

    tienen razon en los productos de colgate, yo pienso k cada producto es distinto, con ingredientes distintos. :-P

    April 30th, 2008 | 5:18 am
  3. […] razón tenía Pau Sánchez en su entrada “Segmentación de mercados: dentífricos“. El otro día fui al supermercado a comprar pasta de dientes, y otra vez se me había […]

    August 13th, 2008 | 4:29 pm
  4. sara

    eso es tu segmentacxion …gracias x nada

    October 21st, 2008 | 11:12 pm
  5. Anonymous

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