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Group 6.

Ranjeet Pawar Shalvi Vartak Suneet Budhiraja Ajit Joy Snehrag Raghavan Mihir Lingalia

34 29 38 45 46

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?

* ValueResearchOnline ** As of August 2011. ValueResearchOnline

The Product.
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Toothpaste - Sensitive Teeth - Premium Segment

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

Source: GSK Annual Report

The Product Line


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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]

About the product.


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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.

Marketing Mix: The 4Ps.


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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.

Discounts: Rs.2 discount in D-Mart.


Pricing Strategy: Penetrative Pricing

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

The Sensitive Toothpaste Market in India


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Market Share
34 Crores Colgate Sensitive ProRelief Warren Sensodent GSK Sensodyne
24 crores

32 crores

151 crores

Others

Source: The Times Of India: Jun17 11

The Competitor.
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15% 10%

Source: GSK Annual Report

Comparing the STPs


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Colgate Sensitive Pro Relief

Sensodyne

Segment: Sensitive Toothpaste Market

Segment: Sensitive Toothpaste Market

Target: People with Dentine Hypersensitivity


Positioning: Only toothpaste which Provides Instant Relief

Target: People with Dentine Hypersensitivity


Positioning: 24/7 sensitive protection

Comparing the 4s: The Product


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Colgate Sensitive Pro-Relief

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

Available in 40gms and 80 gms

Comparing the 4s: The Price


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Colgate Sensitive Pro-Relief

Sensodyne

Rs.70 for 40gm pack Rs.120 for 80gm pack Premium Pricing

Rs.42 for 40gm tube of Fresh Mint.

Rs.75 for 80gm tube of Fresh Mint.

Rs.45 for 40gm tube of Fresh Gel.

Penetrative Pricing

Comparing the 4s: The Place


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Colgate Sensitive Pro-Relief

Sensodyne

Available in chemists and hypermarkets Robust distribution network allows availability in 45lakh stores and 1000 towns all over India

Available in chemists and hypermarkets

Source: ValueResearchOnline

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Comparing the 4s: The Promotion


Colgate Sensitive Pro-Relief

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

Has more than 36k dentists to promote Colgate Mobile Clinics

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!