— Overview
A marketing plan divides a toothpaste market into four segments. Needs, wants, and demands are set out first: a need is a felt lack, a want is a particular wish, and a demand is a wish backed by purchasing power and a will to buy. The cavity-prevention offer is positioned on fluoride, with lines such as “For cavities, fluoride toothpaste,” and a planned price of 38,000 won, aiming at a clear before-and-after. A taste-and-aroma paste, planned at 12,000 won, adds flavor so that children may enjoy brushing, and is aimed at parents of children who do not like to brush.
A socially oriented paste emphasizes whitening, uses a well-known celebrity — Jang Dong-gun is named — and is planned at 3,800 won, an easy price on social networks. An economy offer keeps the basic job of a toothpaste, is planned at 2,000 won, and adds a buy-four-get-one promotion for lodging, camping, and everyday home use.
— Contents and key concepts
Needs, wants, demands, and four toothpaste offers
A marketing plan opens with three familiar ideas. A need is a felt lack of something basic that one tries to fill. A want is a particular wish. Wrinkle care is given as a want sitting under a need for beauty, and Amorepacific’s IOPE is named as an example. A demand is a wish for a particular product backed by purchasing power and a will to buy. If someone who wants IOPE’s wrinkle-care product also decides to purchase it and has the money to pay, that is treated as demand: a real intention to buy in the market.
The plan then sets out four toothpaste segments. The cavity-prevention offer is to be positioned on prevention as its greatest value, and its distinguishing trait is a large amount of fluoride. Suggested lines include “Prevent cavities right away,” “Contains a large amount of fluoride,” and “For cavities, fluoride toothpaste.” The planned price is 38,000 won. The aim is a paste that stands clearly apart from others, with a visible before-and-after.
The taste-and-aroma offer adds flavor and scent so that children, too, may enjoy brushing, and so that the paste can be used at any age. A suggested line is “Even with a strong toothpaste effect, taste and aroma were added. Flot toothpaste!” The planned price is 12,000 won. The target is children who do not like to brush, with an emphasis, for parents, on what is essential, and the product is described as patented while still doing a toothpaste’s basic job.
The socially oriented offer is a paste everyone may already know, but it emphasizes whitening, and the commercial uses a celebrity everyone knows. Jang Dong-gun is named. Suggested lines include “the toothpaste they used in the army” and “Jang Dong-gun’s toothpaste — you too can have white teeth. Jang Dong-gun toothpaste.” The planned price is 3,800 won, set so that it can be bought without strain on social networks. The economy offer keeps toothpaste’s inherent character and adds a four-plus-one benefit. It is meant for lodging businesses, for camping, for easy carrying when moving, and for unafraid purchase at home. A suggested line is “Buy now — buy four, get one more!” The planned price is 2,000 won.
Why a market is divided, and how a consumer is heard
Why divide a market at all? First, segmentation is said to make it possible to grasp a range of consumer needs and to identify a market in which those needs can be served, so that a firm can offer what people actually want. Second, an unmet need, once found, can be read as a chance for a new market, and for a product or service developed to fill it. Third, segmentation is said to raise sales and share: by avoiding head-on competition and offering something more closely fitted, a firm may also waste less cost. Behavioral segmentation is described as based on what people actually do, and therefore as customer-centered. Purchase patterns, frequency of use, loyalty, and the decision process can be seen, and because the measures are behavioral, practical data can be collected.
A focus-group interview is named as one way to gather opinion: a small number of respondents are brought to one place, and talk related to the aim of the study is collected in a natural atmosphere. Market research and prototype tests are also named. One suggested procedure is to prepare ten prototypes, collect opinion on each, and follow with a consumer survey of preferred taste and shape, so that tasting feedback can be used to improve the product. The same Korean report, at fuller length, is on CampusDown.
Sources
- A Korean marketing plan that divides a toothpaste market into cavity-prevention, taste-and-aroma, socially oriented, and economy segments, with planned prices.
Last updated: 14 November 2026
Frequently asked questions
How do needs, wants, and demands differ here?
A need is a felt lack of something basic that one tries to fill. A want is a particular wish — wrinkle care is given as a want sitting under a need for beauty, with Amorepacific’s IOPE named as an example. A demand is a wish for a particular product backed by purchasing power and a will to buy: if someone who wants IOPE’s wrinkle-care product also decides to purchase it and has the money to pay, that is treated as demand, a real intention to buy in the market.
What are the four toothpaste segments in the plan?
Cavity prevention is positioned on a large amount of fluoride, with lines such as “Prevent cavities right away” and “For cavities, fluoride toothpaste,” and a planned price of 38,000 won, aiming to stand clearly apart, with a visible before-and-after. Taste and aroma, planned at 12,000 won, adds flavor so that children may enjoy brushing, and can be used at any age; it is aimed at parents of children who do not like to brush, and is described as a patented product that still does a toothpaste’s basic job. The socially oriented paste emphasizes whitening, uses a well-known celebrity — Jang Dong-gun is named — with lines such as “the toothpaste they used in the army” and “Jang Dong-gun’s toothpaste — you too can have white teeth,” and is planned at 3,800 won. The economy offer, planned at 2,000 won, keeps toothpaste’s basic character and adds a buy-four-get-one promotion, for lodging, camping, easy carrying, and unafraid home purchase.
Why segment a market at all?
Segmentation is said to make it possible to grasp and meet a range of consumer needs, and to identify a market in which those needs can be served. An unmet need can be read as a chance for a new market, and for a product or service that fills it. It is also said to raise sales and share by avoiding head-on competition and offering something more closely fitted, while reducing wasted cost. Behavioral segmentation is described as based on actual behavior — purchase patterns, frequency, loyalty, and the decision process — and as customer-centered, with practical data that can be collected.
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