Baby boomers are more concerned about the health of their gums as compared to cavity prevention. Baby boomers are also willing to pay a premium for toothbrushes that address this issue. The target customer segment for Precision in the super premium niche is therapeutic brushers, who make up 46% of adults...
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(Table B) Therapeutic brushers are high involvement users and differentiate among products to search out functionally effective oral health products. Precision can be marketed to these consumers using a niche positioning strategy. Precision's design meets baby boomers, and in particular, therapeutic brushers expectations...
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Cost Leadership and Product Differentiation Many (perhaps all) market segments in the industry are supplied with the emphasis placed minimising costs. If the achieved selling price can at least equal (or near)the average for the market, then the lowest-cost producer will (in theory) enjoy the best profits...	2 / 540
Competitive Advantage This allows companies to desensitize prices and focus on value that generates a comparatively higher price and a better margin. The benefits of differentiation require producers to segment markets in order to target goods and services at specific segments, generating a higher than average price...	2 / 543
Strategic management The literature illustrates that to be sustainable whether within an industry or globally then it not in the firm’s best interest to be stuck in the middle and “indicates that firms cannot focus solely on a cost leadership or differentiation strategy to the exclusion of other strategies” (Powers & Hahn, 2004 p45)...	3 / 612
Generic Strategies - Michael Porter (1980) For example, British Airways differentiates its service. • The differentiating organization will incur additional costs in creating their competitive advantage...	2 / 547