Professional Documents
Culture Documents
Marketing Plan Sensodyne Toothpaste
Marketing Plan Sensodyne Toothpaste
Ranjeet Pawar 34
Shalvi Vartak 29
Suneet Budhiraja 38
Ajit Joy 45
Snehrag Raghavan 46
Mihir Lingalia
Something
Interesting.
2
* ValueResearchOnline
* * As of August 2011. ValueResearchOnline
The
Product.
3
Prescription Consumer
Vaccines Stiefel
Medicines Healthcare
Source:gsk.com
…which
includes
6
1.Product
4.Promotion 2.Price
3.Place
Product.
9
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.
Pharmacies
Distributors
Promotion.
12
TV Commercials in regional
languages.
Market Share
34 Crores
Colgate Sensitive Pro-
Relief
32 crores Warren Sensodent
15%
10%
Penetrative Pricing
Comparing the 4’s: The Place
19
Robust distribution
network allows availability
in 45lakh stores and 1000
towns all over India Source: ValueResearchOnline
Comparing the 4’s: The
20
Promotion
Colgate Sensitive Pro-Relief Sensodyne
Did not have the firstmover The first one to have TV
advantage (Commercials) commercials on Sensitive teeth
Has India specific website [Online
Presence] No India specific website
[Australia and US, UK, Belgium,
Germany, Canada]
Order for free sample throughWall of
Sensitivity
Roped in 15k dentists for
Has more than 36k dentists to promotion within 2 months of
promote launch.
• AFAQs
• Business Standard (GSK, Second time lucky?)
• Basicmarketingfundas4u (Blog)
• Colgate Sensitive Pro Relief: Website
• Financial Express (Interview: VP,Marketing, GSK)
• GSKCHand GSK:Website.
• GSKAnnual Report
• Sensodyne: Website
• The Economic Times (GSKenters Indian toothpaste market)
• The Times Of India (Colgate moves to protect lead in oralcare)
• Value Research Online (Fresh As Ever)
• Wikipedia (for data on GSKandSensodyne)
THANK YOU!