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Ranjeet Pawar Shalvi Vartak Suneet Budhiraja Ajit Joy Snehrag Raghavan Mihir Lingalia
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Something Interesting.
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Toothpaste has a penetration of 64%** in India. Almost 435 million Indians still do not use toothpaste.* Simply encouraging people to increase usage by asking them to brush twice a day, daily and regularly sets the cash register ringing for Oral Care companies.
Thats Marketing!...or are they serious?
The Product.
3
The
Company.
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Glaxo Smith Kline Headquartered in London,UK. Listed in LSE and NYSE Formed in 2000 by merger of Glaxo Wellcome and Smith Kline Beecham GSKCH and GSK Pharmaceuticals
Prescription Medicines
Vaccines
Consumer Healthcare
Stiefel
Source: gsk.com
which includes
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Prescription: Augmentin, Betnovate, Ceftin etc; Vaccines: for influenza, tetanus, diptheria and many other Consumer health care: Horlicks, Boost, Aquafresh, Sensodyne, Iodex, Crocin, Eno, Boost etc; Stiefel: Skin health [Dermatology]
Block Drug Company in 2001, the original manufacturers of Sensodyne. Sensodyne is a Toothpaste for Sensitive Teeth (Dentine Hypersensitivity) Sensitive Teeth Market Premium Segment Present in 130 countries with a market share of 10% and 18% in US and UK respectively. Launched in India in January 2011. Promoted by GSK Asia Pvt. Ltd with an investment of 20 crores for first 9 months.
1.Product
4.Promotion
2.Price
3.Place
Product.
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Value: Providing relief from sensitive pain within two weeks. Branding: No.1 toothpaste recommended by dentists globally. Variety: Fresh Mint and Fresh Gel Packaging: Attractive paper box Size: Available in 40gms. and 100gms. Design: Simple and appealing
Price.
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Packet Price: Rs.42 for 40gm tube of Fresh Mint. Rs.75 for 80gm tube of Fresh Mint. Rs.45 for 40gm tube of Fresh Gel.
Place.
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Retail Stores and hypermarkets in urban markets. [Tier-1 cities] Pharmacies Distributors
Promotion.
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TV Commercials in regional languages. Chill Tests in hypermarkets Promotion through dentists and dental colleges.
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COMPETITOR ANALYSIS
Market Share
34 Crores Colgate Sensitive ProRelief Warren Sensodent GSK Sensodyne
24 crores
32 crores
151 crores
Others
The Competitor.
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15% 10%
Sensodyne
Sensodyne
Provides Instant Relief Clinically Proven and approved by Indian Dental Assoc. Single Flavour
Provides relief in 1 week. Worlds No.1 toothpaste recommended by dentists worldwide Available in 2 flavour. Available in 40gms & 80gms
Sensodyne
Rs.70 for 40gm pack Rs.120 for 80gm pack Premium Pricing
Penetrative Pricing
Sensodyne
Available in chemists and hypermarkets Robust distribution network allows availability in 45lakh stores and 1000 towns all over India
Source: ValueResearchOnline
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Sensodyne
Did not have the first mover advantage (Commercials) Has India specific website [Online Presence] Order for free sample through Wall of Sensitivity
The first one to have TV commercials on Sensitive teeth No India specific website [Australia and US, UK, Belgium, Germany, Canada] Roped in 15k dentists for promotion within 2 months of launch. Chill Tests
To Conclude...
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Colgates overall supremacy in the toothpaste market, the serious image of the brand has helped it build committed customers. This is GSKs second foray in the Indian toothpaste market. Brand awareness is high
Bibliography
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AFAQs Business Standard (GSK, Second time lucky?) Basicmarketingfundas4u (Blog) Colgate Sensitive Pro Relief: Website Financial Express (Interview: VP, Marketing, GSK) GSKCH and GSK: Website. GSK Annual Report Sensodyne: Website The Economic Times (GSK enters Indian toothpaste market) The Times Of India (Colgate moves to protect lead in oral care) Value Research Online (Fresh As Ever) Wikipedia (for data on GSK and Sensodyne)
THANK YOU!