Tom's of Maine

a. The prospects and customers rate quite highly Tom's of Maine when it comes to reputation, product quality, service, sales force and price. Tom's of Maine has turned their natural product line into a $17 million a year business (Fried 6). Their products are made of natural products only and no animals are harmed in testing in any way. They are environmentally conscious and their natural line of toothpastes have FDA approval.

b. Different classes of customers make their buying decisions more and more based on their personal values as well as their personal needs for a product or service. Tom's of Maine has tapped into this new wave of consumer choice based on values and has made a success of simple products like toothpaste, mouthwash and deodorant to become extremely successful. Prospects for the future look even brighter since Money reported at the start of the 1990s that the trend for such products would only grow "�Americans will spend more than $120 billion this year � 10% more than in 92'-on such environmentally correct goods. By 1997, the market could exceed $150 billion," (Fried 5).

c. The evolving needs and satisfactions of buyers in this market segment are concerned with the safety of their products as well as the quality. They are suspicious of past corporate corruption that often marketed unsafe products as no threat to humans, animals or the environment. Tom's of Maine has made profits witho

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