INTRODUCTION TO MARKETING (MKT202)

SUMMER 2020

MIDTERM ASSIGNMENT - Part1

COURSE INSTRUCTOR: MAHTAB MUNTAZERI (MBT)

STUDENT NAME: Sabatum Samya

ID: 1912538030

SERIAL NUMBER: 14

WORD COUNT: 867 words

DATE OF SUBMISSION: 11-08-2020
 1.Marketing Mix of Sensodyne (4p’s & 4c’s)
 Product -
 Sensodyne has toothpaste of different variants-Fresh Mint, Fresh Gel, Rapid
Relief, Deep Clean. They also have sensitive soft toothbrush. (sensodyne
bangladesh, n.d.)
 They use chemicals like potassium nitrate, strontium chloride, and NovaMin
which helps to cure the sensitive teeth and provide long-lasting protection from
germs.
 Sensodyne is the no1 bestselling brand for sensitive teeth recommended by
doctors globally. This recommendation makes Sensodyne a superior product in
the market.
 The packaging of Sensodyne gives a premium vibe to the customer.
 Design is attractive and appealing.
1. Customer Solution- Sensodyne’s vision is to create a sensitivity-free
future. That means they serve and satisfy the needs of customers who have
sensitive teeth. They’re not only just selling the product but also ensuring
that Customers find the products very effective. Their focus on sensitivity
make a difference from other tooth-care brands

 Price -
 Product price and quantity-

Product Quantity Price

Sensodyne Deep Clean 70gm 220Taka
Sensodyne sensitivity soft 1pc 80Taka
toothbrush
Sensodyne Fresh mint 40gm,70gm,130gm 115Taka,195Taka,280Taka
Sensodyne Fresh gel 130gm 280Taka
Sensodyne Rapid Relief 80gm 270Taka
(sensodyne bangladesh, n.d.)
2. Customer cost- As the company has targeted on the middle-class and
upper-class customers, they keep the price at a premium range but for
market like Bangladesh it can be costly. Because, in rural areas most
people are not bother of Sensodyne’s specialty in sensitivity. Instead of
buying Sensodyne, they prefer buying the cheaper one.
 Place -
 Sensodyne has vastly recommended by doctors and it’s one of the reasons that the
product is available in most of the medical stores.
 The company has made their product available in modern stores (Shwapno,
Agora, Meena bazar) and online market place (Daraz).
 3. Convenience- First Sensodyne thought of to be a medical product to the
customer that can be used by the doctor’s recommendation. Sensodyne use
the network of its parent company GSK to increase their distribution and
now it is available in small town to large cities, medical stores to retailer
stores.

 Promotion-
Sensodyne have had a successful promotional campaign and that have helped
them to grow their market share. Their ads are informative and persuasive. With
the help of the doctors they are quite successful to reach to their customers by
allowing them to know what teeth sensitivity is and what Sensodyne can do for
their customer to get rid of it. They have made a lot of tv ads where doctors are
recommending Sensodyne toothpaste to fight sensitivity.

image source-https://www.sensodyne.com.bd/

4. Communication- Sensodyne provides free online check-up, FAQ system, instant

reply to the messages on their website and Facebook page. By doing such
activities they have attracted their customers and customers can communicate
with them. (frequently asked question, 2020)
2.SWOT Analysis of Sensodyne
 Strength Weakness
 Brand image of being the  Lack of variety of
No1 bestselling brand for products.
sensitive teeth.  More concerned with
 Scientifically proven sensitivity rather than
efficiency with doctor’s other teeth related
recommendation. problems.
 Ahead of other brands in  Less number of brand
sensitivity segment. promoters lag behind of
other brands.

Opportunity
 People’s standard of life
has increased. They’re
now not only buying
toothpaste randomly, but
also taking teeth problems
like sensitivity seriously.
 Sensodyne’s huge market
share in sensitivity
segment. With proper
marketing tactics in can do
better in the long run.
Threat
 Distribution in the grey
market.
 There are many
counterfeit products of
Sensodyne are available
in the market. People
sometimes get confused
whether it is fake or
original.
 Unethical practices by
local companies like
persuading dentists in
order to influence
patients to use their
product.

3.External Environment Analysis

a) Micro environment-
 Customer- Customers are the most important factor that can directly affect the company.
Sensodyne provides sensitivity relief to their customer and customers help them to grow
the market share in sensitivity segment.
 Suppliers- Suppliers can directly influence the company as they working as partners.
Sensodyne’s suppliers keep upholding the customer satisfaction by providing the
essential raw materials like NovaMin, strontium chloride.
  Competitors- -Products like pepsodent sensitivity expert are the competitors for
Sensodyne. As pepsodent is cheaper than Sensodyne, can affect the Sensodyne’s sell.
 Marketing intermediaries-retailers, wholesalers and dealers are the middleman for
Sensodyne. They sell the product on company’s behalf.
 Public- They don’t buy or sell Sensodyne’s product, but they can be responsive on any
kind of decisions that Sensodyne make and their views can directly affect the company.

b) Macro (PESTEL) analysis-

 Political- Governmental rules and regulations can change the company’s environment.
 Economical-people’s standard of life has been changed in our country. Now-a-days
people are concerned about the oral problems and as a leading brand in sensitivity
segment they get preferences.
 Social- Many customers are confused about Sensodyne’s ingredients they assured their
customer by conducting a research on NovaMin and proved that it is not harmful.
 Technological- By using technology (scientific research) Sensodyne has made their
products capable of fighting sensitivity.
 Environmental- GSK removed triclosan from Sensodyne back in 2010 which can form
chloroform by mixing with water. (toothpaste, n.d.)
 Legal- For running operation in the country Sensodyne has to follow the regulations and
has to act accordingly to the law.

References
1. frequently asked question. (2020). Retrieved from sensodyne :
https://www.sensodyne.com.bd/faqs.html
2. sensodyne bangladesh. (n.d.). Retrieved from facebook:
https://www.facebook.com/search/top?q=sensodyne%20bangladesh
3. toothpaste. (n.d.). Retrieved from ethical consumer:
https://www.ethicalconsumer.org/health-beauty/shopping-guide/toothpaste