• The analysis shows positioning of different variants of Colgate with regard to value market share, price level and the age of housekeeping person together with income per household member.
• Colgate Herbal is the most important for the total value of the brand (it has the highest value share on the toothpaste market).
• Buyers of Colgate Herbal, more often than category buyers, come from households with higher income level, housekeeper younger than the average category buyer.
• The most remarkable difference in profile of buyers, with respect to income level, was tracked between Colgate Soda and Colgate Whitening. Surprisingly, Colgate Whitening - the most expensive of all variants, with the price 60% higher than average for the category, is more frequently purchased by households with relatively low-income level.
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