Group 6.

Ranjeet Pawar
Shalvi Vartak
29
Suneet Budhiraja
Ajit Joy
45
Snehrag Raghavan
46
Mihir Lingalia

34

38

Something
Interesting.
2

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.
3

Toothpaste - Sensitive Teeth - Premium

Segment

The

Company.
4

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
5

Prescription Medicines

Source: gsk.com

which
includes
6

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.
7

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.
8

Product.
9

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.
10

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.
11

Retail Stores and hypermarkets

in urban markets. [Tier-1 cities]

Pharmacies

Distributors

Promotion.
12

TV Commercials in regional
languages.

Chill Tests in hypermarkets

Promotion through dentists and

dental colleges.

13

COMPETITOR ANALYSIS

The Sensitive Toothpaste

Market in India
14

Market Share
34 Crores

32 crores

151 crores

urce: The Times Of India: Jun17 11

24 crores

Colgate Sensitive
Pro-Relief
Warren Sensodent
GSK Sensodyne
Others

The
Competitor.
15

ource: GSK Annual Report

15%
10%

Comparing the STPs

16

Colgate Sensitive Pro

Relief

Sensodyne

Segment: Sensitive
Toothpaste Market

Segment: Sensitive
Toothpaste Market

Target: People with

Dentine Hypersensitivity

Target: People with

Dentine
Hypersensitivity

Positioning: Only
toothpaste which Provides
Instant Relief

Positioning: 24/7
sensitive protection

Comparing the 4s: The Product

17

Colgate Sensitive ProRelief

Sensodyne

Provides Instant Relief

Clinically Proven and

approved by Indian Dental
Assoc.

Single Flavour

Available in 2 flavour.

Available in 40gms and 80

gms

Available in 40gms &

80gms

Provides relief in 1 week.

Worlds No.1 toothpaste
recommended by
dentists worldwide

Comparing the 4s: The Price

18

Colgate Sensitive ProRelief

Rs.70 for 40gm pack

Sensodyne

Rs.42 for 40gm tube of

Fresh Mint.

Rs.120 for 80gm pack

Rs.75 for 80gm tube of

Fresh Mint.

Premium Pricing

Rs.45 for 40gm tube of

Fresh Gel.

Penetrative Pricing

Comparing the 4s: The Place

19

Colgate Sensitive ProRelief

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

Sensodyne

Available in
chemists and
hypermarkets

Source: ValueResearchOnline

Comparing the 4s: The Promotion

20

Colgate Sensitive ProRelief

Did not have the first mover

advantage (Commercials)

Has India specific website [Online

Presence]

Sensodyne

Order for free sample through Wall

of Sensitivity

Has more than 36k dentists to

promote

Colgate Mobile Clinics

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...
21

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
22

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!