Colgate's market segmentation is very broad because all their products are of need to most people so those people share a similar interest in product needs. Colgate uses a segmentation bases by knowing that certain groups of people need Colgate toothpaste for a specific similar reason like yellow teeth, sensitive teeth or just teeth with cavities. Colgate also uses the family life cycle because they make toothpaste that could be used for grown ups and children. Also, special toothbrushes are made to attract young children with carttoon characters and different tastes and are less strong so that it wouldnt damage their gums. When Colgate does this they use demographic segmentation because they market toothpaste and toothbrushes for all sizes and ages. Almost everyone who uses Colgate toothpaste is in some kind of similar group like other people other than just using regular toothpaste and toothbrushes. Everyone who brushes their teeth are considered a target market for Colgate-Palmolive company. Colgate positioned several toothpaste so that people would like the products more like adding a different style or taste to the toothpaste. Colgate repositions their products because with the way they market and promote their products, consumers know that these products are way better than other brands and competition that is out there.